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

3188 Elise Collinge

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)

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Media Language
When considering camera shots I am using medium shots throughout and two over the shoulder shots /
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hand shots. My mise en scene will consist of full black clothing for my models who are delivering the
food, holding a box with the logo shown. Each delivery person will be holding a takeaway box handing
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towards the customer, although each shot is from a different angle. To keep it youthful as it asks in
the brief, each delivery person will be young, and smiling. The mise en scene of each background is
classic Northern housing, red bricked and attached, with dreary skies and rain. There will be rain in
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three adverts and snow in one to keep the humorous aspect of my campaign, which is that it rains no
matter the season however winter will contain snow (it will state the apparent season in the top centre
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of the photograph.)
Media Representation
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To represent two different social groups in my project, I will be using both males and female models. All
models used will be within the target audience age range of my advert. I will include a regional identity
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in my photos by including rain in each photo and using Northern dialect in my slogan. This adds
humour to my advert and therefore makes it more appealing to my target audience.
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Industries
I will comply my adverts with the ASA (Advertising Standards Authority) and make sure it does not
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cause harm and offense, and is also not misleading to customers. To do this I will not use anything that
could be taken as offensive and will make sure it is obvious what my advert is selling – the YourFood
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Takeaway service.

CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations
Audience
I plan to make sure the message of my advert is displayed through my images and that it is clear what is
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being sold. My advert needs to appeal to my target audience and I plan to do this by using humour and
youthful models.
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CCS437 – Statement of Intent CCS/H009

Oxford Cambridge and RSA Examinations