COMMUNICATION STUDIES
APPROACHING PAPER II
MODULE III
Module 3 – Speaking and Writing
This is an essay response in which you demonstrate your knowledge of
customizing a message for a target audience.
Customize a message – to create a message that appeals to the interests,
ability, knowledge, age, preferences, gender etc. of a specific group or
individual.
Target audience – the individual or group to whom the communication
message is intended to reach.
As such, in creating a message for your target audience you are most times
asked to focus on a combination of the following: rhetorical appeals,
promotional strategies, dialectal (language) variations, language register,
digital media technology.
What are Rhetorical Appeals?
Rhetorical appeals refer to :
• Modes or methods of persuasion used by speakers or writers
• Persuasion aimed at attracting or creating interest in something
• Persuasion aimed at engaging an audience’s emotions or support
TYPES OF RHETORICAL APPEALS
There are three appeals used in arguments or communication
campaigns to attract and convince audiences:
• Logical or Logos Appeal
• Emotional or Pathos Appeal
• Credibility or Ethos Appeal
Discussing Logical or Logos Appeal
Logos (logical) appeal – refers to
• the use of facts, statistic and figures
• use of evidence based on laws, rules, standards and regulations
• use of any logical reasoning or argument (inductive, deductive or
analogy) as justification for any decision taken in the initiative
Discussing Credibility (Ethos) Appeal
Ethos (credibility) appeal – refers to
• reference to authority figures who can make the audience trust the
initiative
• reference to knowledgeable experts and respected public officials
who will make the audience believe in the initiative
• Reference to respected celebrity figures who can inspire trust
Discussing Emotional (Pathos) Appeal
Pathos (emotional) appeal – refers to
• use of emotive words intended to stir up feeling and emotions
• Use of language that is memorable and impactful such as jingles,
rhyme and rhythmic speech
• use of rhetorical questions to produce reflection
• use of case study, anecdote or illustrations intended to have an
emotional effect on the audience
Defining Promotional Strategies
What are promotional strategies?
By promotional strategy we mean all forms of communication media,
activities or plan of action, intended to achieve specific communication
goals by informing or persuading a target audience to act, accept, or
give favourable consideration to participating in any activity as a result
of being exposed to a communication event.
Promotional Strategies
Seminar / Group or Rap Session / Debates / Distinguished Lecture / Town Hall
Role play / Dramatization / Mime
Videos / Audio Visual media – PowerPoint, podcast
Posters / Flyers / Pictures / Charts
Brochures / Booklets / Leaflets
Songs / Jingles / Raps / Chants / Dub or Reggae poetry
Bumper Stickers / decal
Radio, television and internet advertisement
Promotional novelties and incentives (memorabilia)
Promotional events – fairs, walks /runs
Celebrity or expert testimonial or endorsements
Social Media networking / messaging / webinar
DIALECTAL VARIETIES
• Suitable dialectal varieties include: —
• Creole English – Acrolect, mesolect or basilect
• Standard English —
• Colloquial English —
• Foreign English —
• Rasta English —
• Erudite English —
• Radio and Television English
LANGUAGE REGISTERS
• Frozen: This is where the use of language is fixed and relatively static. The national pledge, anthem, school creeds and The Lord's
Prayer are examples of a frozen register. In essence it is language that does not require any feedback.
• Formal: This describes language used in official and ceremonial settings. For example, in court, in a business meeting, at a
swearing in ceremony, in an interview or in a classroom etc. The language used in these settings is comparatively rigid and has a
set, agreed upon vocabulary that is well documented. In other words, the language used is often of a standard variety.
• Consultative: This describes language used for the purpose of seeking assistance as is suggested by the word 'consult'. It also
describes the language used between a superior and subordinate. In both cases one person is deemed as more knowledgeable
and having greater expertise and the other person is the beneficiary of such knowledge and expertise. The language dynamism
between lawyer/client, doctor/patient, employer/employee and teacher/student are examples of this type of register.
• Casual/Informal: This describes language used between friends. It is often very relaxed and focused on just getting the
information out. Slangs are quite often used in these instances.
• Intimate: This is used to describe language used between persons who share a close relationship or bond. This register would
take into account certain terms of endearment, slangs or expressions whose meaning is shared with a small subset of persons.
For example lovers having special terms of endearment, mothers giving pet names to their children based on some character trait
and best friends formulating slangs based on some shared past experience.
Defining Digital Media Technology
What is digital media technologies?
Digital media is any form of media that uses electronic devices such as
smart phones, tablets, laptops, etc. for distribution through the
Internet. It involves any form of media which can be created, viewed,
modified and distributed using electronic devices. Digital media
includes commonly used software, video games, videos, websites,
social media, and online advertising.
• Digital media technologies which may be mentioned include:
• — laptop computers or tablet computers and their applications —
smart phones and their applications
• — audio visual digital projectors
• — document cameras or digital cameras
• — On-line message boards, forums and portals
• — Electronic bulletin boards
• — Video/audio streaming
• — Post on specific social media platforms – FaceBook, Tiktok,
Instagram, Whatsapp (DO NOT SAY SOCIAL MEDIA by itself, you must
mention the specific social media platform)
•
In an essay of no more than 300 words present
The course of action you would take. Your course of action should have:
a) TWO rhetorical appeals to appeal to the audience mentioned.
(b) TWO promotional strategies to get your message across to your audience.
(c) A dialectal variety that would suit your audience.
Total 25 marks
Organizing Your Essay Answer
Organize your answer in paragraphs which include the following:
• Introduction
Your introduction should indicate the direction in which your essay will develop.
Consider including the following:
• A brief explanation of what the club has done
• Briefly say what you have been tasked to do
• Mention what is expected to be in the proposal
• At least one body paragraph for each of the tasks in the question
P – point E – example E – explain / I - dentify E – example E – explain
• Appropriate transitions and connectives between and within paragraphs
• Conclusion
SAMPLE RESPONSE
The peer counselling club at my school has organized a campaign to
promote anti-bullying among the school community. As a member of the
society, I have been tasked to put forward a course of action to be presented
to the school’s administration. This course of action will include the use of
rhetorical appeals, promotional strategies, and dialectal variations.
In executing this proposal, the group will use two rhetorical appeals to
enhance its proposal namely the pathos and logos rhetorical appeal. For
pathos the group intends to outline with strong emotional words and images
the plausible signs and effects of bullying. The use of these will definitely stir
up the emotions of the audience in order for them to understand the
severity of bullying. In using the logos appeal, the group intends to outline its
argument in a logical manner and incorporate the use of statistical data. This
will ensure clarity and make the presentation more believable.
During the proposal it is our intention to incorporate two promotional
strategies. To grab the attention of our adult audience we intend to use a
workshop and jingles. The workshop would be one that is interactive in order
to grab our audience’s attention and would mimic how we intend to reach
the school population. Jingles played intermittently during the workshop
would assist in disseminating anti bullying sentiment.
Lastly, we must use a dialectal variety to put forward our proposal.
The acrolect variety is what we will use, but colour it with the basilect. We
use the acrolectal dialect predominantly because the audience comprises
adults but so as to not make the delivery mundane we will incorporate the
basilect dialectal variety.
In conclusion, when making a proposal you must take your audience
into consideration. This means that the appeals, strategies and dialectal
varieties used should be appropriate.
304 words
LET US LOOK AT A QUESTION WITH DIGITAL
MEDIA TECHNOLOGIES
• MODULE 3 Question 3 – SPEAKING AND WRITING EXERCISE
• 3. Read the scenario below then answer the questions that follow.
• Recently, the daily newspaper printed a story about the growing number of school age youth who
are involved in driving motor bikes on the road without driver’s license. Some have been detained
by the police and there is public concern that this practice needs to be stopped. You have
decided to suggest a plan of action to the government to address this growing national problem.
• In an essay of NO MORE than 300 words, outline your plan of action by:
• (A) commenting on TWO message points which you would include in messages to the offending
teens using logos appeal or ethos appeal
• (B) commenting on TWO promotional strategies which you would recommend to be used to
reach your target audience, and
• (C) identifying and explaining TWO digital media technologies which you would use to
communicate with the teens.
• [25 Marks]
LOGOS APPEALS
I WOULD HAVE STATED ANY TWO BELOW and EXPLAIN THEM IN
RELATION TO THE CONTEXT.
• Driving motor bikes without driver’s license is against the Road Traffic
Act.
• Driving motor bikes without a driver’s license is dangerous to teens
and the general public.
• Driving motor bikes without a driver’s license has resulted in 34 fatal
crashes in 2022.
ETHOS APPEAL
I WOULD HAVE STATED ANY TWO BELOW and EXPLAIN THEM IN RELATION
TO THE CONTEXT.
1. Usain Bolt reminds you that the only safe place to race is on the track
not on the roads.
2. Mona Infomatics research shows that 90% of all motor bike accidents is
a result of speeding.
3. The JCF data reveal that three quarters of all motor bike crashes involve
teen drivers without a license.
PROMOTIONAL STRATEGIES
Which TWO promotional strategies could be used to reach the target
audience?
Explain why these TWO strategies are appropriate for your teen
audience?
Promotional Strategy
Seminar / Group or Rap Session
Role play / Dramatization / Mime
Videos / Audio Visual media – PowerPoint, podcast
Posters / Flyers / Pictures / Charts
Brochures / Booklets / Leaflets
Songs / Jingles / Raps / Chants / Dub or Reggae poetry
Bumper Stickers / decal
Radio, television and internet advertisement
Promotional novelties and incentives
Promotional events – fairs, walks /runs
Celebrity or expert testimonial or endorsements
Social Media networking / messaging / webinar
Justifying Choice of Promotional Strategies
• Popularity of the strategy among the target audience
• Suitability of the strategy for the communication context in which
the audience will be reached
• Attractiveness of the promotional strategy to the target audience
• Suitability of the promotional strategy to dissemination using digital
media
• Appeal of the promotional strategy to the interests and preferences
of the target audience
Identify and explain TWO digital media technologies to
be used to reach the teens
• Digital media technologies which may be mentioned include:
• — laptop computers or tablet computers and their applications — smart
phones and their applications
• — audio visual digital projectors
• — document cameras or digital cameras
• — On-line message boards, forums and portals
• — Electronic bulletin boards
• — Video/audio streaming
• — Post on specific social media platforms – FaceBook, Tiktok, Instagram,
Whatsapp (DO NOT SAY SOCIAL MEDIA by itself, you must mention the
specific social media platform)
Justifying Choice of Digital Media
• Popularity of the digital media among the target audience
• Suitability of the digital media for the communication context in
which the audience will be reached
• Attractiveness of the digital media to the target audience
• Suitability of the digital media to easy dissemination of message
• Appeal of the digital media to the interests and preferences of the
target audience
• Ability to simultaneously and economically reach large audience.
A TIME TABLE OF ACTIVITIES
• Reference a daily, weekly or monthly timetable in which you outline
activities based on the mentioned appeal that you should provide the
activities for.
Works Cited
• McDermott, Harold. CAPE COMMUNICATION STUDIES Examination
Focus Workshop April 2023. Power Point Presentation