1. Level 2 US12426 (v3) Present static images combining verbal and visual features Credit/No Credit Exemplars This power point can be used as a teaching tool. Each sample is shown without its corresponding grade and justification for this grade so that students have the opportunity to grade it themselves using the assessment criteria. The annotated sample can be shown to students after their discussion of each sample. This helps students to understand the standard and what is required to achieve credit.

2. Elements and Performance Criteria Element 1 Present completed static images, or images at a pre-production stage, combining verbal and visual features. Range: at least two images or two sequences of static images from categories such as cartoon, static image representing an idea in another text, billboard, advertisement, product packaging, stage set, storyboard, newspaper pages, news story with accompany photograph and caption, web page. Does pre-production stage mean that the students can submit a draft or something a little better? No. Pre-production in this case means that the student needs to have actively worked through all the elements of the production so that the final product is clear in terms of combining both visual and verbal language features to communicate the idea. Pre-production stage also means that the image and the techniques used have been worked through to a relatively developed and sophisticated form. For assessment purposes, a static image at a ‘pre- production stage’ can be interpreted as an image which is very close to its final completed form. (National Moderator) What does this mean? Can I simply direct my students to advertise a chocolate bar or recreate a sequence from a film in a storyboard? No. There must be an emphasis on the idea. The idea must influence the design in all contexts. Most advertising campaigns are influenced by an idea to sell products. For example ‘the lynx effect’’ : the idea that wearing lynx creates an instant attraction from the opposite sex, or wearing lynx boosts self confidence etc. Likewise a storyboard must also relate narrative that is influenced by an idea. For example a storyboard narrating Andy’s redemption in the film the ‘Shawshank Redemption’, rather than just a sequence of events. Visual and verbal language features must combine to communicate the idea. Performance criteria 1.1 Presentation of combined visual and verbal language features clearly communicates ideas or relate narrative when read together. Range: at least one visual and one verbal feature; visual language features could include – use of colour, style of lettering, symbolism; verbal language features could include – words used, figures of speech, grammatical structures. What does combined mean? Both visual and verbal features must work together to communicate the idea, therefore the idea must influence the design from beginning to end. 1.2 Presentation demonstrates production techniques appropriate to form and purpose. What is meant by ‘appropriate to form and purpose?’ The ideas in a presentation need to be communicated for a specific audience and purpose. The new English Curriculum states “A major purpose of most texts is to affect the target audience in a particular way” “Students should understand that all texts are intended for an audience (the audience is sometimes the writer) and that effective texts have an impact on their readers. The purpose is to communicate ideas to a specific audience. Form relates back to the range statement (context) and purpose must link back to the idea i.e. the purpose is to show the idea of…. The combination of visual and verbal language features communicates this idea to a specific audience. Unit Standard 12426

4. Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required for pc 1.1? The design (combination of visual and verbal language features) must be influenced by the idea. Does the image clearly communicate an idea? The central image conveys the idea ‘be quiet, don’t tell, it’s a secret’. This links with the surrounding graphic images of children in abusive situations, which then links to the words underpinning the idea that abuse is covert and we need to be aware of the children around us. Both visual and verbal language features combine to reinforce the idea. Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? Production techniques are appropriate to form and purpose. The cut out images of the children are collaged around the central image visually reinforcing the idea that child abuse is covert. The words are cut out and arranged in an overlay effect which combines with the visual features, further reinforcing the idea that child abuse is covert and we need to be aware. CREDIT Unit Standard 12426

6. Do these visual and verbal features combine to clearly communicate ideas or relate narrative? The design (the way verbal and visual features are combined) needs to be first and foremost influenced by the idea. The image is advertising a house competition through song and dance, but is this an idea or an event? This is an event, there may have been an idea behind the event such as raising money for a charity, however this is not conveyed. The verbal and visual features exist separately. For example the verbal feature acts like a heading for a collection of images underneath which portray singing and dancing. They do not combine to communicate an idea as required for pc 1.1. Does the presentation demonstrate production techniques appropriate to form and purpose required for pc 1.2? No, it does not. Even if the purpose is to advertise, information such as the venue and time are missing. Again, the purpose must link back to the idea, which is absent. NO CREDIT Unit Standard 12426

8. Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required for pc 1.1? The design (combination of visual and verbal language features) must be influenced by the idea. Does the image clearly communicate an idea? The central image conveys a conversation between two figures (in silhouette), surrounded by a multitude of faces. These images clearly link to each other and to the verbal features “Tsunami Strikes” “Community Share Their Stories” Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? Production techniques are appropriate to form and purpose. The cut out central images of two people talking in silhouette surrounded by the collage of cut out faces reinforce the idea of community sharing their stories. The words “Tsunami Strikes” set the dramatic context in which we, the audience, will be privy to stories from the survivors in the community. The form is addressed in terms of a current events magazine cover i.e. “Listener” which also reinforces the idea of listening to “community share their stories”. The purpose links back to the idea effectively. CREDIT Unit Standard 12426

10. Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required for pc 1.1? The design (combination of visual and verbal language features) must be influenced by the idea. Does the image clearly communicate an idea? The image is clearly a book cover of ‘Charlie and the Chocolate Factory’. However is this an idea? Although visual and verbal language features have been beautifully executed they do not communicate an idea. Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? The image is actively worked through so that the quality of the final production is clear i.e. ‘Charlie and the Chocolate Factory’, book cover. However the form and purpose do not link back to the idea as the idea has not yet been presented. NO CREDIT Unit Standard 12426

12. NO CREDIT Unit Standard 12426 Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required for pc 1.1? The design (combination of visual and verbal language features must be influenced by the idea. Does the image clearly communicate an idea? The images of the tattoos and words “fine art tattoos” convey the skill of the tattooist, but is this an idea? How do the tags contribute to the idea? The verbal feature exists independently from the images giving the effect of a heading. Visual and verbal features do not combine to communicate an idea as the idea has not been fully realised. The artwork has influenced the design rather than the idea. Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? Production techniques are not appropriate to form and purpose. If the purpose is to solely advertise the skill of the tattooist, information concerning location, opening hours etc is missing. Even if this information were present its purpose does not link back to idea as the idea has not yet been presented.

14. CREDIT Unit Standard 12426 Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required for pc 1.1? The design (combination of visual and verbal language features) must be influenced by the idea. Does this image clearly communicate an idea? The idea is clearly communicated through the image. The girl is a downtrodden figure. She appears hunched over and covered. The shadowy male figure is superimposed over the image of the girl in her line of vision. He represents “all the bad things in the world”. The image suggests the girl is of inferior importance, she appears as a victim. It is unclear what she has suffered, but the shadowy male figure would indicate some form of male dominance. Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? Production techniques are appropriate to form and purpose. The image works on two levels. We see what she sees i.e. the shadowy male figure and all that would suggest. The verbal feature explains “All the bad things in the world are in her eyes”. From this we understand that the bad things she has experienced are carried with her; she cannot rid herself of these experiences and therefore they are reflected in her eyes. In this way the image works on an external and internal level. The form and purpose clearly link back to the idea.

16. NO CREDIT Unit Standard 12426 Do these visual and verbal language features combine to clearly communicate ideas or relate narrative when read together as required by pc 1.1? The design (combination of visual and verbal language features) must be influenced by the idea. Does the image clearly communicate an idea? The picture of the bed and the boy are literal elements from the story which again connect literally to some of the words in the quote. Visual and verbal language features do not combine to communicate the idea. The quote alludes to the idea of neglect, abuse or poverty, but it is insufficiently clearly communicated. Does the presentation demonstrate production techniques appropriate to form and purpose as required for pc 1.2? Are the production techniques appropriate to level curriculum level 7? Production techniques are not appropriate to form and purpose. The purpose must link to the idea and although the quote alludes to an idea of neglect, abuse or poverty it is insufficiently clearly communicated. The collection of images does not relate to the idea, but rather represents literal elements of the story. The production techniques are not appropriate to level 7. Images must be actively worked through so that the qualities of a final production are clear.