STATEMENT OF INTENT

STATEMENT OF INTENT FOR MY PRODUCT

• Media Language (conventions of the products)
• Audience (Target Audience)
• Representation
• Media Industries (The companies behind the products, the legal considerations and how profit is generated by the products. Considerations relating to cross-media platforms and where products will appear as part of the campaign.).

1. 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) 

In the process of creating my advert I will use traditional convections so it is clear that my product is presented as a billboard. this will include main images, logos, taglines and titles.

my target audience will be people with the interest in ethically sourced clothing which is the specific category that my adverts are aiming to promote.

in terms of representation my product will feature 1 to 2 female models as I have chosen to present the brand as feminine. for example in the naming process of the brand: the name of the brand I tried to recreate a typically feminine style to brand. I did this by researching other female aimed brands this was helpful as I found patterns in the names, such as having names with phrases such as 'Top Shop' or 'River island'. Whereas typically, with the male fashion industry the names are more concise and have names as opposed to labels or phrases. For example an analysis of this theory is: 'New Look.' This phrase could be considered as a tag line with the play on words. As 'new' emphasises the point of shopping and buying new clothes but it also promotes the fact that the brand aims to sell new trends and incorporated originality which may be apart of their ethos. also 'look' can be a play on word due to the fact that with their clothes you can create a 'look' with your personal style but also could suggest that their clothing is eye catching. An example of a masculine clothing brand is 'Pilot' which is short but also has connotations such as the concept of being a fashion 'pilot' or a leader in fashion however this abbreviated phrase attracts the masculine audience.

this is how I determined the name for my brand and also the initial plans for the representation I wanted to feature. the result of this process was 'fair fashion' which highlights how the clothing is fair trade as well as the fact as it aims to still be fashion forward.

Also, I want to aim to have a broad representation as I want to create an inclusive brand that promotes diversity as well as highlighting the fact that fair trade clothing can compete with the high street fashion industry.

• Product 1: Two Billboard Posters