``Statement of Intent

In my YourFood advertisement campaign, I will use Media Language to make my advertising

campaign for YourFood appealing to my target audience. There will be no sound as it is a
printed advert.
Media Language
All 4 of my adverts are taken portrait to meet the brief and the shorts are all medium long
shots. This is to make sure all the Mise en Scene of the image can be seen. I didn’t use long
shots as it would take the focus off the food, the medium long shot includes all the Mise en
Scene whilst still keeping the main focus of the shot on the takeaway food. The Mise en
Scene of the images is relevant to the target audience; a party, a football match, gaming and
TV. These 4 scenarios are all scenarios which the target audience (16-24), are commonly in.
The Mise en Scene of the 4 images are all related to the situation the actors are in, which is
relevant to the audience and the brief. The locations the pictures are taken in are also
relevant to the situation and there is a wide variety of outdoor and indoor locations in order
to appeal to a wider target audience. The lighting in all 4 images is high key to set a positive
tone throughout the adverts and the props used are all relevant to the situation the actors
are in. The body language and facial expressions of all the actors are positive in order to
present the food as the thing that’s making them happy and the clothing worn is age
appropriate. The slogan is the same throughout each 4 adverts and informs audiences of the
’Northern’ food which is sold, which reinforces the regional identity. The logo is the same
size and in the same position in all 4 adverts to make the adverts more recognisable as part
of the same campaign.
Media Representation
I am representing different social groups, both male and female and actors from different
ethnic backgrounds. This is done so that the advert can reach a wide target audience and so
it is more diverse. I have also used the right age actors as they are all in the target age range
of 16-24, this is done so the actors relate directly to the audiences. The actors are presented
to have different emotions, both positive and negative, so that it symbolises Your Food to
be good in all situations.
Media Industries
All 4 of my adverts in my YourFood advertising campaign stick to the ASA Advertising
guidelines and don’t break any rules. All brand names and logos have been covered up and
there are no inappropriate gestures or things which audiences could find offensives, all
adverts stick to ASA Advertising guidelines.
Media Audiences
My adverts are aimed at 16-24 year olds and I have appealed to this audience by using the
same age actors and situations which people in this age bracket would commonly find
themselves in. The message that’s bring given in the adverts is that YourFood is for any
situation and is good Northern food, signified by the use of Northern food such as sausage
rolls and chips, and also the ‘Good Northern food’ in the title.