SOLUTION: Critical Evaluation | My Assignment Tutor

Assignment 1 Programme TitleBA / FdA Marketing ManagementModule TitleAdvertising PsychologyModule Code1651Assignment TitleCritical EvaluationLevel5Weighting50%LecturersG. StewartW/C Hand Out Date02/03/2021Due DateBy 17:00 on 04/05/2021Feedback Post Date03/06/2021Assignment FormatEssayAssignment Word Count 1500Presentation DurationClick here to enter text.Module Learning Outcomes covered in this assignment1. Analyse a range of cognitive processes in a communication setting 2. Evaluate the use of psychological constructs in persuasive communicationSubmission Format (include ATS key for hard copy submissione-SubmissionIndividualATS CodeClick here to enter text. Assignment Task *Students should select a single advertisement from those made available by the lecturer. Referring to the advertisement chosen, students should critically evaluate the use of psychological techniques that impact on the persuasiveness of the marketing communication. Students should consider the following: The type of appeal (emotional, rational)The use of rhetorical tropes (written text or images); e.g. metaphor, metonymy, irony, synecdoche.The use of words, signs & symbolsAny psychological theory that supports or contradicts the interpretation and efficacy of the advertisement Task Guidance For guidance on this assignment, please access the assignment vodcast available through Canvas. Structure: This must be written in essay format – guidance is available from the Academic Skills CentreProvide an appropriate essay titleProvide a clear, effective introduction:Introduce the topic and clearly state the purpose of the essay – what the essay is setting out to achieve.Outline the key points / themes to be addressed within the body of the essayIdentify the brand that is being advertisedState the intended target audience of the advertising communication (if known)The main body of the essay:Address key points / themes outlined in your introduction in a logical manner.E.g. Introduce semiotics then go on to evaluate the use of signs or symbols: what they represent; why this is important.E.g. refer to the language and words used; either in a headline, strapline or other copy. Define and explain the relevant key concepts (e.g. idioms, deixis, particular figures of speech). Then evaluate the use of those you have identified.Remember when explaining / defining a concept to provide your reference even if not directly quoted.As this is an essay there should be NO headings / subheadings, other than the essay title.This should be a critical evaluation and not a description of the advertisementThis should not be a list of the components of the advertisement or a list of theories.Conclusion:Summarise the key points made and provide a final conclusion to the essayEnsure paragraphs flow and your grammar and typing are checked. Read through the essay in its entirety to see if it reads well.References: should be formatted accurately in accordance with UCB Referencing Guide. Marking Criteria 70+ An excellent response to the tasks set. The work demonstrates most or all of the following characteristics The presentation of work follows the assignment’s instructions effectively.The essay has a good structure to help the reader follow the discussion, and an effective introduction explaining what it will contain and do, and why.There is very good evidence of relevant reading: of engaging with key texts and reading more widely to seek out valid and reliable sources to support discussion and analysis.The work pays good attention to the quality, range and appropriateness of sources leading to balanced discussion that displays currency and reliability.The work adheres to UCB referencing standards for acknowledging sources.The work displays a very good understanding of discipline-related ideas; demonstrating awareness of key concepts and principles and how these do, or could, inform the subject.There is evidence of the ability to compare and contrast different ideas and issues in order to arrive at good responses.There is appropriate use of key models and theories to support the discussion.The work draws and presents conclusions that flow from the discussion.Use of language has no inaccuracies resulting in clear communication of ideas. 60-69 A good to very good response to the tasks set. The work demonstrates most or all of the following characteristics The presentation of work follows the assignment’s instructions effectively.The essay has a good structure to help the reader follow the discussion, and an effective introduction explaining what it will contain and do, and why.There is good/very good evidence of relevant reading and of engaging with key texts, to illustrate and support discussion and analysis.The work pays good attention to the quality, range and appropriateness of sources leading to balanced discussion that displays currency and reliability.The work adheres to UCB referencing standards for acknowledging sources.The work displays a good/very good understanding of discipline-related ideas, demonstrating awareness of key concepts and principles and how these do, or could, inform the subject.There is evidence of the ability to compare and contrast different ideas to arrive at good responses.There is appropriate use of key models and theories to support the discussion.The work draws and presents conclusions and recommendations that flow from the discussion. Use of language has no inaccuracies resulting in clear communication of ideas. 50-59 A competent response to the tasks set. The work demonstrates most or all of the following characteristics The presentation of work follows the assignment’s requirements.There is a structure to help the reader follow the discussion, and the work has a clear, appropriate introduction stating what it will contain and do.There is evidence of appropriate reading and engaging with key texts to illustrate and support discussion in a balanced way.The work pays attention to the quality, range and appropriateness of sources leading to discussion that often displays currency and reliability.UCB referencing standards are adhered to when acknowledging sources.There is awareness of key models and theories.The work demonstrates an understanding of discipline-related ideas.There is some evidence of the ability to compare and contrast different ideas and issues in order to arrive at responses, though some parts of the work may be descriptive.The work draws and presents clear, relevant conclusions based upon discussion.Use of language has few or minor inaccuracies resulting in clear understanding. 40-49 An adequate response to the tasks set. The work demonstrates most or all of the following characteristics The presentation of work may not fully follow the assignment’s requirements. The essay may not follow a logical, appropriate structure.The essay needs a clearer introduction stating what it will contain and do in line with the assignment remit.There is limited reading, and some reliance on non-academic sources; limited evidence of engaging with key texts to support discussion.The work pays minimal attention to the quality, range and appropriateness of sources, creating discussion that may lack some currency and reliability.The work does not consistently adhere to the UCB referencing standards and/or acknowledge all sources.There is a basic awareness and application of key models and theories.The work demonstrates a basic understanding of key concepts.There is adequate evidence of the ability to compare and contrast different ideas to arrive at responses; though some parts of the work are descriptive.The work shows limited evidence of drawing and presenting clear, relevant conclusions based upon discussion.Use of language has some inaccuracies that result in a lack of clarityAny work deemed to not meet at least these criteria will constitute a fail General Assignment Guidance TEAMWORK AND ITS ASSESSMENTShould this assignment require you to work as part of a team, you will receive an individual grade based upon your performance as well as personalised feedback. The module leader will explain how your individual grade and feedback will be determined.Importance of Word Counts and Presentation TimingsAssignment word counts and presentation timings should always be observed. Ignoring a word count increases significantly the risk of your work losing marks because it lacked structure, flow, focus and clarity. Timings must be observed for assessed presentations for the same reasons. E-submissionhttp://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx Cut-off date for late workhttp://www.ucb.ac.uk/handbook/academic-matters/assessment-issues.aspx Grading criteriahttp://www.ucb.ac.uk/handbook/academic-matters/assessments-fairness-and-marking.aspx Plagiarismhttp://www.ucb.ac.uk/handbook/academic-matters/plagiarism.aspx Extenuating Circumstanceshttp://www.ucb.ac.uk/handbook/academic-matters/assessments-if-things-go-wrong.aspx UCB Referencing Guidehttps://portal.ucb.ac.uk/#/asc/study-skills/references General Academic Guidancehttps://portal.ucb.ac.uk/#/asc