Professional Documents
Culture Documents
Statement of Intent
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
In my advert I will use a codes and conventions to make my advert more proffesional and conventional.
I will use a variety of shots in both adverts to make it visually interesting; for example, close up shots to
show the product, pack shots at the end or towards the end and graphics to reinforce the slogan. I will
also use quick pace editing to create an upbeat structure and use match on action to create continuity
within the advert, a montage effect may also be used to get as much of the message through as
possible. Non- digetic sound will be used to keep an upbeat atmosphere and reflect the mood of the
characters, also a voiceover will be used to reinforce the message or information of the product. This
will usually be done using a standard english voice. The mise en scene should reflect the colour
scheme of the product and the message of a young active lifestyle in my ad.
Media Representations
My advert needs to potray the product, Wave, positively as well as the audience and I will do this by
creating a upbeat , happy tone through my ad. i also need to potray the effectiveness of the deodorant
and i will do this in my advert by my charcaters useing it in the beggining and by the end they are sweat
free. I'll also need to potray that 15-25 year olds have a yound and active lifestyle- this will be done by
shots of people in my advert running to catch buses and doing sports, and that the product is unisex.
Media Audiences
For my advert to reach the target audience I must include 15-25 year olds to make my advert relatable to
their lifestyles of being young and active. Creating the young and active lifestyle, it needs to be upbeat
and possibly contain humour to also make it relatable to the target audience. In my voiceover I could
include direct address to reinforce to the target audience that they should use the product. My advert
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needs to placed at a specific time where my target audience will most likely be watching TV and from my
target audience research this will be at 6pm-9pm as 96% watch TV then. The channel which i broadcast it
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on will also need to be specific towards my audiece so I will choose ITV and MTV as they had the highest
amount of prople who watch.
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