Mandatory Artwork 3 6 Legal and Ethical Requirements
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
Mandatory Artwork 3 6 Legal and Ethical Requirements
Contents Version Control 1 Purpose and Context 1 1 Communicating Central Idea 2 2 Language and Writing Style 2 3 Format and Structure 2 4 Layout, visual and textual elements 3 5 Mandatory Artwork 3 6 Legal and Ethical Requirements 3
Policy Manager Creative Director Contact Creative Director Approval Authority Managing Director Version 1.0 Created July 2017 Review Date July 2019 Revision History Revision # Approved/
Date Authority Changes New Approved 01 July 2017 Managing Director None.
This policy and procedures manual sets out the standards that for the organisation’s copywriting practices. All staff must follow these standards to ensure legal, ethical and professional copies are created for DigiGeek’s clients.
The aim is to:
- ensure consistency in copy production
- ensure all staff uses a consistent tone and style across the organisation
- set standards in orthography including language, grammar, spelling, style, and punctuation
- govern quality standards in relation to visual composition.
This policy applies to all activities involved in copy preparation and production.
This policy is in effect as at June 2017. It will remain in effect until a new version is approved by DigiGeek management team.
- convey the main theme clearly and accurately
- address the client’s macro and micro goals
- effectively apply techniques that are appropriate to the central idea
- be consumer focused
- differentiate itself from the competition or the competitors’ promotional material.
- employ a style that is appropriate to the main idea or the creative concept
- be persuasive and engaging with the audience
- use simple and plain English in alignment with the target consumer profile
- be clear, concise and relevant
- avoid unnecessary wording
- use everyday words and avoid jargons or ‘buzzwords’
- avoid double negatives
- avoid archaic words
- use active voice rather than passive (where possible)
- engage with the audience
- convey the message clearly and concisely
- be built of simple and short sentences and paragraphs
- incorporate vocabulary that is engaging and support the main idea
- provide subordinate ideas that support the main idea
- avoid redundancy and verbosity
- avoid jargons, clichés, gimmicks and forced messages
- use words that connect with consumers
- be free of typos, punctuation errors and grammar issues
- use Australian spelling
- employ inclusive language.
Copies must, where applicable:
- employ tone appropriate to the creative concept
- avoid subtlety
- resonate with the audience
- be broken down into coherent chunks to increase readability
- include a body copy that creates emotional appeals
- follow a logical hierarchy and clearly differentiate heading levels
- use brief headings choosing informative words that give the main idea of that particular section
- use deadlines, headings and subheadings coherently.
- give simple and uncomplicated outlook
- have clear and consistent focus on the main idea
- grab viewer attention in a purposeful manner
- have logical links with each other
- show good foreground and background contrast
- show unity (overall harmony amongst all elements)
- maintain good proportion of space and margins
- do not look cluttered, balancing whitespace and elements
- are not distracting but informative
- incorporate font and choice of colour that match the tone
- have fonts that vary in size to differentiate the main points
- ensure scannability using skimmable text
- use variety in text (e.g. bold, italics, etc.) to create emphasis
- use typography that is readable and legible.
- include the client’s logo
- not modify any of the client’s artwork without approved to do so
- use any artwork that you do not have exclusive licensing agreements that allow you to create and publish the copy
- include all the artwork conforming to the client’s requirements.
- conform to the legal and ethical requirements that are specific to the client’s area of operation
- be free from:
- false claims or misleading statements
- discriminatory language
- inappropriate language
- obscenity in images
- therapeutic claims
- include truthful and accurate content
- not use offensive language
- incorporate decent content
- avoid puffery
- show fairness and responsibility to the competitor
- not violate social integrity.
Copywriting Policy and Procedures v1.0 July 2017 Page 3 of 3
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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