SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Demonstrate an understanding of the principles of art direction 
SAQA US ID UNIT STANDARD TITLE
117644  Demonstrate an understanding of the principles of art direction 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5  10 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Registered" 
2005-10-12  2008-10-12  SAQA 0362/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-10-12   2012-10-12  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
Learners credited with this unit standard will be able to describe the principles of art direction and are able to produce the creative work. Learners are also able to develop scamps, drawings, rendering and storyboards in line with objectives.

The qualifying learner is competent of:
  • Demonstrating an understanding of the principles of art direction
  • Producing and presenting creative work
  • Developing scamps, drawings, renderings and storyboards 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in communication skills, computer technology and presentation skills at NQF Level 4 or equivalent. 

    UNIT STANDARD RANGE 
    Advertising material will include but is not limited to; print advertising, television advertising, and web pages. 

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of the principles of art direction. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Principles of art direction are explained using correct terminology. 

    ASSESSMENT CRITERION 2 
    Crafting layout techniques are listed and described in required format. 

    ASSESSMENT CRITERION 3 
    Scamps, drawings and renderings are developed and applied principles are identified and explained in required format. 

    ASSESSMENT CRITERION 4 
    Media sizes and types are identified and described in line with company standards. 

    SPECIFIC OUTCOME 2 
    Produce and present creative work. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Logos and icons are used according to requirements and system/programme specifications. 

    ASSESSMENT CRITERION 2 
    Creative work is mounted in required format. 

    ASSESSMENT CRITERION 3 
    Creative work is presented in required format and time frame. 

    ASSESSMENT CRITERION 4 
    Print and television production issues are considered and applied in required format. 

    SPECIFIC OUTCOME 3 
    Develop scamps, drawings, renderings and storyboards. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Crafting layout techniques are used in accordance with brief. 

    ASSESSMENT CRITERION 2 
    Scamps are developed according to instructions and time frames. 

    ASSESSMENT CRITERION 3 
    Drawings are developed according to instructions and time frames. 

    ASSESSMENT CRITERION 4 
    Renderings are developed according to instructions and time frames. 

    ASSESSMENT CRITERION 5 
    Storyboard is developed according to requirements, format and within agreed time frames. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • An understanding of art direction and its application.
  • Knowledge of methods and techniques of advertising. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to working together as a member of a team. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others as a member of a creative team to improve output. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information when understanding historical data. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting reports so that all stakeholders understand when communicating with others to enhance teamwork. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology in the preparation and presentation of communications and/or reports. 

    UNIT STANDARD CCFO CONTRIBUTING 
    In order to contribute to the full personal development of each learner and the social and economic development of society at large, it must be the intention underlying any programme of learning to make an individual aware of the importance of: being culturally sensitive across a range of social contexts so that all actions and decisions are acceptable to all stakeholders with broad cultural backgrounds. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    UNIT STANDARD NOTES 
    N/A 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.