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Section C: 29 The Format of Module Three Essay Question in Paper 02

The document provides guidance on writing the Module Three essay for the CAPE Communication Studies exam. It outlines that the essay question will ask the student to identify an appropriate channel to promote a campaign, compose a message, target three audiences, and evaluate the campaign. Students should draw on concepts from Modules One and Two, and use strategies like citing experts and data. The document then discusses possible genres like proposals and speeches. It provides tips on how to write different components like introductions, bodies, conclusions, and justifications. Finally, it lists factors for students to consider like audience, language, register, and promotional strategies.

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Ari May
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223 views4 pages

Section C: 29 The Format of Module Three Essay Question in Paper 02

The document provides guidance on writing the Module Three essay for the CAPE Communication Studies exam. It outlines that the essay question will ask the student to identify an appropriate channel to promote a campaign, compose a message, target three audiences, and evaluate the campaign. Students should draw on concepts from Modules One and Two, and use strategies like citing experts and data. The document then discusses possible genres like proposals and speeches. It provides tips on how to write different components like introductions, bodies, conclusions, and justifications. Finally, it lists factors for students to consider like audience, language, register, and promotional strategies.

Uploaded by

Ari May
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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SECTION C

29. The format of Module Three essay question in Paper 02

In Module 3 essay you are asked to read a short scenario and respond to the instructions. The
instructions may look like these below:

In an essay of no more than 500 words

a) Identify an appropriate channel or medium you would effectively promote the campaign
b) Compose your message or your feature address
c) Targeting of THREE different kinds of audience in the campaign
d) Evaluation of the campaign

Total 25 marks

81
In this Module Three essay you are expected to include what you have learned from Module One
and Module Two essays. For example in this essay you may use as many of these as possible:

Organizational strategies such as

¾¾ referencing reputable institutions


¾¾ experts opinion
¾¾ statistical data
¾¾ cause and effect

30. Possible genres in Module Three essay: 

• Proposal
• Feature address or speech
• Advertisement
• Formal letter
• A campaign

31. The actions you may be asked to perform


in Module Three essays: 

• Discuss the approach...


• Write a proposal...
• Write a feature address or speech...
• In an essay discuss how you propose to...
• Write a formal letter...
• Compose your presentation...

32. How to write or compose a


feature address or speech: 

• Introduce yourself to the audience and state very briefly why you
are there? What gives you the right to be there? What is the topic
of your address?

82 | Edlin Rochford
• If there are words or terms in your address then you may need to define these terms?
• Give examples of what you are saying.
• Use the PEE format (P- make your point, E- give an example and E- give an explanation)

33. How to write an essay

• Your introduction (a summary of what’s in the scenario and the statements)


• Your body/containing the answers to the statements for the scenario
• You may justify or give reasons for whatever you decide to do
• A conclusion

34. How to compose a presentation

• Write whatever it is as if you are speaking directly to the audience


• Do not ever justify or give reasons here
• You indicate this by using a direct greeting and Personal Pronouns (I, You, we, our, your)
• In a presentation you may end with a summary or a conclusion

35. The features of a proposal

• Your introduction is like the essay’s


• Your body is composed of words like ‘propose’ or ‘intend’ or ‘going to’ or ‘would do’
• You must justify whatever you say you intend to do

36. How to compose an advertisement

Firstly:

• The language of advertisement is Persuasive


• Advertisers aim to reach people on three levels
ƒƒ The Logos so they appeal logically with reasons
ƒƒ The Pathos so they appeal to your emotions
ƒƒ The Ethos so they appeal to your sense of credibility

CAPE Communication Studies: Practical Exercises for Paper 02 Essays | 83


Secondly:

There are various types of advertisements techniques that you can use as examples:

• Bandwagon type (everybody doing it and if you are not you are missing out)
• Brand Appeal type (Everybody’s wearing Nike! The world loves Levi Jeans!)
• Celebrity type (Jah Cure/Machel Montano/Ravi B/Destra Garcia/ TallPree to advertise
product)

NB: There are many more types of advertisement techniques.

37. The different media that are used in campaign

• Online media, including interactive ads and banners on websites


• Print media includes newspapers, magazines, and print directories
• Social media /Digital media include internet advertising, webcasts, web pages, mobile
and text ads, interactive media, including social media networks
• Direct mail using the postal service or couriers
• Email
• Radio Broadcast media: Includes TV and radio
• Television Broadcast media: Includes TV and radio
• Telemarketing
• Events and trade shows
• Search engines
• Outdoor media includes billboards, transit signs, murals, and
signage.

38. Possible factors to consider when


doing Module Three essay

• The audience
• The language you are going to use
• The register that is created
• The strategies that you will use to reach your target audience

84 | Edlin Rochford

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