Statement of Intent-updated version

 Statement of Intent 

In my first advert, my goal was to portray an authentic, relatable lifestyle by utilizing the character of Sara, a teen girl, to resonate with a predominantly teenage viewer demographic. By including Sara as the central character, the advert establishes a connection with the viewer, showing a sense of authenticity and familiarity. Teen audiences will identify and relate to Sara because she enjoys doing universal activities such as shopping and socializing with friends, making her an ideal representative of the target audience. The setting of Central London also serves to enhance this identification by situating the product in an active, desirable environment. Central London is a diverse, multicultural city that throbs with the urban lifestyle, which is not only appealing to its residents but also to individuals who visit or wish to live in such an environment. This addition serves to reinforce the brand's position as youthful and trendy. The presence of a mall and fashion stores in the advertisement reinforces the connection to consumer culture, targeting young women engaged in shopping activities and social interactions with friends. The setting places the brand in a party, fashion, and trendy way of life. Furthermore, the use of an adolescent protagonist provides a sense of credibility and trust for the product. By placing a person within the same age group, the advert generates a sense of rapport with the viewer. Placing Sara in ordinary settings also serves to enhance the impression of the M&S Juicy Vitamin Water as something that fits into the life of a teenage girl. The ad communicates that the drink is not only refreshing but also part of an active, social, and stylish way of life, which aligns with the audience's aspirations and interests. Furthermore, the vibrant colour palette, dynamic shots, and upbeat tempo of the ad reflect the refreshing character of the M&S Juicy Vitamin Water, making it more appealing to teenagers who embrace health, energy, and activity. The upbeat, fast-paced energy of the commercial is a mirror for the active, youthful energy of the product and serves to further develop the personality of the brand as fun and lively. By placing the product in settings that are both aspirational and accessible, like trendy shopping destinations, the commercial solidifies the association of the drink with an active, young, and fashionable lifestyle. This not only reaffirms the product's appeal but also strengthens its image as a must-have accessory for any modern, on-the-go teen. Similarly, in my second advert, I attempt to capture the life of a teenage boy, offering a direct contrast with the first advert, which is centred on a teenage girl to aim to both target audiences of male and female teenagers so all consumers would be able to relate with whatever advert they watch. By following a naturalistic and realistic path, I aim to engage a predominantly teenage audience by including a relatable male protagonist. The teenage male protagonist enhances audience identification through a feeling of affiliation and aspirational value, as audiences are able to relate to him or even look up to him. The commercial is set in a familiar and comfortable home environment, which reinforces realism and relatability. This setting is important in showing the daily life of the character, illustrating how a home is not just a place for rest but also for productivity, recreation, and self-expression. The boy is shown engaging in activities that the target audience identifies with, studying and playing video games. These contrasting scenes show the balance between leisure and obligation, a common experience for most adolescents. The inclusion of the healthy beverage in the advert plays a vital role in rendering the narrative more engaging. At the start. when he is playing video games, the drink continues to keep him focused and alert, illustrating how it supports mental clarity and extended energy. Once the boy begins to feel drowsy while gaming, he consumes the drink, which revitalizes him naturally and enhances his focus without any artificial additives or excessive sugar. Later, when the main character is seen studying he is portrayed as hardworking and mature contrasting to when he was playing around while gaming. As the character is studying he starts to get tired and exhausted from all the work he is putting in, which would lead to the target audience learning from him and looking up to his hard work and enthusiasm to being able to balance his work and ethics to his games and rest, the protagonist will take a sip of the M&S vitamin drink and feel energized and upbeat and continue to study and work hard. This transformation is heightened by kinetic editing, a shift to brighter lighting, and a noticeable change in body language, emphasizing the refreshing and revitalizing effect of the drink. By showing these everyday moments, the advert effectively creates an emotional connection with audiences. Teen audiences can relate to the main character, comparing it to their own lives and experiences with a lack of concentration and energy. The drink is introduced as a positive and natural option that is easily incorporated into their lifestyle and allows them to stay focused, refreshed, and healthy all day long.