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
I
follow conventions to make my adverts look professional. A wide variety of camera shots and
movements including close ups, long shots and tracking shots, with close ups of the product. A pack

shot will be used during the end of the advert, a graphic slide with the logo and slogan on it will also be
used and will clearly represent the mise en scene colour scheme of the advert. The advert will be fast
paced with usage of match on action and montages if appropriate to enhance the narrative. The

non-digetic language and sound will be used in the forms of voiceovers and music to clearly inform the
audience of the products abilities and to keep an up beat tone. To represent the target audience a

informal tone can be used as it presents the product to be more active and meant for the youth.

Media Representations
The advert will not mislead the audience into believing that the product can benefit you in ways other

than hygiene and preventing odours. The product will be portrayed positively and be specific to the
advert. The advert must also appeal to the target audience as a whole, both male and female viewers

must be portrayed positively.

Media Industries
No harm or violence will be shown in the advert, this is an ASA conventions that ust not be dismissed.

The target audience is youthful and therefore is still in education, so an appropriate and specific
viewing time is necessary. No private information should be involved in the advert and it should not

have an agenda i.e Environmental awareness.

Media Audience
The advert
CCS437 should include the target audience into the narrative and fast paced editing should
Statement of Intent
be used
CCS/H009
as to appeal to the target audience. An informal light hearted humourous tone can be used to convey
Oxford Cambridgeof
the messages and
theRSA Examinations
product calmly. Target audience viewing time should be around 6pm-10pm as it is


CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations