Unit 42 Brief

1. BTEC Assignment Brief
Qualification
BTEC Level 3 90 Credit & Extended Diploma in
Graphic Design
Unit number and title Unit 42 – Design for Advertising
Learning aim(s) (For
NQF only)
1 Understand issues in design for advertising
2 Be able to originate and develop ideas in
response to advertising briefs
3 Be able to present design solutions
Assignment title Selling A Social Conscience
Assessor Jo Lowes
Issue date 20/10/16
Hand in deadline 10/04/17
Vocational Scenario
or Context
You have been commissioned to create an advert for a
chosen charity or social cause of your choice. For
example and NHS campaign, an advert promoting
recycling or peoples rights. You will explore a variety of
different outcomes from past and existing health and
welfare advertising solutions to help the development
of your own ideas.
You will develop your understanding of how to analyse
advertising briefs in order to understand the contexts,
opportunities and constraints related to this form of
graphic design. You will examine the hidden and overt
messages that can be communicated through the use
of propaganda, concern, emotion, surrealism and
persuasion. You will consider concepts for advertising
campaigns and generate a campaign aim and strategy
to achieve it.
You will be expected to present your work in a
professional and appropriate format; which will include
final design solutions and a recorded advertising pitch.
Your blog posts will have the following titles:
Task 1 Understanding issues in design for
advertising
Task 2 Be able to originate and develop ideas in
response to advertising briefs
Task 3 Be able to present design solutions
Task 1
Learning Aim 1 Understand issues relevant to
design for advertising
Learners will research and evaluate the messages
within adverts, including: intended audience, medium,

2. 2
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM January 2015
style, format, design, content and client requirements.
Indiviual learner task
Learners will research the work of others: including
historical and contemporary adverts and describe and
give ullustrated examples of the different mediums
used including:
• Online advertising (aka digital)
• Print advertising
• Guerrilla advertising
• Broadcast advertising
• Outdoor advertising
• Product placement advertising
• Mobile advertising
• Packaging advertising
Power point should be uploaded to slide share and
embed into advertising blog
Learners will select a range of adverts from the health
and welfare industry and describe how the adverts is
trying to communicate and the type of strategy used
including:
• Before and After
• Advice strategy
• Empathy strategy
• Testimonial strategy
• Demonstration strategy
• Comparison Strategy
• Negative to positive strategy
Also taking into consideration relevant constraints:
eg time, cost, resources, approaches and legal and
ethical issues.
Research to be placed in power pint and uploaded to
blog.
Checklist of evidence
required • Set up blog & slideshare
• Power point exploring types of adverts
• Power point exploring the strategies used in
adverts.
Criteria covered by this task:
Unit/Criteria
reference
To achieve the criteria you must show that you are able to:
P1 Discuss examples of advertising

3. 3
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM January 2015
M1 Compare diverse examples of advertising to inform own work
D1
Use the results of informed, independent investigations to
develop the brief to its full potential, producing innovative and
original ideas
P2 Review opportunities, constraints and communication issues
Task 2
Learning aim 2: Be able to originate and develop
ideas in response to advertising briefs
Learners to create a 1000 word case study exploring
the charity or issue their advert will be on,
Research to include:
• Relevant facts backed up by sources and
research
• Previous ad campaigns and methods used
• Evaluation of the ads used.
• Set of possible slogans for advert and any text
that is needed accompany it
Using the work of Barbara Kruger as a starting point
style print advert on their chose charity or health issue.
Individually learners need to produce images to be
used in adverts:
• Photo shoot on final image which will be used in
advert
• Screen shot, contact sheet of all images
• 5 edited images to professional standard
Learners to be given studio times to complete this.
Checklist of evidence
required
• Mind map of ides
• Research into chosen charity or issue
• Barbara Kruger style advert
• Photo shoot of images which will be used in final
outcome
Criteria covered by this task:
Unit/Criteria
reference
To achieve the criteria you must show that you are able to:
P3
Produce and develop original ideas in response to advertising
briefs
M2
Originate and develop individual and diverse ideas in response to
advertising briefs
D2
Develop, evaluate and present sophisticated and innovative
solutions for advertising briefs.

4. 4
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM January 2015
P4 Review production and development work
M3
Coherently analyse and present effective design solutions for
advertising
briefs.
Task 3
Learning aim 3 Part 1: Be able to present suitable
design solutions
Learners need to present a portfolio of work,which
meets the requirement of the brief.
This will include individually learners need to produce:
• A selection of draft sketches
• 4 different possible adverts to professional
standards exploring the same theme using different
compositions / font / layout etc
• Each one must be evaluated based on
effectiveness of communication
Learners need to develop their final outcome into a
range of suitable design solutions
Select final outcome to develop into a range of suitable
advertising products, including:
• Magazine advert
• Black white press advert
• Billboard poster
• Flyers
Checklist of evidence
required
• Final outcomes developed into a range of
solutions
Criteria covered by this task:
Unit/Criteria
reference
To achieve the criteria you must show that you are able to:
P4
Review production and development work
M3 Coherently analyse and present effective design solutions for
advertising briefs.
Task 4
Learning aim 3 Part 2: Be able to present suitable
design solutions
Learners to complete a power point review and
comment on the following:
• Effectiveness on own work
• Technical qualities
• Aesthetic qualities
• Possible further development
• Fitness for purpose eh how well it explores
chosen theme

5. 5
BTEC Assignment Brief v1.0
BTEC Internal Assessment QDAM January 2015
• Does it meet the assignment brief
Learners need to use industry standard technical
language throughout
Learners will be expected to present their work in a
professional and appropriate format; which will include
final design solutions and a recorded advertising pitch.
Checklist of evidence
required • Self Evaluation Power point
• Final Outcome
• Advertising pitch
• Recording of pitch
Criteria covered by this task:
Unit/Criteria
reference
To achieve the criteria you must show that you are able to:
P5
Present own final outcomes.
Sources of
information to
support you with this
Assignment
http://jolowesadvertising.blogspot.co.uk/
Other assessment
materials attached to
this Assignment Brief
All work to be submitted on Learners blog