BTEC Assignment Brief

BTEC Level 1/Level 2 First Award in Creative Digital Media

Qualification
Unit number and title
Production
BTEC Level 1/Level 2 First Certificate in Creative Digital
Media Production
BTEC Level 1/Level 2 First Extended Certificate in Creative
Digital Media Production
Unit 3: Digital Moving Image Production

Learning Aim A: Understand the key features of moving

Learning aim(s) (For NQF image productions
only) Learning Aim B: Understand the technical construction of a
digital moving image production
Targeting a new demographic through Twinings TV ad
Assignment title
campaign
Assessor
Jane Knight
10.03.17
Issue date
Hand in deadline 24.03.17

Twinings Tea would like you to come up with a new

advertising campaign that targets a younger demographic,
raises awareness of the brand and encourages them to
drink tea as part of a healthier lifestyle.
They want you to emphasise the following:
The health benefits of herbal tea drinking
The quality and reliability of the brand
Herbal tea as a tasty alternative to sugary drinks
Vocational Scenario or
You will be commissioned to produce a 30-second TV
Context
commercial for one of the herbal tea range.
Prior to commissioning the advert, the client needs you to
show them the following
Task 1 - your understanding of the key features of
moving image productions.
Task 2 - your knowledge of how the technical
construction of digital moving image advertisements
generates meaning for audiences.

Task 1 Produce a presentation to the client that emphasises your

knowledge of key features of three types of moving image
productions.
Your work should be analytical and make reference to one
example from each of these types of products (three in
total):
factual, i.e. news broadcast, documentary
fictional, i.e. film/TV, animation, music video
promotional, i.e. cinema/TV advertisement,
 corporate/promotional video.
Key features could include:
codes and conventions
use of stars
representation
narrative structure (fictional)
reconstruction
interviews
mode of address
positioning, structure (factual)
persuasive techniques
information
celebrity endorsement
messages and values
Representation (advertising/promotional).
You should make reference to different formats and
platforms, ensuring that you also focus on new and
emergent technologies, such as tablets and mobile devices.
You will also need to analyse the purpose of each type of
moving image production, for example to:
inform
educate
entertain
persuade
promote
Your analysis will identify the target audience, i.e.
age
gender
class
And it will also identify how the product attracts this
audience. Your analysis should make detailed reference to
the examples being used.
Checklist of evidence A PowerPoint that outlines the key features of
required 1. The news (please refer to a specific episode)
2. A film opening
3. A TV advert
You should use screen grabs from the relevant media to
illustrate the points that you are making.
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference

BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015

 Describe how key features are used in a digital moving image
Unit 3: 2A.P1
production.
Explain how key features are used in two types of digital moving image
Unit 3: 2A.M1
productions with reference to appropriate examples.
Analyse how key features are used in three types of digital moving
Unit 3: 2A.D1 image productions, with detailed reference to appropriate examples
of each.

Choose one advertisement and analyse it for how it uses

the following features to convey meaning to the audience.
You need to analyse the effect on the audience of the
combined use of features from all of the 4 areas below
Mise en scne:
setting
props
costume
make-up
movement
visual effects.
Camerawork:

Task 2 framing/distance
shots
movement
angles
effects
colour/lighting.
Sound:
use of music
levels
diegetic sound/non-diegetic sound.
Editing:
transitions
rhythm, e.g. long and short shot duration
sound (sound bridges).
Checklist of evidence Report or presentation with images/clips.
required Your presentation should include speaker notes,
slides and an observation record.
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Explain how camerawork is used to convey meaning in an existing
Unit 3:2B.P2
moving image production.
Explain in detail and using accurate terminology, how camerawork and
Unit 3: 2B.M2 mise en scne are used to convey meaning in an existing moving
image production.
Analyse the combined use of camerawork, mise en scne, editing and
Unit 3: 2B.D2 sound to convey meaning in an existing moving image product with
accurate, illustrated examples.

BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015

Sources of information All links to websites e.g. Yale university can be found on the
to support you with film language blog on haverstockmedia.com
this Assignment
Other assessment See haverstockmedia website for resources and lessons
materials attached to
this Assignment Brief

FOR NQF LEVEL 2 ONLY: If you have not achieved the Level 2 criteria, your
work will be assessed to determine if the following Level 1 criteria have been
met.
Criterion
Unit
reference
Outline key features in a digital moving image production. 3 1A.1
Identify accurately the camerawork used in an existing moving
3 1B.2
image production

BTEC Assignment Brief v1.0

BTEC Internal Assessment QDAM January 2015