Elements and Performance Criteria

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Communication objectives may be to:
challenge
compare
contrast
entertain
inform
inspire
motivate
persuade.
Broader contextmay relate to:
client preferences and perceptions
community attitudes
corporate identity
existing advertising
industry trends
key relationships for the project
marketing objectives.
Advertising mediamay be:
cinema
direct mail
information boards
magazines
newspapers
point of sale
posters
television.
Relevant people may include:
art directors
clients
copywriters
creative directors
employers
end users
other artists and designers
supervisors
technical experts.
Current and emerging trends and thinking may relate to:
appropriate standards
cultural considerations
cultural norms
stretching boundaries.
Sustainability issues may relate to:
cost of production
environmental friendliness of materials
messages in advertising
social acceptance of particular ideas or concepts.
References may include:
digital images
earlier iterations
film and video
internet
marketing data
material from the sponsoring organisation
own experience
photographs
previous work
product information
reference books, journals and texts
scripts
technical data
work of other designers
writings.
Visual devicesmay include:
animation
association
caricature
exaggeration
fantasy
photography
special effects.
Key messagesmay relate to:
brand or image factors
competitive advantages
features of the product or service
where the product or service may be obtained.
Elements and principles of design relate to:
alignment
balance
coherence
colour
composition
contrast
direction
dominance
emphasis
form
line
movement
pattern
positive and negative space
proportion
proximity
repetition
rhythm
shape
simplicity or complexity
subordination
texture
unity.
Visual design componentsmay include:
animation
graphics
motion
photographs
text.
Creative collaboration and refinementmay involve:
client consultation
informal conversations with peers
modelling
piloting
technical discussions
workshopping of ideas.
Other expertsmay be:
artists
copywriters
digital media designers
illustrators
market researchers.
Relevant legal, ethical and business requirements may relate to:
intellectual property
codes of practice such as those issued by:
Advertising Federation of Australia
Australian Communications and Media Authority
Australian Competition and Consumer Commission
Australian Performing Right Association
Commercial Radio Australia
Free TV Australia
cultural expectations and influences
ethical principles
legislation, including OHS legislation, policies and guidelines
social responsibilities, such as protection of children
societal expectations.
Documentationmay include:
creative rationale
finished artwork
instructions for printers
production specifications.
Successmay be measured by:
audience response
client feedback
cost effectiveness
customer comments
sales achieved.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
independently conceive and create advertisements for use in a range of media, both print and electronic
work confidently with the elements and principles of design across multiple advertising contexts
collaborate effectively on creative, technical and organisational issues
apply knowledge of advertising practice and consumer behaviour.
Context of and specific resources for assessment
Assessment must ensure:
access to industry-current graphic design technologies
collaboration with others to reflect the design process.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
evaluation by industry professionals of advertising design solutions developed by the candidate
evaluation of presentations made by the candidate about work developed
evaluation of processes used by the candidate to conceive, plan and realise the work
evaluation of the effectiveness of project management evidenced through completion of work on time and on budget
evaluation of a candidate’s visual diary or other forms of documentation showing the development of the designs
questioning and discussion about candidate’s intentions and the work outcome
review of portfolios of evidence
review of third-party reports from experienced practitioners.
Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.