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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.

For my two adverts, I will continuously use the media codes and convention for a deodorant advert.
One example of the codes and conventions is the use of cinematography. In deodorant adverts, the

product is shown in close up and its full glory, whilst being placed slightly to the left or right of the
centre. This is known as the rule of thirds. This is used to show the name and marketing details (e.g.
branding, design/look of the can etc.) so that the consumers are able to identify the product and so that

the branding of the product is marketised. The editing in deodorant adverts are mostly fast paced, to
show the busy lives of the people in the advertisment. However, some adverts, like lynx, uses a simple

paced editing scheme to show the 'smoothness' of the person's characteristics. Therefore, I will use a
simple and smooth editing scheme to imply and reinforce the message of the deodorant and advert,

'keep it cool, keep it wave'. For sound, the use of music and sound defferitiates depending on the
message and tone of the adverts. Therefore, a more comical deodorant advert will use a light and

upbeat tone with amplified sound (e.g. the spray from the can) whilst for a more serious advert, they will
use a smoother and low toned music. As my adverts are both comical, I will use a light piece of music.

Every adverts includes a graphic to help promote the product. They will use graphics at the end of the
advert and it will be used to show the slogan of the product. I will imply this to my advert as it will help

advertise the deodorant.

CCS437 Statement of Intent CCS/H009


Oxford Cambridge and RSA Examinations
Media Representation
As my target audience is the young adults (aged 15-25), my advert will portray them as active, and

socialising people, as stereotypically, teens and younger adults are portrayed to be out going, and so
making this advert will help the sells of the product as it will convey that the deodorant will help them in

social events. The actors in my advert will be aged from 16-17, in which will help with the message of the
advert as the actors are part of the target audience. The cast will also be a mix of male and female, to
keep the advert open to anyone. As my advert will be comical, it will convey their youthfull

characteristics.

Media Industries
As my advert will be a deodorant advert that is shown on TV, I will have to follow the guidlines the ASA

has provided to avoid consumers' complaints and concerns. One of the rules that they have set and that
applies to my adverts is that the advert should not be misleading. Though the advert shows that the
.
deodorant will attract anyone in an exaggerated way, the main message is that it will be noticed
positively by others, and the exaggeration of the scene will be seen as a more comical than a realistic
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view of the advert. The way in which the adverts I will be shooting will include a mixture of male and
females and that they will have similar roles, will help to avoid harm and offense to anyone, as the
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genders will have the same role. Instead, the advert will show a loving and caring relationship. My
advertisements must contain nothing that could cause physical, mental, moral or social harm to persons
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under the age of 18. Meaning that I will not promote anything else but the positive effects of the
deodorant.
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Media Audiences
The message my advert will portray is that the deodorant can make you feel confident for the start of the
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day, as both of my adverts will have the characters use the deodorant in the morning. It will also suggest
that the smell is really good and so others will acknowledge it pretty quickly. Though my advert is a little
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over the top, it is used for comdeic purposes only as it will have to attract the younger adults/teenager
target audience. And as for this, my advert will be shown on TV channels such as ITV, Channel 4, MTV
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and Channel 5 and as they are commercial broadcasting channels, meaning they have a less lenient
rulescompared to channels such as the BBC as they are paid by the public through the Government.
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Therefore, I can show my advert on commercial broadcasting channels as they are paid mainly through
commercails, and that these are the channels that teenagers/younger adults would watch. Also my
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advert will be aired on prime time (6pm-9pm) to late night (water shed/9pm-12am) as it will be shown to a
wide range of audience and the late night viewing will be shown to the appropiate target audiences. As
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my advert is comical, it will address the message in an informal way, as comical adverts tend to stick
better in the minds of the audience as it has a funny tone, e.g. skittle adverts, and old spice adverts.
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There will also be direct address to make the adience apart of the advert and feel the atmosphere on the
particullar moment in which will create an awkward feeling.
.

CCS437 Statement of Intent CCS/H009


Oxford Cambridge and RSA Examinations

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