NOTES ON MODULE 3 

 
Question  3  of  ​Paper  2  is  tied  to the ​Speaking and Writing Module. This section must be read and interpreted carefully, 
as  there  is  no single format that is tested. Sometimes you may have to write a speech as part of your response or you 
may be asked to write a proposal.  

PLEASE NOTE THE FOLLOWING:  

1. Channels + Mediums 
2. Appeals 
3. Advertising Strategies 
4. Proposals 
5. Campaigns 
 
CHANNELS + MEDIUMS  
Channel = how the message is sent.  Medium = form of the message 
Example : text message, email, phone call   ​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  10. Masculine /  17. Youth 
2. Personal  Feminine  18. Endorsement 
3. Social  11. Brand  19. Play On Words 
4. Fear  12. Snob  20. Statistics 
5. Humor  13. Adventure  21. Plain 
6. Sex  14. Less Than Perfect  22. Bandwagon 
7. Music  15. Romance  NOTE​ : Usually, only 3 are required 
8. Scarcity  16. Emotional Words  for the essay. 
9. Rational  / Sensitivity 
 
 
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". 
The Purpose of a Proposal 
A ​proposal​ is  a  tool  used  to  persuade  a  customer  to  buy  something  or  to  receive  funding  for a project. The guidelines 
for  a  good  proposal  are  the  same  no  matter  what  type  of  proposal  you  need  to  write. The  most  important  goal  of  a 
proposal is to get your project or suggestions approved.  
 
The Plan of a Proposal 
Before you begin writing any form of technical communication, there are three questions you should consider: 
 
✓ Who  is  my  audience?​   You  need  to  decide  to  whom  you  are writing the proposal. You need to make sure that you 
think about your audience and what they might already know or not know about your topic. 
✓ What  do  I  want  my  audience  to  get  from  my  proposal?​ The  overall  purpose  of  the  proposal  should  be  to  get  the 
readers'  approval.  Your  main  purpose should be clearly stated. The readers should not have to figure out what you 
are  requesting in the proposal. The best advice is to state your purpose up front and then fill in details later in the 
proposal. 
✓ How  can  I  make sure my audience understands what I want them to know?​ You must put yourself in the shoes of 
your  readers.  Think about what they want to hear. Think about what they don't want to hear. Get someone else to 
read  your  proposal  before  you  submit  it.  Make  sure  that  his  or  her  reaction  is  what  you  expected  the  reader's 
reaction to be. 
The Style of a Proposal 
The basic writing style of a proposal is the same for any type of technical writing. 
For proposals to be effective try to follow these tips: 

✓ State the purpose clearly at the beginning of the proposal. 

✓ State the background information the reader will need to understand your proposal. 
✓ Use language that everyone can understand. 
✓ Use short sentences that are clear and to the point. 
✓ Make sure that your ideas are not hidden between unnecessary words. 
✓ Make sure that the reader has all the important information needed for the final decision.