Statement of Intent

The reason as to why I decided to choose brief 2 is because it is all about a magazine styled article about a subtopic of gaming. Growing up I always used to like reading magazines as they were always visually appealing and made in way that was clear and understandable. Therefore, it was always worth subsidising for. Furthermore, the growing in the popularity of any type of gaming within the new generations is quite an interesting topic for the older generations that might not be as knowledgeable in the gaming world. Expanding on the fact it’s a magazine it’s also, about gaming which is something that I do regularly and have great knowledge about.

I would like for my media product to have link to some media theorists and in what they believe. For example, Levi Strauss and his idea that all media products should have an underlying structure so if the underlying structure is made clear enough so that people have knowledge its there it will help them be able to analyse it and understand the deeper meaning. Another media theorist I would like to take on board Roland Barthes and his ideas on semiotics and views. For example, after many years certain codes in media are just often agreed upon and often stereotyped. For instance, red cover games often being associated with violence.

My product will be intended to target people from 13-18 but also, has an intention to try intrigue mature adults that are parents so that they can understand their kid’s perspective on the gaming world and how enticing new gaming products might be to their children. But the product is more aimed at “Gen Z”. This age group is often surrounded by fake media therefore, my aim is to make sure that my information is truthful. Furthermore, I want to make sure that my product has a style form that is suited towards younger people that seems appealing.

I want to make sure that all my productions have some sort of link and that they are formatted in a similar way. For example, all my language will be formal across all the products. Also, all my branding will be the same so it can create a long-lasting legacy.

Joao Dos Reis

For my coursework, I have decided to create film posters and TikTok videos to advertise a rom-com film produced by a low-budget independent film company. This brief appeals to me as I would like to gain experience in producing TikTok videos. I believe this is an important skill as advertising evolves, due to TikTok being a very popular platform which is used by many people. I believe that TikTok videos are an engaging and easily accessible format, which appeals to Gen-Z and younger people as many people do not have a large attention span. Therefore making TikTok an ideal modern advertisement platform. The creation of posters also appeals to me as I hope to improve my graphic design skills and believe I will enjoy creating an engaging poster for my product. I also think it is important to gain experience in creating traditional advertisements, to appeal to a diverse audience. 

I aim to create engaging advertising materials which audiences can identify with and will be intrigued by to encourage them to watch the film. I intend to make the advertisements for an LGBTQ rom-com to normalize this for a mainstream audience. I will ensure that my content avoids Mulvey’s male gaze by painting lesbian relationships in an authentic and respectful light. My project will also promote diverse gender roles which subvert stereotypes which link to Gauntlett’s theory that the media plays a significant role in shaping gender. 

My primary target audience would be younger women between the ages of 16-25 –particularly those in the LGBTQ community- who are seeking representation in the media. I also aim to make the movie appeal to those with interest in rom coms through engaging TikTok posts, which will follow stereotypical romantic comedy conventions using stock characters to make it appeal to a wider audience. This will also appeal to those who frequently use social media and like to follow trends. 

Within the TikTok videos, I intend to use bright colours and visuals to portray a lighthearted feel which suits a rom com’s tone. In my first TikTok, I would like to include snippets from the film in a trailer style which will have comedic aspects. I also intend to create a behind the scenes style video which will help to humanize the production and project transparency whilst also promoting the film creating excitement and star-power from the actors involved and building anticipation for the release of the film. Finally, I intend to produce a TikTok video which could become a trend. This will likely involve a snippet from the film where the characters are dancing, encouraging other creators/ social media users to make their own video or duet this one. This will create word of mouth promotion for the film. 

I aim to create film posters which are bright and consistent whilst each being unique. I will do this by using uniformity in the tones and characters featured in each poster. I will ensure that my posters use clear photographs to make the film look professional. The posters will advertise a Summer release as this is the most popular time to go and see new films in the cinema.  

I want to create a video where I will introduce the first episode of a new baking series. This will include things like a montage, introduction of the host/s and a cool way to display the main title of the show. I also aspire to create a web page. This will consist of things such as the main concept of my baking series (competition), the logo I will create for the series and links to the social media platforms linked to my series. I also plan on creating 3 Instagram posts which will display behind the scenes, action shots of the bakers and the winner of the show. 

I’m interested in narrative structure and how things are created and put together to make a story. I find this interesting as I love to see the different ways in which stories are created and the techniques used to produce meaning. Narrative theorists (such as Todorov on equilibrium, Claude Levi Strauss on binary opposition and Vladimir Propp on stock characters) also pique my interest. I am also interested in semiotics which I aspire to explore in my products. Semiotic theories, such as Ferdinand Saussure theory , interest me and I’d like to use this denotation, connotation and myth in my products.  

I want this to be aimed at almost everyone, mainly people aged 10 plus and both genders. In terms of Psychographic profiling, such as Rubicam’s profiles, I am targeting aspirers, succeeders and explorers. These types of roles and audience all have common characteristics that will mean they will be interested in my baking show. They all want to succeed and always aim for the highest possible results when doing things. In terms of uses and gratification, I am aiming to create products that provide a sense of belonging and excitement within bakers or aspiring bakers, as ai believe my products will bring this community together.  

The Great British Bake off will be my main inspiration when I will create my media products, meaning that the tone, pace and style of this show will be transferred onto my products to ensure I will create them on a professional scale. For example, the Great British Bake off uses a lot of close ups as well as montages in their show, in terms of their Instagram, they create a personal connection with the audience due to the captions they use and the people they feature on their page. I aspire to do the same, to create a closer relationship with my audience and to allow me to create a professional snippet of my show.

I will create a short 3-minute video that will introduce the concept of my baking show. This idea will be carried on to my instagram posts as I will create a post on ‘how to have your cookies’ which is a direct link to the britishbakeoff Instagram posts. I will also use consistent branding and iconography, such as the title and strapline to ensure iconic and indexical signs, which links in to the theory of C S Pierce. I would also like to include sections on my website that will feature the contestants of my show, these contestants will also be seen in the video as well as the three Instagram posts. 

I plan to produce two media products for set brief 6. As this set brief is based on digital media containing numerous news stories, this has taken my interest as I wish to expand my knowledge of media in broadcasted stories and to develop my skills as a journalist when I finish my studies.  This brief has grabbed my attention as I am engrossed in current affairs within the local and international area and how liberal news can substantially alter the views of an audience constructed through sensationalized headlines.  

The audience that I aim to target will be teenagers who are beginning to emerge as political voters, they will essentially be 16-18 years old, educated to Key Stage 5 and possibly looking to go onto university. In terms of Psychographic profiling (Rubicam and Young), I am targeting ‘succeeders’,’ reformers’ and ‘aspirers’. These types of roles presented in society are my main target as they all display characteristics in common, such as the desire to be successful in life and curiosity as to what impact they can achieve to change society for the better. In terms of uses and gratification, I am aiming to create products that provide information about the world that connects individuals, families and communities together through a greater awareness of social and political issues.  

The Guardian and Financial Times will be my main inspiration when it comes to creating my media products. This means that I will ensure the tone, style and register of my web pages will reflect these professional products. For example, the Financial Times uses a lot of quantitative data (numerical) often presented in graphic form, such as statistics, which I shall include on my home and two detailed web pages. In terms of audio production, I usually listen to a radio channel called Radio 4. It is a very successful media representation of broadcasting programmes to display important affairs in today’s world. For example, The Today programme, reveals various details on the current affairs of the day so again my audio products will reflect the formal tone of this news broadcast.  

I would like to make both productions to be connected in terms of content and representation, so my audio will be the same as one of my main articles from the home page, but rather include the actual voices of the people I choose to represent which were originally from my previous article. I will also use consistent branding and iconography, such as the title and strapline to ensure iconic and indexical signs (C S Pierce). As with the written articles on the blog, I intend to use a formal register of language. I would also like to include other opportunities such as sections on my website specifically for the youths to gain a wider range of knowledge in universities and jobs that are available to them to build their future. 

I am producing two products for set brief 3. I have selected this because I am very interested in producing print media, such as posters and magazines. I find the film aspect intriguing and want to develop my skills in both print and film. I have chosen brief 3 because the idea of promoting a romantic coming of age film has many theoretical lenses in which I can investigate. I am particularly interested in exploring gender theories where I can play on stereotypes and explore the male and female gaze. I aim for my NEA product to explore modern views on gender stereotypes and how over time the film industry is changing to appeal to newer contemporary audiences. 

My products target audience will be fans of independent films, who are 13–20-year-old females. They will be teens and young adults who are fans of the coming of age genre specifically as the universal theme of love often appeals to them. According to the Psychographic profiling (Rubicam and Young), I am targeting ‘mainstreamers’ and ‘strugglers.’ In terms of uses and gratifications, I aim to create a product that entertains audiences through the eccentric narrative arc and diegesis and to provide escapism as the audience becomes immersed in the film’s themes of love, excitement, and growth. Furthermore, the register of my products’ text will be rather casual in order to appeal to younger audiences and provide relatability and familiarity. Therefore, my aim is to draw in fans of traditional coming of age movies and provide a unique perspective on the film.  

As I often watch romantic/coming of age movies, I already have an understanding of the genre conventions that often appear, and so I can ensure that they are present in my product to reflect professional works. For example, the posters of ‘Anyone but you’ use lots of bright colours and have the two main protagonists as the dominant signifier, central to the page. In terms of my TikTok videos, I will use signature music and show the key points of the film yet leaving a cliffhanger at the end to entice the audience to want to watch more.  

I want to exploit the opportunities for media convergence between my products through using the same colour schemes and font styles throughout both my videos and posters as well as repeating the same taglines and slogans throughout my products in order to create a sense of unity. My media products will appear consistent, so audiences can recognize my products are from the same campaign.  

I am going to produce 2 media products from set 3 brief. My aim is to create a TikTok which promotes a coming-of-age movie, for instance a movie such as gossip girl. I have chosen set brief 3 as I have an interest in social media and have experience in making TikTok’s, I have been thinking of becoming an influencer when I leave school. What drew me to this brief was the making of movie posters as I believe I have a strong point in this area. I have also chosen this brief to better my knowledge and understanding. Secondly, I will produce 3 movie posters to advertise my movie, these posters will also relate to my TikTok’s. I’m going to explore Todorov’s narrative theory as I believe it relates to my media products and it will help me develop my understanding and learn more about it. The target audience I believe my NEA would apply to the best is teenagers and young adults, particularly between 14-20. I believe this would be the best age category for my products as it relates to the target audience. This is because they have either been through or going through a similar experience too, both media products are also aimed towards both genders. This is because although stereotypically a coming-of-age story with the main protagonist being a girl is mostly targeted at girls, I want to create a piece that will entice both audiences. Recently, I have watched some coming-of-age movies on Netflix and the film that particularly stood out to me was Mean Girls. The main story line of this movie was how they realised there is more to life then being nasty. This movie is a perfect example of how I want my product to have a good meaning and to inspire people. I also watched to all the boys I’ve loved before; I really enjoyed this movie however I don’t think this movie relates to my product as much since its more about finding love rather than finding yourself. My products will be linked with each other as they will have similar signs and styles. The main factor will be the colour theme and the same name. This will connect both products, but they will still differ from each other. C.S Pierce talks about indexical signs, which I will be focusing on in my products. For instance, I will be using symbols in my movie poster to intrigue the audience of what’s going to happen.

Genre is ‘a style or category of art, music, or literature.’ The main theorist is called Steven Neale, his theory is that all genres have their similarities and repetitions but what separates them is their differences. Neale sees genre as something that evolves over time, not just a set of fixed categories that use the same repertoire of elements. He believes that genre is a historic specificity, which means that different genres change over time. For instance, a sci-fi movie in the 1950s has changed drastically in comparison to modern day sci-fi movies. As genres are changing and as new additions are added to the body of similar texts, Neale refers to as the corpus. A hybridisation is when two genres are combined. For example, a rom-com or a sci-fi/western film.

For my product, I intend to produce a front cover, contents page and a double page spread for a gaming magazine in the style of PC GAMER. I have chosen brief 2 as I thoroughly enjoy spending my spare time playing video games on a variety of platforms with friends. I mainly enjoy gaming on PC, so I have gained a good understanding of the industry over the last few years.

For some of my images I will use character styles that have connotations with currently used video games as this may intrigue the reader. I will use language like that seen in other Gaming magazines. On the front cover of popular gaming magazines, a large font is often used alongside a San’s Serif font. I am going to replicate this throughout my products to match the style used previously by major gaming magazines to increase potential audience.

My target audience will be young males between the ages of 18-36 who are keen gamers and want to develop understanding of the gaming world. This audience will be interested in gaming as a hobby or those who participate in E-sports events to make money. The product will not be difficult to understand and set in a format that beginners can understand. I will make sure isn’t too complicated, yet still relevant to those who have more of an in depth understanding. It will be aimed to those with mainstreamer and explorer psychographic profiles (Rubicam and Young)

I often read PC gamer; a magazine intended for those with a key interest for gaming on a PC based platform. It is often entertaining and informing, with news about new games or updates. New products are often advertised in the magazines too.The front cover of these magazines often consists of a large image of a powerful male videogame character, and I intend for my products to also have this to mimic what has been previously produced by popular magazine companies. I believe this is used as statistically more males play videogames than females. By using a strong and powerful male character, males may use these as idols they wish to be like. This is also used in the media industry in advertising to promote products to increase sales. This will not be done in a style that may intimidate a female audience and allow it to be targeted to a wider audience. I will follow a style of digital based products but maintain a realistic standard as gamers seek for quality when it comes to graphics within their games. The industry often intends to bring the virtual world to life so characters look as similar as possible to people.

I plan to refer to a digital platform where further information is offered as media has progressed overtime across into the technological world where information is displayed online on websites and forums. This allows for the maximisation of audience as popularity of magazines has decreased overtime and popularity of online news is becoming increasingly popular. ( David Hesmondhalgh)

You must complete a Statement of Intent that 

outlines your aims 

explain the ways in which you will apply knowledge and understanding of media language and media representation to your products, – RERFERENCING REAL MEDIA AND GIVING ILLUSTRATIONS FROM YOUR PRODUCTS (BOTH PRINT AND VIDEO)

how your products will target the intended audience, YES GOOD BUT JUST ADD IN SOME STUFF FROM THEORIST BUTLER, GAUNTLET ETC

reflect the industry context they are created for and how you will AGAIN THIS ONE IS LINKED TO REAL MEDIA PRODUCTS AND YOUR PRODUCTS

exploit the opportunities for digital convergence between the products. .HOW WILL 2 DIFFERENT MEDIA FORMS (IE PRINT AND VIDEO) BE LINKED??? EG SIGNS, SEMIOTICS, BARTHES, PIERCE, SAUSSURE

WHY rather than WHAT

For my two media products I am planning on doing brief 3 where I need to create 3, 45-60 second tiktoks then 3 movie posters for my rom-com.

I have chosen to do this brief as I have an interest in movies, (ILLUSRATE)

Creating posters will help me gain stronger skills when it comes to making promotional products because SOME CAREER THING.

I want to create eye catching and informative poster HOW ARE YOU GOING TO DO THAT? so I can ensure better coverage/promotion for this movie so that it is able to reach a wider audience.

I will be trying to focus on using semiotics when creating these videos and posters – WHAT DOES THAT MEAN? USING SIGNS AND SIGNIFIERS ???

I would like them so tell a story so I intend to make sure the posters have the equilibrium distribution and new equilibrium just like any film would have in order to create a story. ILLUSTRATE . . .

The videos will be a lot more successful with a flowing story (equilibrium distribution and new equilibrium)with the as they will entice the viewers more and create a better and easier to understand concept/story. I also think it would be useful to try and use some signs and signifiers in the posters as in a poster it is obviously harder to tell a story but by using signs.

For my media product I will be targeting a younger audience. Teenagers most likely aged 13-18 however i do believe it would interest most of gen-z as my movie is going to be centred around teenagers probably aged around 16-17 as it’s a coming of age movie so it’s going to focus on these two teenage girls who are currently in school.

However because this does focus on teenage girls the target demographic is going to be girls as they are more likely going to be able to relate to things in the movie compared to most teenage guys. Also the subject of LGBT relationships is quite a will most likely attract that community because it gives that community representation which they often lack. PSYCHOGRAPHIC PROFILES, GAUNTLET (REPRESENTATION), BUTLER (GENDER AS PERFORMANCE)

My product will be defying social norms as it is going to be showing a lesbian couple which is a lot more accepted now compared to even 20 years ago however it’s still not completely accepted by many people. So I will be taking risks in terms of marketing as using a heterosexual couple would eliminate more risks and maximise profits as its a lot more socially accepted.

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:

I have chosen the brief of a gaming magazine and print advertisements because I enjoy playing a variety of different video games (multiplayer games, story games etc) in my spare time and therefore have a good knowledge around the industry and technology involved and what people similar to myself would be interested in reading.  Additionally, from previous NEA experience, I am familiar with the elements required for a magazine.

For some of my images, I will obscure things like faces so that I can build enigma codes (Roland Barthes). This creates intrigue for readers, who would then want to purchase what they see depicted in the magazine or adverts. The heavy use of fiction in the products creates an opportunity of audience escapism, as suggested by the Uses and Gratifications theory. Another way I can connect to this theory is by including direct address in the language of the magazine’s cover lines. Using a third person perspective on images on the cover and adverts could signify that the people present on those specific images are the heroes of the narratives, as stated by Propp. In terms of psychographic profiling, my products will likely appeal mostly to seekers, who are always looking forward to what’s next and are focused on excitement towards something (that ‘thing’ being the likes of new video games, social events and films).

My target audience will be primarily teenage boys aged 16-18, since they are the main demographic for video games. There will not be a specific level of education required for readers, since gaming is generally an activity for a large variety of people. My products will be easy to engage with, with large image, text with a simplistic design and informal language to appeal to my target audience, who wouldn’t want an overcomplicated product. I will also blend in other subjects that readers would be interested in, such as sports and films, and connect them with video games in order to maximise audiences.

My intention is to use props such as game controllers on the magazine cover in order to reinforce the genre. Because the majority of video games aren’t entirely photo-realistic, I intend to edit some of my images to appear more similar to those of screenshots from in-game to denote that the magazine follows the topic of video games less than it does the real world. Additionally, I will refer to ‘maps’ from multiplayer games on one of my coverlines so that the focus of the magazine is connoted through game-related jargon.

I will include frequent references to online material that is connected to the products, in order to establish convergence between print and digital media, since this is an ever growing market that is actually surpassing print methods in popularity.  This will include websites and social media accounts for the magazine and advertisement, as expected from traditional versions of similar products. This can also be applied to the Uses and Gratifications theory, as digital synergy allows for active readers to engage in social interaction.