Advertising Mark Scheme

A: Wording and images are CREATIVE and EXTREMELY APPEALING to a SPECIFIC audience. The final product is EXTREMELY APPROPRIATE and PROFESSIONAL and shows an EXCELLENT LEVEL OF TECHNICAL SKILL. The audience know EXACTLY WHAT TO EXPECT from the product. MANY CONVENTIONS have been used

B: Wording and images are IMAGINATIVE and MOSTLY APPEALING to a SPECIFIC audience. The final product is VERY APPROPRIATE and MOSTLY PROFESSIONAL, and shows a VERY GOOD LEVEL OF TECHNICAL SKILL. The audience have a GOOD IDEA OF WHAT TO EXPECT from the product. MANY CONVENTIONS have been used.

C: Wording and images show SOME IMAGINATION and have SOME APPEAL to a SPECIFIC audience. The final product is MOSTLY APPROPRIATE and shows a GOOD LEVEL OF TECHNICAL SKILL. The audience have SOME IDEA OF WHAT TO EXPECT from the product. SOME CONVENTIONS have been used.

D: Wording and images show UNDERSTANDING of the product and TRIES TO APPEAL to an audience although perhaps unsuccessfully. The final product is QUITE APPROPRIATE and shows a BASIC LEVEL OF TECHNICAL SKILLS. The audience have SOME IDEA OF WHAT TO EXPECT from the product. SOME CONVENTIONS have been used.

E: Wording and images show SOME UNDERSTANDING of the product but have LITTLE APPEAL to the audience. The final product is only PARTLY APPROPRIATE and shows LITTLE TECHNICAL SKILL. The audience have LITTLE IDEA OF WHAT TO EXPECT from the product. VERY FEW CONVENTIONS have been used, IF ANY.