Statement of Intent- 27/02/2019

Statement of intent 

Media Language

Media Language is a one of the most important aspects when analysing print media advertising. Media Language includes the different codes and conventions. The codes go in three contrasting categories which are technical codes, symbolic codes and written codes. Whereas the media conventions refer to the audience expectations of the media product in this case the print adverts for food delivery service. All codes are used in order to communicate with audiences and convey particular kind of messages. The technical codes include the camera angle, shot type and lighting.

Firstly, in all of my 4 adverts technical codes i am planning to use is the positioning of the models in the photos. I intend them to be positioned at the centre of the shot in order to attach and convey their importance.My plan is to use 2-3 different types shots such as, for example medium shots, close up shots, long shots and medium 2 shot which is a type of shot showing the interaction of 2 or more people. The use of medium shots will show both the facial expressions and emotions but at the same time it will show the body language and the background. Whereas, the close up will be useful in focusing the audience`s attention on the facial expressions and emotions of the model in the photo rather than on the background, location and the body language, which will also make the symbolic codes such as the emotions of the model to be more clear and easily seen by the audience. In contrast to this, the use of long shots will put and show more detail of the body language rather than the facial expressions. Furthermore, the lighting of the adverts i am planning to be bright and soft to encourage this positivity of the adverts. Also, the bright lighting will make the advert stand out in comparison to other things with unsaturated and dull lighting.

The symbolic codes are the emotions of people who convey meanings and send messages to the audience through the facial expressions and the emotions. In my adverts i will be focusing on positivism and optimism so the adverts can create this relationship with the audience and make them feel more comfortable with ordering from ``YOUR FOOD`` services.

The written codes explore the headlines, captions, titles and writing style used in the print adverts. In all adverts the headline will be in bold in order to attract the attention of the audience as it makes the headlines look more powerful and important therefore it will results them in standing out. The main colours used in them will be mainly red, black, green and yellow which are saturated colour and all have meanings attached to them. The red and black look good next to eachother as they contrast eachother, the yellow symbolises a warning and the green is used in order to make a link to the idea of healthy food. And lastly, when an audience hears about a delivery service they would expect to see a variety of foods shown in the adverts which is what the conventions of a food service will be like. Therefore, in my adverts i have will try to show more than 1 type of food, to show the idea that the delivery service will offer varities of foods from different cultures to match the desires of the different people that will have different tastes.

 I aim to use humour appeal, as for an audience of 16-25 year olds this is what will interest and engage them, as it creates a sense of ingenuity and creativity so makes the advert not too formal, therefore suitable for this target audience. As well as youth appeal can be used to feel this taret audience feel more welcome and relatable to the advert and to show them that these adverts are clearly aimed at them.

Media Industry

 The media industry includes the three processes of production, distribution and circulation. The production refers to the production techniques such as the digital editing, font and typography hierarchy/use, text register, composition. Firstly, after taking the photos i will use the digital editing through the use of the app- Photoshop in order to edit them to add headlines, starplines and slogans as well as to add the logo and to edit anything to the photos such as colouring- make the photos brighter. On Photoshop i will design the fonts of the straplines and slogans. For the typography hierarchy when creating the print adverts and adding the slogans and straplines they will be spread around the whole photo advert and not positioned only at one side of the advert so it doesn`t look overburdened. Also, most of the written codes will be in a bold font as it will make them stand out to the audience and will be more recognisable and easily read, by the audince. Also, writing will mostly be written by using Sans-Serif as this font is more sharp and it is more formal and also includes a variety of widths and shapes. As my target audience is 16-25 year olds, this means that this audience is from the nwere generation therefore they will prefer and favour a modern style rather than outdates and vintage font use. And for the composition, i will have taken the photos at a couple of ifferent locations to show diversity and show that the delivery service is able to deliver at any places as the audience may wish. Text register will be formal, having the writing spelled in a formal and correct way, however to contrast that the symbolic code of the models in the photos may be quite informal because the audience of 16-25 year olds will desire some informality and not a fully serious tone as they are young and will not feel engaged and attracted if the whole advert is formal and there is no humour added to it. The 4 adverts will be for magazine adverts which promote a new Food takeaway delivery service, however portraying the regional identity of Essex. After the adverts have been all put together and constructed, i can use social media sites such as Facebook, Twitter & Instagram to appeal to the audience which will be very successful with my target audience of 16-25 year olds as a very high number, nearly all of these people will have and be using this social media sites.

Media Audience

 The media audience will be targetted through different ways used in my adverts. Such as the stereotypes of the Essex culture which will be represented and portrayed in my adverts I feel like my adverts will appeal to the mainstream and to the explorer. It will appeal to the explorer as the adverts are all very contrasting to eachother, with different locations and people with from different races and cultures therefore the explorer will feel intrigued by that and also as different foods will be shown in the advert the explorer will be interested as they are driven by discovery and new frontiers which can be found in these adverts. Whereas, the Mainstream as they are the largest group within society and they tend to respond well to brands that offer value for money and they also are the group within society that follow a daily routine and the food service advertised and the food offered will come in use in their daily routine. The colours i will use will be colours contrasting eachother such as white and black, red, yellow, green. The red looks very effective when next to black as it stands out and also represents a warning therefore the audience will be interested and pay attention to the advert. Whereas the yellow is a colour associated with food.

 Media Representation

 Firstly, this delivery service is targetted at the age group of 16-25 year olds therefore this can be seen through the use of the models which all go in this age group. Also, all genders are targetted and it will be seen in the adverts as i will aim to use more than one model, therefore showing the female and male gender, so they all feel targetted and so a specific gender does not feel segregated or ignored. Secondly, as the food delivery service is for the Essex region, i will portray a few stereotypes that are held for the region and for the people from there through the use of my models in the adverts, this will be mainly by their dressing style and other props, and also through the locations of the adverts.