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.


I plan to meet the brief by creating two 40-60 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 drinking Naked begins to view the natural environment and admire it. 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 relaxed. I will include a tracking shot ,pack shots and match cuts within both adverts. Both adverts will have multiple shots of the main character (hero) at the park , the costume for advertisement one will have school uniform and advertisement two will have a video game controller (prop). The technology would act as a villain in the advert according to Propp’s character theory (advert 2). For a scene in advertisement 2 the lighting will be overall low-key but bright high-key lighting too (binary oppositions) due to the screen which almost suggests being in a trance with the technology. This empathises with the idea of nature being a nice and relaxing break for a person with a healthy lifestyle. Both adverts will have the diegetic sound of opening the drink and non-diegetic music in the background.


The representation in my advert is a white female working-middle class; 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.

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