BTEC National Subsidiary Diploma in Creative Media Production (Film & Television) Unit 2: Communication Skills for Creative

Media Production Student name: Issue date: Lead IV: W/C 18.11.2013 Sonia Marshall Assignment 2: Television Advertisements Assessor: Deadline: EB / SO

Unit 2: Assessment & grading criteria (tick when criteria are met) To achieve a pass grade the evidence must show that the learner is able to: P1 use appropriate techniques to extract relevant information from written sources present a media production report which conveys relevant information To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: M1 use appropriate techniques to extract information from written sources with some precision present a structured and detailed media production report which conveys information and explains conclusions with clarity review reports to make changes with frequent beneficial effects deploy and manage technology to pitch a media production proposal effectively and with some imagination employ forms of address in a media production pitch to communicate ideas effectively. To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: D1 use appropriate techniques to extract comprehensive information from written sources present a well-structured and substantial media production report which conveys information with precise exemplification and justifies conclusions with supporting arguments review reports to make changes with consistently beneficial effects deploy and manage technology to pitch a media production proposal with creativity and fair and to near-professional standards employ forms of address in a media production pitch, with flair, to communicate ideas with impact.

P2

M2

D2

P3 P4

review reports to make changes with occasional beneficial effects deploy and manage appropriate technology to pitch a media production proposal

M3 M4

D3 D4

P5

employ appropriate forms of address in a media production pitch to communicate ideas.

M5

D5

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television) Unit 16: Film and Video Editing Techniques Lead IV: Sonia Marshall Assignment 2: Television Advertisements

Unit 16: Assessment & grading criteria (tick when criteria are met) To achieve a pass grade the evidence must show that the learner is able to: P1 describe the development and principles of editing with some appropriate use of subject terminology To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: M1 explain the development and principles of editing with reference to detailed illustrative examples and with generally correct use of subject terminology apply editing preparation techniques competently with only occasional assistance To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: D1 critically assess the development and principles of editing with supporting arguments and elucidated examples, and consistently using subject terminology apply editing preparation techniques to a technical quality that reflects nearprofessional standards, working independently to professional expectations apply editing techniques to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional

P2

apply editing preparation techniques with some assistance

M2

D2

P3

apply editing techniques working within appropriate conventions and with some assistance.

M3

apply editing techniques to a good technical standard showing some imagination and with only occasional assistance.

D3

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television) Unit 30: Advertisement Production for Television Lead IV: Sonia Marshall Assignment 2: Television Advertisements

Unit 30: Assessment & grading criteria (tick when criteria are met) To achieve a pass grade the evidence must show that the learner is able to: P1 describe structures and techniques of TV advertisements with some appropriate use of subject terminology originate and develop an idea for a TV advertisement working within appropriate conventions and with some assistance produce a TV advertisement working within appropriate conventions and with some assistance To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: M1 explain structures and techniques of TV advertisements with reference to detailed examples and with generally correct use of subject terminology originate and develop an idea for a TV advertisement showing some imagination and with only occasional assistance produce a TV advertisement to a good standard showing some imagination and with only occasional assistance To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: D1 comprehensively explain structures and techniques of TV advertisements with elucidated examples and consistently using subject terminology correctly originate and develop an idea for a TV advertisement showing creativity and flair and working independently to professional expectations produce a TV advertisement to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations critically evaluate own TV advertisement production work in the context of professional practice, with elucidated examples and consistently using subject terminology correctly.

P2

M2

D2

P3

M3

D3

P4

comment on own TV advertisement production work with some appropriate use of subject terminology.

M4

explain own TV advertisement production work with reference to detailed illustrative examples and generally correct use of subject terminology.

D4

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television) Unit 2: Communication Skills for Creative Media Production
Learning Outcome 1: Be able to extract information from written sources Written sources: eg books, journals, websites, magazines, newspapers, handouts Reading: with concentration; skim-reading: scanning; using index; using word search; using phrase search Extract information: eg write notes, summarise, highlight text, annotate document, underline passages, copy and paste extracts Learning Outcome 2: Be able to create a report in a media production context Create report: content; structure; linguistic register; summary; index; presentation; visuals, eg illustrations, graphics, charts, graphs Contexts: eg for client, for employer, market assessment, market analysis, product analysis, self-evaluation Revision: proof-reading (spelling, punctuation, grammar, clarity of expression, structure of content); electronic checks (spelling, punctuation, grammar, thesaurus) Learning Outcome 3: Be able to pitch a media production proposal using appropriate technology Proposal: outline of idea; costs; requirements, eg locations, talent, crew; audience; USP (unique selling point) Technology: presentation software, eg PowerPoint, Keynote, Google Presentation, SlideRocket, Adobe Acrobat; slide design; transitions; visual aids, eg animations, video clips, audio clips, clip art, charts, graphs, screen shots, web pages; copyright issues Address: clarity of voice; tone of voice; register, eg authoritative, humorous; clarity of expression; use of technical language; maintaining engagement, eg eye contact, reinforcement of points, reference to screen.

Unit Content Unit Content

Unit 16: Film and Video Editing Techniques

Learning Outcome 1: Understand the development and principles of editing Development: in-camera editing; following the action; multiple points of view; shot variation; manipulation of diegetic time and space; film, video; analogue; digital Purposes: storytelling, eg engaging the viewer, development of drama, relationship to genre, creating motivation; combining shots into sequences; creating pace Conventions and techniques: seamless; continuity; motivated; montage; jump-cutting; parallel editing; 180o rule; splicing; transitions, eg cut, dissolve, fade, wipe; cutaways; point of view shot; shot-reverse-shot; providing and withholding information; editing rhythm; crosscutting; cutting to soundtrack Learning Outcome 2: Be able to prepare moving image material for editing Preparation techniques: checking material for faults; synchronising rushes; producing a rushes log; marking up a script; labelling tapes; storing tapes or film; producing an edit decision list; creating bins; clarifying the purpose of the work with a client or director Preparing to edit: importing clips; bins; timelines; storage and folder management; online and offline editing; formats; resolution Learning Outcome 3: Be able to edit moving image material Editing technology: software applications; hardware, eg non-linear, linear; high definition; standard definition; tapes; hard disc; data transfer rates; exporting productions; file types, eg mov, avi, flv; compression Editing process: use appropriate techniques, eg seamless, continuity, motivated, montage, jump-cutting, parallel editing; use appropriate transitions, eg cut, dissolve, fade, wipe; use appropriate conventions, eg cutaways, cutting on action, creating juxtapositions, intercutting; pace effectively; convey information effectively; use sound to create impact; synchronise sound and vision; mix soundtracks; overlap sound; offline edit; online edit Post-production tools: on screen text; image editing; audio editing.

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television) Unit 30: Advertisement Production for Television
Learning Outcome 1: Know about the structures and techniques of television advertisements Structures: form, eg realist narrative, anti-realist narrative, animation, documentary, talking heads, stand alone, series; style, eg humorous, surreal, dramatic, parodic; codes and conventions (camera angle, shot, iconography, editing, lighting, sound, music); computer graphics; special effects (SFX) Techniques: hidden and overt messages; emotional responses or association, eg solution to a problem, fear, concern, compassion, self-perception, social position; celebrity endorsement Characteristics of products or services: benefits offered; advantages over other similar products; unique selling point (USP); lifestyle appeal; brand identity Regulation: Advertising Standards Authority (ASA); Ofcom Audience information: audience measurement panels; ratings; face-to-face interviews; focus groups; questionnaires; programme profiles; Broadcasters Audience Research Board (BARB); television research agencies Sources of information: rates cards; advertisers information packs; research agency websites Audience classification: Standard Occupational Classification; psychographics; geodemographics; by age; by gender Learning Outcome 2: Be able to originate and develop an idea for a television advertisement Research for production: brief; client; budget; deadline; technical resources; technical constraints; identification of target audience, eg quantitative, qualitative, focus groups; conditions of reception; market research data; legal and ethical issues, eg codes of practice, regulatory framework Ideas: ideas generation eg mind-mapping, group discussion, past and current practice; recording ideas, eg notes, sketches; initial plans and proposals; identification of message; content; style; relevance to audience Learning Outcome 3: Be able to produce a television advertisement Pre-production: synopsis; script; storyboards; production schedule; location plans; shooting script; risk assessment; crew; actors Production: technology, eg cameras, tapes, tripods, microphones, lights; shooting; lighting; sound recording; health and safety Post-production: technology, eg edit suites, mixing desks; tape logging; edit decision lists; editing; audio mixing Learning Outcome 4: Be able to reflect upon own television advertisement production work Sources of information: self-evaluation; documentation, eg notes, sketches, story boards, thumbnails, mood boards, trial layouts, production logs; comments from others, eg audience, peers, tutors, client Finished product: fitness for purpose; clarity of communication; appropriateness to audience; compared with original intentions; effectiveness of techniques; effectiveness of content; impact of work; technical qualities; aesthetic qualities.

Unit Content

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television)

Unilever makes and sells products under more than 400 brand names worldwide Two billion people use them on any given day
Unilever's Corporate Vision - helping people to look good, feel good and get more out of life shows how clearly the business understands 21st century-consumers and their lives. But the spirit of this mission needs to reach out to more potential customers. Therefore Unilever is inviting advertising agencies to participate in this exciting opportunity to carry our message out to new consumers. The successful agency will be contracted to produce designs and create advertising materials for repositioning or extending a number of our products in the marketplace.

Please create a response to the Unilever tender. You should:

Produce an in-depth analysis of a UK television advert. The method of presentation should be a Prezi (part of U30: GC1) Create a report for a new idea for a Unilever product advert based on your own and existing research and that can be pitched (U2: part of GC1 & GC2) Pitch your advertisement proposal, in formal environment, to Unilever representatives (U2: GC4 & GC5) Complete pre-production documentation for a Unilever product (U30: GC2) Produce and export an advert that demonstrates repositioning of a Unilever product (U16: GC3 & U30: GC3)

Additional BTEC requirements

Research into Unilever and (extraction) Ofcom and the ASA must include quotes and a reference list also get product information and Harvard the references (U2: GC1) Production diary and keep print screens of relevant editing processes e.g., bins, marking progress etc. There will also be a spot quiz (U16: GC2) An evaluation of your production work (U30: GC4) Video exemplifying the development and principles of editing (U16: GC1) Review and amend work to improve understanding and grading criteria that has been achieved (U2: GC3).

BTEC National Subsidiary Diploma in Creative Media Production (Film & Television)
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