Thesis (MA)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: This study focuses on a critical examination of the communication-theoretic properties of persuasive messages in the Volunteer campaign in South Africa. Five articles have been analysed according to two premises which form the theory of Larson (1975), entailing content premises and process premises. The content premise is used in the analysis of two articles of this study, namely: the first and the fifth article, and it concentrates solely on the theme on both articles. The theme concentrates on persuasive messages in the letsema/ilima volunteer campaign in South Africa. In the analysis of the content premises emphasis is put on the cause to effect reasoning. The other articles focus on the process premises only. The process premises focus on the three different types of processes, namely: the need, the attitude and consistency. As regard the need, the study puts emphasis on the esteem need. As regard attitude, emphasis is put on the evaluative responses. As regard the consistency, emphasis is put on the two types of consistency, namely: consonance and dissonance. In terms of consonance, emphasis is on the analysis of reassurance of security. In terms of dissonance, emphasis is on the analysis of sense of guilt. / AFRIKAANSE OPSOMMING: Hierdie studie fokus op 'n kritiese ondersoek van die kommunikasie-teoretiese eienskappe van oorredende boodskappe in die Vrywilligerveldog in Suid-Afrika. Vyf artikels word ontleed in die studie binne die raamwerk van twee premises van Larson (1975), nl. die inhoudpremis en die prosespremis. Die inhoudpremises word aangewend in die analise van twee artikels, nl. die eerste en die vyfde artikel, en daar word uitsluitlik gefokus op die tema van hierdie artikels. Die tema in hierdie artikels hou direk verband met oorredende boodskappe in die letsema/ilima vrywilligerveldtog. In die analise van die inhoudpremises word veral klem geplaas op die oorsaak-effek redenasie. Die analise van die ander drie artikels fokus op die prosespremise. Die prosespremise fokus op drie verskillende prosesse, naamlik die behoeftepremis, die houdingpremis, en die konsekwentheidpremis. Aangaande die behoeftepremis, word klem geplaas in die ondersoek op die waarde-behoefte. Ten opsigte van die houdingspremis, is die klem op die evaluatiewe response. Rakende die konsekwentheidspremis, beklemtoon die analise twee soorte konsekwentheid, naamlik konsonansie en dissonansie. Die ondersoek van konsonansie fokus op die versekering van sekureiteit, terwyl die analise van dissonansie, klem plaas op die analise van skuld. / ISIXHOSA ISISHWANKATHELO: Esi sifundo sijolise kwimiyalezo elukuhlayo ejolise kwilima eMzantsi Afrika. Ekwenzeni oku, kuhlalutywe amaphetshana amahlanu ngokwezindululo zesiseko ezibini ezize noLarson (1975) ezizezi: Isiqulatho sesindululo sesiseko nenkqubo yesindululo sesiseko. Isiqulatho sesindululo sesiseko sisetyenziswe kumaphetshana amabini angala: elokuqala nelesihlanu, kwaye siqwalasela umxholo kuwo omabini la maphetshana. Lo mxholo uqwalaselweyo ngulowo ujongene nemiyalezo yolukuhlo kwiphulo lokwenza ilima eMzantsi Afrika. Kwisiqulatho sesindululo sesiseko kugxininiswe kwingqiqo kanobangela ukuya kwisiphumo. Kwamanye amaphetshana kuqwalaselwe inkqubo yesindululo sesiseko kuphela. Inkqubo yesindululo sesiseko inike ingqwalasela kwiindidi ezintathu zeenkqubo ezizezi: Imfuno, isimilo nokungaguquguquki. Kwimfuno ingqwalasela ibekwe ibekwe kwimfuno yokuzingca. Kwisimilo ingqwalasela ibekwe kwiimpendulo zokuhlola. Kukungaguquguquki ingwalasela ibekwe kuzo zombini iindidi zokungaguquguquki ezizezi: Isivumelwano nokungavumelani. Kwisivumelwano kubekwe ingqwalasela ikakhulu kwisiqinisekiso sokhuseleko. Ekungavumelanini kugxininiswe kuhlobo Iwako olubizwa ngokuba luluvo lokuba netyala.