SELLING STORIES

<year two/project two>

<deadline: 4.12.2020>

The key to this project is developing your understanding of audiences, specifically how to define them and how to target them. The creative outcome will take the form of an advert that further develops your skills in seamlessly combining live action footage with rendered and/or animated elements. 

TASK 1

Research into advertising

What you have to do:

1. Use research to find out more about adverts: who makes them and why, how they target audiences, how they use narrative, what traits they share... what makes a good advert?

2. Create a list of references that you have used in your research. 

How you'll be assessed:

You will post your research and reference list onto your coursework website for tutor and peer review. 

TASK 2

Research into audiences

What you have to do:

1. Use research to find out more about audiences: how are they defined, and more importantly, how are they targeted by producers with products to sell?

2. Create a list of references that you have used in your research. 

How you'll be assessed:

You will post your research and reference list onto your coursework website for tutor and peer review. 

TASK 3

Decide on a product to advertise

What you have to do:

1. Use a mind map to provide evidence of the thinking that led you to your choice of product. Explain your decision.

2. Research into your product. What are its defining characteristics, who makes it, who do they make it for?

How you'll be assessed:

You will post your research and reference list onto your coursework website for tutor and peer review. 

TASK 4 (was part of Task 3) 

Define the target audience for your advert

What you have to do:

1. Use secondary research to help you decide on who your advert should be aimed at. Who will your product appeal to? What are they looking for in your product? How might you use your knowledge of advertising techniques to encourage your audience to buy your chose product?

2. Use primary research to help you decide on the characteristics of your advert - what does your research tell you about which line of appeal to use, and how to shape your advert towards your intended target audience.

How you'll be assessed:

You will post your research and reference list onto your coursework website for tutor and peer review. 

TASK 5 (was part of Task 3) 

Plan an advertising campaign for a specific target audience, based on your research

What do you need to do:

1. Use research to come up with a suitable premise that will appeal to your target audience. How can you link your advert plan to your knowledge of how adverts persuade audiences to buy products? Give examples of similar adverts. 

2. Produce clear evidence of planning the production of your moving image advert, linking to this research, and including a mood board, outline, script, storyboard and audio plan.

How will you be assessed?

You will post your evidence of research and planning onto your coursework website, for tutor and peer review. 

NB you need to produce clear evidence of PROCESS for each stage of this task, explaining your reasons for the decisions you make at each step. 

TASK 6

Produce a moving-image advert for a specific target audience

What you need to do:

1. Post clear evidence of production process onto your coursework website. 

How you'll be assessed:

Tutors and peers will view and feedback on the evidence you have posted. 

TASK 7

Evaluate with reference to target audience 

What you need to do:

1. Write or present an evaluation with clear reference research into the wider context of the history and techniques of advertising, reflecting on the impact that this contextual research had upon your product.

2. Write or present an evaluation with clear reference to research into target audience, reflecting on the extent to which you think you have been effective in reaching that audience. 

How you'll be assessed:

Tutors and peers will view your evaluation on your coursework website and provide feedback.