02114020/CAPE/KMS 2022
C A R I B B E A N
E X A M I N A T I O N S
C O U N C I L
CARIBBEAN ADVANCED PROFICIENCY EXAMINATION®
COMMUNICATION STUDIES
PAPER 02
QUESTION 3 MODULE 3
MAY/JUNE 2022
KEY AND MARK SCHEME
- 2 02114020/CAPE/KMS 2022
COMMUNICATION STUDIES
PAPER 02
KEY AND MARK SCHEME
Question 3
Rhetorical appeals to motivate school leavers to participate
Two Message Points
Points could include the following:
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Financial gains
Provide means of acquiring skills (technical/soft)
May lead to career path
Feel more fulfilled
Instil self-confidence
Assist in resume building
Make more suitable for employment
Teach responsibility, management of personal affairs
Way of giving back to society
Building human resources
NB. Words already used in the prompt should not be accepted – “temporary”
employment”, “life skills” and “patriotism”.
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Ethos or credibility appeal – This could include references that will
make the programme seem official/professional/credible/reliable
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Endorsements
from
government
officials,
professionals,
civic
leaders and business leaders to assure the audience that this is an
officially sponsored and serious programme that will bring benefit
to them.(credibility)
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Testimonials from previous participants in the programme who can
attest to the benefits of the programme (Increase reliability)
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Appeals to audience’s character, such as taking responsibility for
planning for their future and also for the development of their
country.(helping the audience to see themselves as described by the
speaker: responsible, intelligent, patriotic)
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Any other credible strategy for ethos appeal with justification
Award 3 marks for each of two message points with a clear reference to
ethos appeal and justification. (3X2 = 6 marks)
Award 1 mark each for any TWO clear statements of message points
without reference to ethos appeal.(2 marks)
Award 1 mark for ONE clear statement of message
reference to ethos appeal or justification. (1 mark)
point
without
Award 1 mark each for reference to two acceptable examples of ethos
appeal with justification but NO message point(2 marks)
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COMMUNICATION STUDIES
PAPER 02
KEY AND MARK SCHEME
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Time-table of activities you would recommend to emphasize each
appeal
during
the
month
of
recruiting
[2 marks]
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Reference to daily or weekly timetable in which they outline
activities based on mentioned ethos appeal
Award 2 mark for an explanation of a time-table of activities which
includes mention of days/weeks related to ethos appeal
Award 1 mark for an explanation of a time-table of activities which
includes mention of days/weeks but no reference to ethos appeal
Award 1 mark for naming a time period with reference to ethos appeal
but no mention of activities
Award 1 mark for outlining a sequence of activities related to ethos
appeal but with no explicit mention of timeline/duration
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COMMUNICATION STUDIES
PAPER 02
KEY AND MARK SCHEME
Question 3 cont’d
The digital media technology you would use to communicate with your
target
audience
(2 marks)
CHANNELS
MEDIA
Any of the following
could be associated
with a channel
YouTube
TikTok
Podcasts
Websites
Video
Electronic Posters
Livestream
Digital Audio
Recordings (voice
notes/MP3s or MP4s)
SMS Messages
Posts
PowerPoint
Email
Graphics
Spreadsheet
Instagram (IG)
Snapchat
Blogs
Periscope
Facebook
HARDWARE
Laptop
Computer
Smart TV
Smartphones
CD/MP3 players
Tablets
Digital Camera
Explanation of selection of digital media technology for target audience
could include
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Attractiveness to young people
Ease of use
Fashionableness of use
Popularity of such technology among young people
Efficiency of message dissemination
Relatively low cost to reach wide audience [2 marks]
Award 2 marks for correctly identifying/naming a digital media technology
with justification of choice
Award 1 mark for correctly identifying/naming a digital media technology
without justification of choice
Award 1 mark for justifying the use of digital media without specifically
naming the medium
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COMMUNICATION STUDIES
PAPER 02
KEY AND MARK SCHEME
Organization
Excellent paragraph development with thematic cohesion, appropriate
use of transitional devices, and connectives and an effective
conclusion.
7
Good use of the above criteria with one or two weaknesses evident.
5-6
Adequate level of organization with several weaknesses evident.
3-4
Unsatisfactory level of organization with weaknesses evident in all
areas.
1-2
Expression
Excellent, effective and error-free use of language.
8
Very good use of language though there may be a few lapses evident.
7
Good use of language though there may be a few lapses evident.
5-6
Some ability to use language effectively and accurately, but there
are inconsistencies in accurate usage.
Frequent inaccurate use of language OR insufficient information
presented
Incomprehensible response OR no response.
3-4
1-2
0