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 art direction process 
SAQA US ID UNIT STANDARD TITLE
117653  Demonstrate an understanding of the art direction process 
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 6  Level TBA: Pre-2009 was L6  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 are able to describe the art direction principles, methods and processes in their current environment. Learners are also able to develop and implement scientific research methodologies in art direction, they are also able to describe and explain the function and roles of the player in art direction.

The qualifying learners are capable of:
  • Demonstrating an understanding of art direction principles and methods
  • Integrating and developing scientific research methodology principles
  • Demonstrating an understanding of the functions of the role players in art direction 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competency against the unit standards in the qualification, National Diploma in Visual Communications - Art Direction at NQF Level 5 or equivalent. 

    UNIT STANDARD RANGE 
  • Global and local issues will include but are not limited to; ecological imperatives, cultural diversity and aesthetic dynamics
  • Creative services will include but are not limited to; design studios, photographic studios and illustrators
  • Production houses and production services will include but are not limited to; print, animation, television, video and special effects production houses and bureaus, printers and web programmers
  • Advertising agencies will include but are not limited to; full service, limited service, specialist and in-house advertising agencies and design companies 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of art direction principles and methods. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    History as discourse and construction is explained. 

    ASSESSMENT CRITERION 2 
    South African iconography is explained. 

    ASSESSMENT CRITERION 3 
    Ideology and cultural sensibility issues are identified and described. 

    ASSESSMENT CRITERION 4 
    Philosophical issues of all narrative, fiction, construction and aesthetics are explained. 

    ASSESSMENT CRITERION 5 
    Principles of art direction are described. 

    ASSESSMENT CRITERION 6 
    The art direction process is described. 

    ASSESSMENT CRITERION 7 
    Good, bad, short term and long term ideas/concepts are identified. 

    SPECIFIC OUTCOME 2 
    Integrate and develop scientific research methodology principles. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The research process is described. 

    ASSESSMENT CRITERION 2 
    Information sources for research are identified and described. 

    ASSESSMENT CRITERION 3 
    Relevant industry based competencies are integrated with scientific research methodology. 

    ASSESSMENT CRITERION 4 
    Information is dealt with in a critical manner to extract key issues. 

    ASSESSMENT CRITERION 5 
    Biases, assumptions and perspectives are exposed. 

    ASSESSMENT CRITERION 6 
    A macro vision is developed through on-going research. 

    ASSESSMENT CRITERION 7 
    Global and local issues are explained. 

    ASSESSMENT CRITERION 8 
    Conceptual, aesthetic and technical solutions are substantiated through scientific research. 

    SPECIFIC OUTCOME 3 
    Demonstrate an understanding of the functions of the role players in art direction. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The role of creative service companies is explained. 

    ASSESSMENT CRITERION 2 
    The role of production houses and production services is explained. 

    ASSESSMENT CRITERION 3 
    The role of advertising agencies is explained. 


    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 scientific research methodology
  • An understanding of ideology and cultural sensibility issues
  • Knowledge of how macro visions are developed
  • Knowledge of the industry, the product and the industry role players
    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out by the relevant Educational and Training Quality Assurance Body (ETQA) 

  • 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 scientific research methodology. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in order to obtain the best world class results for research. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, analyse, organise and critically evaluate information as part of the scientific research methodology. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all stakeholders. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology effectively and critically to enhance the research results. 

    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, by making it the underlying intention of any programme of learning to make an individual aware of the importance of: being culturally and aesthetically sensitive across a range of social contexts while conducting research. 

    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
    Elective  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2023-06-30  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.