List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Interpret creative briefs | 1.1 Analyse creative briefs to determine the key communication objectives 1.2 Evaluate the broader context for the type of advertising media required 1.3 Develop shared interpretations of advertising requirements with relevant people 1.4 Negotiate and confirm practical considerations, including schedule and budgetary requirements |
2. Evaluate the context for advertising work | 2.1 Consider currenttrends and thinking about advertising 2.2 Take account of relevant consumer behaviour and the influences on buying decisions 2.3 Identify and evaluate sustainability issues within advertising projects 2.4 Assess and respond to legal and ethical constraints |
3. Generate and assess advertising ideas | 3.1 Identify and source references to assist development of visual concepts for advertising 3.2 Explore different visual devices to communicate key messages 3.3 Collaborate with others to make the best use of their contribution to ideas 3.4 Reflect on technical, creative and budgetary implications when considering ideas 3.5 Refine and select approaches that best balance the overall needs of the brief |
4. Develop designs for advertising | 4.1 Develop designs from initial ideas ensuring that all production and design factors are taken into account 4.2 Combine conceptual and technical expertise to manipulate visual design components to communicate key messages 4.3 Use testing, creative collaboration and refinement throughout the design process 4.4 Consult with other experts on relevant legal, ethical and business requirements |
5. Finalise advertising designs | 5.1 Negotiate modifications and amend designs 5.2 Develop accurate and comprehensive documentation to support the production process 5.3 Present final designs and documentation to relevant personnel for confirmation |
6. Evaluate effectiveness of advertisements | 6.1 Evaluate completed designs in terms of successin meeting objectives 6.2 Assess the work against other creative, technical and business considerations 6.3 Analyse and evaluate feedback from client and colleagues 6.4 Reflect on own role in design process and note areas for future improvement 6.5 Develop strategies for further development of own skills |
Evidence of the ability to:
interpret objectives and requirements of advertising briefs
conceive and create print and electronic advertisements for use in a range of media that fulfil creative, technical and budgetary requirements
communicate and collaborate effectively with creative team in:
concept development
design production and refinement
presentation and review
review final work for success in meeting creative, technical and client objectives
develop strategies to further develop own skills.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
To complete the unit requirements safely and effectively, the individual must:
explain current trends and ideas in advertising design
identify key people involved in advertising, and outline their typical roles, responsibilities and relationships to the graphic designer
outline principles of consumer behaviour and influences on buyer behaviour
identify production factors for different types of advertising and explain how they impact on the design process
identify sources of ideas for visual concepts for advertising
describe ways aesthetic and creative aspects of advertising concepts convey the message/communication
explain how critical and creative thinking techniques can be used as part of the design process
explain intellectual property issues and legislation in relation to advertising
summarise legal and ethical requirements relating to the advertising industry
explain sustainability considerations related to messages in advertising and materials used in advertising and how they impact on graphic design.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in creative arts industry environments. The assessment environment must include access to:
opportunities for collaboration with others
graphic design technologies.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational educational and training legislation, frameworks and/or standards.