UAL Awarding Body

CREATIVE MEDIA PRODUCTION AND TECHNOLOGYLEVEL 3 EXTENDED DIPLOMA

Unit 9: Characteristics and contexts in media and communication - ADVERTISING

Sarah Wilson; Adam Jones; James Ashford; Chris LeinsterDate Issued: Monday 06/11/2017Final Deadline: Friday 15/12/2017

Vibe Productions

Vibe Productions requires you to produce a series of media productions to demonstrate your expertise within your chosen field.

You must submit a portfolio of work which shows your understanding and application of conventions and techniques within your chosen specialism.

Your products must be completed and submitted by 15th December 2017

Your work must include details on the conventions of your specialism, existing examples to support your points, self-created content, and an evaluative section detailing your strengths and areas for improvement.

For more information, please visit www.thcvibe.weebly.com

The Fine Print

You must produce your own products using the following guidelines:

You must demonstrate an in-depth understanding of your specialism across three genres or formats

Only one person of each specialism is allowed in each group Group size should not exceed three people

DocumentationPrior to shooting your production, you must submit the following (may vary depending on specialism):

Planningo Scripto Story boardo Test shotso Props listo Location Recces

for ALL locationso Call Sheeto Equipmento Clearances /

permissions

Grading Criteria

Unit aim: Provide students with an opportunity to develop a focused, in-depth, understanding of the range, characteristics, complexity and contexts that define media and communication activity. It will require the student, through exploration and investigation to enter into a more formal dialogue of personal interrogation and understanding designed to confirm strengths, enthusiasms and ambitions.

Learning outcomes On successful completion of this unit the student will:

1. Understand the characteristics and context for a chosen media and communication activity.

2. Be able to use knowledge of the characteristics and context of a media and communication activity.

3. Be able to use evaluation in support of creative media production.

LO1.1 Research:

Analyse at least three examples of your chosen specialism across different genres/formats. Discuss how and why different techniques are used depending on the context.For example, you could look at how the practice differs across movies from the horror, comedy and action genres.

1. Secondary Research – Using the internet and books, research the conventions of your specialism. What is the purpose? How is it used differently to create different effects or meaning?

- Examples – find at least 3 examples to illustrate advertising in practice and analyse and evaluate its effectiveness.

- These should be in-depth analysis of the videos, with at least 10 screenshots uploaded and discussed. You shoud consider:

- Mise-en-scene (colours, costumes, shot types etc)ScriptMode of addressUse of sound/music

- You should refer to specific time-codes in each video in order to discuss how sounds/animation etc have been used

- You should discuss different advertising techniques and how they have been used

2. Harvard Referencing – Ensure all of your research is Harvard Referenced. This is easiest if you complete it as you work rather than just doing it all at the end. The more references you use, the greater the reliability of research.

LO1.2 Propose a brief:

Based on your research from Task 1, propose a brief for a project which will demonstrate your ability to use your skills appropriately across three different genres/formats.For example: You might choose a product and then create a billboard, television and online advert. Or you might make three different television adverts for three different products.

Suggested Scenario:

“Coca Cola would like a new ad campaign to promote their limited edition Christmas bottle design”

Create three different adverts for this scenario.

You could do billboard, magazine, television, radio or online adverts.

You could work on this project with editors, camera operators, set-dressers, costume/make-up designers, lighting technicians, sound technicians, script writers.

LO2 Plan and Produce a Media Product:

As you will be focussing your own specialism, you may want to work with another student whose specialism will compliment your own.

For example, an editor and a camera operator could work together, or a camera operator and an advertiser.Maximum group size is three. You can only have one person in your group for each specialism. Don’t have two editors working together!Prior to shooting your media productions, you need to plan them to ensure their success. It will make you more time efficient when filming and will make sure your productions run smoothly.Your pre-production should include the following (some may vary dependent on production)

Production Schedule Props List Crew List Storyboard Script Location Recces Clearances and Confirmations Contingency Plan

Your finished product should be of a high standard and demonstrate an awareness of key techniques and concepts. This may include (some may vary dependent on specialism)

Camera Angles Mise-en-Scene Editing Techniques Lighting Sound Design

LO3 Evaluation:

At the end of each LO, you should be completing evaluative journal entries - evaluating, analysing and highlighting areas for improvement.

It is extremely important that these are completed as you work and not just at the end. Please remember to take photos during production and screenshots as you edit. All of this will help to support what you are evaluating.

Follow the guidance available at to help you through each week’s entry.