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

Elizabeth Rawsthorne

Brief chosen:
Brief 1 Television: You have been given the task of producing the first two of what your agency hopes
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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)

I will follow the codes and conventions of deodorant adverts by including different camera shots and
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movements, such as an armpit shot, of the product being used. I will also include a pack shot of the
product at the end of the advert, to show the target audience the whole bottle, so it is recognisable on
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the shelf. I will also include my slogan - “You’re the King (or Queen) of the World” to follow the
conventions of other deodorant advertisements. By including my logo, on the advertisement, will also
follow the codes and conventions. I will include fast pace editing to make the pace of the advert quicker,
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as well as not including any confusing styles of editing, to get the point of the advert across, quickly
and simply. I have chosen the song "My heart will go on" by Celine Dion, as this is the song used in
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Titanic (what my advertisement is based on). I will use super imposition to place my slogan and logo
into the advertisement.
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I will be representing my target audience as 'playful' and 'daft' as the advertisement is very light
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hearted. I will be conveying my product as 'effective' and that it will make a difference to your everyday
life.
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My advertisement will follow the ASA's guidelines and the rules of BCAP as I will not mislead, harm/
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offend my audience or contain any material that would be deemed inappropriate towards children.

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My advertisement will target my my audience as the actors I will be using, are within the age range of
my product, the advertisement will feature on the popular channel E4, in the evening as that is the ,ost
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popular viewing time for my target audience. The advertisement will have an informal tone, which will
appeal to my target audience.

CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations