Download Assessment Schedule – 2012

NCEA Level 3 Home Economics (90533) 2012 — page 1 of 4
Assessment Schedule – 2012
Home Economics: Discuss the influences of media messages on food choices (90533)
Evidence Statement
Evidence
Code
Achievement
Achievement
with Merit
Achievement
with Excellence
3 An
3 CA
(a), (b), (c)
(i)
Examples of how the features
used, convey the messages in
the advertising techniques are
discussed.
Di
2 Di
OR
OR
OR
(ii)
Examples of how the messages
conveyed in the advertising
techniques could influence a
person to buy the food product
are analysed.
An
1 Di
+
1 An or CA
2 An
+
1 Di or CA
2 CA
+
1 Di or An
OR
(iii)
Examples of advertising
techniques influencing food
choices are critically analysed,
by being questioned and
challenged.
1 An
+
1 CA and 1 Di
Includes reference to
advertisement(s) that
demonstrate the use of the
chosen techniques.
CA
See Appendix for possible
responses.
Rf
2 Rf
3 Rf
3 Rf
Judgement Statement
Achievement
Achievement with Merit
Achievement with Excellence
2 Di
3 An
3 CA
OR
OR
OR
1 Di + 1 An or 1 CA
2 An + 1 Di or 1 CA
2 CA + 1 Di or 1 An
OR
1 An + 1 CA + 1 Di
2 Rf
Codes
Di
=
Discuss
An
=
Analyse
CA
=
Critically analyse
Rf
=
Refer to advertisement
3 Rf
3 Rf
NCEA Level 3 Home Economics (90533) 2012 — page 2 of 4
APPENDIX
Eg: Projecting an environmentally responsible image – Select Salmon.
Achievement (Discussion):
A discussion may have a range of the following:
“The features of Advertisement Five that contribute to creating this message about environment responsibility are:


Choice of green colour, as it is associated with the environment movement and can make consumers think
a product is environmentally responsible, even when it is not. It happens to be Countdown’s store colour,
which also contributes to the notion that this is a sustainable product. The plate is sitting on a hessian type
of surface, which also implies this is a sustainable product.
Certified sustainable seafood from the Marine Stewardship Council (MSC) would make consumers believe
the product has been through some effort of “checking” for sustainability. The blue colour used by the
certification scheme could help people trust the claim that it has been caught sustainably. The information
below the two tins of salmon, ‘ … fished using sustainable practices in the pristine North American waters
…’ implies that catching wild salmon is in some way more sustainable, or better than farmed salmon. It
also implies the waters around North America are not polluted in any way. Consumers may well believe
these statements simply because they are printed on the advertisement”.
Merit (Analysis):
As for the Achievement discussion, plus consideration has been given as to how the messages conveyed by the
technique could influence a person to buy the food product:
“The messages conveyed by this technique are well suited to advertise this product, as it is aimed at people who
may be concerned about the environment and fish supply for the future. The statements, colours, and hessian-type
surface all contribute to what is known as “green-washing”. This is a technique used to make people believe a
product is environmentally responsible. In this case, it goes to some lengths to get this message across.
Countdown, a supermarket chain, is keen to have this sort of product image because there is a significant trend for
consumers to be making purchase decisions based on more than just price and taste (although these are
significant influencing factors). They will be keen to be associated with as many of these sorts of ‘sustainable’ type
products as possible. This is especially true when it is one of their brands.
The belief that when you are buying this product you will be safe in the knowledge that it is not harming fish stocks
or the environment, and that it comes from clean water and not from a polluted fish farm”.
Excellence (Critical Analysis):
As for the Merit analysis, plus the messages conveyed are questioned and challenged with reasoned argument
(candidate MUST challenge the technique chosen):
“Sustainability is a big issue for the 21st century and has many facets. The messages in this advertisement can be
challenged because it is hard to believe salmon caught and processed in the northern hemisphere then shipped to
New Zealand can be truly sustainable. The actual fishing may be sustainable, but all the gains may well be negated
by the considerable amount of energy (fossil fuels) used to process and transport the goods to New Zealand.
The implication that the water in North America is pristine is interesting to say the least. North American Salmon
have to deal with rivers and other waterways that have become polluted by farm run-off and pollutants from heavy
industry and coal-based electricity production (mercury in the water). Salmon may collect some of these pollutants
and store these in their flesh. They are at the top of the food chain, so they accumulate the pollutants. (Wild salmon
generally has more mercury than farmed.)
NCEA Level 3 Home Economics (90533) 2012 — page 3 of 4
The implication in the message is that wild salmon is safer then buying farmed salmon. In the US, farmed salmon
are fed antibiotics because they are open to infections from bad water. This is not so in New Zealand, where we do
not need to use antibiotics in our farmed salmon. Both have problems based on pollutants from the environment.
Countdown source food for their home brands based on price and consumer acceptability. They care about the
environment only because it makes them look responsible and caring. If it were not in their financial interest to
stock products with these claims, they would be unlikely to have them on their shelves.
Many do not understand the MSC-certified sustainable seafood claim, and no explanation has been added as to
what it means. It refers consumers to a website, but if they really want consumers to take it seriously, a small
explanation could have make this more plausible”.
NB: MSC stands for The Maritime Stewardship Council and has been set up by Unilever. This was in part to
make them a more responsible business, however, it is yet to been seen if this is making a difference to
fish stocks. It may well just be a token gesture and part of the ‘green-washing’ trend.
(Not limited to examples given.)
NCEA Level 3 Home Economics (90533) 2012 — page 4 of 4
Advertising techniques, and advertisements that clearly illustrate these:
Techniques used by advertisers to influence people’s food
choices
Advertisements
Appealing to people’s emotions
Coca-Cola©
Tip Top Super Soft Oatilicious®
Krispkut™
Anchor™ Lite Dairy Blend
Syntha-6
Dole®
Weight Watchers™ Cereal Bars
Implying that meal preparation and cooking are difficult and timeconsuming
Krispkut™
Linking food products or brands to a particular lifestyle
San Remo Pasta
GC raw™
Anchor™ Lite Dairy Blend
Syntha-6
Weight Watchers™ Cereal Bars
Offering promotional deals to purchasers
San Remo Pasta
Projecting an environmentally responsible image
Coca-Cola ©
Krispkut™
Select Salmon
Dole®
Targeting specific groups
Coca-Cola ©
San Remo Pasta
Super Soft Oatilicious®
Kriskput™
Anchor™ Lite Dairy Blend
GC raw™
Syntha-6
Dole®
Weightwatchers ™Cereal Bars
Using nutrition information to gain credibility
San Remo Pasta
Super Soft Oatilicious®
Anchor™ Lite Dairy Blend
GC raw™
Syntha-6
Weight Watchers™ Cereal Bars
Using role models or high achievers to endorse a product or brand
San Remo Pasta
Syntha-6