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

Lucy Fellows

Brief chosen:
Brief 2 Print: You work for an in-house print production company within an advertising agency. You
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have been given the task of producing a campaign of four full-page magazine adverts to promote a new
takeaway food delivery service.

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:
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In order for my advert campaign to meet the brief, my target demographic will be for an audience aged
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between 16-25, for both a male and female audience. This demographic will be evident in my adverts as
I will use male and female models that are within this age group. To advertise ‘Food Delivery’ as it
states in the brief, I will be taking photos of the food being delivered to the door, where the customer
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receives the food.
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I plan to use over the shoulder shots in all of my 4 adverts and they will include both perspectives, the
person receiving and the person giving the food. I will use a shallow focus on the person in the shot,
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with the main focus on the actual food being delivered. The delivery person in the shots will be wearing
a black cap and will be holding the food, which will be northern food to reinforce the northern theme. I
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plan to use pasties, pies and/or chips as these are all examples of those foods. In two of my adverts I
will have the customer wearing a dressing gown to again establish the northern theme of the campaign.
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As for editing, I would like to use my advert slogan ‘Well Good Food Right to Your Door’ in the top left
of each advert. This is vital so that my campaign looks consistent and professional. This replicates the
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codes and conventions of print adverts as the slogan is usually the same size, font, and colour in each
advert to show that they are from the same campaign. By using the phrase ‘Well Good’ in a different
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colour and in italics, it will further highlight the fact that it is northern. Likewise, I will use my ‘YourFood’
logo at the bottom corners in order to anchor the brand. It is important that it is the same image and
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scale so that the audience recognises the brand. Moreover, the logo features an image of a car, which
connotes to the audience that it is advertising a delivery service.

CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
I plan to use quite a bright colour scheme with various colours to make my adverts visually appealing to
the audience. This also makes sure that the adverts don’t only feature stereotypical gender colours, as
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my adverts are targeted at both a male and female audience.

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Representation:

As for representation of two social groups, I will be using both males and females to do this. I plan to
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represent them in a positive light as they will be smiling in each advert. This also makes my campaign
more appealing for audiences as they will look pleased to be receiving the food. Another representation I
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create is of the north - in which I will be using typical northern foods and clothes, along with
recognisable dialect of ‘Well Good’ in the slogan. This is a positive representation as the humorous
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aspect of the slogan and the fact that pasties are being delivered, presents my adverts in a light-hearted
way, which is appealing to northern audiences who recognise this. Finally, another representation that
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will be used is young people. Because every person in my advert will be younger (16-17 years), I plan to
present them in a positive way to make my advert more appealing to my target audience. I will do this by
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making them come across as happy and pleased to be receiving their delivery, which opposes the
stereotype of teenagers always being moody. Again, this is more appealing to my target audience as the
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customers will look cheerful, making them want to purchase from the company.

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Industries:
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My campaign adverts will adhere to the ASA guidelines as they will follow the rules of compliance, harm
and offence, and food regulations. For compliance, some rule examples that all my adverts will follow is
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that they will be honest/truthful about the product being sold, they will not bring advertising into
disrepute, and the product shown can be legally sold. Overall, my campaign follows all rules of
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compliance and does not breach the code. As for harm and offence, my adverts will not cause offence
on the grounds of race, religion, gender, disability or age. My adverts will not be sexualised, or
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encourage unsafe practice in any way or condone violence/anti-social behaviour. Therefore overall my
adverts will follow the codes of harm and offence. They will also follow the food regulation guidelines as
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they do not claim to have any nutritional benefits.
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Audiences:
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My campaign will be aimed at younger audiences (aged 16-25) and will appeal to them by using younger
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models. The message being portrayed in my adverts is that young people can have high quality northern
food delivered to their door. It is also aimed at a northern audience because of the use of northern
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themed food, clothing and dialect in the slogan. Overall my campaign has a positive representation of
young and northern audiences, therefore my campaign is more appealing to those demographics.
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations