This document provides an assignment brief for a unit on advertisement production for television. The brief outlines 8 tasks for students to complete to explore the structures, techniques, and processes involved in television advertising. Students are asked to research and analyze different advertising formats, styles, codes and conventions. They must also explain techniques used in ads, characteristics evaluated for products/services, and the roles of regulatory bodies and research organizations. The goal is for students to comprehensively explain television advertising concepts, using examples and correct terminology.

1. Assignment brief
Qualification Level 3 Extended Diploma in Creative Media Production
Unit number and title L3 Unit 30: Advertisement Production for Television– Partial
Start date 18th
February 2013
Deadline 19th
April 2013
Assessor name Harry Arnold
Assignment title HA3 – COMPUTER ARTS BLOG ARTICLE – Inside TV Advertising
The purpose of this assignment is to:
Know about the structures and techniques of television advertisements
Scenario
You have been commissioned to write a blog article on the subject of TV advertising for Computer Arts, the online and print
magazine 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 Submitted
Advertising structures
Codes and conventions
Advertising techniques
Product or service characteristics
Regulation
Audience information
Sources of information
Audience classification

2. Tasks
Grading Criteria Mapping
Each task in this assignment has additional guidance that you will need to follow posted to Unit 30’s
Moodle 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.
Task 1 - Advertising Structures
Describe, explain and illustrate with an example(s) each of the following:
The form the advert takes
Realist narrative
Anti-realist narrative
Animation
Documentary
Talking heads
Stand alone
Series
The style of the advert
Humorous
Surreal
Dramatic
Parodic
Unit 30 – P1, M1, D1.
Task 2 – Codes and Conventions
The codes and conventions within adverts
Describe, explain and illustrate what codes and conventions are and choose a specific product or
service using relevant TV adverts to describe and explain how codes and conventions are used
within TV advertising.
Consider all of the analysis you have carried out to date into the form and style of TV adverts and
camera angle, shot, iconography, editing, lighting, sound, music, computer graphics and special
effects (SFX) etc. Most importantly, consider the characteristics of the product or service in
question.
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.
Task 3 - Advertising Techniques
Produce a brief introduction to advertising techniques which includes the three terms identified in the
Art of Rhetoric by Aristotle, Ethos, Pathos and Logos.
Describe, explain and at least 5 TV advertising techniques, providing examples for each - refer to the
analysis template provided and the AdCracker site for guidance if required -
http://www.adcracker.com
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.
Task 4 - Characteristics of Products or Services
Describe, explain and illustrate with an example(s) each of the following:
Benefits offered
Advantages over other similar products
Unique Selling proposition (USP)
Lifestyle Appeal
Brand Identity
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.
Task 5 - Regulation
Describe, explain and illustrate the role played by the Advertising Standards Authority (ASA) and
Ofcom within the TV advertising industry.
Remember that you are trying to comprehensively explain structures and techniques of television
Unit 30 – P1, M1, D1.

3. advertisements with elucidated examples and consistently using subject
terminology correctly.
Task 6 - Audience Information
Describe, explain and illustrate the importance of measuring audiences within the TV advertising
industry. Include a profile of the Broadcasters’ Audience Research Board (BARB).
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.
Task 7 – Sources of Information
Describe, explain and illustrate the role ratecards, advertisers’ information packs and research
agencies play in the TV advertising industry.
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.
Task 8 - Audience Classification
Describe, explain and illustrate the role audience profiling plays in the TV advertising industry.
Remember that you are trying to comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
Unit 30 – P1, M1, D1.

4. This brief has been verified as being fit for purpose
Assessor
Signature Date
Internal verifier
Signature Date
Unit 30: Advertisement Production for Television
P1 describe structures and techniques of
television advertisements with some
appropriate use of subject terminology.
[IE]
M1 explain structures and techniques of
television advertisements with reference
to detailed illustrative examples and with
generally correct use of subject
terminology.
D1 comprehensively explain structures
and techniques of television
advertisements with elucidated examples
and consistently using subject terminology
correctly.
P2 originate and develop an idea for a
television advertisement working within
appropriate conventions and with some
assistance.
[CT, IE]
M2 originate and develop an idea for a
television advertisement showing some
imagination and with only occasional
assistance.
D2 originate and develop an idea for a
television advertisement showing
creativity and flair and working
independently to professional
expectations.
P3 produce a television advertisement
working within appropriate conventions
and with some assistance.
[TW, SM]
M3 produce a television advertisement to
a good technical standard showing some
imagination and with only occasional
assistance.
D3 produce a television advertisement to
a technical quality that reflects near
professional standards, showing creativity
and flair and working independently to
professional expectations.
P4 comment on own television
advertisement production work with
some appropriate use of subject
terminology.
[RL]
M4 explain own television advertisement
production work with reference to
detailed illustrative examples and
generally correct use of subject
terminology.
D4 critically evaluate own television
advertisement production work in the
context of professional practice, with
elucidated examples and consistently
using 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 demonstrate
effective application of the referenced elements of the skills.