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

Bryn Mitchell

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)

Media Language
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In the construction of my advert I will feature appropriate Codes and Conventions of a television
deodorant adverts in order to make a professional and conventional advert. By featuring a wide variety
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of shots, camera movements, and angles I will ensure the advert is visually interesting. I will feature
close ups on the product and a still pack shot, near to, or at, the end of the advert. Editing will be fast
paced throughout and partly timed to the non-diegetic music, and at times match on action continuity
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editing will be used in order to make a cohesive narrative. The slogan will be highlighted in the advert
via both on screen graphics and a non-diegetic voiceover in standard English. Mise en scene will be
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deliberately selected to reflect both the colour scheme of the product and the narrative within the
advert.
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Media Representations
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I will portray both the product and its target audience in a positive light throughout my two adverts, in
order to appeal to this audience and to highlight the product's virtues. The product will be represented
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as unisex and youthful/active in line with the brief, and the effectiveness of the product will be
presented through the narrative and mise en scene of the advert. The product will also be represented
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as being for everyday use through the narrative in a way which reflects the slogan ("everyday
freshness")
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Media Industries
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In order to comply with the ASA guidelines as outlined in the BCAP codes I will not feature any
deliberately misleading information or narrative suggesting the product has virtues it does not, and I

CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
will also not make any claims regarding its environmental benefit. My narrative will not feature any
representations of harm or violence within its narrative as this is not relevant and would restrict the
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scheduling (which must be taken into account as certain audiences have access at the times I would be
airing that's younger than my target) of the advert or make it entirely unairable. I will also make sure that
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no private information is featured, such as addresses or phone numbers.

Media Audiences
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My advert will target the intended audience with a message relevant to them about youthful, active
lifestyles; and by including 16-25 year olds in the cast of the advert, thus allowing the audience to relate
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and see themselves in the situations and using the product. The scheduling of the advert will also take
the audience into account as the audience research I did suggested that the most popular time to watch
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television was between 6 and 9 pm. It also showed that while television was generally more popular on
the weekend in this time slot there was no difference so the advert would be scheduled on any or every
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day in this time slot. It is important that the advert maintains an informal tone in appealing to this
audience and also features some of the elements my audience research revealed the audience respond
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to most such as humour and music.

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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations