GCSE Media Studies
Unit 2 Project
Understanding the Media Cross-Media Study: Advertising and Marketing
Assignment Brief: Analyse and Respond (20 marks) •
To compare and contrast two advertisements for the same product across two or more media platforms (1,000 word essay).
•
The 1,000 word essay must use technical language; you must analyse the form and function of a cross-media ad campaign.
Research, Planning and Presentation (10 marks) • To produce a mock-up print advertisement for a magazine, newspaper or billboard; • To devise a storyboard for a TV advert for the same product; • To sketch a home page and/or Facebook page for the product; • Both tasks require photography and/or design skills; you will be marked on the presentation of your ideas.
NAME:___________________________________________________
DEADLINE FOR DRAFT ESSAY:
Tuesday 7th December 2010
DEADLINE FOR 1,000 WORD ESSAY:
Tuesday 14th December
DEADLINE FOR CROSS-MEDIA CAMPAIGN:
Friday 21st January 2011
Advertising and Marketing Opportunities Saatchi & Saatchi is one of the biggest and best known advertising and marketing agencies. They have created cross-media campaigns for Cadburys, Carlsberg, Guiness and T-Mobile. They are interested in your ideas and they would like you to pitch for a commission. To successfully complete this task you need to: Produce a detailed analysis of a cross-media campaign. The campaign must include print-based work as well as TV adverts and online content. The campaign must be for the same product. We need you to prove to us that you understand the ways in which the same product is advertised and marketed across a range of media platforms. You are free to choose any product from the following broad categories: Make-Up/Beauty Fashion Perfume or After Shave Media Technology (games consoles, phones etc) Sport Cars Alcohol PART ONE When you have decided; ask yourself the following questions: 1. What is the aim of your chosen adverts? 2. What are the key elements of the print adverts? How does the text and photographic imagery work together? How are the audience addressed? 3. What are the key MICRO elements of the TV campaign? Provide screen grabs from the TV campaign to illustrate your answers? How is sound and image edited together in your campaign? 4. What are the key online elements of your chosen campaign? Do they have a Facebook? What can fans get from the Facebook site? What can fans get from the official web site? Does the campaign have a You Tube site? What can fans get from the You Tube site? 5. What is the target audience for the product? What evidence is there to prove this? 6. How has the advertising been produced to appeal to a particular target audience? 7. What images of people, groups or places are represented? Why do you think they are presented this way? 8. In your opinion how and why do the adverts appeal to the Values, Aspirations and Lifestyles of the target audience?
9. How have the adverts been scheduled and distributed? In other words where can you see your advert? 10. What is the ASA (Advertising Standards Authority)? What are the ASA Nonbroadcast CAP Codes? What are the ASA Broadcast BCAP Codes? www.bcap.org.uk click on the THE CODES link;
You must present a 1,000 word report to Saatchi & Saatchi. Your report must include images to illustrate your points – for TV adverts copy and paste screen grabs to illustrate your ideas and responses. You must also demonstrate to Saatchi & Saatchi that you know about the ASA and the regulations that advertisers must comply with. PART TWO Saatchi & Saatchi are also interested in your creative ideas. They would like to see your ideas for the cross-media re-launch for an existing product. You have creative freedom however Saatchi & Saatchi would like you to choose a product from one of the following broad categories: Make-Up/Beauty Fashion Perfume or After Shave Media Technology Sport Cars Production tasks: 1. One mock-up design for an advertisement for a newspaper, magazine or billboard
2. Devise a storyboard for a TV advert 3. Sketch a home page and/or Facebook page for the campaign There must be a clear link between the two adverts; the adverts must also be aimed at appealing to a specific target audience. Working in the creative industries requires design skills. You need to incorporate hand drawn and/or photographic elements that illustrate your ideas. Your storyboard must include audio and visual elements that are clearly indicated. However you do not need to film your TV advert – a detailed storyboard is enough. Best of luck,
Yours faithfully,
Charles Saatchi