unit 1

2. Your Brief
• You need to make a selection of media products for Coca-Cola
aimed at 16-19 year olds
• You must make;
– A poster advert
• A3 poster
– A radio advert
• lasting 10-20 seconds
– An advergame
• An animated screenshot of a pixel game advertising the product
• You will be required to use a variety of different communication
techniques to convey your ideas which you will also evaluate
• You will also evaluate the strengths and weaknesses of the products
you produce

3. ASA
• Advertising Standards Authority
• We’re using the UK Code of Non-Broadcast
Advertising, Sales Promotion and Direct
Marketing (CAP Code)
• There are 7 rules you need to follow when
making your adverts;

4. 1. Compliance
• The ASA says;
– The central principle for all marketing communications is
that they should be legal, decent, honest and truthful.
• You need to make sure you don’t lie, don’t break the
law and you don’t include any images that may be
considered indecent in your advert

5. 2. Recognition of
marketing communications
• The ASA says;
– Make sure material is clearly identifiable as marketing
communications / advertisements / advertorials.
• If you’re making an advert, it needs to look like an
advert
• Employ conventions of adverts; logos, slogans,
images
• Explicitly state the product to ensure people know
its an advert

6. 3. Misleading Advert
• The ASA says;
– The ASA may take the Consumer Protection from
Unfair Trading Regulations 2008 into account
when it adjudicates on complaints about
marketing communications that are alleged to be
misleading.
• You cannot lie about the product, its
abilities/functions or price

7. 4. Harm and Offence
• The ASA says;
– To ensure that ads do not cause harm or serious or
widespread offence. Includes rules relating to shock
tactics, unsafe practices and photosensitive epilepsy.
• Your advert cannot set out to intentionally offend a
particular person or social group
• Your advert cannot set out to intentionally offend
anyone on grounds of disturbing imagery or
content

8. 5. Children
• The ASA says;
– Rules that must be followed if directing ads at children or
featuring them. Includes rules about unsafe practices and
unfair pressure; pester power and sales promotions for
children.
• You cannot promote dangerous behaviour in children
• You cannot pressure children to buy your products
• You must also consider this if your advert could be seen
by children or selling a product that may be used by a
child- like a soft drink

9. 6. Privacy
• The ASA says;
– Marketers must not unfairly portray or refer to anyone in
an adverse or offensive way unless that person has given
the marketer written permission to allow it.
• If you are including a celebrity or a well known
person in your advert you would need to get
written permission first
• We can’t do this for this project but you would do
so if you were making this in real life

10. 15. Food, food supplements
and associated health or nutritional claims
• The ASA says;
– Marketing communications must not condone or
encourage poor nutritional habits or an unhealthy
lifestyle in children or adults.
• You can’t promote poor dietary habits
• You can’t tell people your product has health
benefits without proof to back it up

11. Task
• You now need to plan and produce each
product
• For each product you need to;
– Complete the communication method
– Evaluate the communication method
– Make the product
– Evaluate the product

12. Communication Evaluation
• For each communication method evaluate its
effectiveness
• Discuss the strengths and weaknesses of each
method;
• Mind Map
• Mood Board
• Style Sheet
• Layout Plans
• Brainstorm
• Informal Pitch
• Group Idea Generation
• Formal Pitch
• Storyboards
• Initial Reaction
• Sketches
• Formal Proposal

13. Photoshop Experiments
• Using Photoshop, experiment with the tools and
produce a poster for York College.
• You can use any tools you want providing it also
includes a central large image, some text and the
York College logo.
• If you want to know how to do something or if
something goes wrong, just ask your tutor.
• This is about experimentation
• Save all images you produce as a JPEG

14. Print Advert
• Individually you must produce a print advert for Coca-Cola
• It must be portrait and include a single main image. Ensure you include the
name of the product and a slogan of your choice.
• Idea communication methods
– Mind Map
• A collection of ideas written and mapped out on a page
• Use the website Bubbl.us- print screen or export
– Mood Board
• A collection of at least 15 images influential to your idea
• A brief discussion of common features of the images collected
– Style Sheet
• A collection of potential fonts and colour schemes
• A brief rationale of choice- why each was chosen
– Layout Plan
• A mock up of what your design could look like
• Use sourced images, fonts and colours decided in your style sheet

15. Communication Methods
Mind Map
Style Sheet
Mood Board
Layout Plans
• Audience
• Slogan
• Images
• Colour
Schemes
• Other content

16. Radio Advert
• In small groups (3-4) you must create a short radio
advert for Coca-Cola
• You can use music, voice over and sound effects to
produce your advert
• It should last at 10-20 seconds
• Idea communication methods
– Brainstorm
• Hand written collection of ideas
– Informal Pitch
• Discuss your idea with your tutor- what happens in the advert?
What sounds/music will you use?

17. Communication Methods
Group Mind Map Storyboards

18. Photoshop Experiments
• Using Photoshop, experiment with the tools
and produce a self portrait using pixel
graphics.
• This is about experimentation
• Save all images you produce as a JPEG

19. Advergame
• Individually you must create pixel based side scrolling
game for Coca-Cola
• It must be made on a 320 (H) by 480 (W) canvas.
• Idea communication methods
– Initial Reaction
• Writing your initial reaction to what you have to make
– Sketches
• Sketches and pixel creations of what your idea could end up
looking like
– Formal Proposal
• Formal written proposal of what your idea is; who it will be played
by, what content it will include etc.

20. Communication Methods

21. Advergame
• Create a new Photoshop document
– Width- 120 pixels
– Height- 80 pixels
• Choose the pencil tool and ensure it is set to 1 pixel
• Set a new layer for each separate part of the image
(character, pickups, enemies etc)
• Once your done go to Image>Image Size and change
the top number to 1080 and the bottom box to
Nearest Neighbour

22. Evaluation
• For each of your products evaluate how good/bad it
is
– For each of your image based products put your final
image in the centre of the page and annotate it using
text boxes and arrows
– For your moving image/audio products include
timecodes and or screenshots for your included
examples
– Discuss
• The effectiveness of the tools/processes employed
• The effectiveness of the whole piece
– what you like about it,
– what you think could be improved