the Promotion of a Brand in 2020 Images have become central to communications
Length: 1,500 words (maximum) excluding title page, reference list, and appendix. Due Date: 26 March 2020. What to include: See below (on the following three pages). In addition, both Lecture 3 (on 20 January) and Workshop 2 (w/o 27 January) are devoted to the Assignment: Word & Image: the Promotion of a Brand in 2020. Workshop 2, which offers an opportunity to discuss your proposed image selection, why it is selected, and initial thoughts on how to develop the analysis in relationship to the Promotion of a Brand in 2020. Points of assessment clarification can be asked in Workshop 2 so there is an assumption that you have already started the Assignment. 39 Word & Image: the Promotion of a Brand in 2020 Images have become central to communications. Our culture is saturated with images. How we make meaning is thus an important task. The physical act of seeing serves as a starting point for the assessment task ‘Word & Image: the Promotion of a Brand in 2020’. It is complemented by the intellectual act of interpreting what is seen. SELECTION The starting requirement is selecting an Image that represents ‘the Promotion of a Brand in 2020’. [unique_solution]The selected Image must have appeared since 1 January 2020. There are various promotional techniques from which to select the image such as an advertisement, billboard, coupon, direct mail, packaging, point-of-sale display, product placement, promotional gift, sales promotion, sample, social media post, or sponsorship. Yes, the Image can be a screenshot in 2020. Yes, this can represent a video clip posted in 2020. Yes, the Image can be either your own social media post in 2020 or a social media post you have received in 2020. The brand can be a commercial organization or non-commercial organization. More than one brand may be involved depending on the Image you have selected. Yes, the brand can be a person. DESCRIPTION Describe the image and the related promotion of the brand you have selected. But summarize the key points of the image and the promotion of the brand you have selected with purpose: what is the image? What is the brand? One or two paragraphs at the outset of the essay, as part of the introduction, should suffice for the desсrіption. 40 INTERPRETATION The majority of the essay focuses on the interpretation – namely ‘the action of explaining the meaning of something’ – of the image. To support interpretation of the image, bear in mind that ‘Word & Image: the Promotion of a Brand in 2020’ is the assessment task. Think about your selected image that represents ‘the promotion of a brand in 2020’ with the following prompt questions in mind: · In addition to ‘what is the image’ and ‘what is the brand’ – that appear above under desсrіption – how is the brand promoted? What promotional technique is used? · What messages are being communicated about the brand? Who is the intended audience? These prompt questions should help you to collect information and to gather your thoughts in advance of writing a first draft. There is an expectation that you will consider how best to communicate your thoughts in writing the 1,500 word essay. Some tips: · Create a title for your essay to help you to organize your thoughts. · Review the summative assessment criteria in writing the first draft and during the process of editing. Bear in mind ‘intellectual quality expressed’, ‘structure and organization’, and ‘writing style’, which represent three of MN1305’s assessment criteria, as essential to essay writing. Analysis is important as part of your overall response. Analysis is informed or supported by references to marketing literature. Stronger responses will be marked by the ‘level of reading’ – so aim to use 5-10 sources to complete Word & Image with at least three ‘academic journal articles’ – and ‘quality of referencing’, which represent assessment criterion of ‘academic practice’. · Complete the first draft one week before the deadline in order to allow sufficient time to edit.