The candidate has provided a considerable amount of written material in the written analysis. The syllabus for the qualification states that the final outcome should be supported by a written and visual analysis. The candidate does include some illustrations, but these are mainly in the form of diagrams presenting research findings. More marks would have been attracted across assessment objectives, with increased visual evidence of the creative process. Where the candidate has included images of press reports, more marks would have been attracted in AO1, by including a reference.
The candidate refers to two target audiences and states that they wish to raise awareness of bullying amongst parents and teenagers. Teenagers will be encouraged to stand up to bullying through the content of the video. More marks would have been attracted in AO2 and AO4 where the differences in the target audiences were more clearly understood. The candidate would have gained more marks in AO2 and AO3, if they had explored how they would communicate visually, rather than relying simply on persuasive content.
Whilst the research undertaken by the candidate is acknowledged, the investigation would have benefited from visual research and exploration. The candidate would have been in a stronger position if they had appreciated that their task was to develop a moving image work, which is essentially visual, rather
than presenting research data visually: design rather than campaigning. More
marks would have been attracted in AO1 if they had exposed themselves to the
work of other moving image makers, designers, or photographers. This would have
provided the candidate with opportunities to explore a range of imagery,
typography, layout, and approaches to narrative. The candidate could also have
considered gathering observations and insights associated with bullying. This could
have included, for example, location photography, diary entries or damaged personal
effects. In addition, the candidate could have considered examples of cruelty
or victimisation in other creative media. These could include comics, popular
and classical music, or literature.
The
candidate states an intention to bring together psychological content and a
digital format. The candidate would have been able to express the psychological
impact of the subject more successfully, by exploring a variety of media,
materials and technology. The candidate has made use of close-ups, slow motion
and text in the final outcome. More marks would have been attracted with
evidence of an exploration of visual elements such as colour, pattern, texture
or shape. A storyboard could have demonstrated the ability to review and refine
ideas as work develops and an ability to realise a personal response. The
candidate has been clear about their intentions, but they have not been clear
about how their intentions will be realised in visual terms. Had they done so,
marks would have been attracted to AO3 and AO4.
During
the video, the candidate brings a sense of focus to the investigation as the viewer
moves between public and private environments, however, marks in AO3 would have
been attracted by an analytical understanding of the constraints imposed by the
theme chosen. In this case such constraints may have been ethical or social and
may be understood in terms of privacy and safeguarding. There is little
evidence that the candidate has tested their ideas or the development of their
work. This could be done using a variety of approaches appropriate to the
candidate’s intentions. More marks in AO3 would be attracted by evidence of
feedback from user testing, or by undertaking research at key points of the
investigation to inform their progress.