ND Creative Media Production 2019-2020

Semester 2
U 30: Advertisement Production for Television.
Assignment Details Evidence
Title: The Thinkers.
Assessor: Seamus McKinney  600-word report.
School: Media, Multimedia & the Arts  Separate bibliography.
Programme level:3 Assignment number: 1  Evidence of research.
Issue date: March 26
2020
Due: May 14 2020 Feedback: June 11
2020
IV: S. Rodgers IV date: 03/02/2020

Outcomes:
U30:
1 Know about the structures and techniques of television advertisements

Overview

Modern advertising has been developed by advances in technology and through the work of a number of
key theorists whose ideas has transcended generations. If you understand the background, work and
theories of the key advertising thinkers of the 20th century, you will more easily understand the format,
structures and techniques of modern television advertising.

Scenario
Explain with examples the advertising approaches championed by one of the following
advertising experts:
 Rosser Reeves
 Bill Bernbach
 David Ogilvy
 Leo Burnett
 Joseph Sugarman

Tasks Pass Criteria

ND Creative Media Production 2019-2020
Semester 2
U 30: Advertisement Production for Television.
 Students must submit a 600-word U30:
report on the lives, work and theories
of one of the five listed figures. To achieve a pass, the student must:
 The report must also include examples
of the theorists’ work – e.g. Leo P1 describe structures and techniques of
Burnett, The Jolly Green Giant. television advertisements with some
 The report should be structured as appropriate use of subject terminology
follows: Introduction (100 words), [IE]
Details and analysis of chosen critical
thinker (400 words), conclusion (100
words).
 The report should include a separate
bibliography (Harvard style) which will
be excluded from the word court.
 The report should be submitted by
email to me and must include two
separate word files, one containing the
600-word report and the other
containing background research.
 Marks will be deducted for poor
presentation and poor grammar,
spelling and punctuation.

Merit Criteria Distinction Criteria

U30: U30:

To achieve a merit, the student must: To achieve a merit, the student must:

M1 explain structures and techniques of D1 comprehensively explain structures and techniques

television advertisements with reference to of television advertisements
detailed illustrative examples and with with elucidated examples and consistently using subject
generally correct use of subject terminology terminology correctly

Guidance
For this unit you are required to complete one learning outcome

1. Know about the structures and techniques of television advertisements.

Suggested Reading:
ND Creative Media Production 2019-2020
Semester 2
U 30: Advertisement Production for Television.
Ashby P and Keating E – Television Killed Advertising (Oktober Books Ltd, 2009) ISBN 978-0955772832
Bignell J – Media Semiotics (Manchester University Press, 2002) ISBN 978-0719062056
Branston G and Stafford R – The Media Students Book (Routledge, 2006) ISBN 978-0415371438
Brierley S – The Advertising Handbook (Routledge, 2001) ISBN 978-0415243926
Dibb S – Marketing Briefs: A Revision and Study Guide (Butterworth-Heinemann, 2004)
ISBN 978-0750662000
Holland P – The Television Handbook (Routledge, 2000) ISBN 978-0415212823
Jones C and Jolliffe G – The Guerrilla Film Makers Handbook (Continuum International Publishing Group,
2006) ISBN 978-0826479884
Reeves, Rosser (1961). Reality in Advertising. New York: Alfred A. Knopf. LCCN 61007118
Other material as directed by lecturer.