Stage 1 Analysing a campaign LO 5.1

You must conduct an investigation into an existing campaigns. You will need to work in a group of no more than three to do this.

Once you have gathered the campaign materials from your tutor or from your research you should discuss the following questions. You could record the thoughts you have using a thought-shower or a bullet-pointed list. You must note down individually what you discuss — photocopied group notes will not be accepted for assessment.

Start by asking whether you are already aware of this campaign. If so, note:

·         what you think it is about

·         where you have come across it

·         whether you were affected by it in any way.

Then examine the campaign materials carefully, considering:

·         what message the campaign is trying to communicate

·         the overall strategy for communicating that message — shock, surprise, charm, persuasion by rational arguments etc

·         the items that have been used in the campaign (eg posters, flyers, television adverts)

·         what is similar about the items in this campaign — what tells us that they are all part of the same campaign

·         who is targeted by the campaign

·         how the people that created the campaign have tried to reach that target audience

·         the strengths of the campaign and how successful it is in communicating its message

·         any weaknesses in the campaign and how it could be improved

·         whether you were already aware of this campaign.

You could consider asking other members of your year-group or your family and friends for their reactions to this campaign to determine whether it has been successful or not.

You will need to work as a team to prepare a presentation to the rest of the class about the campaign you have studied. You will need to make sure you cover the following points in your presentation:

·         the message the campaign was trying to convey

·         the target audience for the campaign

·         the methods used by the producers of the campaign to reach the target audience

·         how successful you felt the campaign was and your evidence for reaching this conclusion

·         any weaknesses you thought it had and how it could be improved

·         what looking at this campaign has taught you that will be useful when you construct your own campaign.

You should always back up what you say in the presentation with detailed references to the campaign that you have studied, as well as references to other campaigns we have discussed in class or that you have experienced yourself.

Remember to take notes at all meetings and record your progress regularly in your project blog, noting your contributions, how well the group is working, what you have learned during this process etc.

Presentations will take place between …TBC…….. and ……TBC………

Your presentation will be recorded and a copy given to you for your Unit 5 Process Portfolio.