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Elements and Performance Criteria

Required Skills

Required skills

communication skills to

interpret and clarify written proposals and creative briefs

work collaboratively with others

present ideas for discussion and feedback

produce accurate and detailed design and production documentation for advertisements

critical thinking and analytical skills to

evaluate communication needs and develop sophisticated design solutions

distil key ideas and approaches from complex and varying information and ideas

initiative and enterprise skills to see opportunities for new and creative approaches to advertising design challenges

literacy skills to engage with potentially complex information at an advanced level

selfmanagement and organisational skills to

take responsibility for the design challenge

meet responsibilities within a collaborative project

problemsolving skills to take ownership of complex technical and conceptual challenges and develop creative solutions in response

numeracy skills to interpret and work within project budgets

technology skills to

use the advanced features of current graphic design software programs

use the internet as a research tool

Required knowledge

current and emerging trends and ideas in the area of advertising design

key people involved in advertising and their typical roles responsibilities and interrelationships particularly in relation to the graphic designer

principles and purposes of advertising

principles of consumer behaviour and influences on buyer behaviour

production factors for different types of advertising and how they impact on the design process

sources of ideas for visual concepts for advertising

formal principles and elements of design in the context of advertising design

collaborative processes used in graphic design

critical and creative thinking techniques that can be used as part of the design process

intellectual property issues and legislation in relation to advertising

legal and ethical requirements relating to the advertising industry

sustainability considerations related to messages in advertising and materials used in advertising and how they impact on graphic design

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to

independently conceive and create advertisements for use in a range of media both print and electronic

work confidently with the elements and principles of design across multiple advertising contexts

collaborate effectively on creative technical and organisational issues

apply knowledge of advertising practice and consumer behaviour

Context of and specific resources for assessment

Assessment must ensure

access to industrycurrent graphic design technologies

collaboration with others to reflect the design process

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

evaluation by industry professionals of advertising design solutions developed by the candidate

evaluation of presentations made by the candidate about work developed

evaluation of processes used by the candidate to conceive plan and realise the work

evaluation of the effectiveness of project management evidenced through completion of work on time and on budget

evaluation of a candidates visual diary or other forms of documentation showing the development of the designs

questioning and discussion about candidates intentions and the work outcome

review of portfolios of evidence

review of thirdparty reports from experienced practitioners

Assessment methods should closely reflect workplace demands eg literacy and the needs of particular groups eg people with disabilities and people who may have literacy or numeracy difficulties such as speakers of languages other than English remote communities and those with interrupted schooling

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Communication objectives may be to:	challenge compare contrast entertain inform inspire motivate persuade.
Broader contextmay relate to:	client preferences and perceptions community attitudes corporate identity existing advertising industry trends key relationships for the project marketing objectives.
Advertising mediamay be:	cinema direct mail information boards magazines newspapers point of sale posters television.
Relevant people may include:	art directors clients copywriters creative directors employers end users other artists and designers supervisors technical experts.
Current and emerging trends and thinking may relate to:	appropriate standards cultural considerations cultural norms stretching boundaries.
Sustainability issues may relate to:	cost of production environmental friendliness of materials messages in advertising social acceptance of particular ideas or concepts.
References may include:	digital images earlier iterations film and video internet marketing data material from the sponsoring organisation own experience photographs previous work product information reference books, journals and texts scripts technical data work of other designers writings.
Visual devicesmay include:	animation association caricature exaggeration fantasy photography special effects.
Key messagesmay relate to:	brand or image factors competitive advantages features of the product or service where the product or service may be obtained.
Elements and principles of design relate to:	alignment balance coherence colour composition contrast direction dominance emphasis form line movement pattern positive and negative space proportion proximity repetition rhythm shape simplicity or complexity subordination texture unity.
Visual design componentsmay include:	animation graphics motion photographs text.
Creative collaboration and refinementmay involve:	client consultation informal conversations with peers modelling piloting technical discussions workshopping of ideas.
Other expertsmay be:	artists copywriters digital media designers illustrators market researchers.
Relevant legal, ethical and business requirements may relate to:	intellectual property codes of practice such as those issued by: Advertising Federation of Australia Australian Communications and Media Authority Australian Competition and Consumer Commission Australian Performing Right Association Commercial Radio Australia Free TV Australia cultural expectations and influences ethical principles legislation, including OHS legislation, policies and guidelines social responsibilities, such as protection of children societal expectations.
Documentationmay include:	creative rationale finished artwork instructions for printers production specifications.
Successmay be measured by:	audience response client feedback cost effectiveness customer comments sales achieved.