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

Eve McCool

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 adverts, I will follow the codes and conventions by containing a wide range of camera shots and
movements to give the feel of a fast paced advert. For example, there must be a product shot of the

deodorant in order to get the product across to the audience. To maintain a fast paced advert, it must
contain a variety of fast editing techniques including jump cuts. The fast editing reflects the active
lifestyle of the audience, which makes it relatable. In a similar way, the sound/music in the background

of the advert must be upbeat and fast paced which symbolises the active lifestyle of the audience. The
graphics in the advert must apply by the same format, the slogan must appear on the screen fast but so

the consumers can read it and relate, this is through the use of superimposition.

Media Representations:
In my adverts, I want to represent the teenage culture and capture the everyday live of an adolescent,

aged 16+. The adverts show this by having teenagers living active lives, as individuals and in a social
group. Another way of representing the young culture within the advert is by using modern music that

the youth of today listens to. By keeping all this in consideration I will be reaching out to the target
audience and connecting with them in a way that will persuade them to buy and use the deodorant.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
Media Industries:
my adverts will not materially misleading, this means there can be no other brands visible to the viewers

that may mislead them. Everything said in the advert must be true and they must not present false
information that may mislead the audience. The advert must be suitable for all ages and contain nothing

that may be of an inappropriate sort for any ages. By following the rules of BCAP the advertisements
should not mislead or cause serious or widespread offence or harm, especially to children or the
vulnerable.

Media Audiences:

My adverts will connect with the target audience, 16-24 year olds, because the message is that if you live
an active, social lifestyle you must use 'Wave' to make your experiences better. The adverts will be held

on ITV, from around 5:30-6pm at night on weekdays but more frequently on weekends, as these are the
most frequent times the target audience watch TV. The adverts address the audience in an informal way
.
but indirectly.
.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations