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
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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)

The camera shots I will use will be mainly close ups and long shots, the close ups will be used to
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convey a personal feel to the advert and the long shots will be used to show the activities being
completed in the advert and show the target audience is for those with an active lifestyle. The main
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editing I will use will be cuts as the quick editing will reinforce the active lifestyle of the audience and
keep the audience interested as the fast moving pace will mean the advert is constantly changing. The
music I am using is a remix of 'Waves' by Mr Probz. as the song includes the name of the deodorant,
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Wave, and is upbeat and catchy to make the audience feel active and remember the advert. To begin
and end my advert, I will superimpose the logo to make sure it is the first and last thing the audience
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sees and hope it stays in their head. I will also use dialogue in my second advert to talk about how the
product is unisex.
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The advert will create the meaning of a working product through the use of narrative as it will show a
visibly sweaty character become fresher the next day or will show several activities being done without
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characters breaking a sweat. To match the brief, I will include both genders in my advert and will
challenge gender stereotypes by using males for stereotypical feminine activities such as cooking and
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females for stereotypically masculine activities such as boxing.

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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
My advert will comply with ASA guidelines as it will not be misleading to the audience, to ensure this I
will not make any false claims in my advertisement and will not deceive the audience in any way. My
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advertisement will not cause harm and offence to anybody as I will challenge gender stereotypes and
will try to include ethnic minorities. Also, I will make sure that the people in the advert have given their
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permission in order to comply with privacy guidelines and I will not make any claims about the
environmental impact of the product so that I do not disobey the environmental claims guidelines.
Finally, my advert will target my audience as it aims itself at those who have an active lifestyle and
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conveys the message that it is a working deodorant. From my survey, I understand that the majority of
my audience watch TV between the times of 9pm and 11pm as this does not interfere with school or
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work commitments. I will address my audience with an informal tone through the slogan.
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations