Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Exemplar for Internal Assessment Resource
Technology Level 1
This exemplar supports assessment against:
Achievement Standard 91072
Demonstrate understanding of basic concepts of digital media
Student and grade boundary specific exemplar
The material has been gathered from student material specific to an A or B assessment
resource.
Date version published by
Ministry of Education
December 2012
To support internal assessment from 2013
Students analysed professionally printed brochures and in some cases a brochure they had
created for AS91073. The evidence contained in this exemplar relates to only part of what
the students produced and more specifically gives the evidence that distinguishes each
grade boundary. Snippets of evidence are present rather than the student’s complete
response.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: Low Excellence
1.
To demonstrate comprehensive understanding of basic concepts of digital media a
student must meet the criteria of Achievement and Merit and:
discuss why the distinguishing characteristics of a digital media outcome supports its
communication purpose
Student 1 looked at a range of design elements (for example repetition, colour, contrast
and alignment) and discussed how elements helped to contribute to key messages and
ideals of the organisation. For example the Citizens’ Advice brochure used colours that
were easy to read but were also modern and conservative. Comprehensive analysis
allowed the student to demonstrate insight and an understanding of how and why
characteristics of digital media are integrated and design elements prioritised.
discuss why software resources and techniques were used to create a digital media
outcome and how they affected its technical quality
The student effectively discussed the choice of software in terms of the different needs
of the organisations. The student’s discussion of techniques demonstrates insight, for
example in the student’s discussion regarding the use of text boxes and threading.
explain why ethical considerations were important in the creation of a digital media
outcome.
The student has shown the reasoning behind why ethical issues needed to be
considered when creating the brochures. A clearly articulated explanation shows an
understanding of laws and the associated compliance and non-compliance issues.
To make this a more secure Excellence, the student could have discussed
distinguishing characteristics by comparing the brochures and discussing, for example
how colour can be used for contrasting communication.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: High Merit
2.
To demonstrate in-depth understanding of basic concepts of digital media a student
must meet the criteria for Achievement and:
describe how distinguishing characteristics of a digital media outcome support its
communication purpose
explain how software resources and techniques used affected the technical quality of
the digital media outcome
Student 2 successfully identified the digital media that have been embedded into this
outcome and how these media support the communication purposes of these
brochures. The student explains the link between the use of digital media and how the
media and design elements have been jointly used in the desktop published
documents to enhance the fitness for purpose and technical quality of the outcomes.
describe the importance of the ethical considerations applied in the creation of a digital
media outcome.
The student has described the significance of the Copyright and Privacy Acts and how
they impacted on the creation of the digital media outcomes.
To move to Excellence the student would need to give more of an explanation of why
ethical considerations were important. For example the student could have explained
why there is a need to make sure that permission is sought to use any quotations or
images of people and how this relates to the Acts. The consequences of noncompliance would also need to be explained.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: Low Merit
3.
To demonstrate in-depth understanding of basic concepts of digital media a student
must meet the criteria for Achievement and:
describe how distinguishing characteristics of a digital media outcome support its
communication purpose
Student 3 shows clear insight into the way digital media have been integrated into the
outcome. The student describes how the photographs, colour and typefaces support
the communication purpose that the designer was aiming for. Hierarchy with design
elements has been described. The student comments on design elements and
techniques used and combines this with a critique of the usefulness of these and
whether they contribute to or detract from the communication purpose and success of
the document.
explain how software resources and techniques used affected the technical quality of
the digital media outcome
The software resources and techniques used and how they affected the technical
quality of the outcome have been explained by the student, for example the use of
columns and bleeds.
describe the importance of the ethical considerations applied in the creation of a digital
media outcome.
The student indicates the importance of ethical considerations and has begun to
describe the consequences if copyright and privacy laws are not applied when creating
a brochure.
Although the student evidence indicates that the student was aware of the importance
of ethical considerations in the creation of a digital media outcome, the detail is
insufficient for more than low Merit.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: High Achieved
4.
For Achievement a student must demonstrate understanding of basic concepts of
digital media. This involves:
identifying the digital media types in a digital media outcome
Student 4 has clearly identified the digital media (photographs and graphics) and how
they have been arranged in this outcome.
describing the software resources used to create a digital media outcome
Overall the student has correctly described the software used and discussed how
Photoshop could be used to improve images.
describing techniques used to create a digital media outcome
Techniques used to create a digital media outcome have been described.
describing design elements in a digital media outcome
The student clearly describes how the formatting techniques and design elements
contribute to the overall outcome.
describing the communication purpose of a digital media outcome
The student is beginning to demonstrate evidence required for Merit as they have
described both the communication purpose of the outcome and how distinguishing
characteristics support its communication purpose.
describing the ethical considerations related to a digital media outcome
The student has described copyright laws and other ethical and moral considerations
such as not offending the target audience or offending certain religions or cultures, but
does not move on to describing the importance of these considerations.
Although the student has begun to explain how software resources and techniques
used affected the technical quality of the digital media outcome, there is a lack of depth
in the description of the software resources. To move to Merit the student would need
to describe how the use of InDesign and/or Illustrator would have affected the quality of
the outcomes.
One of the desktop publishing applications (Microsoft Publisher) identified as being
used to create an outcome would in fact not have been used, as the brochure in
question had been professionally printed and there is evidence of a bleed. This
misunderstanding of the software used would also need to be clarified to move to Merit.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: Low Achieved
5.
For Achievement a student must demonstrate understanding of basic concepts of
digital media. This involves:
identifying the digital media types in a digital media outcome
Student 5 has successfully identified both still digital images and computer graphics in
the first brochure that was analysed. However in the second brochure only still images
were identified.
describing the software resources used to create a digital media outcome
The student has described the applications (software resources) used to create and
integrate the digital media types.
describing techniques used to create a digital media outcome
The techniques used to create the digital media outcome have been described. For
example columns, margins, gutters and bleeds have been described, although the
description is at a basic level.
describing design elements in a digital media outcome
The student has described design elements demonstrated in the outcomes, for
example the use of colour, contrast, repetition, alignment and proximity, and indicates
why most of these elements have been used.
describing the communication purpose of a digital media outcome
The communication purpose has been identified and the student begins to describe the
aim of each document.
describing the ethical considerations related to a digital media outcome
The student describes in a basic way the copyright issues, however as the brochures
contain images of people it is expected that the Privacy Act would be included in the
description of ethical issues.
To strengthen the evidence it is expected that the student would have identified all
digital media in the two brochures analysed.
Rather than just correctly associating the media with the type of outcome, more detail
could be given about the software applications and what they do. A more
comprehensive list of ethical considerations could be identified.
© Crown 2011
Exemplar for internal assessment resource Technology for Achievement Standard 91072 Resource
1.42
Grade Boundary: High Not Achieved
6.
For Achievement a student must demonstrate understanding of basic concepts of
digital media. This involves:
identifying the digital media types in a digital media outcome
Student 6 identified that the brochure contained digital images, but failed to identify
either the map (on the inside of the brochure) or the Sky TV logo as being computer
graphics.
describing the software resources used to create a digital media outcome
The student’s suggestion that the brochure was created in Microsoft Word indicates
insufficient understanding of the concepts of digital media. The student does not
provide adequate evidence of understanding the software applications used to design
and create the outcomes. It was stated that the professionally created brochures would
have been created with MS Word or a graphic manipulation program, but there are
many indications (bleeds, unconventional page sizing, column sizes, etc) to indicate to
the student that a more advanced desktop publishing application such as Adobe
InDesign could have been used in this case.
describing techniques used to create a digital media outcome
The student has recognised the use of columns in the brochures but there is very little
description of other techniques. In the ‘techniques’ section the student’s description
related more to design elements.
describing design elements in a digital media outcome
The student has demonstrated reasonable understanding of the concepts required.
Use of colour has been described and mention made of contrast in the first brochure.
The student has provided some recognition of consistency in sizing and placement and
use of images, and the clarity of images and effective use of space has been
described.
describing the communication purpose of a digital media outcome
The student has correctly described the communication purposes of the documents.
describing the ethical considerations related to a digital media outcome
Ethical considerations of using a map created by someone else should have been
discussed by the student. The comments regarding the digital pictures and permissions
were reasonable assumptions although they cannot be verified. The reference to the
Privacy Act shows the student does not have a well-developed understanding of the
Act.
To move to Achieved grade the student would need to demonstrate a sound
understanding of software and media used in the production of desktop published
documents. Techniques would need to be described in more detail, for example the
use of bullets and centred text. Ethical considerations would need to include a clearer
understanding of the Acts as they apply to digital media.
© Crown 2011