Statement of intent

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 Statement of Intent

I will be advertising  the Naked healthy drink with the slogan of "A sip of nature". The campaign for both adverts includes a call to action of purchasing the naked drink; however, the campaign will also have the idea of reconnecting with nature.


The representation in my advert is a white female working class student; 15 years old teenager. My adverts will represent a successful lifestyle as the Naked smoothie promotes healthy nutrition and it promotes exploring nature which is always needed for excellent wellbeing. These campaigns will subvert the stereotype of women being domestic and very feminine as the main character will be working hard for school  and pursuing a masculine hobby (gaming). They will also challenge the stereotype that people in the working classes cannot be successful however there is more to being successful than money.


My target audience is ages 15-30 years old and the target audience would be interested in hobbies like sport , gaming and would likely be mainstream , succeeders and possible explorers. My adverts will offer personal identity (Blumler & Katz)  as they can relate to the characters daily life. These adverts will also make the audience feel voyeuristic pleasure as they can experience the beautiful nature through the protagonist.


I plan to meet the brief by creating two forty second adverts aimed at teenagers and young adults that focus on a healthy lifestyle. My narrative in advertisement one will include the main character ,who is relatable as she is going to be an "everyman" character, that is overly dependent on technology but after having Naked she will be inspired to go outdoors. In advertisement two, the character will be the same but this time begins with being overworked and stressed by school then drinks Naked and again connects with nature and feels able to do work. I will include an over the shoulder shot ,pack shots (at the end of each advert) and a match cut (in advert one with the swipe of the drink) . Both adverts will have a shot of the main character (hero) at the park, advertisement two will have many school props (books, pencils and flashcards) which offers personal identity to the younger target audience as they can relate to struggling at school and advertisement one will have a video game controller, phone and laptop as props. The technology would act as a villain in advert one according to Propp’s character theory. This emphasises the idea of nature being a nice, relaxing break for a person with a healthy lifestyle. Both adverts will have non-diegetic music in the background; the two of them will have a Billie Eilish song which will create synergy between the adverts and would be appealing for a mainstream audience.

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