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

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

By following the conventions I am planning on creating a professional and conventional advert. My

plan is to include as many codes and conventions of a typical deodorant advert into my advert such as
a variety of a camera shots and movements in order to keep it visually interesting for the audience.In

order to create an upbeat structure, my editing will be fast-paced due to using Match On Action or
Continuity Editing.There will be a non-diagetic sound which will reflect the mood of the advert which is

upbeat. The mise en scene will reflect the colour of the product and itll be relevant to the narrative. I
will make it my priority to include shots of the characters using the product and my plan is to then

create a relatable walk through of the characters lifestyle to reinforce the active element to the advert.
A main element of the advert is to include a pack shot at the very end of the advert to enhance the look

of the product and slogan.

Media Representations

My aim is to portray the product positively as well as the target audience. I have to represent the
product as being unisex, youthful and active- just like the target audience are. I will make my message

of the product clear by representing an active atmosphere.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
Media Industries

My priority consists of making sure that I do not break ASAs and BCAP codes. By doing that, I will make sure my

advert is not misleading by not portraying an inaccurate message such as the deodorant solving all of your problems.
Harm and Violence will not be presented within my advert as it would create a negative view of my product as well as
the
target audience. I will make sure that my advert has a specific viewing time that is appropriate for when my target
audience are watching. Another code I will not break is invading privacy so therefore I will not include anyones advert
or
phone number.

Media Audiences
.
The most clear way of reflecting the product on my target audience is to use the age group as characters in my advert
that will portray an active lifestyle. By direct addressing itll make the advert more informal and light hearted.
.
CCS437 Statement of Intent CCS/H009
.

Oxford Cambridge and RSA Examinations