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

0089 Liam Bailey

Brief chosen:
Brief 2 Print: You work for an in-house print production company within an advertising agency. You
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have been given the task of producing a campaign of four full-page magazine adverts to promote a new
takeaway food delivery service.

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)

To replicate the codes and conventions of print adverts I am using media language such as mise en
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scene, camerawork and editing, the use of sound is not needed due to the fact that my adverts are print.
The colour scheme I aimed for with my print adverts is warm and welcoming, I achieved this with the
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use of the overhead front door light that gives off yellow tones, these lights are usually implemented in
many homes today. The warm colours that I used will appeal to the audience and make them want to
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order from Your Food.

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The camera shots used were all portrait but varied between medium close ups and medium shots. The
small variation in shot type still allows the audience to link all of the adverts to same campaign due to
them looking similar in shot type, mise en scene and colour scheme. For my 4 adverts I used 2 female
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and 2 male models all aged 16-21 to fit the brief, the model type is a variety as it represents a number of
different social groups, age ranges and ethnicities, in result this will attract a young, wide and diverse
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audience.
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The size of my logo (YourFood) is big enough to get the audience’s attention but not too big that it
draws it away from the images. The logo uses light and dark colours to make it stand out on the print
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adverts and make it known to the audience what company it is and what they do – which the slogan
tells.
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The age group I am addressing in my campaign is 16-25 year olds, I am addressing this particular group
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to attract a broader audience for my take away service – YourFood. My adverts will appeal to this age
group due to my models being aged from 16-21 years old. My models are all part of different social

CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
groups (shown by the clothing and look of the models) and even one model is a different ethnicity, this
in turn will help my adverts appeal to a more diverse audience. My adverts represent food brands
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appropriately by showing them in a way that appeals to the audience e.g. food that looks nice and incites
customers to buy it.
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My 4 print adverts comply with ASA guidelines such as compliance, because my adverts don’t contain
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any harmful or offensive mise en scene that may cause harm to children or the vulnerable. My adverts
also don’t mislead the audience due to the fact that my adverts are for a food delivery service and that is
what’s shown through the advertisements and mise en scene.
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All 4 adverts comply with the codes and rulings of the Advertising Standards Authority (ASA). For
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example my adverts don’t contain anything that could cause physical, metal, moral or social harm to
people under the age of 18, the adverts don’t exploit the special trust that certain people under the age of
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18 place in parents or carers. My adverts also do NOT condone or encourage harmful discriminatory
behaviour or treatment and does NOT prejudice respect for human dignity.
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The adverts I have done all comply with the Food safety Act 1990 due to the fact that none of my adverts
condone or encourage poor nutritional habits, especially for people who are young as this is the age
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bracket my advertisements are aiming for. My adverts also don’t condone excessive consumption of any
food as the food shown in my adverts is in small amounts.
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My campaign is directed at both male and female at the age range of 16-25 years old with them also
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being from the North/North-West. My adverts are going to appeal to the younger audience due to the
bright colour scheme of the logo, the tone of warm colours and the happy expressions on the models
faces, the slogan “Propa’ Good Food” will also attract northerners and encourage the audience as a
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whole to order from this food delivery service. The message I am perceiving in all of my adverts is that
this takeaway delivery service is cool, modern, fast and appeals to young teenage audiences the right
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way, Main factor being the use of young models for my adverts.
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations