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

Sam Talbot Wilson

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

The media language is very important for my advert. This is because it will use many different camera
shots and angles. For example I will use a pack shot which is a medium close up so that the product is

very easily visible and is the main object in the shot. I am also going to use long shots since in the
adverts the characters will be being active and the long shot helps see the characters actions and facial
expressions. I will also use straight cuts so that the advert will run smooth and will have match on

action

Representations
My advert must have certain representations. One of the main representations is that it will need to

portray the product and target audience positively. This is because if they are not shown to be positive
then the audience will not want to buy the product. It will also have to show that the product is unisex

since that is a main selling point. The deodorant is also designed for active young people. This needs to
be shown in the advert so that it is reaching its target audience and so that people believe that the

deodorant is aimed at them. There also must be no false advertisement represented in the advert, this is
because if could lead to a backlash on the product and company since people feel like they have been

tricked and lied to. The advert should also show what the product does. This is so that the audience can
see how effective the product is. This could persuade more people to buy the product. I will represent

the audiences active life stay by having elements of sport and activitys that many 16-25 year olds do.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
 Industries
In my advert the industry must not have any misleading advertising so the audience dont feel tricked.

The ASA have many rules about TV adverts and my advert must agree with all of them. One of the
rulings is no harm or violence. This means that my advert should be appropriate to the target audience

and should not have anything that would be harmful to them. This also links with having certain viewing
times so that younger children do not watch the advert since it is aimed for a different age group. No
personal information should be put on the advert since its an invasion of privacy. That would be

breaking one of the ASA rules. The advert also must not make any environmental claims since this could
be false and therefor mean to people investigating and would be misleading.

Media audience

My advert will use the target audience in it so that it will appeal to the audience better. This would mean
that more of the target audience would want to buy the product. The advert will also show the active
.
lifestyle of the 16-25 year olds. I also want my advert to be upbeat and will have elements of humours
since it will appeal to the audience better and they will enjoy watching it. The time that the advert would
.
be played is 6-10pm since that is the time

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations