The Language of Advocacy and Campaign LESSON

The Language of
Advocacy and Campaign

RECAP : “Pass the Chicken”
1. What is a systematic gathering of
data to arrive on a result?
2. Name the information that has been collected,
generated and created for research.
3. This is defined as anything that has a
quantity or quality that varies.
4. This clearly illustrates the structure of the
research plan to help formulate research questions.
5. These are the two most common types of

methodology used in research.
American Chinese Filipino Italian
English Filipino
Language Language
Mandarin Italian
Language Language
Pre-Activity FACT or
BLUFF
Directions: Tell whether the statement is a fact or a bluff.
1. Language plays an important role in one’s purpose for writing. C T
FA
2. Supporting a campaign or an advocacy requires the use of persuasive
language. C T
A F
3. One’s choice of words does not matter in delivering a campaign speech.
F F
L U
B
4. To persuade or influence is generally the main goal of campaigns.
C T
FA
5. To advocate is to raise awareness and facilitate change about an issue.
C T
FA
Guide Questions?
a. What product, services, persona is being
marketed in the ads?
In Groups, view b. Were you convinced about what was
assigned offered?
videos for 3 minutes. c. List down words used to convince.

What is Campaign and
Advocacy?
Advocacy
Campaign
is defined as a series of organized actions which are
done for one purpose.
Why is it important?
Campaigns are conducted to persuade and gain support
from people.
Lesson Proper – The Language of Campaign and Advoacy

Types of Campaign
Digital Marketing Campaign
Most commonly used type of marketing campaign for most
people are into Internet.
This includes;
advertising on websites
content marketing
social media marketing
anything that you do within the digital space.
Examples: Vloggers or You tubers who market a
certain product to their viewer
Radio & Television Campaigns
Are still valid and effective form in spite of the growing
popularity of internet and social media since many people
still watch television and listen to the radio, which are basic
appliances at home. This is also the best way to reach out
those who do not have connections to internet.
Used by companies to endorse a product or a person.

Customer Referral Campaigns
Based upon the recommendation of customers on
a product or service.
Example: Influencers in Social Media endorse a

product and recommend to their viewers and make
testimonies of their efficiency.
Advocacy
is the act or process of supporting a cause, idea or
plan. It is a service aimed at helping people to speak
up and get involved when decisions are being made
about their life. It is also based on the belief that you
are the best person to make decisions about your life.
Lesson Proper – The Language of Campaign and Advocacy
What LANGUAGE is common
both for Campaign and Advocacy?
_____________
THE LANGUAGE OF
PERSUASION
Why are advocacies created?
Advocacy seeks to ensure that all people in society are
able to have their
voice heard, protect and promote their rights and
have their views and wishes considered when
decisions are being made about their lives.

What is PERSUASION
PERSUASION ?
Convincing others to change their point of view,
agree to a commitment, purchase a product or
service, or take a course of action.

TECHNIQUES USED IN
PERSUASION
Emotive Language
Modal Verb
Involving the Reader
Adjectives and Adverbs
Rhetorical Questions
Using Evidence
Repetition
Association
Emotive Language
use of words that evoke emotion and make people feel a
certain way
commonly used in headlines of news, speeches
Example: Non Emotive – killed – brutally murdered

man – poor victim
Modal Verbs
use of words that express modality or how likely
something is going to happen help adjust level of certainty
to suit arguments
Example: may, might, can, must, shall, coul, would, ought to

As a concerned citizen, we should do something.
We can start by planting trees.
Involving the Reader
done through the use of personal pronouns like
you, your, we, our, and indicative word like
together
Example: If YOU don’t use YOUR power for positive

change, YOU are part of the problem.
Rhetorical Questions
questions not supposed to be answered, instead they are asked
for effect, to illustrate a point or let the reader think. Question
that sometimes states the obvious.
Example:
Who wouldn’t want to be a millionaire?
Do we really want our planet to survive?
Wouldn’t you feel happy if this pandemic finally ends?
Using Evidence
involves use of facts, figures, quote from experts to
make the argument convincing
Example:
Repetition
involves repeating words, phrases, or ideas to appeal to the reader
Example:
Adjectives and Verbs
use of carefully selected adjectives and adverbs to influence how the readers
feel
Example:
Association
tries to link an object or an idea with something that is already
liked and desired by target audience such as wealth, success,
pleasure, security
Example:
Bandwagon
makes the audience believe that everyone is doing it, or that
everyone likes something
Example:
Experts
relying on experts advice from trusted people like doctors, scientist
and other professionals for things the audience do not know.
Example:
Exercises:
1. Plenary Viewing and analysis of a sample campaign/advocacy
https://youtu.be/7jw2jXZeBZg
2. Re-viewing and analysis of previously viewed video per group

https://youtu.be/N1QGEO20Frs
VALUING:
In your young age, how can you be

ambassadors of goodwill with the proper
knowledge of campaign and advocacies?
WRAP – UP
To wrap up the lesson for the day, let’s have a quick review
briefly state your learning on the following:
Campaign Persuasion
Advocacy Techniques of Persuasion
Quiz:
Directions: Complete the following sentences by using the appropriate words
related to campaigns and advocacies. Write the letter of the answer on the
space before the number.
_____ 1. It is a service aimed at helping people to speak up and get involved
when decisions are being made about their life.
A. advocacy C. advocate
B. campaign D. advocacy campaign
_____ 2. Advocacies are created for the people in the society. The following are purposes why advocacies are created,
except for ________.
A. protect their rights C. promote their rights
B. ensure stability in life D. have their voices heard
_____ 3. Campaign is a planned and organized set of actions to achieve a
purpose. The following are purposes of campaign, except for ________.
A. persuade people C. interact with people
B. gain support from people D. challenge
_____ 4. Advocates campaign for their advocacy to get support and raise ________ among people.
A. interest C. curiosity
B. awareness D. participation
_____ 5. “Kainang Pamilya Mahalaga Day,” a campaign launched by DepEd,
aimed to restore the value of ________ among family members.
A. sharing something C. exchanging views
B. mealtime togetherness d. spending time together

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The Language of

Advocacy and Campaign

5. These are the two most common types of

videos for 3 minutes. c. List down words used to convince.

Lesson Proper – The Language of Campaign and Advoacy

Used by companies to endorse a product or a person.

Example: Influencers in Social Media endorse a

Lesson Proper – The Language of Campaign and Advocacy

Lesson Proper – The Language of Campaign and Advocacy

commonly used in headlines of news, speeches

Example: Non Emotive – killed – brutally murdered

Example: may, might, can, must, shall, coul, would, ought to

Example: If YOU don’t use YOUR power for positive

2. Re-viewing and analysis of previously viewed video per group

In your young age, how can you be

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