Assignment briefQualification 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

ScenarioYou 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 techniquesAdvertising structuresRegulationSources of informationAudience identificationAudience classification

TasksGrading 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. Remember that you are trying to explain these topics, rather than simply describing them. In addition, you need to understand and 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 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.

Unit 30 – P1, M1, D1.

Task 2 - Advertising StructuresDescribe, explain and illustrate with an example(s) each of the following:

The form the advert takes

Realist narrativeAnti-realist narrativeAnimationDocumentaryTalking headsStand aloneSeries

The style of the advert

HumorousSurrealDramaticParodic

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.

Unit 30 – P1, M1, D1.

Task 3 - RegulationDescribe, explain and illustrate the role played by the Advertising Standards Authority (ASA) and Ofcom 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 research agencies 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 the TV 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.

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Unit 30: Advertisement Production for TelevisionP1 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 demonstrateeffective application of the referenced elements of the skills.