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Assignment%20 brief%20l3 cmp_unit%2030_sv%20moderated

  1. 1. Qualification Title BTEC Level 3 Subsidiary Diploma in Creative Media Production QCF Unit (s) Unit 30: Advertising Production for Television Assignment Title Advertising Grading Criteria Assessed 1 2 3 4 / / / / Learning Outcomes On completion of the unit learners should: 1 Know about the structures and techniques of television advertisements 2 Be able to originate and develop an idea for a television advertisement 3 Be able to produce a television advertisement. 4.Be able to reflect upon own television advertisement production work. Suggested Resources Assignment Brief 2013 - 2014 Assessor: Sue Venables Internal Verifier: B. Marston Set Date: 20th January 14 Final Submission Date: Week Commencing 7th April 2014
  2. 2. Assignment Scenario We are constantly bombarded by advertising messages. You will be the opportunity to research and produce a 30 -60 second advertisement for a product of your choosing. You will also be taken through all the stages of pre production to enable you to produce a successful product. TASK 1 EVIDENCE CRITERION / CRITERIA DEADLINE 1. Complete the advertising work book and upload all work from it on your blog. Remember to carefully label your blog posts. Grade Tip: To obtain a high grade you must critically evaluate (compare, discuss and discriminate) structures and persuasive techniques used in Advertising. You must use plenty of examples and use correct subject terminology. Advertising Workbook P1. M1. D1. 3rd Feb 2014 Task 2 1.Produce at least 2 mind maps and any notes or sketches, which show how you have generated ideas for your advertisement. (Label this on your blog 30.2.1) 2.Create a storyboard, which visually shows how your idea will work. Make sure the storyboard has the following information on it: camera size, camera angle, sound effects, visual graphics, music tracks, shot numbers, written description, key snippets of script or Voice over. (Label this on your blog 30.2.2) 3.Carry out research into your chosen product and compile your research into a presentation. In your presentation you need to cover the following: Explain what your product is and why you chose it. What are it’s ‘Unique Selling Points’? Give an overview of the products history. Explain who the target audience is for this product and give your reasoning. Give an overview of your products previous advertising campaigns and approaches. Who are the products main competitors? Finish your presentation by pitching your idea for your new TV advert and explaining how your idea is different from previous campaigns and how it will appeal to the products target audience. (If you are using PowerPoint, upload your presentation to and embed it on your blog label the post 30.2.3. If you are using Prezzi embed and label as above.) 2 Mind Maps Storyboard Presentation P2. M2. D2.
  3. 3. GRADE TIP: For the higher grades you will independently explore a wide range of effective and well- thought through original ideas and designs for production. Documentation will be of a high technical standard and will closely reflect industry TASK 3: In small groups produce an advertisement to a near professional standard, which is 30 – 60 seconds long and upload it to your blog. (Label the post 30.3.1) GRADE TIP: To get a higher grade you need to be creating an imaginative advertisement to near professional standards without assistance and work in a positive and committed way. TV Advertisement Uploaded to blog. P3. M3. D3. 31st March 14 TASK 4 1.Write a critical evaluation of your advertisement. Consider your pre production paperwork that you created eg your presentation and storyboard and answer the following questions: How faithful was your finished advertisement to your original idea? How effective was your advert in communicating to the products chosen target audience? What technical and aesthetic qualities are you most proud of within the advertisement? Compare your advert to a professional TV advertisement, how does your compare? Your evaluation shouldn’t be any longer than 600 words. (Label the post 30.4.1). GRADE TIP: To obtain a high grade fully explore the feedback for teachers and peers in your evaluation. Use correct subject terminology, plenty of examples and compare your work to professional examples. Essay. P4. M4. D4. 7th April 14
  4. 4. Unit 30: Advertising Production for Television GRADING CRITERIA
  5. 5. Assignment Feedback 2013 - 2014
  6. 6. Qualification Title BTEC Level 3 Subsidiary Diploma in Creative Media Production QCF Unit (s) Unit 30: Advertisement Production for Television Assignment Title Advertising Assessor: Feedback Date: Student: Grading Criteria Achieved 1 2 3 4 Assessor Feedback (detailed, criteria related & setting targets for improvement): Assessor Signature: Date: Student Signature (authenticating work to be their own): Date: Student Comments / Action Plan:
  7. 7. Advertising Workbook TASK 1 (label this on your blog as 30.1.1) Advertising is everywhere. It is one of the largest sectors of the media industry, adverts being presented in a wide range of media such as television, film, radio, magazines, posters, billboards, the press, and the internet. Of all of these, television advertising probably has the highest profile, some television advertisements being so effective and memorable that they become classics and part of the cultural background for a whole generation of viewers. Television is used to market almost every product one can imagine from everyday consumables, like washing powder, to extravagant sports cars, whilst some advertisements promote a service such as insurance, banking or vehicle breakdown cover. Television advertising has become more and more sophisticated, utilising the very latest digital production techniques. Content and style can be simple or complex, using traditional narrative structures or less obvious surrealist imagery, and messages can be overt or understated. There seems to be no single approach which can be said to be more effective than another. 1.Explain what TV advertising is? 2. View three different contemporary TV adverts and list three key characteristics of them: 3. Follow this link and answer the following questions
  8. 8. TASK 2 (label this on your blog as 30.1.2) Advertisers use a variety of techniques to get us to buy goods or services. Some of them are listed below. Can you fill in the gaps and find an example of an advert which fits the persuasive technique used? Type of persuasive technique Link to an advert which uses this technique The Anecdote: Personal experience or story which is sold to us as proof. Adjectives: Crisp, fresh, healthy, nutritious, etc Repetition: Key points, positives about the product, themes etc Statistics: Often presented as factually accurate but sometimes they are a bit dubious. Fact: A statement that is true and can be proven. TASK 3 (label this on your blog as 30.1.3) View this old television adverts: and this contemporary TV toothpaste advertisement, Complete the Venn diagram below, What are the similarities and differences between this advert and contemporary toothpaste adverts? Once you have completed the diagram write up your points in a critical evaluation report no longer than 600 words. Old Ad New Ad
  9. 9. TASK 4 (label this on your blog as 30.1.4) According to Gillian Dyer (Advertising as Communication, Routledge 1988) advertisers use among other techniques, the following lines of appeal. They use images of, or make reference to things to tap into our desires or fears. View the Powerpoint called Lines of Appeal which is available on Moodle. Analyse three different TV adverts and state which persuasive skills and lines of appeal have been used: Advert1 Product Name: Link: Persuasive techniques: Product USP Advert 2 Product Name: Link: Persuasive techniques: Product USP Advert 3 Product Name: Link: Persuasive techniques: Product USP TASK 5 (label this on your blog as 30.1.5) Audience Demographics One of the most common ways of identifying a target audience is the socio-economic model. Although this model has been in use for a very long time, it is still a useful tool in identifying a target audience. The basis for this system is level of earnings. An AB audience, for example, is assumed to have more spending power than a CDE audience. A Lawyers, doctors, scientists, managers of large-scale organisations – well paid professionals B Teachers, senior managers, some middle management – fairly well paid professionals (and very poorly paid teachers!) C1 ‘White collar’, junior management, bank clerks, nurses C2 Skilled ‘blue collar’ workers such as electricians, plumbers, carpenters D Semi and unskilled manual workers such as drivers, post sorters E Students, the unemployed, pensioners Audience profiling There are many other ways that an audience can be segmented or profiled. Whenever a TV advertiser is producing a commercial, they will always take care to identify the target audience as accurately as possible. After all, if the audience is identified and targeted well, the product is likely to be successful! That is why
  10. 10. audience is considered a key consideration – because it is fundamental to the planning and shaping of an advertisement. Audiences can be segmented in other ways as well as the socio-economic model above: Age Gender Demographic (where the audience live) Profiling (this is often done by advertisers to identify ‘types’ of consumers) Values, attitudes and lifestyles (in other words the types of products which are likely to appeal to those with these values, attitudes and lifestyles. Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back up your conclusions about why the advert appeals to the specific demographic. 1 2 3 TASK 6 (label this on your blog as 30.1.6) THE REGULATORS: (Video Cast to be uploaded to your blog). Use the ASA website to help you answer these questions. Answer the following questions in a videocast: 1. Explain who regulates TV advertising in the UK? 2. Explain the process of how to complain about a TV advert which you thought was offensive in some way. 3. Watch this controversial advert: 4. Explain what happens in the video. 5. Explain why this advert could be banned? 6. Explain why this advert shouldn’t be banned? 7. Carry out some internet research and find out why this advert was banned. 8. Do you think the regulators were right to ban this advert. Back up your argument with clear points. 9. Summarise your main points.