DES1002 Communication Design Theory

DES1002 Communication Design Theory Assignment Two Case Study Report and Creative A2 Case Study Report and Creative Overview By completing this task students will be able to: 1. Analyse a piece of advertising media advertising in relation to communication theory. Explicitly state which methods of communication are being used and why. 2. Determine which social, political and cultural forces that come into play. 3. Determine which methods of rhetoric are being used to persuade customers to purchase the product or service. 4. Once you have determined the theories and methods that are being used, create an magazine print advertisement that uses the same methods. This may be of any product or service that you like. It may even be for the same product or service as you examined in the first part of this assignment. What is important is that you create the material yourself. This might be your photograph, graphic, typography, etc. You may even do a detailed pencil sketch. You may not use anything downloaded from the Internet, or that is not your own work. 5. In your case study, compare the two different pieces of creative media and explain how your advertisement uses the same communication theory, use of persuasion (rhetoric) or social, political and cultural forces as the one you initially examined. State any differences, and why it differs (for example, you may examine a TV commercial, which uses a very different communication channel to a magazine advertisement, and hence refers to a different theory on communication.) Ensure that you include your creative in your case study report. 6. In your case study report, be able to employ correct spelling and grammar when presenting a report. 7. Use correct APA referencing styles. Task 1. For this assignment you are to critically examine a piece of advertising media and analyse it to determine which theory of communication can be identified. 2. You are to examine the social, political and cultural forces that come into play with regards to the advertising. 3. In the report you will research the theory of communication and research the social, political and cultural forces and discuss how they apply to this piece of advertising media. 4. You will then create a magazine (print) advertisement (print resolution please) that uses the same communication theory, social, political and cultural forces and use of persuasion (rhetoric). You may use Photoshop, Illustrator, hand drawings etc. to create this work. 5. You will discuss how this piece conforms to the theories you have examined, and why. You will also discuss any points of difference that may be due to the different media channels employed. 6. You will ensure your report has a conclusion - summarizing your findings. 7. Your Case Study Report will include academic references in Harvard APA style. 8. You may include images with correct captions. (e.g. Figure 1. Audi banner advertisement). If you use images, you will refer to them in your Case Study Report , and use a cross reference in text. 9. You may include additional material as an appendix, if required. This assignment is worth 30% of your final grade. Marking Guide DES1002 LO1 Evaluate current theories of perception and cognition and how they relate to digital media practice High Distinction - Clearly articulated research methodology based on literature review to support: ? Analysis, reporting and discussion of communicat ion theories that apply to the advertising material. ? Discussion of methods of persuasion used (rhetoric). ? Discussion of social, political and cultural contexts. ? Exceptional quality creative that clearly employs the same methods of rhetoric, communicat ion theory and social, political and cultural contexts as your target advertiseme nt. ? Comparison and discussion of target advertiseme nt and your magazine ad. ? Your solution is Distinction -Well articulated research methodology based on literature review to support: ? Analysis, reporting and discussion of communicat ion theories that apply to the advertising material. ? Discussion of methods of persuasion used (rhetoric). ? Discussion of social, political and cultural contexts. ? High quality creative that clearly employs the same methods of rhetoric, communicat ion theory and social, political and cultural contexts as your target advertiseme nt. ? Comparison and discussion of target advertiseme nt and your magazine ad. ? Your Case Study Report is Credit - Evidence of research methodology based on literature review to support: ? Analysis, reporting and discussion of communicat ion theories that apply to the advertising material. ? Discussion of methods of persuasion used (rhetoric). ? Discussion of social, political and cultural contexts. ? Good quality creative that clearly employs the same methods of rhetoric, communicat ion theory and social, political and cultural contexts as your target advertiseme nt. ? Comparison and discussion of target advertiseme nt and your magazine ad. ? Your Case Study Report is coherent Pass - Some evidence of research methodology. ? Little evidence of research to support: ? Analysis, reporting and discussion of communicati on theories that apply to the advertising material. ? Discussion of methods of persuasion used (rhetoric). ? Discussion of social, political and cultural contexts. ? Evidence of creative that clearly employs the same methods of rhetoric, communicati on theory and social, political and cultural contexts as your target advertisemen t. ? Comparison and discussion of target advertisemen t and your magazine ad. ? Your Case Study Report is somewhat coherent that by and large deployed Fail - No apparent research methodology. ? No evidence of research to support: ? Analysis, reporting and discussion of communication theories that apply to the advertising material. ? Discussion of methods of persuasion used (rhetoric). ? Discussion of social, political and cultural contexts. ? No evidence of creative that employs the same methods of rhetoric, communication theory and social, political and cultural contexts as your target advertisement. ? Little comparison and discussion of target advertisement and your magazine ad. ? Little or no discussion of research to support your argument. ? Your report and presentation is incoherent. Often uses incorrect grammar and spelling. ? You have not used the appropriate academic referencing style. ? 0 - 15 pts Marking Guide DES1002 LO1 Evaluate current theories of perception and cognition and how they relate to digital media practice well supported by both primary and secondary research discussion. ? Your Case Study Report is exceptionall y coherent that always deployed correct grammar, appropriate professional expression and academic referencing. ? 26 - 30 Marks coherent that usually deployed correct grammar, appropriate professional expression and academic referencing. ? 23 -25 Marks that by and large deployed correct grammar, appropriate professional expression and academic referencing. ? 19.5 - 22 pts correct grammar, appropriate professional expression and academic referencing. ? 15 - 21pts Learning Outcome 2 . Apply contemporary communication theories to their digital communication design 3. Apply an understanding of political, cultural social and economic forces that influence communication 4. Apply rhetoric and persuasion techniques to assist their communication design advertising and create marketing collateral 5. Use theory to choose the most effective medium to communicate given the content and audience Late Submission Policy There are no extensions for this task except under extenuating circumstances. Late submission will incur a penalty of 5% of the mark per day, reducing to a value of zero after one week (7 days). You may, on negotiation with your teacher, resubmit this assignment on an agreed date with a maximum mark of 50%. Extenuating circumstances are evidenced by correct written proof, such as a medical certificate, statutory declaration, letter from employer on letter head with signature and contact number or email.

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