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Portfolio of Evidence


Yamin Pinidiy-Artchy 4/20/2013

Feedback Form



(please tick)

Student Assessment Feedback This form is to be used to provide feedback to all undergraduate and taught postgraduate students. A separate form should be used for each assessment component (as defined in the unit descriptor). Where appropriate, reference should be made to the University’s generic mark descriptors, which can be found at Appendix 1 of the Common Credit Framework. Student name & No:


Academic year:



BA Graphic Design: New Media

Unit Title:

Design, Media Contexts & Personal Practice

Unit Code:


Assessment component:

Indicative Grade*: (please circle)

Assessment Criteria (please list below)










Feedback (please comment on achievement against assessment criteria)

Knowledge of the role of the producer, audience and user in an interactive design context.

Understanding through diagnosis, evaluation and reflection for your emergent sense of individual, selfdirected design process.

Understanding through extensive experimentation with ideas and relevant processes and techniques to develop appropriate design solutions.

Skills in producing appropriate and relevant interactive communication design. Name of assessor providing this feedback: …………………………………….

Signature ……………………………..

Date ………….

* This grade is for formative purposes only. The mark from which this grade is derived is provisional, subject to review and moderation by the External Examiner, subject to ratification by the Board of Examiners, and may be modified up or down. Grades are derived from marks as follows: A++ = 90-100; A+ = 80-89; A = 70-79; B = 60-69; C = 50-59; D = 40-49; E = 30-39; F = 0-29; N = 0 (non-submission)

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Content Section 1 Design/Web/Object








Final Concept




Section 2 Play








Final Concept




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Section 3 Manifesto


How we communicate






Critical Artefact






Section 4 Making the Invisible Visible






Motion-Type Video Sequence




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Section 5 Becoming...






Creative Artefacts




Section 6 Design Investigation






Creative Artefact




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I went to the aquarium to understand how sharks swim and how many different types of sharks there are.

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What is Parallax Scrolling Parallax scrolling is a special scrolling technique in computer graphics, wherein background images move by the camera slower than foreground images, creating an illusion of depth in a 2D video game and adding to the immersion EXAMPLE:

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Web font I have looked up Web typography refers to the use of fonts on the World Wide Web. When HTML was first created, font faces and styles were controlled exclusively by the settings of each Web browser. ABeeZee Anja Meiners ABeeZee is a children's learning font. Open, friendly and simple, the definite shapes support the process of Learning to read and write. The italic carefully reminds young readers of fluent writing movements and inspires Them to create their own unique handwriting.

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First Idea My object is a sharks tooth. I was on holiday with my family and I found a dead shark washed up on the beach. It was laying on the sand bleeding and not moving. I went up towards it and prodded it, making sure it was dead. Saw its mouth open with them sharp teeth, I went towards them and pulled one tooth out. Now I wear it around my neck.

An idea of how I want it to look like

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Second Idea The object is a guitar pick I have found in a concert. As I was walking around looking for my mates.

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Third Idea I was with my brother in-law in a pub getting completely drunk before we went snowboarding. I was so drunk; I managed to crash into a tree.

I have found a parallax scrolling website that refers to this idea

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Fourth Idea i found a fossil with my nephew, while digging and braking stones in Brighton.

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Fifth Idea i want a cup of coffee but everyone is in the way, so i fight my way through.

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Final Concept

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Parallax Scrolling Website

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While everybody knows play when they see it, academics have had trouble defining it.

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Play Play is engage in activity for enjoyment and recreation rather than a serious or practical purpose.

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The different uses of play The meaning of play for the healthy child and the hospitalized child The importance and meaning of play for children of different ages and all stages of development, in all situations of living, and of course also for sick children. The emphasis on play as a means of communication for the child, for overcoming fear and pain, or as a relief from traumatic experiences. Most of us understand that play is good for us – that it has a therapeutic value. It helps children of all ages, gender and cultures to learn, communicate and develop their personalities. Neuroscience research shows that more brain centers light up in response to metaphor than any other form of human communication forming new neural pathways. Symbolic / fantasy play with its use of metaphors provides new experiences that develops the brain/mind. Similarly creative arts therapies help in the same way. They are also used to unlock children’s potential and make sense of their life experiences. The child can express their feelings without having to use words. Play & Play Work All children should be encouraged to play frequently and spontaneously purely for their enjoyment with no other objective. Play work is used in nurseries, play schemes or primary schools to help children to learn or as in a play scheme to provide a safe environment for a child when the parent/carer are absent. As a bonus there will be a therapeutic or child development benefit. Play Workers are not Play Therapists. Therapeutic Play improves the emotional well being / emotional literacy of the child. It may be used to alleviate a mild, one off emotional, behavior or psychological problem that is preventing the child from functioning normally. Therapeutic play is often used to prevent a minor problem becoming worse. Practitioners of therapeutic play may be other professionals such as teaching staff, nurses, social workers, care workers etc who have received adequate training, such as a ‘Certificate in Therapeutic Play Skills’ accredited by Play Therapy International. They also need to receive regular clinical supervision and use clinical governance procedures to manage the quality of their work. Play Therapy uses a variety of play and creative arts methods. to address chronic, mild and moderate psychological and emotional conditions in children that are causing behavioral problems.

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I looked up how play can hypnotic. What i mean is, it can be used to help or entertain people. When you hypnotize people, you make them forget about their surroundings and focus on you and your directions. its the same thing with play. it makes you relaxed and focused. My mum use to be a social worker and she had to work with crazy people. what she would do before she would ask them questions, was to make them focus on a metronome or a pendulum anything to keep them calm and relaxed. And then i looked at how kids would use play. i use to have a clown balloon that wouldn’t stay down, when i was young. i would get really annoyed and angry because it wouldn’t stay down. from that memory i found that play can also agitate you.

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Dart board game Page | 37

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Final Concept

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Communication/Research username: password: gdnmyr2

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Critical Artefact

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Videos I have used

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Draft manifesto

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Manifesto Project Evaluation What do you think were the main aims of the Manifesto Project? 1. Working in groups 2. Understanding what roles we have 3. Making deadlines What do you think was the purpose of the ‘Making of’ films? How was making ‘making of’ films useful? The purpose was to learn how to synchronize the sound, to match up the snap of the thing closing in the video to the snap of the audio track. It also a scene and take which help organize the structure of the film. How did you go about working in groups? Were your methods successful? (Did you divide up roles, how often did you meet, etc.) We used Facebook to communicate. It worked for a period of time but then it started to die down. We had pacific tasks to research on our Manifesto. What have you learned from the project? 1. Learnt how to edit videos 2. Story boarding 3. Editing can break or make a video, but using the content of my research I managed to make it accessible to the audience. Did you get feedback and if so, what was it and how did you address it? Synchronizing music; Involve enlightenment of the general of the general public towards the apathy towards a particular issue. To inform and educate the public. How do you feel about the project? I liked the project, I learnt a lot from it. It was hard to keep in contact with the group but at the end we managed to get an outcome.

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Making the Invisible Visible

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Kinetic typography the technical name for “moving text� is an animation technique mixing motion and text to express ideas using video animation.[citation needed] This text is presented over time in a manner intended to convey or evoke a particular idea or emotion.

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Motion-Type Video Sequence

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Becoming... Fischli & Weiss

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Creative Artefacts

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Design Investigation

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Power of TV Advertising Undoubtedly TV advertising has to be one of the most powerful advertising mediums we have. Adverts that have been viewed decades ago can stick with us. This means that the job of the advert has been done and the brand has stuck into the memory. A few examples of classic adverts that we can all relate to: The Diet Coke Advert (diet coke break) The Hamlet Advert (Hamlet cigars) Milk Tray (Chocolates) The Milky Bar Advert (the milky bar kid) Mars (a mars a day helps you work rest and play) Certain adverts and campaigns are so impacting, that they will remain for a very long time. Even if the campaign was short, the key is implanting the brand or product into the consumers mind.

Late Evening Advertising Adverts that appear during late evenings are normally aimed at single people, couples watching a late film, and young professionals.

Evening Advertising If adverts appear in the early/late evening they are normally aimed at children coming back from school, young professionals and single people.

Dating Websites FMCG Adverts Insurance Loans Chat Lines Depending on the channel different adverts will appear according the type of viewer that would be watching. On the God Channel, or the History Channel, ITV, Sky Sports all channels have a different type of viewer; therefore the type/style of adverts would vary. The advertising teams at each channel would be able to advise on the type of viewers they attract each day, numbers of viewers etc. so that targeted can be made accurate.

Insurance Health Products Car Adverts FMCG Adverts (Fast Moving Consumer Goods) Loans Computer Games/Toys (especially around December for Christmas) Mobile Phones

Who Advertises On TV Until the early 1990′s it was really only large companies and multinationals that advertised on TV; however post 1990 many smaller businesses have started using TV advertising either on prime time or on satellite channels.

History Of TV Advertising Since the first TV advert went out in the USA in 1941 before a baseball game. Lasting 20 seconds the watchmaker was the first company in the world to use the TV as an advertising medium.

Whether it is the music that the advert uses (theme tune), the character on the advert/presenter adverts or the slogan that the companies uses can impact in a very powerful way.

Targeted TV Adverts All TV adverts are targeted to consumers. Advertising companies track who watches TV during what times of the day and on what channels. Adverts are crafted so that they are reaching the most appropriate audience and therefore maximising the impact of the advertising campaign. Daytime Advertising If adverts appear during daytime, they would normally be aimed at students, retired people, jobless people or stay at home mums. Insurance Will Writing Loans Women’s products Weight loss Page | 91 Holidays

More or less all businesses advertise on TV, small companies, large companies, companies selling B2B, B2C there is a wide variety.

In the UK, the first advert appeared in 1951 for toothpaste and since then the TV industry has grown to become one of the most sought after advertising mediums.


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Creative Artefact

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portfolio of evidence


portfolio of evidence