B321: The Individual Portfolio
This piece of coursework is carried out in the Spring term of year 10 and is worth 30%. The unit is based around the key concepts of representation and media language.
The purpose of this unit is to assess:
• candidates’ knowledge and understanding of media products and contexts (AO1)
• candidates’ understanding of how meanings are created through analysis of media products, using media key concepts and appropriate terminology (AO2).
The accompanying production exercise requires candidates to:
• demonstrate an ability to research, plan and construct media products using appropriate presentation skills (AO3)
• demonstrate an ability to construct and evaluate their own products using creative and technical skills (AO4).
This is a controlled assessment unit, internally assessed and externally moderated. Candidates will produce an individual portfolio containing:
• a comparative analytical assignment (60 marks), based on at least two actual media texts
• a production exercise (40 marks) linked to the assignment
• an evaluative commentary (20 marks) on the planning process and the production exercise, together with evidence of planning.
This piece of coursework is carried out in the Spring term of year 10 and is worth 30%. The unit is based around the key concepts of representation and media language.
• candidates’ knowledge and understanding of media products and contexts (AO1)
• candidates’ understanding of how meanings are created through analysis of media products, using media key concepts and appropriate terminology (AO2).
The accompanying production exercise requires candidates to:
• demonstrate an ability to research, plan and construct media products using appropriate presentation skills (AO3)
• demonstrate an ability to construct and evaluate their own products using creative and technical skills (AO4).
This is a controlled assessment unit, internally assessed and externally moderated. Candidates will produce an individual portfolio containing:
• a comparative analytical assignment (60 marks), based on at least two actual media texts
• a production exercise (40 marks) linked to the assignment
• an evaluative commentary (20 marks) on the planning process and the production exercise, together with evidence of planning.
Task 1: Essay
The focus of the essay is to compare the representation of women in the 1920s, 1950s and contemporary advertising to see what it can tell us about society at that time.
Below are some of the adverts we will analyse in class. If you are aiming for an A/B you will be expected to find your own adverts to discuss within your essay.
Listerine (1920s) print advert
 |
| Listerine print advert - 1920s
Edna’s case was a really pathetic one. Like every woman, her primary ambition was to marry. Most of the girls of her set were married—or about to be. Yet not one possessed more grace or charm or loveliness than she.
And as her birthdays crept gradually toward that tragic thirty-mark, marriage seemed farther from her life than ever.
She was often a bridesmaid but never a bride.
That’s the insidious thing about halitosis (unpleasant breath). You, yourself, rarely know when you have it. And ever your closest friends won’t tell you.
Sometimes, of course, halitosis comes from some deep-seated organic disorder that requires professional advice. But usually—and fortunately—halitosis is only a local condition that yields to the regular use of Listerine as a mouth wash and gargle. It is an interesting thing that this well-known antiseptic that has been in use for years for surgical dressings, possesses these unusual properties as breath deodorant.
It halts food fermentation in the mouth and leaves the breath sweet, fresh and clean. Not by substituting some other odour but by really removing the old one. The Listerine odour itself quickly disappears . So the systematic use of Listerine puts you on the safe and polite side.
Your druggist will supply you with Listerine. He sells lots of it. It has dozens of different uses as a safe antiseptic and has been trusted as such for half a century. Read the interesting little booklet that comes with every bottle.
- Lambert Pharmacol Company, Saint Louis, USA
Folgers (1950s) TV advert |
Diet Coke (2009) TV advert
The song is called 'Fascination' by Alphabeat. What do the lyrics suggest?
Easy...living,
killed the young dudes,
in the high boots.
Teenage,
in the pace age,
that's when love burns,
now it's your turn.
Fascination
Fascination
It's just the way we feel.
Revision
Watch the videos in the playlist to help you revise for your controlled assessment. Although you may not be focussing on some of the adverts within these videos there are interesting points raised which may help you to further analyse your own adverts.Warning: Some of the adverts may cause offense as they are disgustingly sexist!
Task 2: Print Advert
You will be creating your own print advert, including the brand name and slogan. It will be a (non-alcoholic) drink advert which represents women positively, with your target audience being women aged 25-35. In order to do this you need to:
1. Carry out secondary research into existing drink adverts that represent women
2. Carry out primary research to find out what women want to see in adverts
3. Use your research to help inform the planning of your advert
4. Create a rough draft of your advert
5. Use Photoshop to design your advert
6. Evaluate the success of your advert
Drink adverts to analyse
Steps to creating a great advert
1. Carry out secondary research into existing drink adverts that represent women
2. Carry out primary research to find out what women want to see in adverts
3. Use your research to help inform the planning of your advert
4. Create a rough draft of your advert
5. Use Photoshop to design your advert
6. Evaluate the success of your advert
Useful Links:
Drink adverts to analyse
Steps to creating a great advert
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