Statement of Intent

Statement of Intent:

[media language: how the media through their forms, codes, conventions and techniques communicate meanings]
My advertisement is going to attempt to adopt Bandwagon, Card stacking, Plain folks and a catchy slogan as ways of influencing my audience and selling my product (https://www.youtube.com/watch?v=C8qxE_pFJ7U). Bandwagon will be used as i intend to target my product at a mainstream audience so it will enable me to connect to them through my advertising. Card stacking will mean that more of an audience will be interested however i am not strictly telling a lie nor the truth, an example would be 'smell better, feel better'. The use of Plain folks being my model will mean that it will apply to a wider audience because the majority of the population are "plain folks". Finally a catchy slogan will mean that it sticks into peoples minds and the brand will be cemented. Companies such as Nike have adopted this with "JUST DO IT".
I intend to use bright colours to convey a happy feeling which will hopefully transfer over to the audience. Everybody wants to feel happy and my Young and Rubicam audience is the Mainstreamer so this should work well as the mainstreamer is the largest audience and often follows the crowd and trends.

[media representations: how the media portray events, issues, individuals and social groups]
My target market is between 16 and 25. The people in this age group are often portrayed as disruptive, chaotic and bad. My advertisements will attempt to portray them in a different light because i know first hand that this is often not the case. Like the Sure advertisements i will try to paint a picture of fitness and active. This will also help represent the audience and it will better relate to them than a LYNX one would for an example which is rebels and thrill seeking.

[media industries: how the media industries’ processes of production, distribution and circulation affect media forms and platforms]
Media products and Magazines and posters require a lot of digital editing from the Tag-lines to the editing of the photo itself in order to put the product together. This also links to the distribution and circulation of the product where social media can now be used to share the product and reach out to specifically a young audience which is what i am aiming my product at. I plan to bring these 4 posters together by using similar themes or themes that can be easily linked to make my product that little bit more recognisable. This is an approach used often such as the Dove advertisements which are typically white with gold and women standing there presenting a powerful message.

[media audiences: how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.]
My product is aimed at 16-25 year olds and to reach out to this audience i will have to use a number of techniques. I will attempt to use bright colours and a font that can easily be read. This is because i believe that using bright colours will attract an audience that is young and a font that is not too large but not too small means that the audience will be able to read it but it will also gain some attention.

Advertising codes and conventions

Persuasion: Influence someone or make someone believe 

Bandwagon

Persuade someone of an idea because everyone else is doing it (join the crowd) (mainstream)

Card stacking

Telling half truths to sell a product or idea 

Emotional appeal:

Plain folks

Using simple ordinary people to sell a product or idea - connects to the audience 

Name calling

Stereotyping the competition - name calling and directly addressing competition in a bad manor

Demonising

Portraying the competition in a evil manor - often used in war to encourage people to fight 

Patriotic appeal

“Love the country” appeal

Make people do it for the country 

“Your country needs you”

Glittering generalities 

Using “good” labels that are unsupported by facts 

“The best coffee around”

Catchy slogan

Use memorable phrases to support a product or idea

“Just do it”

Snob appeal

Only the richest, important, best people like this product (makes the audience want to be the best, richest and important)

Humour

Using humour to sell a product 

Super Bowl uses this a lot 

Ethical appeals:

Testimonials

Use of endorsements by a famous person to sell a product 

Transfer

Use the association of a respected person to sell a product - like testimonials but do not say anything (they use pictures of celebrities)

My advertisements will try to use Bandwagon, card stacking, plain folks, glittering generalities and catchy slogan to persuade and influence the audience and sell my product. 

Mock up Layout ideas

Main Heading - Smell better
                          Rock your confidence
                          Be stronger
                          For him, for her, for everyone
                       
Strapline - Smell better, feel better
                  Fresh knows no boundaries
                  Be the best
                  Conquer it all

(Studio)

Mood-Board

Audience

G - Gender                                      
E - Ethnicity
A - Age
R - Region
S - Socio-economic  

G - Both - Use of Models, Colour scheme.
E - All - Use of Models
A - 16-25 - Models, Up to date modern style
R - England - Words/ Slogan, Location
S - C1-D - Location/no posh areas

My audience would probably be edged towards the Mainstream category. This is become mainstreamers tend to conform to the norms in society. This means they will be placed in Gyms and such places that have become popular and trendy to get fit. This will allow them to use the product. This category is also the most popular meaning the product will reach more people.

NEA Brief

Print Brief 2.

Requirements of the brief
You work for an in-house print production company within an advertising agency.  You have been given the task of producing a campaign of four full-page magazine adverts to promote a new unisex deodorant from UK deodorants, an existing agency client.
Summary of brief requirements:

Statement of Intent: (approx.350 words)³.

Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different locations and at least two different models used across the four adverts. The adverts can be from different issues.

Location of adverts: The adverts are to be placed in Total Film magazine and the content should reflect the location.

Client target audience: 16–25 male and female demographic.

UK deodorants want this new brand – to be called Wave – to be defined by its active, youthful, unisex brand identity⁴.
All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.
The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.
Your finished realisations of the four adverts must be presented as A4 prints, with the image scaled down as necessary to preserve the correct magazine page ratio.
Your adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/
Production detail
The production must include (as a minimum):

o  At least four different main images using original photography across the four adverts to fit the brand identity and the conventions of magazine adverts.

o  Editing of adverts (including photos, text, graphics, typography and layout) to fit the brand identity and the conventions of magazine adverts.

o  At least two different settings (this may be the same location with a significantly different use of mise-en-scène and/or lighting or two different locations).

o  Clearly identifiable product (deodorant). At least two characters representing at least two different social groups across the four adverts.

o  Written text including product name and a slogan/tagline that expresses the brand identity.

o  Appropriate consideration of where the adverts will be displayed.

o  Adherence to the rules of the ASA.

3 A Statement of Intent document needs to be completed as part of each OCR set brief. Learners need to complete a Statement of Intent document to outline the ways in which they propose to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of their chosen set brief.
4 ‘Brand identity’ is taken to mean what is communicated about the brand by its name, logo, product, packaging and advertising.
All learners are reminded that

Teachers can:

·       explain the purpose of their chosen media brief

·       advise on resources for individual productions

·       train learners to use any necessary technology or software needed for the production
alert learners to key elements that must be included in their final production
review learners’ work before it is handed in for final assessment (this includes rough cut edits) but advice must remain at a general level which enables learners to take the initiative in making amendments.

·       One review should be sufficient to enable learners to understand the demands of the assessment criteria.

Teachers must not:

·       practise a learner’s chosen media brief with them
give detailed advice and suggestions as to how the work may be improved in order to meet the assessment criteria. This includes indicating errors or omissions and personally intervening to improve the presentation or content of the work. Providing that advice remains at the general level, enabling the learner to take the initiative in making amendments, there is no need to record this advice as assistance or limit marks given.

Statement of intent.

Requires you to describe your intentions connected to the brief in terms of the OCR theoretical framework.  This will comprise a 350 word statement where you will need to comment on

• media language: how the media through their forms, codes, conventions and techniques communicate meanings
• media representations: how the media portray events, issues, individuals and social groups
• media industries: how the media industries’ processes of production, distribution and circulation affect media forms and platforms
• media audiences: how media forms target, reach and address audiences, how audiences interpret and respond to them and how members of audiences become producers themselves.

In order to complete the statement of intent form you will need to research advertisements  and carry out a textual analysis.  This is required so that you can gain an insight to the media language and media representations associated with advertising media texts.  An insight into media industries and audiences can be gained through a wider review of TV , online and print/magazine advertising.  With regards to Print and TV advertising programs are supported by advertising revenue, the advertising content must be engaging, to capture the attention of an audience.  The format of the media TV, Print and online will impact on the way the media form.   Learners: ARE REQUIRED TO ENSURE THAT THE MEDIA PRODUCED MEETS THE REQUIREMENTS OF THE MEDIA FORM.

All learners will also need to reflect on the target age of the product and the media representations suited to a 16 – 25 audience.

Summary of brief requirements:

•Statement of Intent: (approx.350 words)3.

•Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different locations and at least two different models used across the four adverts. The adverts can be from different issues.

•Location of adverts: The adverts are to be placed in Total Film magazine and the content should reflect the location.

•Client target audience: 16–25 male and female demographic.

Summary of brief requirements:

•UK deodorants want this new brand – to be called Wave – to be defined by its active, youthful, unisex brand identity4.

•All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.

•The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.

•Your finished realisations of the four adverts must be presented as A4 prints, with the image scaled down as necessary to preserve the correct magazine page ratio.

•Your adverts must adhere to the rules of the Advertising Standards Authority (ASA):