BTEC Assignment Brief

BTEC Level 1/Level 2 First Award in Creative Digital Media
Production
Qualification BTEC Level 1/Level 2 First Certificate in Creative Digital
Media Production
BTEC Level 1/Level 2 First Extended Certificate in Creative
Digital Media Production
Unit number and title
Unit 3: Digital Moving Image Production

Learning Aim A: Understand the key features of moving
Learning aim(s) (For NQF image productions
only) Learning Aim B: Understand the technical construction of a
digital moving image production
Targeting a new demographic through Twining’s TV ad
Assignment title
campaign
Assessor
Jane Knight
10.03.17
Issue date
Hand in deadline 24.03.17

Twinings Tea would like you to come up with a new
advertising campaign that targets a younger demographic,
raises awareness of the brand and encourages them to
drink tea as part of a healthier lifestyle.
They want you to emphasise the following:
 The health benefits of herbal tea drinking
 The quality and reliability of the brand
 Herbal tea as a tasty alternative to sugary drinks
Vocational Scenario or
You will be commissioned to produce a 30-second TV
Context
commercial for one of the herbal tea range.
Prior to commissioning the advert, the client needs you to
show them the following
 Task 1 - your understanding of the key features of
moving image productions.
 Task 2 - your knowledge of how the technical
construction of digital moving image advertisements
generates meaning for audiences.

Task 1 Produce a presentation to the client that emphasises your
knowledge of key features of three types of moving image
productions.
Your work should be analytical and make reference to one
example from each of these types of products (three in
total):
 factual, i.e. news broadcast, documentary
 fictional, i.e. film/TV, animation, music video
 promotional, i.e. cinema/TV advertisement,
corporate/promotional video.
Key features could include:
 codes and conventions
 use of stars
 representation
 narrative structure (fictional)
 reconstruction
 interviews
 mode of address
 positioning, structure (factual)
 persuasive techniques
 information
 celebrity endorsement
 messages and values
 Representation (advertising/promotional).
You should make reference to different formats and
platforms, ensuring that you also focus on new and
emergent technologies, such as tablets and mobile devices.
You will also need to analyse the purpose of each type of
moving image production, for example to:
 inform
 educate
 entertain
 persuade
 promote
Your analysis will identify the target audience, i.e.
 age
 gender
 class
And it will also identify how the product attracts this
audience. Your analysis should make detailed reference to
the examples being used.
Checklist of evidence A PowerPoint that outlines the key features of
required 1. The news (please refer to a specific episode)
2. A film opening
3. A TV advert
You should use screen grabs from the relevant media to
illustrate the points that you are making.
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference

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BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015
Describe how key features are used in a digital moving image
Unit 3: 2A.P1
production.
Explain how key features are used in two types of digital moving image
Unit 3: 2A.M1
productions with reference to appropriate examples.
Analyse how key features are used in three types of digital moving
Unit 3: 2A.D1 image productions, with detailed reference to appropriate examples
of each.

Choose one advertisement and analyse it for how it uses
the following features to convey meaning to the audience.
You need to analyse the effect on the audience of the
combined use of features from all of the 4 areas below
Mise en scène:
 setting
 props
 costume
 make-up
 movement
 visual effects.
Camerawork:

Task 2  framing/distance
 shots
 movement
 angles
 effects
 colour/lighting.
Sound:
 use of music
 levels
 diegetic sound/non-diegetic sound.
Editing:
 transitions
 rhythm, e.g. long and short shot duration
 sound (sound bridges).
Checklist of evidence  Report or presentation with images/clips.
required  Your presentation should include speaker notes,
slides and an observation record.
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Explain how camerawork is used to convey meaning in an existing
Unit 3:2B.P2
moving image production.
Explain in detail and using accurate terminology, how camerawork and
Unit 3: 2B.M2 mise en scène are used to convey meaning in an existing moving
image production.
Analyse the combined use of camerawork, mise en scène, editing and
Unit 3: 2B.D2 sound to convey meaning in an existing moving image product with
accurate, illustrated examples.

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BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015
Sources of information All links to websites e.g. Yale university can be found on the
to support you with film language blog on haverstockmedia.com
this Assignment
Other assessment See haverstockmedia website for resources and lessons
materials attached to
this Assignment Brief

FOR NQF LEVEL 2 ONLY: If you have not achieved the Level 2 criteria, your
work will be assessed to determine if the following Level 1 criteria have been
met.
Criterion
Unit
reference
Outline key features in a digital moving image production. 3 1A.1
Identify accurately the camerawork used in an existing moving
3 1B.2
image production

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BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015