Communication Studies Cheat Sheet

一
REQUIREMENTS FOR MODULE 1-3 ESSAYS

(VHH)
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 achievinga 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)
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
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 reponse 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 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 byEdlin 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
Rhetorical Appeals
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.CampagnStratey
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. laurs grulej,standards,regulafio as sustgicatm por cny decisn taion m te m
Seeks to appeal to credibility of character by convincing the individuaI that the sellers of the product are reliable and
trustworthy by employing experts or celebrities①Reference to Authorty figue Example: Kuty Perry uses Proactiv, and you
should too!
②Reyeence hnooegeabte exop2.and publ iifiahe PATHOS - - inspire h
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".
①use 의 emotive cwors
languege thit is memorabe and impatful-smyeehyme/
③ uce of rhetoncal u-a gueho. produe reflecon () Uce o Case study )aneedoe or illus hahord interded to emohionaly
affecf audience

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一

REQUIREMENTS FOR MODULE 1-3 ESSAYS

A means by which the writer achieves his/her intended purpose.

LANGUAGE TECHNIQUES (LITERARY DEVICES)

50 Literary Devices (with simple definitions)

All Literary Devices (with examples)

Standard English and Creoles

CHARACTERISTICS OF LANGUAGE (the ones needed for the essay)

1. Audience - who is being addressed

1. Expressive - emotional and focused on the speaker / writer.

1. Positive - has pride in and enjoys the language spoken

NOTE : There is often a question which states :

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

Channel = how the message is sent.

Medium = form of the message.

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