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):