NCEA LEVEL 3 HOME ECONOMICS 91471 (36) — PAGE

CHAPTER 13 MULTILEVEL ANALYSES BOX 132 STANDARDISATION OF
2ND LEVEL
0 – HIGHLEVEL GLOBAL THEMATIC MEETING ON INTERNATIONAL

GP1A 23 SVQ RETAIL (MANAGEMENT) AT SCQF LEVEL
GR8N 21 SVQ LEVEL 1 PROCESSING OPERATIONS HYDROCARBONS
LEVEL 6 NVQ DIPLOMA IN CONSTRUCTION CONTRACTING OPERATIONS

91471 Sample Assessment Schedule

NCEA Level 3 Home Economics 91471 (3.6) — page 1 of 5

SAMPLE ASSESSMENT SCHEDULE

Home Economics 91471 (3.6): Analyse the influences of food advertising on well-being

Assessment Criteria

Achievement	Achievement with Merit	Achievement with Excellence
Analyse involves describing the techniques used in food advertising, and explaining how advertising techniques convey explicit messages that influence food choices and well-being.	Analyse, in depth involves explaining the implicit messages in food advertising that influence food choices and well-being	Analyse comprehensively involves presenting a reasoned argument challenging the messages conveyed in food advertisements.

Evidence Statement

One	Expected Coverage
(a)	To be developed by trialler. (Refer to Appendix A.)
(b)	To be developed by trialler. (Refer to Appendix A.)
(c)	To be developed by trialler. (Refer to Appendix A.)

Not Achieved	NØ	No response, no relevant evidence.
	N1	Candidate has given little evidence of understanding of what a feature in an advertisement is.
	N2	Candidate gives some understanding of how a feature is being used to convey a message, but only identifies the feature; does not analyse it.
Achievement	A3	Candidate gives examples of how ONE OR TWO explicit features are used to convey the messages, and the use of one technique is analysed.
Achievement	A4	Candidate gives examples of how a wide range of explicit features are used to convey the messages, and the use of one technique is analysed.
Merit	M5	Candidate explains how ONE advertising technique conveys implicit messages in food advertising that influence food choices and well-being.
Merit	M6	Candidate explains how TWO advertising techniques convey implicit messages in food advertising that influence food choices and well-being.
Excellence	E7	Candidate challenges the messages conveyed in ONE food advertisement through reasoned argument related to food choices and well-being.
Excellence	E8	Candidate challenges the messages conveyed in TWO food advertisements through reasoned argument related to food choices and well-being.

Two	Expected Coverage
(a)	To be developed by trialler. (Refer to Appendix A.)
(b)	To be developed by trialler. (Refer to Appendix A.)
(c)	To be developed by trialler. (Refer to Appendix A.)

Not Achieved	NØ	No response, no relevant evidence.
	N1	Candidate has given little evidence of understanding of what a feature in an advertisement is.
	N2	Candidate gives some understanding of how a feature is being used to convey a message, but only identifies the feature; does not analyse it.
Achievement	A3	Candidate gives examples of how ONE OR TWO explicit features are used to convey the messages, and the use of one technique is analysed.
Achievement	A4	Candidate gives examples of how a wide range of explicit features are used to convey the messages, and the use of one technique is analysed.
Merit	M5	Candidate explains how ONE advertising technique conveys implicit messages in food advertising that influence food choices and well-being.
Merit	M6	Candidate explains how TWO advertising techniques convey implicit messages in food advertising that influence food choices and well-being.
Excellence	E7	Candidate challenges the messages conveyed in ONE food advertisement through reasoned argument related to food choices and well-being.
Excellence	E8	Candidate challenges the messages conveyed in TWO food advertisements through reasoned argument related to food choices and well-being.

Three	Expected Coverage
(a)	To be developed by trialler. (Refer to Appendix A.)
(b)	To be developed by trialler. (Refer to Appendix A.)
(c)	To be developed by trialler. (Refer to Appendix A.)

Not Achieved	NØ	No response, no relevant evidence.
	N1	Candidate has given little evidence of understanding of what a feature in an advertisement is.
	N2	Candidate gives some understanding of how a feature is being used to convey a message, but only identifies the feature; does not analyse it.
Achievement	A3	Candidate gives examples of how ONE OR TWO explicit features are used to convey the messages, and the use of one technique is analysed.
Achievement	A4	Candidate gives examples of how a wide range of explicit features are used to convey the messages, and the use of one technique is analysed.
Merit	M5	Candidate explains how ONE advertising technique conveys implicit messages in food advertising that influence food choices and well-being.
Merit	M6	Candidate explains how TWO advertising techniques convey implicit messages in food advertising that influence food choices and well-being.
Excellence	E7	Candidate challenges the messages conveyed in ONE food advertisement through reasoned argument related to food choices and well-being.
Excellence	E8	Candidate challenges the messages conveyed in TWO food advertisements through reasoned argument related to food choices and well-being.

Appendix A: The following responses are provided to differentiate the quality of responses for Achievement, Merit and Excellence respectively. The examples below are samples only and are for your guidance. They are in response to an advertisement that is not provided.

Achievement

The target group this advertisement is aiming at is women, in particular young women. The explicit messages in this advertisement are conveyed using a range of features. The features are:

Use of colour – red attracts the reader to look at the advertisement and the green is often associated with nature and health, which is a message this advertisement is attempting to convey without saying it in words. The woman in the centre is dressed in a power-dress outfit, the black and white of the clothing is used to convey the idea that she is a person in a responsible job.
The construction of the picture – it is as if we are looking in on a scene in an office. This has a woman in red with her back to the reader and the woman in focus is centred. She is an attractive and slim, who looks in control, holding papers as if she was doing something important. She looks as if she is talking in an authoritative way to an older heavier woman. The other woman is listening attentively. This creates an impression that the woman in the middle is the important person in this advertisement and the user of the product. This is further reinforced by the placement of the product overlapping her image with the product forming an arrow type shape toward the young woman’s body.
Handwritten message at the top right – this implies this has been written by the young woman and conveys some insight into her thoughts; she is under pressure and this product will help her cope with the deadlines and stress of the job. The phrase regarding her brain needing a shake has a double meaning and implies the product (which is a shake) will boost brain function.
The writing at the bottom of the page is short and has both surface messages and implied messages. The surface message is that the product is a nutritious meal, which enables the women to keep slim. The name of the product also says it is about achieving a slim body.

Merit

The underlying implicit messages in this advertisement are the reasons why women could think that they need to buy this product. In particular young women are under pressure to conform to societal standards of being slim and in control of their lives. The features in this all reflect these ideas. A woman may feel inadequate and in need of an easy way to gain the acceptance she wants; this advertisement undermines the young woman’s confidence. But, the product provides a ‘simple’ solution. The words ‘easy’ and ‘convenient ‘ are key words that reinforce the idea of the solution (being the shake) being simple.

This is an advertisement for a protein-based weight loss meal replacement. It is a carefully constructed advert to make the reader believe it is nothing more than a product to enable women to stay in shape and be in control. Other techniques would not be as suitable because the product is designed to appeal to people who are dissatisfied with their body. To some extent, the advertisement does use the idea of ‘meals are difficult’ and ‘time consuming’ to promote itself; it is a drink made up as a shake and therefore easy. However, this is not its main strength of the product; it works on people’s vulnerability. It has not used a role model because it is trying to appeal to the ‘average’ person and as soon as a role model is used it could make it appear unachievable for the average person. The product advertisement could have used nutritional information to gain credibility but this too would not have as much power to motivate a person who may not have a lot of self-esteem. It does motivate readers by using emotions, but it does not use positive emotions so it may not work as effectively. This advertisement uses people’s vulnerability and manipulates women whose greatest desire is to be seen as successful and attractive.

Excellence

The messages in this advertisement can be challenged. The advertisement suggests women need to be slim to be viewed as beautiful and successful. This is a commonly held belief in our culture and is reinforced by advertisements and the media in general. It suggests in order to be accepted women believe they need to be thin. Once women realise they are the targets of this sort of manipulative advertisement then they will be able to discard the messages and accept that women can be successful, happy people without being the thin ideal as shown in this advertisement of ‘sculpt’. However, it usually takes some time for women to accept their bodies, which leaves younger women more susceptible to the messages in this advertisement.

The notion that a packet of powder has the power to transform them into a thin body is also a message that can be challenged.

To be as the shape shown by the young woman in the advertisement it would take considerable more effort than just replacing a meal with this product. To be slim the people need to balance their energy intake with their energy out-put. If the energy eaten were to be greater than what is used then the person would gain weight. Being active is also a key part of keeping slim and to keep muscles toned.

In addition meal replacement products are not a long-term solution to weight management. To manage weight people need to consume real food and develop eating habits that can be maintained in the long term. Sachets of drinks are often a ‘quick-fix’ to a weight problem.

Quite often when the person returns to their old eating habits any weight loss is regained and an unhealthy cycle of dieting and weight gain is continued. This creates a market that is continually returning because obtaining the thin ideal is not possible if quick fix solutions are used. Products such as sculpt are not designed to work long term so by creating a product designed to fail in the long term the producers are insuring a repeat business. This is true of most diet products and services.

The product is based on protein. Protein is a nutrient, which is viewed by many as being good for weight control and viewed as a healthy nutrient in general. Too much protein is not recommended and can lead to health problems later on in life such as kidney stones. This shake is unlikely to have the range of nutrients that a normal meal using real food would have and this could cause some nutrients to be missing from the diets of those who consume this regularly. Nutrients most likely to be missing are those nutrients found in fruit and vegetables such as vitamins and fibre.

O PPLEVELSER FOR LIVET SVALBARD JUNI! D ET
(ANNE)WEIWEN WANG 1 795 EAST 31ST STREET CLEVELAND OH
(HOSTED BY WILLOW TREE PRIMARY SCHOOL) SERVICE LEVEL AGREEMENT

Tags: 91471 (3.6), economics 91471, level, economics, 91471