Assignment 2

Assignment 2 Cross-Media Study

This assignment aims to encourage you to consider the interdependence of media texts and how producers seek to achieve synergy where a particular text can be seen to appear on different media platforms. The release of a new film, for instance, will result in a media-wide campaign with material generated across different forms such as Television, Magazines, Radio, Newspapers and the Internet. You will be expected to consider the relationship between different forms and how the form itself influences the nature of the product.

You will be required to study a particular topic across two media forms. The key concepts of Representation and Institutions must be addressed while candidates may also engage with other key concepts.

You will submit a response or responses analysing aspects of the two texts from different forms. This will include some consideration of the nature of representations found therein. This analysis and explanation should total approximately 1000 - 1200 words. Working in the same topic area, you will present two planning tasks based on a common idea but across different forms and explain how these would deal with issues of representation and institution.

Assignment Bank 2 Cross-media study

Topic	Analytical Task including Explanation (1000-1200 words)	Research, Planning and Presentation Task
	Analyse a single product as it is presented across two different media platforms. Choose one print or web-based media text and one audio-visual media text. (Not applicable to print topic)	Based on your research, plan and prepare two linked media texts. You should choose one print or web-based media text and one audio-visual media text.
Advertising and Marketing	Compare two advertisements for the same product or service across two different media platforms. Audio-visual: a television or radio advertisement Print or web-based: an advertisement for a magazine, newspaper or billboard a viral advertisement.	Present your ideas for advertising a single product or service across two different media platforms. Audio-visual: a ten frame storyboard for a television advertisement a script for a 30-second radio advertisement Print or web-based. A mock-up design for: an advertisement for a magazine, newspaper or billboard a viral advertisement.

A brief explanation must be included of how the Research and Planning and Presentation Tasks address Representation and Institutions.

Useful links

The Guardian - http://www.theguardian.com/media/advertising
Advertising Standards Authority - http://www.asa.org.uk/
Wikipedia entry - http://en.wikipedia.org/wiki/Advertising
Advertising theory - http://www.adcracker.com/theory/Persuasive_Advertising_Theories.htm

Guidance notes

Analytical tasks will depend on the topic or title chosen but would involve responses to such questions as:

• what are the typical codes and conventions of the respective media product?
• what devices and techniques have been used to produce them?
• how has the product been adapted to suit a particular platform?
• how would the product appeal to its audience?
• what audience might that be?
• what images of people, groups or places are represented?
• what different production processes have been required?
• how have the texts been financed, scheduled, produced and/or distributed?

Research and Planning tasks should be presented as effectively as possible. You must present one print or web-based/new media task and one audio-visual planning task. These will be connected and representative of a cross-media campaign. You should explain in no more than 200 of the 1000 - 1200 words allocated, how your two research, planning and production tasks are connected and how effective they are. You should also comment on how you have addressed representational and institutional issues.

Assessment Criteria for Unit 2 Assignment 2
Analyse and Respond	(AO2 20 marks)
Level 6 Candidates' analyses of media texts and the explanation of their pre-production work are convincing and effective. Media terminology is used extensively and effectively. The nature and impact of media representation is explored convincingly. There is a convincing and clear understanding and appreciation of institutional aspects of media production. Responses are cogent, concise and well-structured with precise and accurate use of language and arguments clearly supported by evidence.	17-20 marks
Level 5 Candidates' analyses of media texts and the explanation of their pre-production work are of a good quality. They are able to use media terminology appropriately. Candidates show a sound understanding of issues of media representation and a sound understanding of institutional aspects of media production. Responses are clear, concise and well-organised with generally accurate use of language and evidence used to support points.	13-16 marks
Level 4 Candidates' analyses of media texts and the explanation of their pre-production work are satisfactory. Candidates are able to use media terminology occasionally. Candidates demonstrate some understanding of representation and some understanding of institutional aspects of media production. Responses are well-organised with reasonably accurate use of language and arguments are usually supported by evidence.	9-12 marks
Level 3 Candidates show a basic grasp of textual analysis. If an explanation of their pre-production work is offered, comments are likely to be very straightforward. Candidates show basic understanding of the representations offered by media texts and a basic awareness of institutional aspects of media production. Responses are organised and points are sometimes supported by evidence.	5-8 marks
Level 2 Candidates tend to describe media texts and demonstrate limited understanding of forms and conventions. There may be limited awareness of representations offered by media texts or of institutional aspects of media production. An attempt has been made to organise responses.	1-4 marks
Level 1 No work worth the award of a mark.	0 marks

Research, Planning and Presentation	(AO3 10 marks
Level 6 In their pre-production work candidates demonstrate flair and creativity. They produce work which is convincing and engaged and uses appropriate forms and conventions throughout. The two responses clearly complement each other. Material is presented skilfully.	9-10 marks
Level 5 In their pre-production work candidates demonstrate competence and a clear understanding of the requirements of the task. Their work is clearly fit for purpose and uses many appropriate forms and conventions. The two responses complement each other. Material is presented effectively.	7-8 marks
Level 4 In their pre-production work candidates produce a satisfactory response which demonstrates an understanding of the requirements of the task. Ideas are apt and mostly use appropriate conventions. There is a recognisable relationship between the two responses. Material is well presented.	5-6 marks
Level 3In their pre-production work candidates offer basic responses. Their ideas show some understanding and engagement with the task and use some appropriate forms and conventions. Two responses have been offered and a connection between them is evident. There is a basic attempt to present the work appropriately.	3-4 marks
Level 2 In their pre-production work candidates offer some ideas that are at least partly relevant or appropriate to the task. Some forms and conventions may be used. Where two responses have been offered a connection between them may be evident although this may be implicit. Presentation of the material is limited.	1-2 marks
Level 1 No work worth the award of a mark.	0 marks