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

Tom Deane

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)

The adverts will not break any rules about misleading advertisement as the adverts will be realistic and

will not show the product having any other uses than the ones intended (sweat and odour protection).
There will be very little controversy in the advertisements and the advertisements will not try to push
any form of political or cultural agenda. Through my advertisements there will be no forms of

discrimination, prejudice, racism or sexism. There will be actors of different genders, and the actors will
also fit the demographic of the target audience. The advertisements will not show any gender, race

religion or sexual orientation in a better light than another, the advertisements will remain unbiased to
all people. The camerawork will mainly consist of handheld shots as the adverts are meant to be

showing people's day to day lives and I believe handheld shots allow for this sense of realism to come
across. The editing will be simplistic and not over the top, it will consist of techniques such as

cross-cutting as my advertisements will feature two narratives. The message of the advertisement will
be to promote the product, and also to promote gender equality through the unisex deodorant. The

product would be advertised through showing its benefits, by showing a contrast between someone
who has used the product and somebody who has not. There will be an informal tone to the

advertisements. The advertisements will address the target demographic by using actors that fit the
demographic, also the activities that the characters will partake in in the adverts will be ones that will

not be foreign to the people inside the target demographic. The advertisements will be shown on TV
channels that will appeal to the target audience, ideally things such as sports channels and YouTube.
The music track used will be modern and part of a popular current music genre, however it will be a

non-copyright track that not many will have heard.

CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations


CCS437 Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations