Job Roles (U24: P4, M2, D2)
Learning Outcome 2 (U24): Understand the behaviours, skills, and attributes necessary within the advertising industry.
I worked with Mimi and Scott on this task.
Graphic designer:
Professional: skills
Software skills
One important skill for a graphic designer to possess would be software skills and the ability to be confident using these platforms to create designs for an advertisement. Interestingly, a graphic designer must captivate consumers using a visual concept, being skilled on platforms like Photoshop and Illustrator will enable them to do this successfully and therefore should be a required skill for any graphic designer.
Communication
As a graphic designer, you must be able to communicate effectively with other members of the team. For instance, the project manager will need to receive constant updates on the progress of your work to ensure the overall project runs smoothly- therefore the graphic designer must be able to communicate efficiently to secure the success of the project. Additionally, the designer must work in conjunction with the client to ensure they create the correct design to fit the brief and subsequently save time/ money by not having to create new designs if they were incorrect.
Innovation skills
Furthermore, a graphic designer will need to be able to think outside of the box and create innovative designs for campaigns. Significantly, original content is key in allowing an advert to stand out and gain awareness from the target audience- so graphic designers need to ensure their designs help the advert to achieve this. Using innovation will help designs to be creative and unique so the advert can be successful.
Personal: Attributes
Creative
One personal attribute a graphic designer needs is being creative. A graphic designer must be creative, they can easily convey the client's requirements through text and images. They can include their colour scheme and make it seem intriguing to ensure the audience is attracted to the advertisement and promotes the client's message to help sell the product. A graphic designer must be creative to ensure the advertisement is unique and gains attention.
Working alone
Another personal attribute a graphic designer needs is being able to work on their own. By graphic designers being able to work on their own, they can make their own decisions and be independent with their job. They will be able to personally fulfill client requirements with some decisions being open to interpretation meaning they can freely create the design to ensure the client's vision is bought to life and attracts the audience to the product/service being advertised. They need to be comfortable and confident working by themselves to ensure the design is the best possible and appropriate for the audience.
Attention to detail
Another personal attribute a graphic designer needs is attention to detail. A graphic designer must ensure they pay attention to little details for example adding the company's number, email etcetera which will bring the whole advertisement together. Without these little details, the audience will not know who to contact or how to access their service. This attribute helps as the added-on details bring the whole advert together to attract the audience and gain their attention to engage with what is being advertised.
Personal: behaviours
Time management
Behaviours A graphic designer needs to have good time management. This is vital when being a graphic designer as they need to balance their time between creating projects and taking on new projects. This is important because, if they don't balance their time the project might not be the best it can be and also mistakes could be made, this means the client might not be satisfied therefore could give you a bad reputation.
Resilient
A graphic designer needs to be resilient because if a problem occurs they need to be able to change the problem quickly. For example when creating a product if the computer you are using breaks have a backup computer so you can carry on the work to meet the deadline.
Focused
A graphic designer needs to be focused to be able to complete the job. If a graphic designer isn't focused they might not do the work to the best of their ability or complete the job to the client's needs. For example, creating a poster for an advert, if the graphic designer is focused then they will be able to get the job done quickly and to the best of their ability.
M2 (U24): Explain how personal behaviours and attributes affect career development opportunities within the media industry
Photographer- job advert from the website: indeed.com (Trend Tool Technology)
The job role being advertised above is for a photographer at Trend Tool Technology, the position being offered requires a variety of skills and attributes from the candidate to ensure the role can be completed correctly and efficiently. Interestingly, one required personal skill to obtain would be good communication between the photographer and clients- this ensures all the work being done is to the correct standard and fits the brief correctly. Furthermore, good communication will save time and money for the company as this ensures no additional work needs to be completed for the client if the images don't fit the brief. Other significant skills the candidate must possess is organisation as well as time-management skills, these should help them to excel at the position and carry out tasks involved efficiently. Remarkably, organisational skills will ensure all the work is completed and helps the production team to keep track of equipment, helping the assets to be accounted for and consequently not stolen. Finally, time-management skills will help aid the progress of a project and is, therefore, an essential skill for the photographer to possess.
- Creativity
- Self- motivated
- Written and verbal communication skills
- Interpersonal skills
- Leadership skills
- Open to alternative ideas
Market researcher- job advert from: the guardian (British Red Cross)
The Guardian advertised a job for a market researcher at the British Red Cross, there are several personal attributes that the job ad specified a candidate applying would need to help them succeed within the role. One important attribute needed would be confidence, the role of the market researcher involves delivering a pitch to clients, therefore, obtaining a good level of confidence will ensure the results from your research will be presented and received in a respectful way. In addition, the job role requires you to possess a range of interpersonal skills to help you advance within the role and complete tasks well. Interestingly, a market researcher will often interact with the organisation's target audience to collect data relating to the way in which the audience responds to adverts and other aspects of the company, therefore this role must have the correct attributes to ensure the audience feels respected by the companies staff.
The British Red Cross requires a varied set of professional attributes in order to hire a candidate for their market research position. For instance, the company requires the applicant to have previous experience and adequate quantitative research skills as these skills will ensure the job is done professionally, to the appropriate standard. Furthermore, the benefit of obtaining good quantitative research skills would be being able to recognise patterns/ trends within the results and subsequently analyse them to ensure the company was able to use this in a productive way. In addition, guaranteeing familiarity of how audience segmentation works is another useful skill to have when applying for the market research position. Significantly, acknowledging how audiences are segmented will allow you to further understand the likes, dislikes, lifestyles, etc. of the clients target audience and therefore ask the appropriate questions during research to collate relevant results.
Additional attributes:
- Flexible/ adaptable
- Consistent
- Unbiased
- Management skills
D2 (U24): Explain the importance of etiquette when working on a media production
Creative director
Etiquette refers to the social standard of behaviour which is commonly accepted within society. The creative director will need to ensure they have good etiquette so the employees within the project will provide the adequate amount of respect. Furthermore, the creative director must oversee and manage a creative team, including photographers and copy writers, within the project as a key part of their job role so being open-minded is an essential etiquette for the creative director to possess. This position must demonstrate this etiquette toward subordinates under their management, this will allow the team to feel respected, heard and ensure the creative director is approachable, a set designer will report to the creative director and therefore being open-minded is an important trait to ensure the project comes out well. Interestingly, enabling your team to feel safe to approach you will create a good rapport between you and the team and consequently result in a higher level of productivity and creativity. Ultimately, using an open-mind etiquette will benefit the creative director as well as the overall project as this ensures the ideas discussed and used will be more creative and versatile.
Additionally, teamwork and communication are two important etiquette practices that will help creative directors to complete their roles expertly. Interestingly, this form of etiquette should be shown to everyone working on the project, more specifically the graphic designer, as the creative director must ensure they are able to track the progress of their projects and ensure the brief requirements are met. Moreover, the graphic designer is highly responsible for bringing the vision -of the client- to life and therefore the creative director will need to ensure this is done correctly as they must take responsibility for all the creative output of the organisation. Interestingly, the graphic designer will report to the project manager but receive reports/ interact with market researchers to receive information about how the audience is responding to the design. Communication is a key factor that the jobholder must excel at, it'll enable them to attain constant updates from other members of the team and thus secure the success of the overall project, therefore a graphic designer must possess this etiquette. Furthermore, the director must liaise with clients to understand their requirements, and therefore this etiquette helps them to do so in an effective way and increase the project's chance of succeeding.
Flexibility is an additional form of etiquette which is crucial for the creative director to have in order to complete their job role with the utmost effectiveness. Another key role of the creative director is to pitch their concepts and ideas to the clients or superiors, therefore flexibility and adaptability are essential. For instance, if the concept isn't well-liked then the creative director must understand why and how to change various aspects of the idea to ensure it is able to better fit the brief and become acceptable for the client. This etiquette must be shown to clients and superiors, such as a chief creative director, as it'll allow you to build mutual trust, acknowledging changes will ensure you appear flexible and open to new idea and this could help you advance within the company.
Finally, accountability is a primary etiquette that the creative director should be able to display within their role. Significantly, a central task for this employee to carry out involves managing a creative team and presenting the output to a higher-up team or client, consequently, if the media produced doesn't suffice then its up to the creative director (team leader/ manager) to hold themselves accountable for the work produced. This common workplace etiquette is essential within the role of creative director as it shows maturity and helps you to value your work, time, and effort. Interestingly, if you hold yourself accountable when work is done incorrectly it'll help motivate you to try harder to get it right the next time and when achieving the anticipated response, you will feel more confident. Further to this, trying harder will remove the distractions faced as you are more motivated to concentrate and correctly complete the task.
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