C A R I B B E A N E X A M I N A T I O N S C O U N C I L

CARIBBEAN ADVANCED PROFICIENCY EXAMINATION®

COMMUNICATION STUDIES

PAPER 02

MAY/JUNE 2023

MODULE 3 MARK SCHEME

Question 3.

MODULE 3 SPECIFIC OBJECTIVES 1,2,3,4,5,6,7,9,10,11

➢ Content [10 marks]

➢ TWO message points linked to EITHER pathos OR ethos appeal [4 marks]

Award 1 mark each for 2 relevant message points related to convincing

teens to cease and desist from smoking/vaping and 1 mark each for a
brief explanation of how either pathos or ethos appeal is suitable for
conveying the message [4 Marks]

Award 1 mark each for 2 relevant message points related to convincing

teens to cease and desist from smoking/vaping without explanation of
how either appeal is suitable to convey the message [2 marks]

N.B.: If there is no message point, no marks can be allotted for

appeals.

Message Points:

• Smoking/vaping can damage your health / cause illness – cancers,

heart disease, stroke, lung disease, weakens the immune system
• It can cause death / shorten lifespans
• It can be an expensive habit to maintain
• It diminishes physical stamina and performance in sports
• Passive smoking can harm the health of innocent by-standers
• It carries an odour, stains your teeth, and makes your breath foul
• Or any other acceptable reason for teens to cease and desist from
smoking/vaping

Justification of pathos appeal:

• Pathos or emotional appeal is an effective way to get teens to feel

fear, regret, or sympathy for others as motivation to cease and
desist from smoking/vaping.
• Emotional appeal can have an effective and direct experiential
impact (they have experienced the emotion, or can empathise with
emotions of others) and thus can reach teens with the message to
cease and desist from smoking/vaping
• Emotional appeal is an effective way to bring about self-reflection
and soul searching in the process of behaviour change

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 Justification of ethos appeal:

• Ethos appeal is an effective way to influence/motivate someone to

act in a certain way based on that person’s respect, trust or
admiration of the source of the message
• Ethos appeal via the use of testimonials is an effective way to get
the audience to model the behaviours of the person they admire
and/or trust
• Ethos appeal has the psychological effect to cause the audience to
believe that if famous, respected or prominent parsons endorse or
believe in the message, it is reasonable and acceptable for them to
do likewise
If the candidate demonstrates knowledge of how the appeal works, give the
benefit of the doubt.

➢ TWO reasons why your youth group should undertake the intervention.

Award 1 mark each for brief explanation of 2 relevant reasons why the
youth group should undertake the intervention to convince teens to
cease and desist from smoking/vaping [2 marks]

Award 1 mark for mention of 2 relevant reasons why the youth group
should undertake the intervention to convince teens to cease and desist
from smoking/vaping but without explanation [1 mark]

Award 1 mark for two reasons but one explanation.

Reasons for the youth group’s involvement:

• Religious – God (any other term by which God is represented in

various religions) requires us to help our fellowmen in any way that
we can so that they can achieve their God-given potential
• Humanitarian – each person has a duty / responsibility to help other
human beings (fellow man, fellow woman, brotherhood, sisterhood etc)
who have problems and challenges
• Nationalistic – helping the youth to be their best and achieve their
full potential is good for the country and will help guarantee a
prosperous future
• Personal – the need to help a friend or family member overcome
addiction and become their best
o Empathy – ability to understand the target audience’s position
• Social: Relatability – same age or culture of the target audience
o Morality – As a member of the youth group, inherent
morals/values allow one to direct others
• Or any other acceptable reason or motivation for the youth group to
become involved in the intervention

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➢ TWO Digital Media Technologies

Award 1 mark each for identification of 2 digital media technologies

that can be used to undertake the intervention to convince teens to
cease and desist from smoking/vaping [2 marks]

Award 1 mark each for 2 acceptable explanations or justifications of

identified digital media technology tools to be used to undertake the
intervention to convince teens to cease and desist from smoking/vaping
[2 marks]

TWO digital media technologies you would use to communicate with your
target audience could include:

• All forms of specifically named social media and messaging or

meeting digital technologies – TikTok, Facebook, Twitter, WhatsApp,
Instagram, Snapchat, blogs, Periscope, YouTube video sharing,
emails, Zoom, podcasts

• Websites – associated with churches, mosques, synagogues or temples,

online radio, a Ministry of Health or any non-governmental
organisation dedicated to preventing smoking.

• Hardware – laptops, smartphones, computers, tablets, digital

cameras, CD and MP3 players, smart TV

• Design – PowerPoint, Canva, Prezi, Slideshow, Microsoft Suite

Unless specified as digital or online, do not accept: radio, television,

billboards, video, or text messaging

Explanation of selection of digital media technology for target audience

could include:

• Attractiveness to young people

• Ease of use
• Fashionableness of use
• Popularity of such technology among young people
• Efficiency of message dissemination
• Relatively low cost to reach a wide audience

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 Organisation
Excellent paragraph development with thematic cohesion, appropriate
use of transitional devices, and connectives and an effective 7
conclusion
Good use of the above criteria with one or two weaknesses evident 5-6

Adequate level of organisation with several weaknesses evident 3-4

Unsatisfactory level of organisation with weaknesses evident in all

1-2
areas

Expression

Excellent, effective, and error-free use of language 8

Very good use of language though there may be a few lapses evident 7

Good use of language though there may be a few lapses evident 5-6
Some ability to use language effectively and accurately, but there
3-4
are inconsistencies in accurate usage
Frequent inaccurate use of language OR insufficient information
1-2
presented
Incomprehensible response OR no response. 0

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