This document provides guidance and assessment criteria for a GCSE media studies coursework assignment on print advertising. Students must complete two analyses of professional adverts based on key terminology like unique selling point, psychographic profile, imperative, and synthetic personalization. They must also create their own original advert, applying these marketing techniques and appealing to a specific audience. The assignment aims to teach students the meanings of key terms and how to apply them when analyzing and creating adverts.

1. GCSE MEDIA STUDIES
COURSEWORK
ASSIGNMENT 1:
PRINT ADVERTISING
ASSESSMENT CRITERIA
ANALYSIS 10 MARKS: TWO DETAILED RADIAL
ANALYSIS OF PROFESSIONAL ADVERTS, AND AN
ANALYSIS OF THEIR OWN ADVERT
PRODUCTION 5 MARKS: AN ORIGINAL COMPLETED
ADVERT WITH PLANNING SKETCHES

2. KEY TERMINOLOGY
Fancy words to make your work more mature:
Unique Selling Point (USP)
Psychographic Profile
Imperative
Synthetic Personalisation
Learning Aim:
To learn the
meanings of these
words, and apply
them to your own
creative work

3. USP (UNIQUE SELLING POINT)
Something that is special about the product.
What does this have that no other product has to offer?
Based on these adverts what are the USPs of the following
products?

4. IMPERATIVE
A command given through language.
Within the world of advertising this is the language of persuasion,
telling the audience to engage in the brand

5. Q. How does this advert use an imperative to promote its brand identity?
Think about the psychological impact of the images and the text

6. SYNTHETIC
PERSONALISATION
This is an excellent term to use when analysing adverts as almost any
advert uses this technique. But what does it mean?
Synthetic –meaning something is artificial
Personalisation- an illusion of a connection with an audience
Therefore this refers to the method of attempting to mimic a personal
relationship between the product/model representing the product and
the audience.
How do the following adverts create synthetic personalisation?

9. CREATIVE TASK
Using Photoshop you are going to design a new
print advert for the product (and brand) you
created last lesson. You are now going to develop
and consolidate your idea by adding the following
marketing techniques:
1. A clear USP
2. Use of imperatives
3. Synthetic Personalisation
4. Appealing to a specific
psychographic group

10. Assessment Criteria
Flair & Creativity
Fit for purpose
Appropriate
Everyone should be aiming for full marks on their production task.
What do you need to do to create an advert which is suitable for a specific
audience, sells the product and demonstrates flair and creativity?