1. 1
SCENARIO
B
Philanthropy
and
Humanitarian
Aid
for
Women
and
Girls
Kate
Taylor
100924611
December
4,
2015
COMM
3106:
Image,
Politics
and
Persuasion
Derek
Antoine
–
Robert
Woodrich
2. 2
Imagine
living
in
cramped
and
unsanitary
conditions
for
years
on
end.
Imagine
living
in
a
house
that
has
holes
in
the
walls,
makeshift
kitchen
and
bathroom
facilities,
and
is
often
visited
by
rats.
Imagine
being
the
people
of
nowhere.
For
people
like
you
and
I,
these
circumstances
can
only
be
envisioned
within
our
imagination,
but
for
over
9
million
Syrians,
this
is
their
dark
reality.1
When
learning
about
the
Syrian
refugee
crisis,
it
is
hard
to
envision
the
people
behind
the
numbers.
As
the
CEO
of
CARE
Canada
and
as
someone
with
over
30
years
of
experience
in
the
humanitarian
field,
I
have
seen
firsthand
the
struggles
that
conflict
and
terror
have
caused
individuals
and
families.2
The
images
of
men,
women
and
children
fleeing
their
homes
with
nothing
but
the
clothes
on
their
backs
and
fear
in
their
eyes
is
something
that
will
never
escape
my
memory.
Refugees
have
left
behind
a
life,
a
home
and
a
job
and
are
now
forced
to
live
a
life
they
did
not
choose.
If
you
or
I
were
put
in
the
same
situation
as
these
individuals,
our
feelings
and
reactions
would
not
be
much
different
from
theirs.
It
is
time
to
put
aside
the
stereotypes
of
refugees
because
they
are
no
different
from
you
or
me.
Many
of
the
displaced
individuals
I
have
met
were
educated
professionals
with
careers,
aspirations,
homes
and
hopes
–
just
like
you
and
I
have.
What
I
find
to
be
the
most
disheartening
aspect
of
the
this
crisis
is
the
fact
that
many
of
these
displaced
individuals
feel
as
though
the
world
has
given
up
on
them.
Why?
Because,
currently,
only
a
fraction
of
the
humanitarian
aid
they
need
is
being
provided.
The
civil
war
has
1
“Syrian
Refugees:
A
Snapshot
of
the
Crisis
–
In
the
Middle
East
[And
Europe].”Syrian
Refugees.
30
November
2015
<http://syrianrefugees.eu>.
2
“Gillian
Barth
Appointed
New
CEO
of
CARE
Canada.”
Care
–
Press
Releases.
30
November
2015
<http://care.ca/gillian-‐barth-‐appointed-‐new-‐ceo-‐care-‐canada>.
3. 3
turned
Syrian
cities
to
dust.
Instead
of
opening
our
hearts
and
borders
to
aid
and
support,
the
doors
of
many
nations
have
bolted
against
them,
leaving
them
with
nowhere
left
to
turn.
Here,
at
CARE
Canada,
we
are
committed
to
human
rights
and
accountability.
We
seek
a
world
of
hope,
a
world
where
people
live
with
dignity
and
security.3
It
is
for
these
reasons
that
we
have
put
forth
efforts
to
support
Syrian
refugees
in
their
time
of
need.
Their
displacement
has
resulted
in
losing
their
sense
of
dignity
and
security
and
it
is
up
to
us
to
help
them
get
it
back.
To
date,
CARE
has
reached
over
one
million
people
in
Jordan,
Egypt,
Lebanon
and
inside
Syria.4
Our
emergency
supports
range
from
basic
necessities
such
as
clean
water
and
shelter,
to
providing
medical
assistance
or
cash
to
cover
rent,
bills
or
household
essentials
so
families
can
save
their
money
to
send
their
children
to
school.
While
we
have
been
successful
with
our
initial
efforts,
the
need
amongst
Syrians
runs
deep.
Currently,
CARE
cannot
sustain
the
demands
of
the
refugee
crisis
alone,
which
is
why
we
are
calling
on
you
for
help.
Throughout
the
world
today,
we
realize
that
there
are
many
important
initiatives
for
you
all
to
support.
However,
today’s
refugee
situation
is
not
a
crisis
we
can
neglect
as
over
60
million
people
are
displaced
worldwide.5
It
is
vital
that
we
come
together
and
provide
aid
because
75%
of
Syrian
refugees
are
women
and
children.6
Due
to
the
abrupt
uproot
of
their
lives,
many
mothers
cannot
send
their
children
to
school
in
the
countries
that
they
have
taken
refuge.
They
do
not
possess
the
financial
means
to
purchase
books,
transportation,
or
a
school
uniform.
If
they
do
not
3
“Mission
and
Vision.”Care
–
About
Us.
30
November
2015
<http://care.ca/about-‐us/mission-‐and-‐vision>.
4
“The
Situation.”Care
–
Syrian
Refugee
Crisis.
30
November
2015
<http://care.ca/our-‐work/emergency-‐relief/syrian-‐
refugee-‐crisis>.
5
“Violence
Has
Forced
60
Million
People
From
Their
Homes.”
The
Atlantic.
30
November
2015
<http://www.theatlantic.com/international/archive/2015/06/refugees-‐global-‐peace-‐index/396122/>.
6
“Facts
and
Statistics.”
Lifeline
Syria.
30
November
2015
<http://lifelinesyria.ca/facts-‐and-‐statistics/>.
4. 4
receive
the
help
they
desperately
need,
then
their
children
will
not
have
a
fair
chance
at
a
bright
future
or
education.
Furthermore,
in
Syria’s
neighboring
countries
where
many
refugees
have
relocated,
gender-‐based
discrimination
is
rampant.
This
means
many
young
girls
are
denied
the
opportunity
to
go
to
school.
Therefore,
it
is
imperative
for
each
and
every
one
of
us
to
lend
a
helping
hand
and
donate
to
CARE.
With
your
support,
we
can
bring
resources
and
education
on
these
issues
to
these
countries.
Your
donation
could
open
up
a
world
of
educational
opportunity
for
many
young
girls.
While
these
stark
realities
are
unsettling
for
so
many
of
us,
there
is
hope
and
that
hope
lies
within
all
of
our
hands.
It
is
our
responsibility
to
welcome
with
open
arms
those
who
seek
refuge
in
our
state.
It
is
our
responsibility
to
give
with
generous
hands
to
those
who
are
left
with
next
to
nothing.
It
is
our
responsibility
to
assist
financially
to
any
degree
in
which
we
can
to
enable
a
fresh
start
for
these
individuals
and
help
children
receive
an
education.
It
is
our
responsibility
to
be
the
compassionate
humans
we
aspire
to
be.
We
have
seen
and
heard
of
the
unfortunate
circumstances
taking
place
in
Syria.
But
in
the
midst
of
this
chaos,
we
have
the
power
to
change
the
lives
of
so
many
people
for
the
better.
Any
donation,
large
or
small,
that
is
made
to
CARE
between
today
and
December
31st
,
2015
will
be
matched
by
the
Government
of
Canada,
doubling
your
impact.7
Now
is
the
time
to
support,
as
it
has
never
been
easier
to
take
action
and
make
a
difference.
With
your
help,
CARE
Canada
can
enable
a
better
future
for
Syrian
refugees
and
ultimately,
show
humanity
in
any
way
possible.
7
“Canada
Announces
Matching
Fund
in
Response
to
the
Conflict
in
Syria.”
Global
Affairs
Canada.
30
November
2015.
<http://www.international.gc.ca/media/dev/news-‐communiques/2015/09/12a.aspx?lang=eng>.
5. 5
FOR
IMMEDIATE
RELEASE
CEO
and
President
of
CARE
Canada
believes
we
have
the
power
to
give
Syrians
a
brighter
future
December
4,
2015
–
Ottawa
–
Recognizing
the
growing
need
for
donations
to
maintain
efforts
to
aid
Syrian
refugees
abroad,
CARE
Canada
President
and
CEO
Gillian
Barth
delivered
a
speech
today
asking
various
donors
for
support.
With
over
9
million
Syrians
seeking
refuge
and
relief,
the
speech
addressed
CARE’s
ability
to
deliver
life-‐saving
support
with
the
help
of
donors.8
The
crisis
in
Syria
has
uprooted
numerous
men,
women
and
children
who
once
led
normal
lives.
These
individuals
were
studying
at
local
universities,
working
as
pharmacists,
doctors
and
teachers
while
their
children
attended
school
and
wore
ribbons
in
their
hair.
But
then,
their
entire
world
was
turned
upside
down
when
violence
took
over
the
nation
and
turned
Syrian
cities
to
dust.
“With
over
30
years
of
experience
in
the
humanitarian
field,
I
have
seen
firsthand
the
struggles
that
conflict
and
terror
have
caused
individuals
and
families,”
said
Barth.
“The
images
of
men,
women
and
children
fleeing
their
homes
with
nothing
but
the
clothes
on
their
backs
and
fear
in
their
eyes
is
something
that
will
never
escape
my
memory.”
Life
in
refugee
camps
is
a
far
cry
from
the
lives
of
refugees
in
their
home
of
Syria,
especially
when
it
comes
to
educating
their
children.
Many
mothers
do
not
possess
the
financial
means
to
send
their
children
to
school
and
many
of
the
countries
that
displaced
individuals
take
refuge
in
are
brimming
with
gender-‐based
discrimination.
This
means
many
young
girls
are
being
denied
their
rights
to
an
education.
“The
promise
of
a
bright
future
is
not
something
any
child
should
be
denied,”
said
Angelina
Jolie,
actress
and
humanitarian.
“I
fully
support
CARE
Canada’s
initiatives
abroad
to
aid
Syrian
refugees
because
they
not
only
have
the
ability
to
provide
basic
necessities
such
as
shelter
and
clean
water,
but
they
can
also
bring
resources
and
education
to
countries
rampant
with
gender-‐based
discrimination.
If
we
all
lend
a
helping
hand,
our
compassion
could
open
up
opportunities
that
these
individuals
would
otherwise
be
refused.”
CARE
Canada
is
a
non-‐profit
organization
that
has
dedicated
itself
to
human
rights
and
accountability.
CARE
has
been
working
to
support
Syrian
families
and
host
communities
affected
by
the
civil
war
since
July
2012.
So
far,
their
efforts
have
reached
over
one
million
people.
9
-‐30-‐
For
more
information
please
contact:
Darcy
Knoll
|
Communications
Specialist
|
CARE
Canada
darcyknoll@care.ca
|
613-‐790-‐2134
8
“Syrian
Refugees:
A
Snapshot
of
the
Crisis
–
In
the
Middle
East
[And
Europe].”Syrian
Refugees.
30
November
2015
<http://syrianrefugees.eu>.
9
“The
Situation.”Care
–
Syrian
Refugee
Crisis.
30
November
2015
<http://care.ca/our-‐work/emergency-‐relief/syrian-‐
refugee-‐crisis>.
6. 6
WORKS
CITED
Aiza
Avupre,
dir.
“Science
of
Persuasion”
YouTube.
3
December
2014.
Web.
30
November
2015
<https://www.youtube.com/watch?v=RGZZQXzZqEw>.
“Angelina
Jolie
Pitt”.
UNHCR
–
The
UN
Refugee
Agency.
30
November
2015
<http://www.unhcr.org/pages/49c3646c56.html>.
Antoine,
Derek.
“Early
Pioneers
of
Persuasion.”
Azreili
Theater,
Ottawa,
Ontario.
25
September
2015.
Lecture.
Antoine,
Derek.
“The
art
of
media
and
public
relations:
A
workshop.”
Azreili
Theater,
Ottawa,
Ontario.
27
November
2015.
Lecture.
Antoine,
Derek.
“Persuasion
&
Democracy.”
Azreili
Theater,
Ottawa,
Ontario.
02
October
2015.
Lecture.
“Canada
Announces
Matching
Fund
in
Response
to
the
Conflict
in
Syria.”
12
September
2015.
Global
Affairs
Canada.
30
November
2015
<http://www.international.gc.ca/media/dev/news-‐
communiques/2015/09/12a.aspx?lang=eng>.
“Facts
and
Statistics.”
Lifeline
Syria.
30
November
2015
<http://lifelinesyria.ca/facts-‐and-‐
statistics/>.
“Gillian
Barth
Appointed
New
CEO
of
CARE
Canada.”
04
July
2013.
Care
–
Press
Releases.
30
November
2015
<http://care.ca/gillian-‐barth-‐appointed-‐new-‐ceo-‐care-‐canada>.
“Mission
and
Vision.”
Care
–
About
Us.
30
November
2015
<http://care.ca/about-‐us/mission-‐and-‐
vision>.
Neale,
Thomas
H.,
and
Dana
Ely,
“Speechwriting
in
Perspective:
A
Brief
Guide
to
Effective
and
Persuasive
Communication,”
12
April
2007,
Congressional
Research
Service.
30
November
2015
<http://www.au.af.mil/au/awc/awcgate/crs/98-‐170.pdf>.
Gas,
Richard,
and
John
Seiter.
Persuasion,
Social
Influence,
and
Compliance
Gaining.
United
States:
Pearson
Education
Limited,
2014.
143.
“The
Situation.”
Care
–
Syrian
Refugee
Crisis.
30
November
2015
<http://care.ca/our-‐
work/emergency-‐relief/syrian-‐refugee-‐crisis>.
"Syrian
Refugees:
A
Snapshot
of
the
Crisis
-‐
In
the
Middle
East
[And
Europe]."
October
2014.
Syrian
Refugees.
30
November
2015
<http://syrianrefugees.eu/>.
“Violence
Has
Forced
60
Million
People
From
Their
Homes.”
June
17
2015.
The
Atlantic.
30
November
2015
<http://www.theatlantic.com/international/archive/2015/06/refugees-‐
global-‐peace-‐index/396122/>.
7. 7
APPENDIX
Techniques
used
in
Speech:
• Paragraph
Two
o Authority
is
established
by
stating,
“As
the
CEO
of
CARE
Canada
and
as
someone
with
over
30
years
of
experience
in
the
humanitarian
field,
I
have
seen
firsthand
the
struggles
that
conflict
and
terror
have
caused
individuals
and
families.”
Authority
is
a
useful
persuasive
tactic
as
it
follows
the
idea
that
people
tend
to
honor
the
lead
of
credible
and
knowledgeable
experts.10
• Paragraph
Five
o Ultimate
terms
were
utilized
because,
as
discussed
in
the
Gas
and
Seiter
readings,
these
kinds
of
words
or
phrases
tend
to
be
widely
accepted,
highly
revered
and
carry
a
special
power
within
a
group
of
people.11
As
a
result,
such
words
can
be
powerfully
persuasive
and
can
successfully
motivate
people
to
do
something.
There
are
three
types
of
ultimate
terms
and
the
kind
that
was
used
in
this
speech
was
God
terms,
which
are
terms
that
carry
the
greatest
blessing
in
a
culture.12
Often
times
they
demand
sacrifice
or
obedience.
§ The
specific
God
terms
used
in
paragraph
five
are
‘human
rights’
and
‘accountability’
as
these
words
are
widely
accepted
by
today’s
society
and
they
carry
a
special
power
• Paragraph
Eight/Nine
o A
gain-‐framed
message
was
utilized
in
paragraphs
eight
and
nine
by
saying
how
donations
open
up
opportunities
and
how
by
lending
a
helping
hand,
it
confirms
our
ability
to
fulfill
our
duty
of
being
compassionate
human
beings
to
one
another
during
our
time
of
need
§ A
gain-‐framed
message
was
used
instead
of
a
loss-‐framed
message
because
the
beginning
of
the
speech
was
filled
with
depressing
images
and
how
refugees
feel
abandoned.
By
using
a
gain-‐framed
message,
this
lends
a
sense
of
positivity
to
a
terrible
situation
and
makes
the
audience
feel
as
though
they
serve
a
purpose
and
can
provide
brighter
futures
to
displaced
individuals
(aka
the
audiences
gain).13
• Paragraph
Nine/Ten
o The
speech
comes
to
a
close
and
utilizes
the
happy
ending
tactic.
As
discussed
in
the
last
lecture,
this
tactic
is
used
to
leave
the
audience
feeling
positive
again
and
it
persuades
them
by
making
them
hopeful,
that
their
efforts
can
really
make
a
difference.14
10
Aiza
Avupre,
dir.
“Science
of
Persuasion”
YouTube.
3
December
2014.
Web.
30
November
2015
<https://www.youtube.com/watch?v=RGZZQXzZqEw>.
11
Richard
Gas,
and
John
Seiter.
Persuasion,
Social
Influence,
and
Compliance
Gaining.
(United
States:
Pearson
Education
Limited,
2014)
143.
12
Gas
and
Seiter,
Persuasion,
Social
Influence,
and
Compliance
Gaining.
143.
13
Derek
Antoine.
Early
Pioneers
of
Persuasion.
(Ottawa:
Carleton
University,
2015).
14
Derek
Antoine.
The
art
of
media
and
public
relations:
A
workshop.
(Ottawa:
Carleton
University,
2015).
8. 8
• Throughout
the
Speech
o Vividness
was
used
to
paint
a
picture
in
the
minds
of
the
audience.
According
to
Gas
and
Seiter,
vividness
is
a
tactic
that
aims
to
capture
and
hold
our
attention
by
exciting
our
imagination.
The
use
of
vivid
information
is
persuasive
because
it
helps
us
to
process
the
message,
but
only
when
it
is
congruent
with
the
message
that
is
being
communicated.
It
works
in
this
way
because
it
brings
relevant
information
to
mind
that
is
stored
in
our
memories.15
§ Vividness
was
used
in
paragraph
one
to
paint
a
picture
of
the
terrible
conditions
that
refugees
endure
in
their
day-‐to-‐day
life.
The
images
that
these
words
conjure
up
in
the
audience’s
heads
work
to
invoke
sympathy.
Like
Gas
and
Seiter
state,
it
is
more
vivid
to
say
‘imagine
living
in
a
house
that
has
holes
in
the
walls,
makeshift
kitchen
and
bathroom
facilities,
and
is
often
visited
by
rats’
than
it
is
to
say
‘imagine
living
in
terrible
conditions.’
§ In
paragraph
two,
vividness
was
used
when
explaining
men,
women
and
children
running
from
their
homes.
This
imagery
was
used
because
it
helps
the
audience
to
begin
to
understand
the
despair
of
fleeing
refugees.
o Anaphora
was
another
persuasive
tactic
used
in
both
the
beginning
and
end
of
this
speech.
Anaphora
is
the
repetition
of
the
same
word
or
words
at
the
beginning
of
successive
sentences.
The
effect
of
this
tactic
is
that
key
ideas
are
emphasized
with
great
emotional
pull.
As
well,
this
type
of
repetition
makes
the
ideas
memorable
and
gives
the
words
a
rhythm.16
§ This
technique
was
used
at
both
the
beginning
and
end
of
the
speech
to
drill
home
the
key
message
that
Syrian
refugees
are
currently
facing
deplorable
conditions
(this
was
done
by
repeating
the
word
‘imagine’)
and
that
it
is
our
responsibility
to
help
them
(this
was
done
by
repeating
the
phrase
‘it
is
our
responsibility’)
o Evidence
is
a
persuasive
tactic
that
comes
in
the
form
of
statistics,
quotations,
testimonials,
personal
stories,
etcetera.
Out
of
these
options,
this
speech
relies
mainly
on
statistics.
Statistics
are
persuasive
because
numbers
are
powerful.
They
tend
to
add
realism
and
credibility
to
your
argument,
they
can
have
an
emotional
impact
and
they
tend
to
be
quite
memorable.
17
§ In
paragraph
one
it
was
stated
that
over
9
million
Syrians
are
living
in
terrible
conditions,
this
statistic
helps
the
audience
visualize
the
massive
number
of
people
without
a
home
§ In
paragraph
six,
the
audience
learns
that
CARE
Canada
has
already
reached
over
one
million
refugees,
lending
credibility
to
the
organizations
ability
to
provide
support
15
Gas
and
Seiter,
Persuasion,
Social
Influence,
and
Compliance
Gaining.
143.
16
Thomas
H.
Neale,
and
Dana
Ely,
“Speechwriting
in
Perspective:
A
Brief
Guide
to
Effective
and
Persuasive
Communication,”
12
April
2007,
Congressional
Research
Service,
30
November
2015
<http://www.au.af.mil/au/awc/awcgate/crs/98-‐170.pdf>.
17
Derek
Antoine.
Early
Pioneers
of
Persuasion.
(Ottawa:
Carleton
University,
2015).
9. 9
§ The
stat
of
60
million
people
displaced
worldwide
was
used
in
paragraph
seven
to
shed
light
on
the
magnitude
of
this
global
problem,
persuading
people
that
now
more
than
ever
these
people
need
our
help
§ In
paragraph
seven,
it
was
stated
that
75%
of
Syrian
refugees
are
women
and
children.
This
stat
was
included
because
it
works
to
inform
the
audience
(who
would
rather
donate
to
causes
related
to
education)
that
donating
to
CARE
Canada
does
support
educational
opportunities
Techniques
used
in
Media
Release:
• Paragraph
One/Six
o Evidence
was
used
in
both
of
these
paragraphs
when
saying
over
9
million
Syrians
have
left
their
homes
(paragraph
one)
and
CARE
has
helped
over
one
million
people
(paragraph
six).
As
stated
above
under
the
speech
persuasive
techniques,
statistical
evidence
is
persuasive
because
numbers
are
credible
and
powerful.
• Paragraph
Three
o Authority
was
established
by
stating,
“With
over
30
years
of
experience
in
the
humanitarian
field,
I
have
seen
firsthand
the
struggles
that
conflict
and
terror
have
caused
individuals
and
families.”
As
stated
under
the
speech
persuasive
techniques,
authority
works
because
people
tend
to
honor
the
lead
of
credible
and
knowledgeable
experts.
§ Authority
was
also
established
in
paragraph
six
by
stating,
“CARE
has
been
working
to
support
Syrian
families
and
host
communities
affected
by
the
civil
war
since
July
2012.
So
far,
their
efforts
have
reached
over
one
million
people.”
This
statement
demonstrates
that
CARE
has
been
working
with
refugees
for
almost
four
years
now
and
clearly
they
are
successful,
as
their
support
has
reached
a
significant
amount
of
people.
This
establishes
authority
because
it
exhibits
CARE
as
a
credible
organization
that
knows
how
to
reach
this
group
of
people.
• Paragraph
Two/Three
o As
stated
under
the
speech
persuasive
techniques,
vividness
is
a
tactic
that
is
used
to
paint
a
picture
in
the
minds
of
the
audience.
In
paragraph
two,
vivid
imagery
was
used
when
saying,
“children
attended
school
and
wore
ribbons
in
their
hair.
But
then,
their
entire
world
was
turned
upside
down
when
violence
took
over
the
nation
and
turned
Syrian
cities
to
dust.”
§ The
imagery
of
children
wearing
ribbons
in
their
hair
helps
the
reader
to
understand
refugees
as
innocent
people
who
did
not
ask
for
war,
but
were
forced
to
suffer
through
it
anyway.
The
imagery
of
the
cities
being
turned
to
dust
helps
the
reader
to
visualize
the
magnitude
of
the
violence
in
Syria.
o In
paragraph
three
I
talk
about
Syrians
fleeing
with
nothing
but
the
clothes
on
their
backs
and
fear
in
their
eyes,
but
the
meaning
of
this
was
already
discussed
earlier
under
speech
persuasive
techniques.
• Paragraph
Five
o Angelina
Jolie
was
chosen
as
my
celebrity
endorsement.
Celebrity
endorsements
can
be
quite
powerful
due
to
the
meaning
transfer
theory.
This
theory
means
that
by
using
a
celebrity,
you
can
project
the
positive
qualities
associated
with
Angelina
Jolie
onto
10. 10
CARE’s
Syrian
refugee
initiatives
in
order
to
make
CARE’s
programs
more
widely
accepted
among
audiences.18
§ She
is
an
appropriate
and
persuasive
spokesperson
for
helping
refugees
because
she
is
a
woman
that
is
dedicated
to
human
rights
and
humanitarian
initiatives.
In
April
2012,
she
was
appointed
as
Special
Envoy
of
UN
High
Commissioner
for
Refugees
and
in
this
role
she
has
focused
on
major
crises
resulting
in
mass
population
displacements
(aka
the
Syrian
refugee
crisis).19
• Paragraph
Six
o God
terms
were
used
when
talking
about
CARE
being
an
organization
that
is
dedicated
to
human
rights
and
accountability,
please
look
under
speech
persuasive
techniques
for
the
explanation.
18
Derek
Antoine.
Propaganda
and
Democracy.
(Ottawa:
Carleton
University,
2015).
19
“Angelina
Jolie
Pitt.”
UNHCR
–
The
UN
Refugee
Agency.
30
November
2015.
<http://www.unhcr.org/pages/49c3646c56.html>.