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.