Technology - annotated exemplars level 1 AS91072

Demonstrate understanding of basic concepts of digital media (1.42)

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Students analysed professionally printed brochures and in some cases a brochure they had created for AS91073. The evidence contained in this exemplar relates to only part of what the students produced and more specifically gives the evidence that distinguishes each grade boundary. Snippets of evidence are present rather than the student’s complete response.

Low Excellence

Commentary
Student response

Student 1 page 1 (PDF, 240KB)

Student 1 page 2 (PDF, 499KB)

Student 1 page 3 (PDF, 504KB)

To demonstrate comprehensive understanding of basic concepts of digital media a student must meet the criteria of Achievement and Merit and:

discuss why the distinguishing characteristics of a digital media outcome supports its communication purpose

Student 1 looked at a range of design elements (for example repetition, colour, contrast and alignment) and discussed how elements helped to contribute to key messages and ideals of the organisation. For example the Citizens’ Advice brochure used colours that were easy to read but were also modern and conservative.  Comprehensive analysis allowed the student to demonstrate insight and an understanding of how and why characteristics of digital media are integrated and design elements prioritised.

discuss why software resources and techniques were used to create a digital media outcome and how they affected its technical quality

The student effectively discussed the choice of software in terms of the different needs of the organisations.  The student’s discussion of techniques demonstrates insight, for example in the student’s discussion regarding the use of text boxes and threading.

explain why ethical considerations were important in the creation of a digital media outcome.

The student has shown the reasoning behind why ethical issues needed to be considered when creating the brochures.  A clearly articulated explanation shows an understanding of laws and the associated compliance and non-compliance issues.

To make this a more secure Excellence, the student could have discussed distinguishing characteristics by comparing the brochures and discussing, for example how colour can be used for contrasting communication.

High Merit

Commentary
Student response

Student 2 page 1 (PDF, 272KB)

Student 2 page 2 (PDF, 578KB)

Student 2 page 3 (PDF, 468KB)

To demonstrate in-depth understanding of basic concepts of digital media a student must meet the criteria for Achievement and:

describe how distinguishing characteristics of a digital media outcome support its communication purpose

explain how software resources and techniques used affected the technical quality of the digital media outcome

Student 2 successfully identified the digital media that have been embedded into this outcome and how these media support the communication purposes of these brochures.  The student explains the link between the use of digital media and how the media and design elements have been jointly used in the desktop published documents to enhance the fitness for purpose and technical quality of the outcomes.

describe the importance of the ethical considerations applied in the creation of a digital media outcome.

The student has described the significance of the Copyright and Privacy Acts and how they impacted on the creation of the digital media outcomes.

To move to Excellence the student would need to give more of an explanation of why ethical considerations were important.  For example the student could have explained why there is a need to make sure that permission is sought to use any quotations or images of people and how this relates to the Acts.  The consequences of non-compliance would also need to be explained.

Low Merit

Commentary
Student response

Student 3 page 1 (PDF, 179KB)

Student 3 page 2 (PDF, 542KB)

Student 3 page 3 (PDF, 522KB)

To demonstrate in-depth understanding of basic concepts of digital media a student must meet the criteria for Achievement and:

describe how distinguishing characteristics of a digital media outcome support its communication purpose

Student 3 shows clear insight into the way digital media have been integrated into the outcome.  The student describes how the photographs, colour and typefaces support the communication purpose that the designer was aiming for.  Hierarchy with design elements has been described.  The student comments on design elements and techniques used and combines this with a critique of the usefulness of these and whether they contribute to or detract from the communication purpose and success of the document.

explain how software resources and techniques used affected the technical quality of the digital media outcome

The software resources and techniques used and how they affected the technical quality of the outcome have been explained by the student, for example the use of columns and bleeds.

describe the importance of the ethical considerations applied in the creation of a digital media outcome.

The student indicates the importance of ethical considerations and has begun to describe the consequences if copyright and privacy laws are not applied when creating a brochure.

Although the student evidence indicates that the student was aware of the importance of ethical considerations in the creation of a digital media outcome, the detail is insufficient for more than low Merit.

High Achieved

Commentary
Student response

Student 4 page 1 (PDF, 503KB)

Student 4 page 2 (PDF, 268KB)

For Achievement a student must demonstrate understanding of basic concepts of digital media. This involves:

identifying the digital media types in a digital media outcome

Student 4 has clearly identified the digital media (photographs and graphics) and how they have been arranged in this outcome.

describing the software resources used to create a digital media outcome

Overall the student has correctly described the software used and discussed how Photoshop could be used to improve images. 

describing techniques used to create a digital media outcome

Techniques used to create a digital media outcome have been described. 

describing design elements in a digital media outcome

The student clearly describes how the formatting techniques and design elements contribute to the overall outcome. 

describing the communication purpose of a digital media outcome

The student is beginning to demonstrate evidence required for Merit as they have described both the communication purpose of the outcome and how distinguishing characteristics support its communication purpose.

describing the ethical considerations related to a digital media outcome

The student has described copyright laws and other ethical and moral considerations such as not offending the target audience or offending certain religions or cultures, but does not move on to describing the importance of these considerations.

Although the student has begun to explain how software resources and techniques used affected the technical quality of the digital media outcome, there is a lack of depth in the description of the software resources. To move to Merit the student would need to describe how the use of InDesign and/or Illustrator would have affected the quality of the outcomes.

One of the desktop publishing applications (Microsoft Publisher) identified as being used to create an outcome would in fact not have been used, as the brochure in question had been professionally printed and there is evidence of a bleed.  This misunderstanding of the software used would also need to be clarified to move to Merit.

Low Achieved

Commentary
Student response

Student 5 page 1 (PDF, 331KB)

Student 5 page 2 (PDF, 453KB)

Student 5 page 3 (PDF, 203KB)

For Achievement a student must demonstrate understanding of basic concepts of digital media. This involves:

identifying the digital media types in a digital media outcome

Student 5 has successfully identified both still digital images and computer graphics in the first brochure that was analysed. However in the second brochure only still images were identified.

describing the software resources used to create a digital media outcome

The student has described the applications (software resources) used to create and integrate the digital media types. 

describing techniques used to create a digital media outcome

The techniques used to create the digital media outcome have been described. For example columns, margins, gutters and bleeds have been described, although the description is at a basic level.

describing design elements in a digital media outcome

The student has described design elements demonstrated in the outcomes, for example the use of colour, contrast, repetition, alignment and proximity, and indicates why most of these elements have been used.

describing the communication purpose of a digital media outcome

The communication purpose has been identified and the student begins to describe the aim of each document.

describing the ethical considerations related to a digital media outcome

The student describes in a basic way the copyright issues, however as the brochures contain images of people it is expected that the Privacy Act would be included in the description of ethical issues.

To strengthen the evidence it is expected that the student would have identified all digital media in the two brochures analysed.

Rather than just correctly associating the media with the type of outcome, more detail could be given about the software applications and what they do. A more comprehensive list of ethical considerations could be identified.

High Not Achieved

Commentary
Student response

Student 6 page 1 (PDF, 491KB)

Student 6 page 2 (PDF, 370KB)

For Achievement a student must demonstrate understanding of basic concepts of digital media.  This involves:

identifying the digital media types in a digital media outcome

Student 6 identified that the brochure contained digital images, but failed to identify either the map (on the inside of the brochure) or the Sky TV logo as being computer graphics.

describing the software resources used to create a digital media outcome

The student’s suggestion that the brochure was created in Microsoft Word indicates insufficient understanding of the concepts of digital media. The student does not provide adequate evidence of understanding the software applications used to design and create the outcomes. It was stated that the professionally created brochures would have been created with MS Word or a graphic manipulation program, but there are many indications (bleeds, unconventional page sizing, column sizes, etc) to indicate to the student that a more advanced desktop publishing application such as Adobe InDesign could have been used in this case. 

describing techniques used to create a digital media outcome

The student has recognised the use of columns in the brochures but there is very little description of other techniques. In the ‘techniques’ section the student’s description related more to design elements.

describing design elements in a digital media outcome

The student has demonstrated reasonable understanding of the concepts required. Use of colour has been described and mention made of contrast in the first brochure.  The student has provided some recognition of consistency in sizing and placement and use of images, and the clarity of images and effective use of space has been described.

describing the communication purpose of a digital media outcome

The student has correctly described the communication purposes of the documents.

describing the ethical considerations related to a digital media outcome

Ethical considerations of using a map created by someone else should have been discussed by the student. The comments regarding the digital pictures and permissions were reasonable assumptions although they cannot be verified. The reference to the Privacy Act shows the student does not have a well-developed understanding of the Act.

To move to Achieved grade the student would need to demonstrate a sound understanding of software and media used in the production of desktop published documents. Techniques would need to be described in more detail, for example the use of bullets and centred text. Ethical considerations would need to include a clearer understanding of the Acts as they apply to digital media.

 
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