Professional Documents
Culture Documents
Qualification
Learner name
for Television
Assessor name
Date issued
Hand in deadline
03/10/2016
Assignment title
Submitted on
27/02/2017
In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.
Criteria
reference
Deadline:
Task 1:
31/10/2016
LO1
P1
M1
D1
Task 2:
LO2
P2
M2
D2
LO3
18/11/2016
Grade:
Pitch for
TV Advert
06/02/2017
Grade:
Final DVD
of advert
for client
Task 4:
LO4
P4
M4
D4
Essay
Analysis
on TV
Advert
Processes
Task 3:
P3
M3
D3
Grade:
Evidence:
17/3/2017
Grade:
Essay
Evaluation
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced any sources used in the
work. I understand that false declaration is a form of malpractice.
Learner signature:
Date:
Assessor name
Date issued
03/10/2016
Hand in deadline
17/02/2017
Assignment title
Television Advertising
The aim of this unit is to enable you to apply production skills to create an advert for television. You will
examine existing television advertisements to investigate how persuasive messages can be constructed. You
will then plan and produce an advertisement for television, and evaluate the effectiveness of their finished
product.
Scenario
Advertising is a lucrative industry with many jobs available. You will be producing a television advert for a client
whilst following a rigid brief which identifies the clients needs.
Firstly, you will be required to demonstrate your knowledge of television advertising by conducting research in to
the styles and successful techniques of used in television adverts.
You will the use this knowledge to develop an original idea for a television advert. You will work as part of a
production team to do this undertaking a specific job role for which you will be interviewed for.
Once you have developed the television advert concept you will then go on to produce the advert under the same
job role within your production team.
Following on from a focus group with your client and target audience you will then reflect on the quality of your
advert and its fitness for purpose.
Technical codes: camera angle, shot, iconography, editing, lighting, sound, music); computer graphics;
special effects (SFX)
All the above elements should be discussed in relation to how advertisers market products to specific audiences.
Techniques:
Overt messages
Emotional responses
Fear
Concern
Celebrity endorsement
Self-perception
You should try and discuss as many of the above techniques used in advertising as possible with references to
examples from your research.
Characteristics of products or services:
Benefits offered from each product and how they are used to market the products to consumers.
Lifestyle appeal of the products and why consumers will buy them based on the advertisement.
Brand identity what methods are used to ensure the consumer is fully aware of the brand and the
products/services they offer.
Regulation:
You should discuss the roles of the following regulatory bodies in terms of advertising for television.
Ofcom
In terms of regulation, you should analyse an advert which has been banned by OFCOM or the ASA and discuss
reasons as to why it was prevented from being broadcast.
Audiences:
How audiences are categorised (age, gender, ethnicity, socio-economic group, psychographics, geodemographics)
The significance of audience research and different methods of audience research and targeting
audiences: focus groups, questionnaires, Broadcasters Audience Research Board (BARB)
Audience categorisation should be linked to all the adverts that you have analysed during your research.
reference to detailed illustrative examples and with generally correct use of subject
terminology.
To achieve a merit grade, you will talk about the structures of television advertisements in
such a way as to show why they are constructed the way they are, and about
persuasive techniques in such a way as to show how and why they are used. You
will explain clearly how to find out about audiences (or be able to apply this to good
effect) and how the categorisation systems are used in audience profiling. Relevant
examples that draw upon elements of the advertisements studied will be given to support
what is said, but you will not elucidate these examples to show how they illustrate
the points they support. You will cite examples other than those considered in
class.
To achieve a distinction grade: comprehensively explain structures and techniques of television
advertisements with elucidated examples and consistently using subject terminology correctly.
To achieve a distinction grade, you will discuss the structures and persuasive
techniques of a varied selection of advertisements in such a way that you develop
your ideas critically (that is, compare, assess and discriminate). Points made will be
justified with supporting arguments and you will draw out of an example precisely what it
is about it that exemplifies the point it illustrates. Exemplification will be drawn from
precise details of the advertisements referred to and these examples will be details
from the advertisements studied, not merely generalised reference to whole
advertisements. When discussing the categorisation of audiences and the resources
available to develop audience profiles, fuller and more extensive explanation and
argument to support points made, will discriminate between this grade and the
merit.
This provides evidence for P1, M1, D1
Assessor Feedback
Learner Feedback
You will independently undertake research into the product, market and the potential audience for your product. You
Once your research has been completed, you will submit your research portfolio for evidence
and pitch your presentation to your client.
1. Client: You will be given a set of briefs to choose from for your production. Your
client will be the company whose product you chose to develop an advertisement
for.
2. Budget: You will produce a budget for the production which identifies all the
products costs such as equipment, production team, resources, and facilities hire
etc.
3. Deadline: You will be working towards rigid deadlines which have been negotiated
with your client. You will need to produce a production schedule which must be
adhered to at all times. You will not be able to achieve a distinction grade if
you do not meet all agreed deadlines.
4. Technical resources: You will produce a resource audit identifying all the technical
requirements for your advert production.
5. Technical constraints: You will produce a SWOT analysis (strengths,
weaknesses, opportunities and threats) to identify the strengths of your idea and
any potential problems which may arise during development and production.
Following on from your production research, you will be required to undertake research
into the target audience and market. You will identify a specific audience and ways in
which you can market your clients product to the audience. You will undertake the
following research and you will present this to your production team. Following the
presentation, a decision as to which idea will be developed will be made. Client feedback
should also be considered in this decision making.
1. Identification of target audience: You will be categorising your audience (age,
gender, ethnicity, socio-economic group, geodemographics, psychographics,
VALS). You will also be able to brand your audience for example Absolute Radio
describe their audience as Reluctant Adults due to the fact it targets older
audiences who are interested in contemporary developments in technology.
2. Quantitative research: Research into your target audience is vital. You will
produce research techniques with easily measureable data. These will then be
transferred into charts and included in the pitch for your advert.
3. Qualitative research: As a development of your market research you will
undertake a focus group which will be facilitated by you and your group. This will
allow you to gain feedback on your initial ideas development. It is recommended
that you record focus groups to revisit information.
4. Market research: It is important to know the industry in which you aim to target
your product. You will need to look at your competitors in the market and determine
whether there is a gap for your product or the market is saturated in which case you
will need to state how you will create a unique selling point for your product and
Your pitch will contain all the aforementioned criteria however there will not be strong
links between the research you undertook and the advert in which you intend to
develop. Your target audience categorisation will be brief and will only discuss the
basic factors such as age and gender. Your budget will be inaccurate and figures will
not be fully from reputable sources such as BECTU. You will demonstrate a limited
understanding of potential problems which will arise during production.
To achieve a merit grade: originate and develop an idea for a television advertisement showing
Your presentation technologies will clearly illustrate the methods in which you
obtained information for your advertisement. For example, you will clearly link your
audience research to the outcomes for your advert. Your audience categorisation
will be detailed however you may not full explain the reasons for appealing to
particular demographics. Your budget will be mostly accurate and will have a clear
reference to where you acquired the rates for production. You will have undertaken a
range of both qualitative and quantitative research methods and conclusions will
mostly be shown in the pitch for your idea. You will demonstrate a clear
understanding of the importance of deadlines and client meetings. You will
demonstrate this with a rough schedule in your pitch. Any problems you come across will
be identified clearly however, strategies and contingencies will not be in place to
counter these.
You will explore independently 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 conventions for presentation. Your audience and
market research will be thorough and you will have undertaken a number of different
research methods such as focus groups, questionnaires, online surveys. All the
research methods you used to obtain information and data will be clearly quantified
and/or summarised in your presentation using charts, graphs etc. Following on from
this, you will make strong links with your research and the advert you intend to
develop. You will give a clear foresight into your production by demonstrating that you
have produced a comprehensive schedule in which you will complete your advert. You
will have produced a detailed SWOT analysis which clearly identifies strategies and
contingencies to overcome any issues.
Learner Feedback
Part 1: Pre-production
For this task you will work in production teams of no more than five. Each member of the group will be given a
specific role to undertake. You will be allocated one of the following:
Producer
Director
Camera Operator
Sound/Foley artist/assistant director
Production Manager
Under your production team, you will develop the most feasible idea which was pitched during task two. Under your
job roles you will be required to undertake the following pre-production tasks:
Producer: You will oversee the production ensuring all members of the production team completing
relevant documentation. You will lead and facilitate weekly meetings within your team. You will also be in
charge of the production folder and troubleshooting any issues you may come across. You will also be
responsible for sourcing suitable actors to be in your advert.
Director: As director you will be responsible for leading the development of the advert into a detailed
synopsis which contains the narrative for your advert.
Camera Operator: You will be responsible for storyboarding the advert in conjunction with the director and
sound/Foley artist.
Sound/Foley artist/Assistant Director: You will be responsible for completing the shooting scripts for
each days production. You will work the camera operator, director and production manager in order to do
this effectively.
Production Manager: You will be in charge of the logistics of the production Your responsibilities will
include sourcing locations, producing risk assessments, and managing the production schedule.
Each member of the group will be assessed on their contribution to a group project. Should you not
complete the relevant documentation, this will affect your final grade. All documentation should be signed
off by the member of the group who has completed it. Following on from this, the executive producer
should sign off the documentation as acknowledgment of completion.
Part 2: Production
As with pre-production you will be expected to undertake individual roles to ensure successful completion of the
Producer: You will be in charge of overseeing the production on a day to day basis. You will ensure all
equipment is brought to the shooting days. Relevant equipment will include: cameras, tripods,
microphones, lights, memory cards.
Director: You will be responsible for organising the equipment and actors on set. You will be responsible
for framing shots in conjunction with camera operators.
Camera Operator: You will be responsible for assisting the director with framing shots. You will also be
responsible for the recording of footage and the rigging and de-rigging of camera equipment.
Sound/Foley/Assistant Director: You will work closely with both camera operators and the directors to
ensure that camera shots and angles are framed correctly. You will also be responsible for sourcing any
sound effects and recording any wild tracks. You will also be responsible for rigging microphones to
cameras and ensuring all audio is recorded correctly.
Production Manager: You will be responsible for ensuring all the documentation is brought to the
shooting days and the production file is kept in order. You will also be responsible for ensuring health and
safety regulations are abided by on each day of shooting.
Advert Production
In your production teams you will have identified an advert to produce. You will use the pre-production
documentation you produced in assignment 2 to help you produce this documentation. Remember you will be
assessed on your individual contribution to the production.
Post Production:
Following on from your production, you will produce an individual edit of the advert. You will be assessed on your
own edit of the advert. You will need to document evidence of the following criterion in your post-production file:
Rushes log: You will go through all the footage you have recorded and decide which footage you will
potentially use.
Edit decision list: Of all the footage you have recorded, and reasons in which you have chosen to use
specific footage i.e. why is it useful for your advert?
Technology and software skills audit: Identify what skills you have learned during post-production and
what skills you intend to learn to produce your advert to the highest standard.
reflects near professional standards, showing creativity and flair and working independently to
professional expectations.
To achieve a distinction grade technical and production skills will be approaching a
professional standard and will bear comparison with it. Your advert will demonstrate
excellent technical skills and sophisticated ways to market your product. codes and
conventions will be deployed with creativity and flair. In all practical activity you will be
capable of working autonomously and effectively. They will be able to work on your own
initiative, will not need constant support or supervision, will give the work your full commitment,
work positively and cooperatively with others, and meet deadlines. You they will have the
kind of self-management skills that would be expected of them in a professional
context. The editing of your advert will be seamless and you will have used a variety of
camera/audio/editing/graphical techniques in order to sell your product. You will work
independently and as part of a group with little or no assistance. You will not miss any
deadlines and all work will be completed within allocated time periods.
Learner Feedback
Sources of information
Self-evaluation how well do you think you performed within your job role? Consider the following points:
How well you believed you worked in a team (communication with others, management of roles, covering
any absences etc)
Documentation
Notes How your initial ideas and minutes of meetings allow you and your group to produce the final
product.
Sketches This will come from your initial product ideas and logo drafts. You should comment on how the
drafting of your product ideas allowed you to successfully complete your advert.
Story boards, shooting scripts and other documentation How thorough was your documentation?
Did you deviate from any of your initial plans during production?
Mood boards and research How did your initial research into the market and target audience allow you
to create a successful product? How was this reflected in your audience feedback?
Trial layouts How did you manage your time effectively to ensure you were receiving formative
feedback throughout the development process? What changes and alterations did you make following on
from this feedback?
Production logs Your production logs should be completed throughout the whole process. You should
discuss how your production logs allowed you to be reflective throughout your production.
Comments from others eg audience, peers, tutors, client What methods did you use to obtain
feedback from the aforementioned people? How useful was this in your project development?
Finished product
As well as evaluating your planning and individual contribution to the project, you will also evaluate the
effectiveness of your finished advert. Your evaluation should cover the following points:
Fitness for purpose how suitable is the advert? What are is strengths and areas for development?
Clarity of communication what techniques did you use to communicate the brand identity and the
product to the audience? How effective do you believe you were in ensuring the audience is engaged with
the brand?
Appropriateness to audience Reflect back to your initial audience research and feedback. How does it
match what the audience said they would respond to? How do the comments your audience made reflect
your initial intentions to appeal to a specific audience?
Compared with original intentions How has your product changed over time? What creative decisions
did you make during the process and why did you decide to make them? To what extent do you believe
these decisions helped you create a better product?
Effectiveness of techniques What techniques did you use to sell the product (product and brad
placement, lifestyle choices, endorsements, humour, facts/figures etc) How effective were these in selling
the product to the audience?
Effectiveness of content How effective was the script you produced for the advert? Were there any
problems? How did you develop the script as your project developed?
Impact of work What impact has your product had on your client and its audience? You should measure
this with your audience and client feedback forms.
Technical qualities - How effective is your camera, editing and audio work? Are there any areas for
development here?
Aesthetic qualities How do you believe your product looks as a whole? How did you construct the mise
en scene to communicate meaning to the audience?
Your evaluation for both of the above sections should be typed with screen shots which will clearly
illustrate your evaluation.
To achieve a merit grade: explain own television advertisement production work with reference
in the context of professional practice, with elucidated examples and consistently using subject
terminology correctly.
Evaluative work will fully explore the implications of feedback from tutors, peers and
client (if there is one) and demonstrate a sophisticated understanding of the devices
and techniques employed. You will make an accurate and critically objective
assessment of your own achievement with detailed reference to elucidated
examples taken from that work. You will make critical comparisons of your own work
with current or past practice in a relevant area (that is, the same genre or format as they
have worked in). You should be able to compare and contrast the techniques used in
professionally produced adverts you have looked at during assignment 1. Technical
vocabulary will be secure and used correctly and confidently at all times.
Learner Feedback
Evidence checklist
[Summarise evidence required, e.g. leaflet, presentation notes etc.]
[tick
boxes]
Millerson C and Owens J Production Handbook (Focal Press, 2008) ISBN 9780240520803
Musburger R Single-Camera Video Production (Focal Press, 2005) ISBN 9780240807065
Pricken M Creative Advertising: Ideas and Techniques from the Worlds Best Campaigns
Assessor
name
Learner
name
Criteria
reference
P1
To achieve the criteria the evidence must show that the learner is able to:
P1: describe structures and techniques of television advertisements with some appropriate use of subject
terminology
M1
M1: explain structures and techniques of television advertisements with reference to detailed illustrative
examples and with generally correct use of subject terminology
D1
D1: comprehensively explain structures and techniques of television advertisements with elucidated examples
and consistently using subject terminology correctly
P2
P2: originate and develop an idea for a television advertisement working within appropriate conventions and
with some assistance
M2
M2: originate and develop an idea for a television advertisement showing some imagination and with only
occasional assistance
D2
D2: originate and develop an idea for a television advertisement showing creativity and flair and working
independently to professional expectations
P3
P3: produce a television advertisement working within appropriate conventions and with some assistance
M3
M3: produce a television advertisement to a good technical standard showing some imagination and with only
occasional assistance
D3
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
P4: comment on own television advertisement production work with some appropriate use of subject
terminology.
M4
M4: explain own television advertisement production work with reference to detailed illustrative examples and
generally correct use of subject terminology.
D4
D4: critically evaluate own television advertisement production work in the context of professional practice,
with elucidated examples and consistently using subject terminology correctly.
Learner feedback
Assessor feedback
Achieved?
Assessor signature
Date
Learner signature
Date