Assignment briefQualification Level 3 Extended Diploma in Creative Media ProductionUnit number and title L3 Unit 30: Advertisement Production for Television– PartialStart date 18thFebruary 2013Deadline 19thApril 2013Assessor name Harry ArnoldAssignment title HA3 – COMPUTER ARTS BLOG ARTICLE – Inside TV AdvertisingThe purpose of this assignment is to:Know about the structures and techniques of television advertisementsScenarioYou have been commissioned to write a blog article on the subject of TV advertising for Computer Arts, the online and printmagazine which covers all aspects of new media design.http://www.computerarts.co.uk/The idea is for you to provide an overview of how TV advertising is made and what influences its design.Work to be SubmittedAdvertising techniquesAdvertising structuresRegulationSources of informationAudience identificationAudience classification
TasksGrading Criteria MappingEach task in this assignment has additional guidance that you will need to follow posted to Unit 30’sMoodle course and all evidence produced by you must be posted to your blog.For each of these tasks you will need to use the web to carry out your research. Make sure that you have cited all sources.Remember that you are trying to explain these topics, rather than simply describing them. In addition, you need to understandand use the correct terminology wherever possible and choose good examples to support your findings.Task 1 - Advertising TechniquesProduce a brief introduction to advertising techniques which includes the three terms identified in theArt of Rhetoric by Aristotle, Ethos, Pathos and Logos.Describe, explain and at least 5 TV advertising techniques, providing examples for each - refer to theanalysis template provided and the AdCracker site for guidance if required.Unit 30 – P1, M1, D1.Task 2 - Advertising StructuresDescribe, explain and illustrate with an example(s) each of the following:The form the advert takesRealist narrativeAnti-realist narrativeAnimationDocumentaryTalking headsStand aloneSeriesThe style of the advertHumorousSurrealDramaticParodicThe codes and conventions within advertsDescribe, explain and illustrate what codes and conventions are and choose a specific product orservice using relevant TV adverts to describe and explain how codes and conventions are usedwithin TV advertising.Consider all of the analysis you have carried out to date into the form and style of TV adverts andcamera angle, shot, iconography, editing, lighting, sound, music, computer graphics and specialeffects (SFX) etc. Most importantly, consider the characteristics of the product or service inquestion.Unit 30 – P1, M1, D1.Task 3 - RegulationDescribe, explain and illustrate the role played by the Advertising Standards Authority (ASA) andOfcom within the TV advertising industry.Unit 30 – P1, M1, D1.Task 4 – Sources of InformationDescribe, explain and illustrate the role rates cards, advertisers’ information packs and researchagencies play in the TV advertising industry.Unit 30 – P1, M1, D1.Task 5 - Audience IdentificationDescribe, explain and illustrate the role of quantitative research and qualitative research within theTV advertising industry. Include a profile of the Broadcasters’ Audience Research Board (BARB).Unit 30 – P1, M1, D1.Task 6 - Audience ClassificationDescribe, explain and illustrate the role audience profiling plays in the TV advertising industry. Unit 30 – P1, M1, D1.This brief has been verified as being fit for purpose
Signature DateInternal verifierSignature DateUnit 30: Advertisement Production for TelevisionP1 describe structures and techniques oftelevision advertisements with someappropriate use of subject terminology.[IE]M1 explain structures and techniques oftelevision advertisements with referenceto detailed illustrative examples and withgenerally correct use of subjectterminology.D1 comprehensively explain structuresand techniques of televisionadvertisements with elucidated examplesand consistently using subject terminologycorrectly.P2 originate and develop an idea for atelevision advertisement working withinappropriate conventions and with someassistance.[CT, IE]M2 originate and develop an idea for atelevision advertisement showing someimagination and with only occasionalassistance.D2 originate and develop an idea for atelevision advertisement showingcreativity and flair and workingindependently to professionalexpectations.P3 produce a television advertisementworking within appropriate conventionsand with some assistance.[TW, SM]M3 produce a television advertisement toa good technical standard showing someimagination and with only occasionalassistance.D3 produce a television advertisement toa technical quality that reflects nearprofessional standards, showing creativityand flair and working independently toprofessional expectations.P4 comment on own televisionadvertisement production work withsome appropriate use of subjectterminology.[RL]M4 explain own television advertisementproduction work with reference todetailed illustrative examples andgenerally correct use of subjectterminology.D4 critically evaluate own televisionadvertisement production work in thecontext of professional practice, withelucidated examples and consistentlyusing subject terminology correctly.:PLTS: This summary references where applicable, in the square brackets, the elements of the personal,learning and thinking skills applicable in the pass criteria. It identifies opportunities for learners to demonstrateeffective application of the referenced elements of the skills.