Statement of intent – My intention is to create an advertisement by using a shampoo bottle which I brought in. Then to take a photo of it, import it into photoshop and add effects to it. For my theme I am going to try and match the colour of the product. The product will be directed at any gender and ages from 20 – 60. The advertisement will be related to the environment and being eco-friendly. I am going to create two print products which will be the size of A4. I am going follow my style model. I am going to make sure the picture is of a high quality and that it looks like an actual advertisement.

Media Language – The dominant signifier of the advertisement will be my product. The code of the product will be nature and naturalness. And I will try to create a signification with this. The symbols will be in the background of my product. I am going to add text to my product along with nature. My product will give a reactionary reaction as the product is accepted by many. There is Katz, Gurevitch & Haas theory by giving the consumers their social needs and giving the consumer self-confidence, stability and self-esteem.

Representation  – The assets of my product will provide connotation to nature and being eco-friendly, such as leaves and grass. The signified meaning in my product will that it will be used to clean your hair in the shower and once used you will throw it away in the bin from Ferdinand de Saussure. So the advertisement could be seen as a myth as you’re not really helping the environment by throwing away plastic. With David Gauntlets theory there is going to be collective identity in my advert in the sense that we care about our planet and want it to be healthier which my advert relates back to that. There is also going to be a constructed identity in the sense that it creates a false reality that you are helping the planet and being eco-friendly by using this product when in fact the product is polluting the planet with its chemicals inside of it.

Audience – The audience of my product would be people who are earning any income are in their 20’s to 60’s and are any gender. The audience positioning would also be people who want to help and save the environment as well as having natural and healthy hair creating a positive stereotype.

Institution – The kind of company who would make my product would be shampoo manufactures who are looking to make money. They people are either looking to capitalize or promote friendliness to the environment and help it.