BTEC Assignment Brief

Pearson BTEC Level 3 National Extended Diploma in

Qualification Creative Digital Media Production (Film, Television and
Radio)
Unit number and title
Unit 15: Advertising Production
Learning aim(s) (For A: Understand the codes and conventions of advertising
NQF only) production
Assignment title Guide to the Codes and Conventions of Advertising
Assessor
Faustina Starrett
Issue date
19.02.2021
Hand in deadline
26.03.2021

You have recently started working as a researcher for A

Video Production Company which is looking to broaden its
appeal to advertising and marketing companies across the
UK.
Vocational Scenario or
You have been asked to produce an ‘Industry Research
Context
Guide to Advertising’ to help market new films and inform
their advertising campaigns. Your article should be
engaging and informative and include illustrative examples
wherever appropriate.

Task 1 You must produce an ‘Industry Guide to the Codes and

Conventions of Advertising’, which will include copy and
images which can be used in a print or web based magazine
article.
The article must include detailed analysis and evaluation of
examples of advertisements from different media sectors
aimed at different target audiences across different media
sectors.
Your article will need to evaluate the following:
● how to classify target audiences for advertisements
● how advertisements are distributed to and consumed
by the audience
The use of codes and conventions (e.g. content,
branding, slogans) within advertisements
how advertisements use persuasive techniques (e.g.
pathos, logos, ethos) to appeal to the target
audience
how advertisements use form (e.g. standalone,
campaign) and style (e.g. humorous, dramatic) to
appeal to the target audience

You must make reference to ‘Gunn’s 12 advertisement

types’ within your article and provide suitable illustrative
 examples throughout.
Checklist of evidence A final copy of your article titled ‘Production Guide to
required Advertising’ in the following formats:
● copy and images which can be used in a print based
magazine article
● copy and images which can be used in a web based
magazine article

Criteria covered by this task:

Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Evaluate how advertisement types and persuasive techniques are
15/A.D1 applied to appeal to different target audiences across different media
sectors.
Analyse the application of codes and conventions and persuasive
15/A.M1
techniques in advertisements across different media sectors.
Explain the ways in which target audiences for advertisements are
15/A.P1
classified.
Explain the codes and conventions of advertisement production within
15/A.P2
a specific media sector.
Identify three examples of Gunn’s 12 advertisement types and explain
15/A.P3
their use of persuasive techniques to appeal to the target audience.
Sources of information Textbooks
to support you with
this Assignment ● Bergstrom B – Essentials of Visual Communication
(Laurence King, 2008) ISBN 978-1856695770
● Butterfield L – Excellence in Advertising
(Butterworth-Heinemann, 1999) ISBN 978-
0750644792
● Fletcher A – The Art of Looking Sideways (Phaidon Press,
2001) ISBN 978-0714834498
● McAlhone , B., Stuart, D., Quniton, G, Asbury, N., A smile
in the mind (Phaidon, 2016)ISBN 978-0714869353
● Ogilvy , D., Ogilvy on Advertising (Prion Books,
2007) ISBN 978-1853756153
● Powell, H., – The Advertising Handbook (Routledge,
2009) ISBN 978-0415423113
● Pricken M – Creative Advertising: Ideas and
Techniques from the World’s Best Campaigns
(Thames & Hudson,2008) ISBN 978-0500287330
● Robinson M – The Sunday Times 100 Greatest TV
Ads (Times Educational Services, 2000) ISBN 978-
0007111237
● Wilmhurst J and Mackay A – Fundamentals of
Advertising, 2nd Edition (Butterworth-Heinemann,
1999) ISBN 978-0750615624

Journals

● Creative Review
● Adweek

2
Websites

● www.adbrands.net – information on leading agencies

and advertisers in the world’s major advertising
markets (with examples of their work)
● http://adsoftheworld.com/blog/ivan/2007/jul/24/12_
kinds_of_advertisements - reviews Gunn’s 12
advertisement types with examples
● http://www.adweek.com/fishbowlny/donald-gunns-
12-types-of-tv-advertising/274834 - slideshow of
Gunn’s 12 advertisement types
● www.asa.org.uk – the Advertising Standards
Authority regulates the content of advertisements,
sales promotions and direct marketing in the UK
● www.barb.co.uk – the Broadcasters’ Audience
Research Board is the organisation responsible for
providing the official measurement of UK television
audiences.
● www.creativereview.co.uk – online magazine for
visual communication
● www.thinkbox.tv – the marketing body for the UK
commercial television industry.