KJA-MARK STATEMENT OF INTENT SECOND DRAFT

 I will be using Dr Witt for my TV advert production of a healthy drink as it is a mixture of different types of fruits and vitamins which promotes a healthy lifestyle and improves well-being, which targets the target audience, which are teenagers and young adults, ages between 15-30, as they have hobbies and lifestyle that are sometimes good for them, but sometimes also bad for them. My slogan will be "Stay healthy so you won't need a Dr". My adverts will be featured as mainstream as they are focused on subverting and reinforcing  stereotypes.

I plan to meet the brief by advertising using a teen who has the same interests as the others for Blumler & Katz Uses and Gratifications. For advert one, I chose a narrative of the teen drinking Dr Witt before dancing because it lets the audience know that they should maintain their health before doing something to ensure that they are taking in a balance and healthy diet, which subverts stereotypes as female teenagers are usually interested only on make-up, fashion, and hairstyles, this also shows that there are hobbies of male teenagers that female teenagers can do. I chose the living room for the setting of my advert 1 as this subverts the idea that mostly all people stays in their room, the idea that the character is in the living room dancing, emphasises how the character is active and would rather do their hobbies than stay in their room and scroll on their phone. As for my second advert narrative, I chose a character eating junk food, this is to convey to the audience how bad it can get if teenagers always eat junk food, but to equalise their eating habit, they should have something to wash away that junk food, and that is Dr Witt. Moreover, this idea reinforces the stereotypes of how teenagers doesn't care about what they eat and they just eat what they want without thinking the consequences it can cause. For my second advert, I chose a mall for the setting as almost everyone between the ages of 15-30 goes out to the mall during their free time or during the weekends. This will appeal to the audience through the idea of personally relating to something. In addition, the TV adverts target audience is 15-30 years old. My adverts can influence the audience because of how at the age of 15-30 years old, many will want to keep on doing their hobbies while carrying on their balanced healthy diet. I will be using the costume of the character to communicate with the audience because they'll be wearing the same type of clothes as the character. Similarly, I will be using high key lighting to give it a lighter vibe. As for the sound, I will be using non-diegetic sound for my music. I chose a more lively song e.g. the song Humble by Kendrick Lamar to still give the audience the idea that they are still young and have a lot on their way, which links back to the idea that everything they have done and the stuffs they  had to suffer for all their hard works will be gone if they don't start to take care of themselves. I will be using over the shoulder shot, a steady camera, low angle, medium shot, long shot, and close up shot. I will be cutting each video and use different kinds of transition such as dip to white to target younger audience using TikTok, and  social media engagement.

Furthermore, I will be using my sibling, Kaye, the same age as the target audience. She  would appeal to my target audience as other younger audience will have the same interests and hobbies as her. I will be using a teen to influence others and have a personal relationship towards the character. I will represent a successful lifestyle based on positive wellbeing by showing the cause and effect of what they like to do. My TV adverts reinforces the idea that younger teens are more likely to just do what they want, e.g. doing sports and eating lots of fast and junk foods. In addition, the costume of the character will be a hoodie, a shirt, and a jogging pants, which reinforces the idea that the target audience are 15-30 as almost everyone between this age have worn something like this. The acting of the character will be casual as this emphasises the idea that this is the daily life of a teenager, and that this is how mostly all teenagers act. The character is not wearing any make-ups as the target audience is not only female, it is targeted for both males and females.