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

Luke Baker

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 two adverts i am going to follow the codes and conventions by having a still image of the
deodorant can at the end that follows the rule of three and shows off the product. I am also going to

make it so that the only product on show throughout the advert is my deodorant can. I am going to
emphasise the unique selling point of my deodorant, which is the fact that it is a unisex deodorant by
having both males and females using it. My advert is going to be fast paced as many of the deodorant

adverts are. The music i am going to use is going to reflect the story of the advert. The font i am going
to use on my slogan is going to try to be a smooth font that matches the idea of 'Wave'.The sound

effects of the can spraying is going to be dominant and is going to be the focal point when it happens. I
am going to superimpose the slogan in the font next to the deodorant can in the final shot of the

product.

Media Presentations
The target audience of the deodorant advert is an active youth of both male and female. The

representations of the target audience is going to be a fast paced advert which reflects the activeness
of youth life. I am also going to have actors who are my target audience and so are young and both

male and female. The product will also be presented in a way that it appeals to the target audience. I am
going to do this by representing that the deodorant is meant to be used by the youthful and by having

both males and females using it in the advert. I am also going to have it so that the product looks like a
normal can of deodorant and not have it stand out so that people can relate to the people using it.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
Media Industries
My advert will not break the rules set out by the ASA and BCAP. Firstly my advert will not be misleading

however i might use obvious exaggerations ("puffery") in which the consumer should not take literally
so that they are not misled. Secondly i am going make it so that my deodorant advert will not harm or

offend anyone by encouraging anti social behaviour or violent acts, so that my advert follows the rules
set out by the ASA. Thirdly i am going make sure that my advert does not offend or harm anyone under
the age of 18. I will do this by making sure that i do not show something that if kids re create could be

dangerous, i am also going to make sure that it doesnt portray people as better than other people. Finaly
i
am going to make sure that my advert does not convey any political or social ideas and just portrays
the product.

Media Audiences
My advert will target my audience first off by using actors who are of the age of the age demograph of
.
my target audience. Secondly i am going to have it so that it portrays an active and hard life, which is
similar to the life that the target audience will have. Thirdly i am going to have it so that i use both a male
.
and a female actor in which i am going to make them use the deodorant in order to emphasise my unique
selling point which is that it is a unisex deodorant. Another way that i am going to emphasise my unique
.
selling point is by having it obvious on the can through the use of my logo which i am putting on to my
deodorant can.
.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations