This document is a statement of intent for two media products - a music video and website - created for a record label brief. The statement describes a proposed music video that uses film techniques like greyscale, split screens, and juxtaposition to tell a story about societal expectations of women versus their true potential. It aims to inspire and motivate young women aged 16+ through a new wave genre. It also outlines plans for an accompanying band website that will promote the artists, their music, and tours. Elements like memorable colors, vintage and modern imagery, social media links, and an online store are proposed to engage audiences and financially benefit the record label. Both products will be connected through consistent branding, cross

1. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
Centre number Centre name
Candidatenumber Candidate name
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. 400 words)
Product 1
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Advanced GCE in Media Studies H409/03/04 Making media
Media Studies
Statement of Intent
Sophie Ellison
It will show expectations of women's behaviour, opinions, freedom and opportunities, from a male/
higher power perspective. A girl removes pink ribbon from her eyes, in greyscale. The image becomes
clear and coloured, showing what reality should be. She wears and does what she wants (votes, has
any job, a good education and shares her opinion) while everyone judges her. At the end, she wakes up
from a dream with the ribbon on and it filtered again. It is New Wave; influenced by 1950s/60s lighter
pop and fashion. It shows expectations of women to look "pretty and petite" vs. what they should be
able to wear, freely. Attracting women aged 16+, by motivating and inspiring them to do what they want,
even if judged or told otherwise. It fits Universal Music Groups values of innovation, by showing the
limited freedom women have, bringing this further into reality; with performers of each gender,
representing different times and judgements, to suit new wave. Mise-en-scene showing opposing looks,
rules and opportunities, represents a two-sided story of expectations of women, vs. what they could be,
attracting women to their freedom. Costumes inspired by No Doubt's 'Don't Speak' and Avril Lavigne's
'Complicated'. I will edit greyscale, cross-cuts, freeze frames, juxtaposition, split screens, credits and
oppositional lighting showing the differences. Performance hyperbolises its reality and message that
women shouldn't live with filters, selling the genre and UMG's values, to its audience.

2. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
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Product 2
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I will use black, red and white for the housestyle of my website, as these colours are memorable and
recognisable, so it will appeal to the audience. I will use contrasting 1950s vs 1990s imagery to create a
suitable brand logo, looking interesting and appealing and I will scale it efficiently to mobile resolutions
so it appeals to all the audience. I will have explicit links to social media, encouraging user circulation
and increasing the artists popularity and awareness. My website will also encourage interaction with the
audience and band through petitions, education sections, virtual tours and social media. On the second
page, there will be a virtual marketplace where you can buy merchandise and their music, promoting
their albums, brand, the record company's value of entrepreneurship and will financially benefit the
record label and create synergy with the branding in my music video. Generally, musicians' website
homepages have Universal Music branding and promote tour dates. The homepage will include the
band's biography and an interactive gallery with stills from the protest music video, demonstrating
innovation (a core value of the record label).

3. CCS438 – Statement of Intent CCS/H409
Oxford Cambridge and RSA Examinations
How do you intend to link your media products to demonstrate your knowledge and understanding of
the digitally convergent nature of your media production? (approx. 100 words)
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Synergy and branding are important to media industries because they separate themselves from others
and help develop bonds with consumers. I will use convergence to cross promote my website in the
video and vice versa; prominently showing the video on the website and the websites logo throughout
the video. I will use the same colours, logos and typefaces on the website, social media and the video.
This will benefit the record company by it all being linked together so easily identified by the audience.
The images won't all be the same because I want to promote the entire band.