AS 91254 annotated exemplars

For Excellence, the student needs to demonstrate critical understanding of an ethical issue in the media.

This involves:

• examining the likely consequences of the issue for media and/or society
• drawing conclusions based on evidence.  

The student has demonstrated critical understanding by describing significant features of the ethical issue of product placement in music videos. The student’s audio recording emulates the style of a radio talk show. Clear definitions, explanations, examples and overview of the issue are given in the introduction, with particular emphasis on Britney Spears. 

The student examines how and or why the issue exists by using Taylor Swift and her music video Fifteen, as a well-reasoned point of comparison with Ke$ha on the appropriateness of the content for teenage audiences.

Different points of view on the issue are presented. Critical understanding is demonstrated through the development of a credible programme, with callers all responding to comments made by the initial caller, Stephanie.

Each subsequent caller represents a valid perspective, with relevant, appropriate details or comments. For example, Trent provides an advertising perspective, Patrick provides statistical information and data, and Leanne gives parental anecdotal evidence.

The student examines implications of the issue on society by attempting to provide both positive and negative implications of product placement, for example, celebrities as role models and advertising as a legitimate economic reality.

For a more secure Excellence, the student could further examine and discuss the factors that have given rise to the development of product placement, and draw conclusions as to the likely consequences and impact for the future.

For Merit, the student needs to demonstrate in-depth understanding of an ethical issue in the media.

This involves:

• giving a reasoned explanation for how and/or why the issue exists.
• supporting explanation with evidence.

This student has demonstrated in-depth understanding by describing significant features of the ethical issue of product placement in music videos, with specific reference to Katy Perry, Lady Gaga, Ke$ha and Britney Spears. The products and songs are identified. The student’s audio recording emulates the style of a radio talk show.

The student explains why the issue exists by providing some points of view that define public concern, and some discussion of the lack of credibility of some music videos.

Points of view on the issue are explained, with callers clearly presenting different perspectives and issues. For example, Kingsley’s perspective about the irrelevance to the music of many products; Linda’s perspective about the influences on young people (sex and alcohol in particular), and Tony, a video producer, on the economic reality of product placement.

An explanation of the effect of the issue on the media and/or society is presented as vox pops: ‘makes me buy stuff’ and ‘offends me if it is in my face’.

To reach Excellence, the student could examine the factors that have given rise to the use of product placement, and discuss the significance and implications of this. Further discussion of the effects of product placement on society would also be useful.

For Merit, the student needs to demonstrate in-depth understanding of an ethical issue in the media.

This involves:

• giving a reasoned explanation for how and/or why the issue exists.
• supporting explanation with evidence.

This student has demonstrated in-depth understanding by describing significant features of the ethical issue of product placement, particularly in Britney Spears music videos. The student’s audio recording emulates the style of a radio talk show.

There is an explanation of how and why the issue exists through the comparison of Katy Perry and Britney Spears. Examples and comments are given (for example, discussion of the relevance of the product to the lyrics), specific examples are provided of both products and music videos. ‘Interviews’ with members of the public show the significance of the issue. 

Different points of view on the issue are explained through Spears’ video director Sammy (a media expert), a concerned mother discussing the moral and ethical concerns of parents of teenage children, a perspective about the appropriateness of dating websites (Plenty of Fish), and a perspective about alcohol advertisements in videos that are targeted at teenagers.

The student explains the effect of the issue on society with vox pops representing a range of perspectives on the types of product placement, for example the difference between ‘in your face’ and ‘subtle’ promotion of the artist’s own products, and the relevance to the music of some of the products promoted.  

For a more secure Merit, the student could provide further reasoned explanations, and comment with regard to the range of perspectives offered, including the significance of these points of view, and a discussion of why these points of view are significant to society as a whole.

For Achieved, the student needs to demonstrate understanding of an ethical issue in the media.

This involves describing an ethical issue in the media and including:

• significant features of the issue
• its context
• different points of view on the issue
• its effect on the media and/or society.

This student has demonstrated understanding by describing significant features of the ethical issue of product placement of, for example, the drinking of alcohol and the advertising of a singer’s own jewellery/perfume brand in their music videos. The student’s audio recording emulates the style of a radio talk show.

This student has described the context of teenagers and children as targeted audiences of the music videos and of the products. Different points of view on the issue are described, for example interviews with reputable and appropriate members of the community (a school Principal and a Professor), and comments and feedback ascribed to a popular singer (Ke$ha) along with a selection of vox pops.

Different perspectives are clearly expressed (although some are not easy to hear).

There is a description of the effect of the impact and influence of these product placements, endorsed by celebrities, on young people who listen to their songs and watch their music (‘our idols drinking beer’).

To reach Merit, the student could examine and further explain the significance of product placement on the targeted audience (young people) and develop some of the issues referred to at the end of the programme.  

For Achieved, the student needs to demonstrate understanding of an ethical issue in the media.

This involves describing an ethical issue in the media and including:

• significant features of the issue
• its context
• different points of view on the issue
• its effect on the media and/or society.

This student has demonstrated sufficient understanding by describing significant features of the ethical issue of product placement in music videos. The student has written a script for a talk show that discusses the topic. Product placement has been clearly defined (1), and the subtleties have been recognised (2). The introduction sets a credible and interesting scenario.

The context of music videos is described, with a number of examples cited (4). Some of the types of product placed within the videos are presented (5) and different points of view on the issue are described. ‘Mr Smith’ (3) presents one perspective, and four vox pops present additional perspectives (6).

The student briefly describes the effect of the issue on the media and society (7), through a summary of the points of view presented as vox pops.

For a more secure Achieved, the student could describe the causes or reasons for product placement more fully, and describe the effect of product placement on the media and/or society more convincingly (7) (8).

For Achieved, the student needs to demonstrate understanding of an ethical issue in the media.

This involves describing an ethical issue in the media and including:

• significant features of the issue
• its context
• different points of view on the issue
• its effect on the media and/or society.

This student has demonstrated some understanding by describing some features of the ethical issue of product placement in music videos. The student has written a script for a talk show discussing the topic. Some features of the issue, and the context of teenage audiences being targeted (1) by product placement in music videos, are described. Some examples have been identified (2). 

Some different points of view on the issue are presented. The CEO of ‘Plenty of Fish’ has been ‘interviewed’, (3) as has the ‘expert’ Ruby (4), with both offering a positive viewpoint. Three vox pops (5) express one negative and two reasonably positive views.

To reach Achieved, the student could describe the effect of the issue of product placement on the media and/or society by providing a more balanced range of viewpoints, and by defining product placement more clearly.

This annotated exemplar is intended for teacher use only. Annotated exemplars are extracts of student evidence, with commentary, that explain key parts of a standard. These help teachers make assessment judgements at the grade boundaries.