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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

Olivia Raby

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 am going to follow the codes and conventions of deodorant advertisement. I will do this by using a
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coloured filter over my advert, a darker filter for the day 1 of the advert when the character is using a
normal deodorant and for the second day using a light blue filter. This will show the positive change in
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the two days, and signify that the characters mood has been uplifted. I will use lots of short cuts in my
advert as this is the most used shot in adverts and allows a lot of different ideas to be fitted into 30
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seconds. I will also have lots of close ups of the product to ensure its promoted as much as possible,
including a pack shot of the product, product name and the slogan at the end of both adverts, I will
superimpose the writing onto the picture. Furthermore, I will use upbeat music over the top of my
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advert to show the active lifestyle of the target audience. I will use music from an indie band due to my
results and knowledge of the target audience, I know this is a popular genre. I will use graphics by
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super imposing my logo onto the pack shot at the end of the advert.
I am representing both the straight and gay members of the target audience through my two adverts.
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There are many gay members of the target audience and I am therefore representing them in my advert.
I am representing the target audience as having very active lifestyles as in both adverts the actors
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engage in many activities e.g.: football, dance, running. I am planning to convey a unified deodorant
that works for everybody, not just a certain gender based on product colours and scents. The product
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will represent the active lives of both male and female young people and show an equality in the
lifestyle of both genders.
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When producing my advert I will follow the ASA guidelines and the rules of BCAP, such as misleading
advertisement. I will not make false claims about my product that mislead the target audience into
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believing the capability of the product is greater than the reality. Furthermore I will follow the 4 main
rules in order to ensure my advert meets the guidelines. My advert will comply with both the spirit and
the letter of the code.

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