Ad design crit (30% of total grade) Due Thursday the 26th of May @ 12:00pm (midd

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Ad design crit (30% of total grade)
Due Thursday the 26th of May @ 12:00pm (midday).
This assignment is a design crit which includes a 30-second presentation that functions as a ‘pitch’ for a new original
advertisement of your own creation and a presentation board that details your design through a combination of visual
and text elements. You must select an existing brand (this could be a product, service, company, charity, politician,
political party or anything that would be advertised) and use this as the focus of a new advertisement that you will
propose to the audience in your pitch and through your design board. You should also be prepared to answer
questions from the class about your design.
To provide the theoretical basis for your new original advertisement you must use concepts from the relevant
assigned readings for two of the following topics:
• Propaganda (week 2)
• Attention (week 3)
• Aesthetics (week 4)
• Habits (week 5)
Your presentation should focus on pitching the new original advertisement that you have created and detailed in your
presentation board, and incorporate concepts and ideas from the assigned readings for the relevant week (available
on MyCC) into your discussion and the text of your design board to help justify and support the design you have
created. You must refer to at least one of the assigned readings for each of the two topics that you have selected in
your design board, and you should not include references to additional outside sources. The written section of your
design board should be 1000 words.
Your 30-second presentation takes the form of a role playing exercise. You are taking the role of someone working in
the advertising industry, and you are proposing a new campaign alongside at least one example of a mocked-up
advertisement to your prospective client (who would be a representative from the brand that is being advertised).
Your aim should be to convince the brand that the ad you are proposing will be successful, and is unique and
different to the ads that they are already running. You should consider what forms of presentation might be useful to
best communicate the content that you are presenting.
Marking Criteria
• Knowledge and understanding – Your pitch and design board should include thoughtful discussion of theories and
ideas relevant to this course that demonstrates to the viewer your knowledge and understanding of the material.
You should include multiple references to concepts from class and from the assigned reading that corresponds to
your topic.
• Critical Perspective – Your pitch and design board should show your own critical perspective when taking concepts
from the academic literature and applying them to your proposed advertisement. Your work should be selfreflective and consider the meanings and implications of these concepts in light of the advertisement that you have
proposed.
• Presentation and communication skills – You should consider what you are including in your pitch and design board
in terms of both form and content. Your pitch should be clear and fit the time requirements, and should consider
the audience as your pitch will be marked during class and subjected to a Q&A afterwards. Your design board
should provide visual materials for you pitch, and include text that further elaborates on your design as outlined in
this brief. Creativity is most welcome and you should feel free to make whatever use you can of clips, stills, props,
improvised costumes, special effects, or anything else to hand if you wish. If you have any questions about your
approach then please let me know. All references, quotations, and paraphrased passages must be properly cited
either verbally on in short on-screen annotations in an appropriate bibliographic style of your choice (APA, MLA,
Chicago, or Harvard).

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