Statement of Intent

Label C:     Statement of Intent

I have sent another guidance sheet for this.

Quite simply, this is where you post your plan of what you are going to produce, ‘Statement of Intent’. Your Statement of Intent has to mention / cover the four areas of the theoretical framework, Audience, Media Language, Institution, Representation. It needs to be between 300 & 350 words. You will do a draft version once you have established your idea and have started to create the adverts / posters. Once your work is near completion, we can then revisit your ‘Statement of Intent’ and produce the final version.

Remember. Your ‘Statement of Intent’ only needs to be approximately 350 words, so if you can get it over 300 words then that will be fine.  Below are the areas that you have to discuss / cover. It is asking you to cover four areas of the ‘Theoretical Framework’. It is up to you how you do this, you can do them separately or you can discuss them together.

Media Institutions

For this area you can discuss two things. Firstly, look at the rules around print advertising, look at the ASA (advertising standards authority) this is one of your institutions.  Just discuss how you will make sure that your adverts do not contravene any of the rules set out by the ASA. Just briefly mention a couple of them.

Secondly you can discuss the broadcasters (TV stations) and how and why they are keen to broadcast reality TV shows. Mention E4 here of course. Mention their ethos, remit and how your show would work for them and  why they would want to produce / broadcast it.

(You can then link directly to Representation)

Media Representation

This is again fairly straightforward. This is about positive and negative representation. The company you are working for will not want their product and intended target audience portrayed in a negative way. Remember your target audience is a young audience so you will present them in certain ways. The product and audience will be represented in a positive light. Young, energetic, active, sporty, creative, humourous, it is up to you. 

Media Audience & Media Language

It may be easier to link these two together as you will talk about one attracting the other. Here you need to outline the way you will construct your adverts to appeal to the intended target audience. Think about layout, images, colour scheme, fonts, and taglines. You don’t have to say what they are or will be, you just have to mention that you will carefully consider all of these things so that you create something that will appeal to your intended target audience. Mention who the audience is (their profile) which you should have as you have looked at the 16-25 mass market demographic.