UAL Awarding Body

CREATIVE MEDIA PRODUCTION AND

TECHNOLOGY
LEVEL 3 EXTENDED DIPLOMA

Unit 9: Characteristics and contexts in media and

communication ADVERTISING (FASHION)

Sarah Wilson; Adam Jones; James Ashford; Chris Leinster

Date Issued: Monday 06/11/2017
Final 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

Documentation

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

Planning
o Script
o Story board
o Test shots
o Props list
o Location
Recces for ALL
locations
o Call Sheet
o Equipment
o 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 one brand advertised across magazines, TV and
online, OR you could look at how three different brands are advertised on TV.

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:
o Mise-en-scene (colours,
costumes, shot types etc)
o Script
o Mode of address
o Use of sound/music
- You should refer to specific time-codes in each video in order to
discuss how sounds/graphics 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:

Dolce and Gabbana would like a

new ad campaign to promote their
new line of winter clothing

Create three different

adverts for this
scenario.

You could do billboard,

magazine, television
(30 second), radio (30
seconds) or online (20
seconds) 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. Dont 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 http://thcvibe.weebly.com/lo3-be-able-to-

use-evaluation-in-support-of-creative-media-production.html to help you
through each weeks entry.