NEA Brief

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.