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

Ellie Watson

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 both adverts I am going to follow the codes and conventions of deodorant TV advertisements to
make sure they look professional. I will do this by; using a range of shots, for example, long shot, close

up, mid shot. This range of shots will keep my adverts fast paced and visually interesting. I will edit my
adverts to make sure they flow well, I will do this by using match on actions which will help piece the
story line together, as well as this I will use continuity editing and montages where appropriate . I will

also edit to the beat of the music (which will be upbeat and fast paced) where I can and keep the editing
fast paced to make sure the adverts flow and are interesting and not tedious for the audience. In the

advert, I will use a non-diegetic voice over to anchor the meaning of the advert and explain the story
line, this voice over will be in Standard English. In both adverts the colour of the mise en scene will

reflect my product and logo to keep it relevant. There will also be a pack shot towards the end of both
adverts, showing the product with graphics on the screen showing the name and the slogan.

Media Representations
In both of my adverts I will portray my product and target audience positively meaning it will appeal to

the target audience. I will also represent the deodorant as a unisex product as the audience need to
know the features of the product. I will make sure the target audience are represented as youthful and

active so they can relate to the advert and see the benefits of the product. My adverts will not mislead
the audience I will represent my product truthfully. Lastly I will represent the effectiveness of my

product so the audience can see what the benefits of using it.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
Media Industries
I will make sure both my adverts dont break any of the ASA (advertising standards authority) codes. I

will not make my advertisements non accurate or misleading, I will show the audience what the product
can do but not over exaggerate it or show something it cant do. I will not show any harm and violence in

the adverts as this is inappropriate. I will pick a specific viewing time that is appropriate to the target
audience and when theyre likely to view the advert. As well as this, I will not invade anyones privacy
when filming the adverts by not showing any addresses etc. Lastly, my adverts will not make any

environmental claims.
Media Audiences

In my advertisements I will include 16-25 yr olds to appeal to the target audience. I will also show the
target audience as active and youthful. I will include humour in my advert and make sure it is upbeat

and light-hearted and interesting for the audience. Lastly, I will make sure the channel it is played on is
appropriate for the target audience I will pick a channel they are most likely to watch like E4, ITv, ITVbe
.
or MTV and I will broadcast it at a time they are most likely to watch which will be 6pm-10pm. I will
address my audience by having an informal tone on the voice over and upbeat music that is current and
.
will appeal to the audience.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations