You work for an in-house television production company within an
advertising agency. You have been given the task of producing the first two of what your agency hopes will
become a series of 30 second
television adverts to promote a new unisex
deodorant from UK deodorants, an existing agency client.
Summary of brief
requirements:
· Statement of Intent: (approx.
350 words)1.
· TV advert running length: 30
seconds each (60 seconds in total).
· Broadcast channel and time: Content
must be suitable for prime-time E4 (weekdays 7pm–9pm).
· Client target audience: 16–25
male and female demographic.
UK deodorants want this
new brand – to be called Wave – to
be defined by its active, youthful, unisex brand identity2.
Both adverts must
contribute to a strong and consistent brand identity, using the same
slogan/tagline.
The adverts should use
techniques – such as intertextuality, generic hybridity, humour or emotional
appeal – that engage the target audience and make the adverts memorable.
Your finished TV adverts
must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/1
1 A Statement of Intent document needs to be completed as part of each
OCR set brief. Learners need to complete a Statement of Intent document to
outline the ways in which they propose to use the four areas of the media theoretical
framework to communicate meaning and meet the requirements of their chosen set
brief.
2 ‘Brand identity’ is taken to mean what is communicated about the brand by its
name, logo, product, packaging and advertising.
Print Brief 2.
Requirements of the brief
You work for an in-house print production company within an advertising
agency. You have been given the task of
producing a campaign of four full-page magazine adverts to promote a new unisex
deodorant from UK deodorants, an existing agency client.
Summary of brief
requirements:
Statement of Intent: (approx.350 words)3.
Magazine adverts: The client has insisted that
each advert must have a different main image, with at least two different
locations and at least two different models used across the four adverts. The
adverts can be from different issues.
Location of adverts: The adverts are to be placed in Total Film magazine and the content
should reflect the location.
Client target audience: 16–25 male and female
demographic.
UK deodorants want this new brand – to be called Wave – to be defined by
its active, youthful, unisex brand identity4.
All four adverts must contribute to a strong and consistent brand
identity, using the same slogan/tagline.
The adverts should use techniques – such as intertextuality, generic
hybridity, humour or emotional appeal – that engage the target audience and
make the adverts memorable.
Your finished realisations of the four adverts must be presented as A4
prints, with the image scaled down as necessary to preserve the correct
magazine page ratio.
Your adverts must adhere to the rules of the Advertising Standards
Authority (ASA): https://www.asa.org.uk/
Production detail
The production must include (as a minimum):
o At
least four different main images using original photography across the
four adverts to fit the brand identity and the conventions of magazine adverts.
o Editing
of adverts (including photos, text, graphics, typography and layout) to fit the
brand identity and the conventions of magazine adverts.
o At
least two different settings (this may be the same location with a
significantly different use of mise-en-scène and/or lighting or two different
locations).
o Clearly
identifiable product (deodorant). At least two characters representing
at least two different social groups across the four adverts.
o Written
text including product name and a slogan/tagline that expresses the brand
identity.
o Appropriate
consideration of where the adverts will be displayed.
o Adherence
to the rules of the ASA.
3 A
Statement of Intent document needs to be completed as part of each OCR set
brief. Learners need to complete a Statement of Intent document to outline the
ways in which they propose to use the four areas of the media theoretical
framework to communicate meaning and meet the requirements of their chosen set
brief.
4 ‘Brand identity’ is taken to mean what is communicated about the brand by its
name, logo, product, packaging and advertising.
