Professional Documents
Culture Documents
Statement of Intent Form
Statement of Intent Form
Statement of Intent
Brief chosen:
Brief 1 Television: You have been given the task of producing the first two of what your agency hopes
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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.
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For my two adverts, I will continuously use the media codes and convention for a deodorant advert.
One example of the codes and conventions is the use of cinematography. In deodorant adverts, the
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product is shown in close up and its full glory, whilst being placed slightly to the left or right of the
centre. This is known as the rule of thirds. This is used to show the name and marketing details (e.g.
branding, design/look of the can etc.) so that the consumers are able to identify the product and so that
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the branding of the product is marketised. The editing in deodorant adverts are mostly fast paced, to
show the busy lives of the people in the advertisment. However, some adverts, like lynx, uses a simple
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paced editing scheme to show the 'smoothness' of the person's characteristics. Therefore, I will use a
simple and smooth editing scheme to imply and reinforce the message of the deodorant and advert,
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'keep it cool, keep it wave'. For sound, the use of music and sound defferitiates depending on the
message and tone of the adverts. Therefore, a more comical deodorant advert will use a light and
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upbeat tone with amplified sound (e.g. the spray from the can) whilst for a more serious advert, they will
use a smoother and low toned music. As my adverts are both comical, I will use a light piece of music.
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Every adverts includes a graphic to help promote the product. They will use graphics at the end of the
advert and it will be used to show the slogan of the product. I will imply this to my advert as it will help
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advertise the deodorant.
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