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

Katherine Bean

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)

I intend to use the four areas of the media theoretical framework to communicate meaning and meet the
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requirements of the brief of promoting a unisex deodorant. I will use a wide range of appropriate media
language techniques and use codes and conventions that communicate meaning for the target
audience of 16-25 male and female demographic. I will use codes and conventions of TV adverts which
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include a wide range of camera angles and shots to make the adverts unique. I’ll also use editing
because through editing it has an impact on the audience as the cuts will be fast which connotes to the
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target audiences lives. I also intend on using appropriate content which appeals to the target audience
which will make them want to have the product. I will use different techniques to make my adverts
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memorable and that engages the audience. I will engage the audience by making them relateable so
they can connect and feel like they can use the deodorant. Both my adverts will contribute to a strong
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and consistent brand identity, using the same slogan in both ‘Waving away the smell’ I will use close
ups of the product to make it clear to the audience what the product looks like so they would know
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what it looks like in a shop/ have clearly identifiable deodorant. The soundtrack will be upbeat since
that is appropriate to match the target audiences lives which is defined by its active and youthfulness.
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The music will be fun and energetic. There will also be a voiceover used. I will use more than one
setting across my two adverts and use a least two characters representing different social groups. I will
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have the same written texts on screen for both my adverts that includes the slogan that expresses well
the brand identity. Also, my advert will be 30 seconds long. My mise en scene in my two adverts will be
different as I will use different settings, characters and props. Additionally, my adverts which adhere
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the rules of the ASA.
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations