Breakdown of Instructions
1) Choose a brand of your choice
2) Select images linked to the brand (e.g. adverts / logo’s / packaging / web pages)
3) Analyse the images, paying specific attention to positioning, meaning, gender, culture, colours
4) Additional marks will be given for use of credible (academic) background research to support your findings
5) Students striving to achieve higher marks are also advised to apply academic theories/frameworks where relevant
Marking Criteria
Presentation (10 marks)
Work must be presented in a professional, academic way. This will include visual presentation such as headings and page numbering as well as a formal written tone.
Supporting content (10 marks)
This typically acknowledges aspects such as an informative introduction, reflective conclusion and addition of key definitions where relevant.
Selection of effective materials (10 marks)
Students will be rewarded for effective choices with regards to brand imagery. Materials should enable sufficient discussion on the topic areas discussed in class. Fewer marks will be awarded for images which provide a restrictive scope for discussion.
Analysis of materials (25 marks)
This involves dissecting the visual content of the collected materials and applying it to concepts covered during classes. The function and form of each image should also be addressed. Applications of each concept to the image should be fully explained and justified.
Use of secondary literature (25 marks)
Higher marks will be awarded for the inclusion of academic sources to underpin the analysis of materials. A more advanced analysis will include comparing, contrasting and critiquing of academic studies and/or theoretical frameworks.
Originality (10 marks)
Originality will be demonstrated by showing evidence of independent thinking. Students can show originality by going above and beyond the basic expectations for the assignment.
Referencing (10 marks)
Reference must be made to work cited in the report. References must be cited and listed following the Harvard system.
Word Limit: 1500 words (+/- 20%)
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