Day 2: Applying Multimodal Elements in Persuasive Texts 🧩
Key Stage 3 • Grade 8 • Quarter 2 • English 8
- identify at least four multimodal elements (visual, audio, text, gestures) used in campaign videos with 90% accuracy.
- analyze how multimodal elements enhance clarity and persuasiveness in at least two sample campaigns, citing specific examples.
- explain in writing how multimodal elements can strengthen advocacy campaigns, producing a short paragraph with logical reasoning and correct use of key terms.
- Multimodal elements - the combined use of two or more modes (visual, audio, text, gestures) to communicate a message effectively.
- Visuals - images, graphics, or video clips that support the advocacy’s message.
- Audio - sounds, music, or voice-overs that set the mood and tone.
- Text overlays - written words (captions, slogans, statistics) added to reinforce meaning.
- Storyboard - a sequence of sketches or images outlining the scenes in a video campaign.
Activity: Campaign Vocabulary Recall
Ask learners to recall the key terms from Day 1 (advertising campaign, propaganda, multimodal texts). Then let them answer these prompts:
- Which of these terms do you think is most useful in creating an effective campaign? Why?
- In the campaign videos you watched yesterday, which term was easiest to spot? Which was harder to identify?
- How do you think “multimodal” messages differ from traditional print-only campaigns?
Show Answer (hidden)
- Students should recognize that multimodal campaigns are more engaging because they combine visuals, sounds, and text.
- Expected answers show awareness of how terms from Day 1 connect to analyzing campaigns today.
1. What Are Multimodal Elements?
Campaigns become more persuasive when they use multimodal elements - a combination of visual, audio, and text features that communicate a stronger message together.
- Visuals grab attention.
- Audio creates mood.
- Text clarifies meaning.
- Gestures/Expressions add emotional impact.
Example: In an anti-smoking ad, dark images of damaged lungs (visuals), a serious voice-over (audio), and the words “Smoking Kills” (text overlay) all combine to make the message more powerful than any single element alone.
Think About: Why is combining multiple elements often more effective than using only one?
2. The Power of Visuals
Visuals are often the first thing people notice. In campaigns, visuals may include photos, animations, film clips, or even symbols.
- Strong visuals can stir emotions (e.g., a crying child in an anti-hunger campaign).
- Colors have meaning - green often signals environment, red for urgency, blue for trust.
- Symbols simplify ideas - a recycling logo is instantly recognizable.
Example: The “Earth Hour” campaign uses the image of a darkened Earth with one glowing light switch to symbolize turning off lights for the planet.
Think About: If a campaign had no visuals, how would it affect the audience’s engagement?
3. The Role of Audio
Audio is the emotional driver of many campaigns. It includes background music, narration, or sound effects.
- Music can make the message feel hopeful, urgent, or sad.
- Narration provides authority or clarity.
- Sound effects (e.g., a heartbeat, sirens, applause) heighten emotional response.
Example: A road safety campaign may use the sound of screeching brakes followed by silence - making the danger feel real.
Think About: Can you recall a campaign where the background music stayed in your head after watching?
4. Text Overlays and Slogans
Text overlays are written words that appear in videos. These could be slogans, facts, or captions.
- Slogans summarize the advocacy in a few words.
- Captions make the video accessible for all, including hearing-impaired viewers.
- Statistics add credibility and make arguments stronger.
Example: The campaign slogan “No to Drugs, Yes to Life” is short, memorable, and meaningful.
Think About: Why do you think successful campaigns often keep slogans short?
5. Storyboards - Planning the Campaign
Before filming, campaigners often create a storyboard - sketches or images showing what each scene will look like.
- Helps visualize the sequence of ideas.
- Ensures all multimodal elements are well integrated.
- Prevents missing steps during filming.
Example: A storyboard for an environmental campaign might show:
- A shot of a polluted river (visuals).
- Sad music playing (audio).
- Text overlay: “Stop the Waste” (text).
- Volunteers cleaning the river (gestures + visuals).
Think About: Why is planning with a storyboard important before shooting a video?
6. Balancing Elements for Impact
Too much of one element may overwhelm the message. Effective campaigns balance multimodal elements.
- If visuals are too flashy, the audience may miss the message.
- If text is too long, people may stop reading.
- If music is too loud, narration may be unclear.
Tips for balance:
- Keep visuals consistent with the message.
- Use music to support, not distract.
- Limit text to powerful, short phrases.
- Let gestures and expressions match the advocacy tone.
Example: A campaign about saving animals might balance:
- Visuals: rescued pets.
- Audio: soft music.
- Text: “Adopt, Don’t Shop.”
- Gestures: smiling families holding pets.
Think About: How can balance make a campaign easier to remember?
7. Real-Life Campaign Analysis
Let’s analyze one campaign video as a class:
Video: #EveryChildEverywhere Advocacy Campaign
Guide Questions:
- What visuals are used to appeal to the audience?
- How does the background music affect the tone?
- What slogans or text overlays are shown?
- How do gestures or expressions of people in the video support the message?
- Was the balance of multimodal elements effective? Why?
References
- Mailchimp (2024). The 5 Types of Advertising Campaigns. https://mailchimp.com/resources/advertising-campaigns/
- Chauhan, A. (2024). 10 Types of Propaganda Techniques Advertisers Use. https://www.rankingbyseo.com/blog/types-of-propaganda-techniques/
- Aristotle (2023). How to Make an Effective Campaign Video. https://www.aristotle.com/blog/2023/08/how-to-make-an-effective-campaign-video/
Examples (5)
Example 1
Campaign: Environmental Awareness Campaign
- Visuals: polluted rivers and plastic waste
- Audio: soft background music
- Text overlay: “Stop Plastic Pollution”
- Gestures: volunteers cleaning
Why effective: visuals + action shots appeal to
emotions and responsibility.
Example 2
Campaign: Anti-Smoking Ad
- Visuals: damaged lungs, dark imagery
- Audio: somber narration
- Text: “Smoking Kills”
- Gestures: coughing individual
Why effective: scary images + direct text push
viewers to act.
Example 3
Campaign: Tourism Ad - More Fun in the Philippines
- Visuals: beaches, culture, smiling people
- Audio: upbeat music
- Text: “It’s More Fun” slogan
- Gestures: dancing and joy
Why effective: positive emotions attract both local
and foreign tourists.
Example 4
Campaign: Child Rights Advocacy (#EveryChildEverywhere)
- Visuals: children in schools and communities
- Audio: hopeful instrumental music
- Text: “Education for Every Child”
- Gestures: smiling children and families
Why effective: emotional appeal + hopeful tone
inspire support.
Example 5
Campaign: Road Safety Ad
- Visuals: cars, accidents, flashing lights
- Audio: screeching brakes, silence
- Text: “Drive Safely, Save Lives”
- Gestures: worried families
Why effective: fear + urgency reinforce safety
message.
Now You Try - Student Application (5 tasks)
- Choose a health campaign video (teacher will provide link). Identify its visuals, audio, text, and gestures. Explain how each strengthens the message.
- Look at a poster in your community. Rewrite it into a multimodal campaign idea (suggest visuals, audio, and text).
- Analyze a campaign that uses humor (e.g., funny commercial). Did the humor make the advocacy clearer or distract from it?
- Imagine a campaign against cyberbullying. Suggest one visual, one audio, one text overlay, and one gesture that could be used.
- Work with a partner: Watch one advocacy video together. Make a quick table showing how each multimodal element (visual, audio, text, gesture) supports the purpose.
Show Sample Responses
- Task 1: A health campaign may use sick patients (visual), serious narration (audio), “Stay Healthy” slogan (text), worried families (gestures).
- Task 2: Poster “No Littering” - add visuals of clean parks, background sound of birds, text “Keep it Clean.”
- Task 3: Humor sometimes works if it still delivers a clear point.
- Task 4: Visual: crying student; Audio: sad piano; Text: “Stop Cyberbullying”; Gesture: students supporting each other.
- Task 5: Table filled with examples showing clear links to campaign purpose.
Answer the following in your notebook:
- Define multimodal elements in your own words.
- Identify one visual element from a campaign you watched and explain how it influenced you.
- Give an example of how audio can change the mood of a campaign.
- Write one short slogan (text overlay) for a campaign on healthy eating.
- What is the purpose of a storyboard when planning a campaign?
- Explain how combining visuals and text can be more powerful than using text alone.
- A campaign video shows a sad child while a narrator says, “Every child deserves education.” Which multimodal elements are at work?
- List two ways in which gestures or facial expressions help in persuasive messaging.
- If a campaign has flashy visuals but no clear text, what problem might occur?
- Create a short idea for a 1-minute campaign video on saving electricity. List at least three multimodal elements you would use.
Show Answer (hidden)
- The use of more than one mode (visual, audio, text, gesture) to deliver a message.
- Example: A photo of polluted rivers can make me feel urgency to act.
- Sad music can make the issue feel serious, while upbeat music makes it feel hopeful.
- Example slogan: “Eat Smart, Live Strong.”
- It helps plan the video scenes and ensures all elements are included.
- Because visuals help the audience remember, while text clarifies meaning.
- Visual = sad child; Audio = narration; Text (spoken words) reinforce advocacy.
- Gestures show emotion, make the message relatable, and add authenticity.
- The audience may enjoy the visuals but fail to understand the purpose.
- Example: Visuals = lights turning off, Audio = calm background music, Text = “Save Power, Save the Earth.”
Part A. Multiple Choice (5 items)
Choose the correct answer.
-
Which of the following best defines
multimodal elements?
a) Only using text to deliver a message
b) The combined use of visuals, audio, text, and gestures to communicate effectively
c) Using music only in an advertisement
d) Adding long paragraphs of information in a campaign -
In a road safety campaign, the sound of screeching brakes is an
example of:
a) Visual
b) Text overlay
c) Audio element
d) Gesture -
Which of the following is the most effective slogan for a
campaign?
a) “We are politely reminding you not to smoke because it causes a lot of health problems.”
b) “Smoking Kills”
c) “Some people believe that smoking is not good.”
d) “Let us think carefully about our health.” -
A storyboard in campaign planning is used to:
a) Write essays about the campaign
b) Sketch out scenes to plan visuals, audio, and text overlays
c) Record only the background music
d) Choose the campaign’s budget -
Which balance of multimodal elements is BEST for an environmental
campaign?
a) Long text paragraphs, no visuals
b) Loud music that covers narration
c) Consistent visuals, soft background music, short slogan, clear gestures
d) Too many flashy colors without clear purpose
Part B. True or False (5 items)
Write True if the statement is correct; otherwise, write False.
- Multimodal campaigns can use only visuals and ignore audio.
- Text overlays help make messages clearer and more memorable.
- A confusing slogan can weaken an otherwise strong campaign.
- Gestures and expressions in videos help make advocacy messages more relatable.
- Storyboards are not necessary for planning campaign videos.
Part C. Short Answer (5 items)
Answer briefly.
- Give one reason why visuals are important in advocacy campaigns.
- Provide an example of how music changes the emotional impact of a video.
- Write a short slogan for a campaign about protecting marine life.
- Why should campaign messages avoid long text?
- Think of a campaign you have seen. Describe one multimodal element and explain its effect.
Show Answer Key
Part A (MCQ):
- b
- c
- b
- b
- c
Part B (True/False):
- False
- True
- True
- True
- False
Part C (Sample Short Answers):
- Visuals catch attention and help the audience remember the message.
- Example: Sad piano music makes the issue feel serious.
- Example slogan: “Save the Seas, Save Our Future.”
- Long text loses attention; short slogans are easier to recall.
- Answers vary - students must identify one multimodal element (e.g., visuals, audio) and explain its effect.
Activity 1 - Multimodal Hunt
In groups, look for a campaign video online or on TV. List all multimodal elements (visuals, audio, text, gestures) you observe. Share findings with the class.
Show Example
Example: Tourism ad - Visuals = beaches, Audio = upbeat music, Text = slogan, Gestures = smiling people.
Activity 2 - Redesign a Campaign
Take a plain poster (teacher-provided). Add suggestions for visuals, background music, and gestures that could make it multimodal.
Show Example
Poster: “Plant Trees Today.” Add visuals of green forests, soft background music, children planting (gestures).
Activity 3 - Slogan + Sound
Create a campaign slogan (max 5 words). Pair it with a suggested sound effect or music that matches the tone.
Show Example
Slogan: “Drive Safe Always.” Audio: Screeching brakes - silence.
Activity 4 - Gesture Charades
Students act out gestures (e.g., raising fist, crying, smiling, pointing) without words. Others guess what kind of campaign message it might represent.
Show Example
A student wiping tears - campaign against bullying.
Activity 5 - Mini Storyboard
Sketch a 4-frame storyboard for a 30-second campaign about saving water. Include ideas for visuals, audio, text, and gestures.
Show Example
Frame 1: Leaky faucet (visual) - sound of dripping (audio).
Frame
2: Text overlay: “Wasted Water = Wasted Life.”
Frame 3: Student
closes tap (gesture).
Frame 4: Family smiles, text: “Save Water
Today.”
Part A - Open Reflection (3-5 sentences)
Write in your notebook:
“Today I learned that campaigns become more effective when they use
multimodal elements such as visuals, audio, text, and gestures. I
realized that each element plays a special role in making messages
clearer and more persuasive. I now understand how to analyze and apply
these elements when creating or evaluating campaigns.”
Part B - 3-2-1 Reflection
- 3 things I learned today: ______________________________
- 2 things I found interesting: ____________________________
- 1 question I still have: ________________________________
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