Statement of Intent: task


Introduction

Product: We will use a natural energy drink made from green tea and superfoods, called "Vitality Boost."
Slogan: "Fuel Your Passion, lighten Your Day!"
Campaign Pitch: Our campaign will showcase young individuals achieving their goals and living vibrant lives, emphasizing how "Vitality Boost" supports their journey.

Media Language

To meet the brief, we will create two 40-60 second adverts aimed at teenagers and young adults, highlighting their aspirations and life goals. The narrative will follow a diverse group of friends pursuing their passions—one as a dancer, another as an athlete.

We will use dynamic camera shots, including close-ups of the characters and wide shots of energetic group scenes, with a focus on the product in action.

Mise-en-scene:

  • Settings:in a shop,greenford 6pm
  • Costumes: Trendy, casual outfits that reflect individuality and confidence.
  • Props: Fitness gear and art supplies to emphasize creativity and activity.

These elements will connote energy, creativity, and a vibrant lifestyle.

Sound: The adverts will incorporate upbeat non-diegetic music to energize the visuals, complemented by diegetic sounds of laughter, dancing, and athletic activities, creating an immersive experience.

Media Representations

In our TV adverts, we will represent a diverse range of young people, showcasing various genders, ethnicities, and body types to reflect inclusivity. The successful lifestyle portrayed will highlight health, wellness, and personal achievement, countering stereotypes that link youth to negativity or inactivity. By featuring active, goal-oriented characters, we will reinforce positive health narratives while challenging traditional representations of young people.

Media Audiences

Our target audience includes teenagers and young adults, predominantly aged 15-25, with a mix of demographic backgrounds. Psychographically, they value health, self-expression, and social connections. They enjoy fitness brands, trendy fashion, and tech products. Our adverts will speak directly to their interests by showcasing relatable characters and aspirational lifestyles, offering pleasures such as escapism and identification (Blumler and Katz’s Uses and Gratifications Theory). This approach ensures our message resonates, encouraging them to integrate "Vitality Boost" into their active lifestyles.

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