The document is a statement of intent for a media studies project creating four print advertisements for a food delivery service targeting youth in Essex. It discusses how the four areas of the media theoretical framework will be used: 1) Media Language - Humor, youth appeal, and social themes will be used to make the ads memorable. Color schemes and stereotypes will also be incorporated. 2) Media Industry - Conventions of print design like sans serif fonts and bleed edges will be followed. Ads will have a linked visual theme like the Just Eat campaign. 3) Media Audience - Hashtags will create a social media brand. Slang slogans will appeal to youth. Stereotypes will be

1. CCS437 – Statement of Intent CCS/H009
Oxford Cambridge and RSA Examinations
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Brief chosen:
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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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OCR Advanced Subsidiary GCE in Media Studies H009/02/03 Creating Media
Media Studies
Statement of Intent
16835 Harlow College
Joy Brett
Brief 2 - Print: 4 Full page adverts for "Your Food" Delivery Service
Media Language
The media uses many methods in advertising to intrigue the audience, and to make them interested in
the service or product they are selling. There are many different ways the media do this, such as
through using emotion in an advert, motivation, persuasion, humour, or making the advert memorable
so that it sticks in the audiences mind. There is also the consideration of making the advert factual or
emotional. In my advert, i will use humour, youth, and social appeal to sell my food delivery service,
specifically to the youth group. I will aim to make it memorable by using common teenage phrases and
terms to intrigue them, in which hopefully they will associate with my service, as well as using
stereotypes within my adverts to humorise it, and again, to make it memorable. I will try to use both
yellow and orange, as they are associated with not just food like fries, but also with the stereotypical
colour of the women living in Essex, therefore i will use these colours, as well as using blues which are
associated with partying and nightlife, which Essex is stereotyped as being obsessed with.
Media Industry
For my service, i have decided to stick with the conventions of printed design, such as the use of a
sans serif font, as it is a more sophisticated and serious font, and you rarely see they use of serif font
on a print advert, therefore this a convention i will follow. I will use a 1/4 inch bleed on my work, as i will
use all of the space on advert, therefore do not want ot lose any of the advert when printed.

2. CCS437 – Statement of Intent CCS/H009
Oxford Cambridge and RSA Examinations
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The composition of the image will be a split A4 with the before and after the food delivery service,
therefore one image will be atop the other, or they will be side by side. For my advert, i was inspired by
the just eat advert, where they had used bold colouring, and when all 4 adverts were put next to
eachother, there was a running link between them, and it is a link that i want ot see in my adverts.
Media Audience
In my advert, i have decided to use a hashtag that is commonly used when describing how hungry the
youth is, and this is spread across social media. If my hashtag is used, the service will become a social
brand that is used on social media platforms among the target audience. Once the hashtag is seen, it will
create an interest among audience members, and in return, when the hashtag is heard they will think of
the service. The use of slang in the slogan will be memorable, especially among the youth groups, and
again, they will use the service when they feel hungry. Youths like a brand that is associated with their
social group, and when they hear about a service specifically aimed at them, they will be willing to use it.
Currently the youth use other remote services such as Uber due to the ease of it, and this applies to this
service also. There will also be the use of stereotypes associated with Essex people, such as the fake
tan, makeup, nails, etc, therefore these elements will be taken into considering when deciding the
mise-en-scene of my advert. For my market research i will question the youth to see what they like about
the mock-up designs, what they don't like, and what they would prefer to see in a serivce targeted at
them.
Media Representation
The Essex youth are not particularly portrayed in a negative way, due to the criminal activities, the
stereotype of Essex youths being stupid, and uneducated, as well as looking fake and like Barbie or Ken
dolls. I will use certain elements of these stereotypes and humorise them, and to use this appeal in my
advert, as that is one way to appeal to an audience. i intent to represent people from all cultures in
society, as Essex is also positively famous for being multicultural, therefore I aim to use people from a
wide range of areas in societies, as well as people of all different races. Stereotypes i will use are the
orange skin, party/nightlife, and turn the uneducated stereotype into an inability to cook, as i do not
intent to play into ths negative stereotype, but to put a spin on it that is relatable to youth across the
world.