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Media Studies

OCR Advanced Subsidiary GCE in Media Studies H009/02/03 Creating Media

Statement of Intent

Centre number Centre name

40131 Priestley College Warrington

Candidate number Candidate name

Laila Mary Tran

Brief chosen:
Brief 1 Television: You have been given the task of producing the first two of what your agency hopes

will become a series of 30 second television adverts to promote a new unisex deodorant from UK
deodorants, an existing agency client.

How do you intend to use the four areas of the media theoretical framework to communicate meaning
and meet the requirements of your chosen brief? (approx. 350 words)

Media Language

In my advert I will use a codes and conventions to make my advert more proffesional and conventional.
I will use a variety of shots in both adverts to make it visually interesting; for example, close up shots to

show the product, pack shots at the end or towards the end and graphics to reinforce the slogan. I will
also use quick pace editing to create an upbeat structure and use match on action to create continuity
within the advert, a montage effect may also be used to get as much of the message through as

possible. Non- digetic sound will be used to keep an upbeat atmosphere and reflect the mood of the
characters, also a voiceover will be used to reinforce the message or information of the product. This

will usually be done using a standard english voice. The mise en scene should reflect the colour
scheme of the product and the message of a young active lifestyle in my ad.

Media Representations

My advert needs to potray the product, Wave, positively as well as the audience and I will do this by
creating a upbeat , happy tone through my ad. i also need to potray the effectiveness of the deodorant

and i will do this in my advert by my charcaters useing it in the beggining and by the end they are sweat
free. I'll also need to potray that 15-25 year olds have a yound and active lifestyle- this will be done by

shots of people in my advert running to catch buses and doing sports, and that the product is unisex.

CCS437 Statement of Intent CCS/H009


Oxford Cambridge and RSA Examinations
Media Industries
I will need to follow ASA guidelines and rules of BCAP to make sure my advert is suitable for

broadcasting and doesn't offend the audience. My advert musn't be misleading to the viewer and i will
make sure this doesnt occur by using a realistic lifestyle for the target audience and avoid creating a

wrong message. I can't include any form of violence or material that could cause physical, mental or
social harm. Invading privacy and private information must not be shown or used and my advert needs
to be placed at a specific view time that is appropriate for viewers, i.e. 6pm-9pm.

Media Audiences

For my advert to reach the target audience I must include 15-25 year olds to make my advert relatable to
their lifestyles of being young and active. Creating the young and active lifestyle, it needs to be upbeat

and possibly contain humour to also make it relatable to the target audience. In my voiceover I could
include direct address to reinforce to the target audience that they should use the product. My advert
.
needs to placed at a specific time where my target audience will most likely be watching TV and from my
target audience research this will be at 6pm-9pm as 96% watch TV then. The channel which i broadcast it
.
on will also need to be specific towards my audiece so I will choose ITV and MTV as they had the highest
amount of prople who watch.
.

CCS437 Statement of Intent CCS/H009


Oxford Cambridge and RSA Examinations

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