Statement of Intent

In my NEA I chose the brief 5, I considered this brief because I feel passionately and interested in this area of awareness about this topic.

My aims for creating these promotional campaign products are that they interest primarily the young audience, in order to make it interesting and intrigue their attention span, the materials can’t include much writing and the writing needs to be bold in order to be seen and read.

I am interested as well as concerned with the effects caused by climate change and I do find it vital that other people know about it too as it doesn’t just affect one individual, it affects all of us. I think creating an element of emotion/ anger in my promotional material may help bring out a sort of empathy in the audience and I believe if an older audience sees a younger individual present a message or any piece of information that is some sort of upsetting they may feel more likely to be sorry and follow through with what message they are spreading.

As well as the audience being of a lower age category, the viewers may also be described as, in terms of Psychographic profiling “Aspirers” as they are the type of people that may want to aim to improve themselves, and in the topic of climate change, they may want to change a habit that they have or continuous behavior of negatively impacting the planet which can be changed. Another category of people that can be explored in this is “Mainstreamers” as these people may just take an interest in the topic of discussion as many people are bringing it up and rioting instead of actually understanding the background for all of its negative effects, destruction, and reasoning.

I’m planning to create three different types of online promotional material as well as three promotion Tiktok videos talking about the topic in the second section too.

For my first online promotional material I’m thinking of creating a pop-up style advert that may be displayed when entering a website, I believe it is important to make this pop-up advert as it may interest viewers as they may be keen on getting more involved with events and other sources or supporting climate change, producing this will mean as well that they feel included and understand and learn more about the broad topic being climate change.

Pop-Up Advert Online Promotional Material 1: ( reminder to self- fix the blurriness)

Instagram Post Online Promotional Material 2:

Charity Donation Form Online Promotional Material 3:

NEA Brief

Create the cover for a lifestyle, art, fashion, sports, music or intellectual magazine.

Write a statement of intent no more than 500 words explaining the brand, the target audience, the industrial context and the representational issues of your product.

In my statement of intent, I decided to portray these inspired photographs on my magazine cover. The name I have given my magazine is the „Devoted”.The reason is that my magazine aims to empower those “devoted” people in unusual circumstances, opposing/challenging these stereotypes and gender norms/things that are normalized through the media(target audience).

My magazine genre will be based on fashion and lifestyle. I will be using these specific genres because as I mentioned before in terms of opposing gender norms, I wanted to show these uncommon forms of style, in terms of stereotypes e.g male characters/figures in the media commonly wearing suits, not women (contrast to what women/are portrayed as Kim especially, a packet of crisps contrasts to diet culture/ controversial topic in the 21st century/rise of ED?).

I aimed to tackle topics such as increased discrimination towards stereotypical attitudes with the rise of TikTok and Twitter throughout recent years. I want to bring out the interest and concern for these differences of representation in my magazine.

On the masthead of my magazine cover in the top left corner, I have the lettering “DEVOTED” placed in white and bold text to emphasize the word and make it seen by the reader as one of the most important things to be presented there. As well as the barcode is also presented in a position below the “The Devoted Fashion Awards” box showing that it is a real magazine and its price.

In the middle section placed primarily on the left side, I have written the names of specifically a range of different male figures throughout the pop of media as well as the occasional name of another woman presenting that the fashion and lifestyle magazine is a general focus on males as well as females. The range of names varies from what platform the figure is known from presenting that these “stereotypes” can be presented in many ways with many individuals from different backgrounds showing these specific ideas.

I experimented with the writing of the main individual as well as the names of the following other individuals’ well-known names with a bolder/smaller font. The colour of the font stands out from the image itself as the image plays around with darker tonalities so the contrast appears attractive and appealing to the eye of the viewer.

The top right corner of my magazine cover has the writing “2024 MEN OF THE YEAR ISSUE”. This similarity to my media product model shows that both figures in my media products present this challenge of stereotypes as they both perform similar positions, intense eye contact at the lens presenting unease in the viewer as the character cannot be looked at/objectified (Laura Mulvey’s The Male Gaze) and instead the subject in mine appears confident and open to interpretation of viewers.

In terms of VALS, the type of readers interested in my magazine cover are Innovators (highly self-esteemed people, the image is important to them as an expression of taste, independence, and character. Their consumer choice is directed towards the “finer things in life”) as well as Thinkers (people who are motivated by ideals and they are mature, responsible, well-educated professionals. They are well-informed about what goes on in the world and they are open to new ideas as well as social change).

My project is going to be a digital campaign consisting three Instagram posts and two movie posters. They promote a coming of age film called Thinking For Me. The film centres on the emotional ventures of a daughter/ father and/or represents messy, upsetting and complicated forms of familial bonding. These posters are going to appear on the online site of the magazine Gentle Woman, therefore the primary audience (target demographic) is female aged 17-45 with an interest in arts.

In my coming of age film I challenge the stereotypes of the Fatherly and daughter bond as the generalization of the father figure being there to provide resilience and strength in his daughter’s life. Another generalisation that can be made through the bond of child to parent can be the support they give and receive throughout their childhood. When these generic opinions are put into place, contradicting/opposing this can create spark and difference that viewers may be interested in. Automatically the viewer feels upset and empathetic for the character therefore feeling more included in the movie.

The ethereal aesthetic of posters highlight the perplexed/twisted emotional canvas of the film.

In my movie posters I attempted to present this “twisted emotional canvas” in my first movie poster demonstrating the emotionality and vulnerability of the young subject presented in three different photographs layered together, the subject appears to look upset and confused, the photographs highlights only her face as the important detail presenting her feelings and her responses in different parts of the film.

The name of the director is repeatedly presented in the promotional marketing of the film as well as the text “coming soon” demonstrating the urgency for the film to be delivered to the audience, the audience’s interest goes up and the release of the film may be more expected and known if not for that.

As well as the releases of the poster and social media posts allowing the director to promote their film by not only attracting their target but also making their name better known/ more familiar within the industry, this may allow the promotion of the film to expand their fan base through the director and actors when presenting the popular names beside the movie title.

In terms of VALS the audience of my movie posters can be described as “Seekers” -described as people who seek look for individuality and experimentation in their life and “Constraints”-described as individuals who hold onto past/nostalgia and onto familiarity, they rather reinforce then challenge or too renew their ideas/opinions.

The target audience age group is mid teenagers as well as adults such as 17-45. Due to maturity and emotionality/relatability of the individual. These people can be described as people who have an interest in cinematic feels, looking back in the past/holding onto memories and reminiscing. The psychographic of my audience could be categorised as “followers”. This group is very attached to the idea of friends and family as keeps them as priorities close to them, they feel a comfort being with them. Standing out in a crowd is not ideal for them.

Therefore with my target audience the genre being coming-of age drama will appeal to them as it will allow many opinions to be passed as the target audience is very broad, many people with many stories which could be relatable.

My media product such as the poster will demonstrate and seek to achieve popularity and seek internationalism, where the poster and social media will be available to see to a range of different people from different backgrounds/ gaining attention and to be recognisable to the audience.

In my second media product, such as my three Instagram posts, in terms of brand synergy, well-known actress Vitoria Silva stars ina the coming of age, including the famous actress means that the audience will be familiar with the actress therefore my be more familiar with the movie and will have a higher opinion and rating of it due to the reputation of the character.