Introduction to Assignment 3 GCSE Media Studies

1. FO: Seek Information: I can make concise and pertinent notes and use these to develop thinking,
explore issues, represent information and develop my ideas
LO: how meaning is constructed in advertising
Assignment 3
Practical Production and Evaluation:
Advertising and Marketing
AO3 Research, planning and presentation: 15 marks/
AO4 Construct and evaluate 30 marks

2. FO: Seek Information: I can make concise and pertinent notes and use these to develop thinking, explore issues, represent information and
develop my ideas
LO: how meaning is constructed in advertising
What is advertising?

3. There are three major points to consider;
•all adverts contain a message which may
be expressed as a slogan – e.g Kill Your
Speed.
•advertisements are paid for by advertisers
and therefore can be a great source of
income. Advertising is a commercial
business.
•all advertisements have a purpose to
persuade or raise awareness of the
existence of a product or idea in the people
that they target.

4. What do you think are the main
differences between brand advertising
and charity advertising?

5. Consider the subjects charities deal with – list them
What difficulties can you envisage in having to
advertise their concerns and issues?
Can you think of any advertising campaigns that
have caused shock or outrage within the media

6. FO: Seek Information: I can make concise and pertinent
notes and use these to develop thinking, explore issues,
represent information and develop my ideas
LO: how meaning is constructed in advertising

7. FO: Seek Information: I can make concise and pertinent
notes and use these to develop thinking, explore issues,
represent information and develop my ideas
LO: how meaning is constructed in advertising

8. FO: Seek Information: I can make concise and pertinent
notes and use these to develop thinking, explore issues,
represent information and develop my ideas
LO: how meaning is constructed in advertising
Baby Greg is one minute old.
He should have a bright
future. Poverty has other
plans. Poverty is waiting to
rob Greg of hope and spirit
and it’s likely to lead him to a
future of squalor. We can’t
end poverty but we can
provide skills that Greg and
thousands of others in the UK
need to stop it predetermining
their lives. Don’t let poverty
destroy a future.

9. FO: Seek Information: I can make concise and pertinent
notes and use these to develop thinking, explore issues,
represent information and develop my ideas
LO: how meaning is constructed in advertising

10. Charity Campaigns
Promoting a charity is a much more complex process than
promoting a product, service or brand. A charity has to be seen
to be getting value for money for its advertising campaign.
Charities have to promote awareness, of both themselves and
the causes they fight. They are often dealing with taboo areas of
society, circumstances that audiences don't really want to read
about.
Charities have come under fire for using excessive and negative
stereotyping in their advertising

11. Complaints flood in to the Advertising Standards Authority if
it is felt that an advertisement is too shocking, too
controversial or too frightening.
Charities are also reliant on finding unique selling points that
are bad, and not aspirational.
Charity advertising is an innovative and creative field.
Charities and ad agencies work hard within the restrictions
imposed upon them to create ads that will provoke
discussion as well as donation.
Provocative advertising is one way of getting a charity into
the news - where column inches are free.

22. The Brief
• You will undertake research into charity
organisations and social issue advertising
• You will produce evidence of pre-production
exercises that demonstrate how your ideas
develop over time
• You will produce a series of charity or social
issue advertisements [minimum of three] or
a 30 second filmed advertisement or a 30
second radio advertisement
• You will evaluate the process in relation to
the core concepts of media studies