Media Studies

OCR Advanced Subsidiar y GCE in Media Studies H009/02/03 Creatin g Media

Statement of Intent

Centre number Centre name

Priestley College Warrington

4 0 1 3 1

Candidate number Candidate name

Clarenz Badlis

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 it’s 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 marketed. The editing in deodorant adverts are
mostly fast paced, to show the busy lives of the people in the advertisement. 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 mixture of simple, smooth and quick paced editing to imply and
reinforce the characteristics of young adults. For sound, the use of music and sound differentiates
 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, the
tone of the music will be light. Also, since one of the main themes of my adverts is love and affection,
it will be suitable to use a love song. 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. Making
this advert will help the sales 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 youthful
characteristics, as well as their witty tone. As they will not take this advert seriously, but remember it for
its comedic theme. Furthermore, the use of affection with the same sex makes it a lot more relatable for
the modern generation of youths, as there are more inviting and accepting to this fact.

Media Industries
As my advert will be a deodorant advert that is shown on TV, I will have to follow the guidelines 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 more comical as a realistic view
of the advert. The way in which the adverts will include a mixture of male and females; and that they
will have similar roles, will help to avoid harm and offense to anyone of any gender. 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 under the age of 18. Meaning that I will not promote
anything else but the positive effects of the deodorant, and the material I use to choose will support
these rules.

Media Audiences
The message my advert will portray is that the deodorant can make you feel confident for the start of
the 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 over the top; it is used for comedic 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 and Channel 5 and as they are commercial broadcasting channels, meaning they
have a less lenient rules compared to channels such as the BBC. As they are paid by the public
through the Government. Therefore, I can show my advert on commercial broadcasting channels as
they are paid mainly through commercials, and that these are the channels that teenagers/younger
adults would watch. Also my 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 appropriate target audiences. As 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. The adverts will feature direct address to make the audience
apart of the advert and feel the atmosphere on the particular moment in which will create an awkward
feeling.
Oxford Cambridge and RSA Examinations