Module 3 Essays

MODULE 3 ESSAYS

Requirements

1. Channels + Mediums
2. Appeals
3. Advertising Strategies

CHANNELS + MEDIUMS 

Channel = how the message is sent.

                  Example : text message, email, phone call

Medium = form of the message.

                  Example : verbal, visual, audio

APPEALS

Something that is pleasing to an individual, but more specifically, persuades them to want to do something.

Example : The shiny toy car appealed to the little boy and so he begged his mother to buy it.

Appeals are various and the appeal(s) used when planning an advertisement or campaign will have to be applicable to the target audience. 

The list of Appeals (as stated by Edlin D. Rochford in her book, Communication Studies) are :

1. Emotional
2. Personal
3. Social
4. Fear
5. Humor
6. Sex
7. Music
8. Scarcity
9. Rational
10. Masculine / Feminine
11. Brand
12. Snob
13. Adventure
14. Less Than Perfect
15. Romance
16. Emotional Words / Sensitivity
17. Youth
18. Endorsement
19. Play On Words
20. Statistics
21. Plain
22. Bandwagon

NOTE : Usually, only 3 are required for the essay.

ADVERTISING STRATEGIES

There are 3:

1. Logos
2. Ethos
3. Pathos

LOGOS 

Seeks to appeal to logic and reason by use of statistics and evidence to give full information or facts about the product.

Example : Buy the new Crest mouthwash because it fights 99.9% of all bacteria and leaves you with 

                  a 24-hour clean feeling in your mouth.

ETHOS

Seeks to appeal to credibility of character by convincing the individual that the sellers of the product are reliable and trustworthy by employing experts or celebrities. 

Example : Katy Perry uses Proactiv, and you should too!

PATHOS

Seeks to appeal to emotion of an individual by evoking an emotional response, be it a positive or negative one.

Example : Someone enjoying a burger at a restaurant.

Example : A homeless child begging on the side of the street, with the sign "FOR SCHOOL".

Below are a couple of videos that employ a variety of the strategies and appeals mentioned above.

Watching them may help you develop ideas for an essay.

Pillions Trust - Poor

Joker Snickers

Just A Car

Ford Focus - Logos

Module 2 Essays

MODULE 2 ESSAYS

Requirements :

• Standard English and Creoles
• Characteristics of Language
• Variation in Language + Reasons
• Purposes of Language
• Registers
• Attitudes to Language
• Communicative Behaviors

Standard English and Creoles should be known from either textbooks or teacher's notes.

CHARACTERISTICS OF LANGUAGE (the ones needed for the essay)

1. Symbolic - words used as symbols of ideas. Vocabulary is based on the needs of the society that employs the language. The language must be understand amongst all the speakers in the society, for it to be effective as a means of communication.
2. Systematic - the structure of the language, which is the grammar and rules that define how the language is to be used.

NOTE:   this is important when identifying the difference between Standard English and Creoles/dialects.

VARIATION IN LANGUAGES  + REASONS

Each language has differences in :

1. Words Used
2. Structure
3. Sentence Length
4. Articulation of Words
5. Completion of the Spoken Word
6. Non - Verbal Communication

These are all based around the relationship between the two individuals conversing.

The Reasons for these variations being present are :

1. Audience -               who is being addressed
2. Subject Matter -       topic of focus
3. Medium -                 means of communication
4. Attitude of Writer - personal feeling upon the topic displayed by writer

NOTE: These should be taken into consideration when analyzing the piece.

PURPOSES

1. Expressive - emotional and focused on the speaker / writer.
2. Informative - all the words are used in context to give specific information to direct the reader.
3. Reflective - focused on analyzing the past and uses memories.
4. Poetic - language is stylistic or imaginative to pleasure the reader.
5. Phatic - simply establishes contact among persons without seeking a response.
6. Metalinguistic - use of language to discuss language.

REGISTERS

Formality of Language.

It is conveyed by word choice and style and structure used.

1. Frozen - for print purposes, where no direct response from the reader is expected
2. Formal - used in socially formal contexts
3. Consultative - a supply of extra information, under the assumption that is is essential for full comprehension.
4. Casual - used in dialogues between friends or any other persons who can be spoken to with slang (acquaintances).
5.  Intimate - communication between people who are close (relationship-wise) and it conveys personal thoughts and feelings.

ATTITUDES TO LANGUAGE

Refers to how an individual feels about the language spoken.

1. Positive - has pride in and enjoys the language spoken
2. Negative - does not enjoy the language being spoken, feels ashamed.

COMMUNICATIVE BEHAVIORS

Ways in which an individual acts that will add to the meaning of the message.

1. Vocalics - use of volume, pitch and tone in voice.
2. Proxemics - use of space (either free space or personal space or space amongst persons)
3. Artifacts - use of objects (objects includes clothing)
4. Movement + Facial Expression - gestures, eye contact and other motions .
5. Chronemic - use of time (as in how long the speech is or otherwise).

NOTE : There is often a question which states : 

                " Suggest how a video presentation would make this piece easier to understand . "

              

Communicative Behaviors and Registers are usually a good way to answer.

Module 1 Essays

MODULE 1 ESSAYS

Main Requirements :

• Main Point / Main Idea
• Purpose
• Organizational Strategies
• Language Techniques (Literary Devices)

MAIN IDEA / MAIN POINT

This is what the extract is about. It is the core idea or focus of the extract. 

To write the main point, the following phrase should be used :

"... the main point is that ... "

PURPOSE

This is what the writer of the piece hopes to achieve, and it is usually related to the main point.

It is therefore the aim of the writer.

NOTE: when writing the purpose, the following phrase is used to introduce it :    "... is to ..."

ORGANIZATIONAL STRATEGIES

A means by which the writer achieves his/her intended purpose.
It is the way/style the author has structured the information within his/her piece.

For instance, if the writer wants to compare two things, comparison and contrast will be used to highlight the similarities and differences in the items being compared.

Remember to show how the organizational strategy achieves the purpose.

Organizational Strategies (include but are not limited to) :

1. Historical Data - references to history add credibility to the piece
2. Statistical Data - numerical information that has been verified
3. Cause & Effect - shows logical trends of thought
4. Comparison & Contrast - highlights similarities and differences
5. Authoritative Reference - use of reputed persons or organizations for information
6. Use of Analogy - clarify complex situations by showing a similar, more understandable one.

LANGUAGE TECHNIQUES (LITERARY DEVICES)

These are literary techniques geared towards achieving a specific effect.

There are many, so instead of listing them out, below are a couple links that have all that you will need.

50 Literary Devices ( with simple definitions )

All Literary Devices (with examples)

Essay Requirements

ESSAY REQUIREMENTS

There are 3 Modules and 3 essays to write.

Each Module is based on a different set of rules and therefore each question has a different knowledge set.

Here's the breakdown:

MODULE 1 :

• Main Point / Main Idea
• Purpose
• Organizational Strategies
• Language Techniques (Literary Devices)

MODULE 2 :

• Standard English and Creoles 
• Characteristics of Language
• Variation In Language + Reasons
• Purposes of Language
• Registers
• Attitudes to Language
• Communicative Behaviors

MODULE 3 :

• Channels + Mediums
• Appeals
• Advertising Strategies

Understanding the above stated points will supply proper content, and by extension, explanation.