statement of intent

Statement of Intent

My TV adverts for a new horror TV channel called "Detached" will aim to create a brand identity that makes the audience intrigued as the TV adverts will create a sense of mystery as adverts are supposed have a creepy element to it, showing an object that doesn't make sense with that person/situation. As well as this the name encourages the audience to become immersed in the films shown on the channel.

My adverts will include three different locations and people, and the fourth advert will be a montage of the previous three advents. In my first advent, it will show a baby playing with toys and at the end reveal a child's drawing of people (inferred family) with a dark large figure next to them. In the next advent, it will be woman walking down a dark alley pushing a pushchair, at the end it will show that there is no baby in the pushchair which will make the audience question what is happening and the added music in post-production will create a sense of shock as this is unexpected. The third TV advert will be a young girl swinging slowly rocking back and forth on a swing, then reveals that she is holding a hammer. At the end of all the adverts I will edit the same screen to show the logo of the channel and will say "coming soon...". Then the last advent will have a montage of unseen clips of the other three advents and will display more information: the name of the channel, when and what time the channel is starting, the channel number. To further create a brand identity I will include a discreet reference to the channel's logo by using a shot of a triangle at the start of each advert. I will use a shaped blocks with a triangle in the centre for the first advent, the triangle inside of the wheel of the pushchair in the second, a cone shaped party hat for the third and the logo itself for the last.

My characters will include an adult woman, young girl and a baby, which represent different age groups. I will aim to recreate some of the media language by using conventions of horror, for example:  young girl in pigtails and a dress, low-key lighting and eerie music. Some of the conventions of TV advertising that I will use are cutaways from shot to shot to get different views of the scene, tilted shot to create a sense of unsteadiness and makes the audience uncomfortable. The four adverts will work well together to create a coherent brand identity because all the adverts have a similar aspect of an 'out of place' element. My vision will suit the target audience and scheduled time as the adverts will not be scary, in the sense of being gory or jump-scare centred, but will make the audience question what the 'out of place' element means. It will adhere to ASA guidelines because the content in the adverts are not gory and do not have scary elements such as: jump scares; therefore being appropriate for all ages. I believe these adverts will be effective because they make the audience question what they just watched and will be intrigued, therefore wanting to know what the TV adverts are about.