Reviewer in ENGLISH
CAMPAIGN?
Week 1 - LANGUAGE OF CAMPAIGNS AND
ADVOCACIES
Language
- Used for daily communication
- Enables people to inform, influence,
entertain, and persuade
- Significant research to communicate
valuable results
Language of research
- Formal and Academic Persuasive Language
- Findings or results for variables studied
- Can convince readers to trust the
researchers’ findings
- Includes hypothesis, variables, theories,
samples, etc.
CAMPAIGNS
- Done through songs, video clips, and
information advertisements.
- Political in nature
- Planned a set of Activities to attain certain
objectives or goals.
- Advertisements, sales promotion, public
relations, or meaningful and socio-civic
activities that aims to achieve action toward
a specific cause using various persuasive
mechanisms.
- A campaign runs for a specific period of
time and focuses on a specific target
audience.
❖ Most advertising campaigns
sometimes possess erroneous
grammar structures intended to
create statements that would entice
the attention and curiosity of the
consumers.
❖ However, linguistically and
grammatically speaking, these
mistakes shouldn’t be ignored and
should be corrected.
Campaign is not only exclusive to the
promotion of products and services
(ad campaign) for possible customer but
also is an exercise of speaking out and
regulating a cause that people ardently
believe in (political campaign).
HOW TO CREATE AN EFFECTIVE AD
1. Identify Your Campaign
Objective
- Establish first the main
purpose of your campaign.
2. Show Research Result for the
Campaign
- Once you have determined
your campaign objectives,
you need to question how
you will achieve them.
3. Explain Your Target Audience
- Distinguish who will benefit
from your campaign and
how.
4. Outline and Proofread Your
Proposal before Presenting
- make sure that your
campaign proposal is devoid
of any errors and conveys the
information without
confusing the receiver.
TYPES OF CAMPAIGN
- Civil Society Campaign (instigates social
change)
- Political Campaign (influences
decision-making)
- Advertisement Campaign (delivers
advertisement messages with single idea or
theme)
ADVOCACY
- refers to activities that argue, plead,
support, or favor a certain cause
- aims to influence decision-making
with issues about environmental,
social, political, and economic
perspectives
- presents stronger points that may
either support or contradict existing
policies and legal mandates on
specific topics
- ADVOCACY is the concept of
supporting a particular cause,
principle, or policy that an individual
or a group would want to pursue or
work on.
 ❖ Usually, advocacy serves as
the voice to alleviate and
address concerns of the
marginalized, downtrodden
and discriminated.
❖ Advocacy groups are created
to safeguard the rights of
those who cannot defend
themselves.
TYPES OF ADVOCACY
- Mass Advocacy (is organized by large
groups for doing polls or protests)
- Media Advocacy (using media as means
to promote a specific cause)
- Health Advocacy (supports patients’
rights and the community of people who
care about patients)
- Self-Advocacy (supports own rights in the
workplace, schools, etc.)
Producing an advocacy letter, essay, or speech, be
reminded of the following;
- Be clear with your intention on supporting
advocacy.
- Research extensively on the advocacy that
you would want to engage in.
- State the issue directly, but not forcefully, in
your introductory paragraph.
- The body of your letter or essay should
encompass the background details of your
cause.
- Present and acknowledge your sources by
citing them.
- Conclude your piece by stirring the
emotions of your readers.
In writing campaigns and advocacies, vigilance and
a keen consciousness of what you are discussing
must always be studied thoroughly so the readers
could recognize and understand easily your stand.
Persuasive Language
- refers to the language the author uses to
persuade either through written or oral
speech
- established through presented facts, values,
accepted arguments or concluded ideas
PURPOSES OF PERSUASION
Call to Action
- using language to deal with problems
★ e.g. Let us work together in
nurturing the youth in our
community for a better future.
Making a Change
- using language to make realizations
★ e.g. Look at the effects of literacy
among people. We certainly do not
want the future of Filipino to suffer
from ignorance.
Prove Something Wrong
- using language to contradict the opposition
★ e.g. Education in new normal may be
different, but it will surely develop a
better generation who is willing to
adapt and to adjust to
circumstances.
Creating Interests
- using language spark interest or to draw
attention to the writer’s point
★ e.g. The distance learning has
promoted digital awareness among
the young and old.
TECHNIQUES IN PERSUASION
➢ Emotive language
➢ Opinions
➢ Personal Pronouns
➢ Rhetorical Question
➢ Facts (Statistics)
➢ Flattery (complimenting your audience)
★ e.g. The determination of learners
pursue education despite the
challenges surpasses many
expectations.
➢ Exaggeration (exaggerated language for
effect and appeal)
★ e.g. Many people with big hearts
willingly shared their blessings for
the children
➢ Group of Three (three parallel
points/ideas)
★ e.g. Most children are willing to
defy the odds, to take challenge,
 and to surpass their limitations
to continue learning. Tell me and I
forget. Teach me and I remember.
Involve me and I learn.
- Benjamin Franklin
➢ Repetition (emphasizing a point)
★ e.g. As what Edward Murrow had
said, “To be persuasive, we must be
believable; to be believable, we must
be credible; to be credible, we must
be truthful.”
Week 2 - PARTS OF AN ARGUMENTATIVE
ESSAY
- An argumentative essay is any form of text
that presents a point of view and motivates
readers to take immediate action on a cause
or advocacy that they believe in.
- needs an established claim based on logical
reasoning, examples, and research
- is done by investigating, collecting,
generating, and evaluating pieces of
evidence
Why do people write argumentative essays?
- To influence readers or consumers to give in
to a convincing approach, purchase, and buy
a product or a service, or to accept and use a
particular idea without reservation.
DIFFERENT PARTS OF AN ARGUMENTATIVE
ESSAY
1. Title
- Things to remember:
A. should be provocative/interesting
B. has picked up words in the body or
conclusion of the paper
C. asks a question (optional)
D. Write in Title case
- Content Words
- Function Word
★ Examples:
Are millenials too much reliant on
technology?
or
The disadvantages of technology to
millenials
2. Introduction
- contains the purpose of the author and
introduces the subject
- outlines the topic and evidence you will
present
- provides historical background, anecdote, or
question pertaining to the argument
necessary to understand your stand
- presents your position or thesis statement
- Things to remember:
A. should contain the topic/subject,
brief background of the subject
(historical explanation, anecdote, a
question pertaining to the argument,
statistical facts, or quotations).
B. has clear/precise thesis statement
THESIS STATEMENT
- This is a part of your first paragraph. It is a
concise, one-sentence summary of your
main point and claim or main idea of the
paragraph,
- It tells the readers what the paragraph will
be all about.
3. Body
- contains the paragraphs the present the core
of the text
- Must be written with precision, in a
conclusive, coherent, and sensible manner.
- typically comprises three or more
paragraphs that explain the reasons why
you support your thesis.
- contains the topic sentence, supporting
details, and concluding statement
laying out the core argument
- Things to remember:
A. must be precise, coherent, and
logical
B. should contain three reasons to
support the thesis (topic sentence,
supporting details, and concluding
statement)
C. should be done from general to
specific information and most
important point to the least
important point
SUPPORTING DETAILS
- There are the sentences connected to the
main idea or topic sentence of the
paragraph. They include information or
details the reader needs to understand the
topic. Supporting details must be ordered
in the best possible order.
4. Counterarguments/Counterclaims +
Refutation
- Things to remember:
A. should be written in a separate
paragraph
B. should address the claims of
opposition
5. Conclusion
- contains the core argument mentioned in
the body
- can be used to teach the readers how they
can effectively draw arguments
- one paragraph that restates your thesis and
summarizes all of the arguments made in
your body paragraphs.
- emphasizes the thesis statement using
questions, quotes, actions to be taken, and
riveting end statements
- In this paragraph, writers have the power to
share broader ideas to the readers.
- Things to remember:
A. should contain the restatement of
thesis and the summary of the body
paragraphs
B. includes call to action (strong
recommendations)
ARGUMENTATIVE E.
- No room for opinion
- Present facts and persuade readers
- Consider academic information
Topic Sentence - tells the readers what the
paragraph will be all about.
Concluding Statement - ties the whole
paragraph together without simply rephrasing the
topic sentence.
Week 3 - ARGUMENTATIVE ESSAY
(OUTLINING)
- The argument is written in the timeless
present tense.
● might change to the past if the
historical background to the issue
was being given.
● If predictions are being made, the
tense might change to the future.
- The writer uses repetition of words, phrases
and concepts deliberately, for effect.
- Verbs are used when expressing opinions.
LANGUAGE FEATURES
- Present tense
- Repetition of words
- Strong adjectives
- Thought-provoking questions (rhetorical
questions) > a question asked only for
effect, not for information
- Pronouns > (I, we, us) are used to
manipulate the reader to agree with the
position argued.
- Emotive language > These are words that
will appeal to the reader's feelings.
- Passive voice of verb > This is where the
subject is acted upon and not doing the
action.
- Conjunctions and conjunctive
adverbs > unite elements of an argument
together. When the argument is unified and
cohesive, readers are more likely to believe
what the writer is saying.
OUTLINE
- is a plan or guide for writing or reading
- organizes the ideas/information included in
written papers, essays, etc.
- is an effective tool in writing process
- is helpful to visualize the structure and
highlighted points of the paper
- shows the relationships and hierarchies
within the content
GUIDELINES IN OUTLINING
1. Place the title at the center above of the
outline.
2. Every level of the outline must have at least
two items.
3. Put a period after each numeral and letter.
4. Indent each new level of the outline and
capitalize the first letter of every item.
5. All items of one kind (Roman Numerals,
capital letters, and Arabic Numerals) should
line up with each other.
6. Do not write the terms “Introduction”,
“Body”, and “Conclusion” in the outline.
Two Formats of Outlining
1. Alphanumeric Outline (Roman and Arabic
Numerals)
2. Decimal Outline (decimal notation)
Kinds of Outline According to Structure
1. Topic Outline (keywords and phrases)
2. Sentence Outline (complete sentences)
Remember these three things about how to write
an argumentative essay
- Read closely and carefully.
- Make your argument the focus of the essay.
- Use sources to develop your argument and
explain them.
Week 4 - OPINION & ASSERTION
FACTS
- are statements that can be proven
- are verifiable statements
- are objectively proven by verified results of
research
OPINION
- It is a person’s belief or take on a certain
issue. Plausible opinions are supported by
strong pieces of evidence.
- It is one thing to say what you believe in and
it is another to prove that your belief is
worthy of consideration.
- personal judgment or view about an issue
- subjectively done
- can still be based on facts (drawing
conclusions)
- can be debated or opposed
- Commonly used phrases/expressions;
★ I think, As I see things, If you ask
me, To my mind, As far as I can tell,
As far as I am concerned, I believe, I
would say, To me, Honestly
speaking, I feel that, I guess, etc. In
my view, In my perspective, From
my point of view, In my opinion, It is
my view/belief that, It seems to me
that, etc.
★ Qualifiers: usually, most, often,
probably, some, in most cases,
almost, etc.
ASSERTION
- An assertion is a statement used to make a
declaration or to express strong belief on a
particular topic, often without evidence.
- It is for the writer to convey directly an idea
or feeling and to convince the reader to
accept the writer’s interpretation of a
particular literary work.
- is done in a confident and positive
statement regarding a belief or fact as if it
were true
- is also known as a half-baked opinion based
on insufficient or unexamined evidence but
is presented as if it were a fact
- can be stereotyping > based on bias
- Purposes of assertion;
1. to directly express ideas/feelings
2. to convince the audience to accept
claims
THINGS TO KEEP IN MIND WHEN
FORMULATING A LOGICAL OPINION OR
ASSERTION:
1. Make sure that you understand the issue.
- You cannot formulate a well-founded
opinion if you do not understand the topic
you are giving an opinion about.
2. Identify the details or evidences that will
support your opinion.
- Logical opinions are more than how you
feel about the issue. It is more of how you
critically look at the issue.
3. Make sure to consider opinion that are
different from yours.
- In this way, you can evaluate the
reasonability of your own opinion. Looking
at other perspectives helps you anticipate
the loopholes that others may see in your
opinion.
4. Make sure that you do not commit
fallacies improving your opinions.
- Common fallacies include hasty
generalization, slippery slope, post hoc, false
dichotomy, etc.
5. Keep a logical structure.
- However plausible your opinion may be, if it
is not presented in a clear manner, it will
not be as effective as it should be. Give your
opinion directly. Be concise yet accurate.
6. Use appropriate phrases in formulating
opinions
- I believe...
- Based on _______, I think that...
- I agree.../ I disagree…
Week 5 - FORMULATING CLAIMS OF FACT,
POLICY, AND VALUE
Claim
- an arguable statement that defines your goal
- has details, explanations, and other types of
evidence
Characteristics of a Claim
- should be argumentative/debatable,
specific, focused, interesting, engaging, and
logical
IMPORTANCE OF CLAIMS
1. Claims form the basis of any argument.
2. Categories of claims help us understand the
purposes and special features of argument.
3. These allow us to predict and anticipate the
argument presented.
4. These can help us to unpack any argument
to know its basis.
CLAIM OF FACT
- affirms a position based on established facts
- is answerable by “True” or “False” / Yes
or No.
- deals with ideas that can be proven
- should be backed up with factual evidence
(purpose)
- debatable but verifiable
- appears more convincing
- QUESTIONS TO CONSIDER;
★ Can we investigate it through
research?
★ Did it happen?
★ Is it true?
★ Does it exist?
★ Is it a fact?
CLAIM OF VALUE
- consists of arguments about moral,
philosophical, or aesthetic topics
- is based on judgment (whether something is
right or wrong, good or bad, unethical or
ethical, etc.)
- helps sway the readers by convincing them
to consider the “better” option
- It is a claim that asserts some things are
more or less desirable than others.
- These are contentions that are designed to
gauge the acceptability of a state or
condition.
- QUESTIONS TO CONSIDER;
★ Is it good or bad?
★ Is it valuable or not valuable?
★ How bad is it?
★ How good is it?
★ Is it moral or immoral?
★ What value or criteria should I use to
determine its goodness or badness?
CLAIM OF POLICY
- indicates that an action must be taken in
specific policies
- suggests what should or ought to be done to
solve a problem
- convinces individuals to take the person’s
best possible action to solve an issue
- usually has modals of obligation such as
should, must, or ought to
- QUESTIONS TO CONSIDER;
★ What should we do?
★ How should we act?
★ What should our future policy be?
★ How can we solve this problem?
★ What concrete course of action
should we pursue to solve the issue?
Governing Principles
- Helps us organize
- Must follow by citizens
Claim of Truth Attention
Claim of Value Interest and Desire
Claim of Policy Action
Week 6 - MULTIMODAL TEXTS
Multi - Multiple / Various
Modal - Mode / Way
- Many texts are multimodal, where meaning
is communicated through combinations of
two or more modes. Modes include written
language, spoken language, and patterns
of meaning that are visual, audio,
gestural,tactileand spatial.
- may be print-based (paper), digital, live,
or transmedia (has multiple channels)
● Print-based: books, comics, flyers,
magazines, etc.
● Digital: blogs, videos, social media,
webpages, etc.
● Live: dance presentation, public
speaking, plays, etc.
● Transmedia: movies, social
networks, vlogs, etc.
- has five modes/semiotic systems
● linguistic (grammar and
vocabulary)
- word choice
- delivery of spoken or written
text (tone)
- organization into sentences,
phrases, paragraphs, etc.
- coherence of individual
words and ideas.
● visual (images, colors, shapes, etc.)
- Color
- Layout
- Style
- Size
- perspective
● audio (volume, pitch, rhythm of
music, sound effects, etc.)
- Conveyed through sound,
including choices of music
representing different
cultures, ambient sounds,
noises, alerts, silence,
natural/unnatural sounds,
and use of volume, beat,
tempo, pitch, and rhythm.
- Lyrics in a song may also
include multiple languages
and meanings.
● gestural (movement, speed,
stillness, body language, etc.)
- facial expressions
- hand gestures
- body language
- interactions between people
● spatial (proximity, direction,
position of layout, organization of
objects)
- arrangement, organization,
and proximity between
people and objects.
- the ability to visualize objects
and rotate, transform, and
manipulate them.
HOW TO PRODUCE EFFECTIVE MULTIMODAL
TEXTS
➔ Textual Knowledge (clarity of
information)
➔ Technological Knowledge (best
technological tool)
➔ Semiotic Knowledge (applicable modes)
➔ Ability to Combine Various Modes
(combination of modes that will best work)
➔ Understanding Different Genres
(purpose, target audience, and text type)
Week 7 - PUBLIC SPEAKING TECHNIQUES
- occurs live in front of audience/mass
- is the process of delivering speeches in
public
- is an art of effective oral communication
with the audience.
- has four major types; impromptu,
extemporaneous, manuscript
reading, and memorized
TECHNIQUES IN PUBLIC SPEAKING
1. Care About Your Topic
- If you sincerely care about your topic
the audience will pick up on that too.
- They'll view you as being more
authentic and believable.
- They'll listen more closely to
discover why your subject is so
important to you.
2. Remember Your Speaking Goal
- Early in the process of developing
your speech, identify the reason why
you're speaking.
- Make it a point to stick to this goal
during your presentation. Don't get
sidetracked or off-topic.
3. Support Your Main Points
- Every point you make in your speech
needs to be supported with either an
example, an illustration, or facts.
- When you're supporting a point, it's
best to be as specific as you can be.
4. Practice Your Speech
- The more you practice your speech,
the more familiar it will be to you
and the more comfortable you'll be
giving it.
- Plus, practicing your speech is the
only way to discover how long the
speech will take and where you need
to pause.
5. Avoid Awkward
- Fillers Practice can help you
eliminate these words from your
speech patterns, but you may be so
used to using them that it's hard to
notice when you're doing it.
- This is where a speech coach,
teacher, or friend would come in
handy. They could listen for these
words and help you break the habit
of using them.
6. Use Gestures (But Don't Overdo)
- Natural movement during a speech
is a sign of an effective public
speaker.
- Hand gestures and even taking a few
steps across the stage can be good
public speaking techniques as long
as they're natural, purposeful, and
not overdone.
❖ Know your purpose.
- To inform, Persuade, and have an
argument
- Purpose should be clear to the
audience
❖ Be familiar with your topic.
- Do some research. It is necessary if u
want to know all the aspects that you
can share with your audience.
❖ Consider your audience.
- Your audience can question you after
your speech
- Make sure they are listening to you
❖ Remain calm.
- Don’t let them distract you
❖ Use non-verbal cues.
- It is more effective if you use these
cues ( Gestures, Facial expressions )
❖ Practice your speech.
- Do a rehearsal in front of the mirror
❖ Watch your words.
- Will not offend your audience
 ❖ Speak with clarity.
- Words that come out of your mouth
are clear.
- Proper pronunciation
❖ Use visuals when necessary. (optional)
- Slides and Picture
❖ Dress comfortably but appropriately.
- Your Dress should look decent
❖ Be open to questions and comments.
- Do not be arrogant while answering
their questions
- Presents all the facts
- Don’t control their opinion

⇝ Goodluck! 😄