AS coursework
charity ads
If you’re producing It’s all about Planning
‘copy’); a well planned and When editing your
executed photograph will images don’t overlook
AS coursework on
the process
You should use your
be diminished by weak the obvious: brightness,
When undertaking any
research to establish the
charity or health
anchoring copy. contrast and colour
production work in Media
forms and conventions
campaigns, you’ll
To achieve a high balance adjustments can
Studies, it is important that
– this is the perfect way into
your planning. Despite the
grade you should plan improve the effectiveness
find unexpected
you follow the accepted
a campaign from the of any image. When editing
process of research,
varied campaigns you will
challenges and
outset; consistency in all backgrounds or combining
followed by planning,
come across, there is an
elements needs planning elements, take the time to
satisfactions. Gavin
followed by construction.
obvious similarity between
carefully. Obvious perfect your skills; many
Jumping straight into the
them: their message is clear.
Luhrs explains what
elements like colours, fonts potentially strong student
construction element is
A good test of your adverts
and font sizes, layout, and adverts are let down by
your examiners are
rarely the way to achieve a
is to ask your target
audience to identify what
your logo are all easy to a lack attention to detail
looking for, and
high grade. Your campaign
make consistent, but other in the finish, and this is
will be part of a wider
it is you expect them to
elements need thought. especially true of crudely
evaluates some advertising context, so it’s
do as a result of seeing your
Your photographs should chopped image elements.
campaign.
examples on page
vital that you investigate
be united by something, Use a page layout
existing adverts.
Planning shouldn’t
perhaps shot distance, the program (for example
51. And on pages 48-
mean reproducing your
framing, shot position, the InDesign, Scribus, Publisher)
final adverts as sketches
50, we’re featuring
Research
colours or the subjects.
to add copy to your adverts
UK charities like
to go in your folder as
some of the most
Likewise, your copy should
as this will ensure crisply
Barnardo’s, and the NSPCC
evidence of drafting! Plans
follow a set pattern, using
rendered type; Photoshop
inspirational, witty
are excellent sources of
are your chance to try
similar vocabulary, sentence
has got a text button, but
out your ideas, ideally
and imaginative
research material, largely
types or style of address.
that doesn’t mean you
owing to the wealth of
taking inspiration from
If during the construction
should automatically use it!
examples from your archived print adverts
your research findings.
process your ideas develop
Show your plans to your
own campaigns. Visit
on their websites. The
so that your initial plans are
Evaluation
government’s Think! road
target audience and
very different don’t worry;
‘I’m really pleased with
MoreMediaMag on
adjust them accordingly.
safety campaigns and NHS planning is a process which
my finished campaign’ is
Most importantly, refer to
the MediaMagazine
health campaigns are also helps you to arrive at your
usually how bad evaluations
your plans when taking
recommended. A mistake best work, and your ideas
begin. Moderators hope
website to see more
pictures and constructing
many students make is to and skills should develop.
to see writing which
student work.
your finished adverts,
put ‘charity adverts’ into a
demonstrates a student’s
and constantly remind
Google image search; whilst
Construction
engagement with the task.
yourself of your overall
this does return a wealth of
Good adverts tend
Was research undertaken
campaign message.
interesting adverts, many
to make use of strong
and did it inform planning?
A successful charity
would be unsuitable for
imagery. When taking your
Does the student have a
advertising campaign
publication anywhere other
photographs, think very
clear sense of purpose
needs a clear message, so
than the (unregulated)
carefully about framing
and audience? Can the
think carefully about what
and mise-en-scène. If
student write confidently
internet and often are from
you want to get across
something in shot isn’t
about all stages of the
countries with different
to your target audience.
quite right, change it, or
construction process? Is
regulatory frameworks to
Do you want to raise
alter your angle slightly. As
media terminology used
that in the UK.
money, offer information,
a large proportion of your
appropriately? Can the
Moderators like to see
influence behaviour, or
final grade, coursework is
student intelligently analyse
evidence of purposeful
raise awareness? How can
worth taking trouble over.
her own campaign in terms
research which
you best achieve this aim:
When taking photographs
of the meaning created, its
methodically investigates
shock, humour, thought-
plan for the placement
success in communicating
existing practice; page after
provoking statistics?
of your copy, framing
with the target audience
page of random charity
Language is another key
your shots to provide
and its relationship to
adverts briefly annotated
ingredient of a successful
appropriate space and
existing campaigns? An
is not necessary. Also,
charity advertising
colour. If you haven’t got
evaluation is not the place
any research you do into
campaign. Consider how access to lighting, use your
to blame others, make
your chosen campaign
you can use rhetorical common sense: outdoor
excuses or say what you
topic should be properly
questions, puns and light will give a sharper
would do better next time
annotated and referenced;
other word play, emotive image, items like kitchen
– you should make sure it’s
moderators don’t like to see language and facts to
foil, mirrors and even large
right this time!
page after page of internet engage your audience. It’s
sheets of white paper can Gavin Luhrs teaches Media and
printouts as it proves little worth spending time on improve the lighting of a
Film Studies at The Robert Smyth
other than your ability to perfecting the wording scene whether in or out of
School, Leicestershire.
press ‘Print’! of your adverts (the doors.
english and media centre | February 2008 | MediaMagazine 47
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