Statement of Intent

 

Statement of Intent

For my documentary billboard advertisement, I will ensure that it complies fully with the rules and regulations set by the ASA. This includes avoiding any content that could cause serious offence, fear or distress to audiences. Although my product will be a thriller documentary centred around isolation and the unsettling idea of being watched and followed, I will avoid the use of graphic imagery, violence or threatening language. Instead, the sense of tension will be created through symbolic imagery and subtle visual choices. For example, I plan to use dark forest environments and shadows to suggest isolation, alongside mysterious taglines that imply the subject may not be alone. One concept I intend to explore is the use of a large face looking down over the forest, which would connote the idea of someone constantly watching from above creating a feeling of paranoia. Another idea is using bold colours, such as a red background, which traditionally connotes danger, fear and urgency, making the advert more eye-catching while reinforcing the thriller genre. I may also include symbolic details such as writing carved into a tree saying, “I see you”, which would suggest that someone has been watching the subject closely. I will also aim to create a consistent brand identity across the campaign through the repeated placement of the title at the top and the BBC Three logo in the bottom right of each poster, reflecting industry conventions of billboard advertising. This is reinforced through the repetition of key phrases such as “based on real accounts” and “coming this Halloween”, which establish authenticity while also building anticipation and cohesion across the four adverts. These visual elements will create suspense without showing explicit violence. This is extremely significant as my billboard advertisement will be presented to the public in towns and city centres where it could easily be seen by all ages that are not the target audience such as young children and therefore could create distress towards them. I aim to broadcast my documentary after the 9pm watershed as themes of fear and isolation could possibly be unsettling for children to watch.

In terms of media representation, my product will represent the main subject in a positive, powerful and respectable way. Rather than portraying them as weak or helpless, they will be shown as being intelligent and resilient which will highlight their awareness and survival instincts to make sure no negative representations will be shown. The documentary billboard advertisement will focus on how the subject deals with being stranded alone in a forest rather than focusing on gore, danger or criminal activity. For example, one visual concept would show the female subject alone in the woods while a ghostly figure appearing in the background, suggesting that she may be being watched. This creates tension and mystery but still keeps the focus on the subject’s experience. The subject will be the gender of a woman and presenting her as determined and resourceful challenges common stereotypes in thriller narratives where women are often portrayed as vulnerable.

The target audience of this documentary is 16–25-year-olds who are fans of groundbreaking thriller style documentaries. To appeal to this audience, I will carefully construct the media language of the billboard advertisement. This will include deliberate choices around layout, colour scheme, typography and taglines. Dark colour palettes, strong contrasts and minimalistic layouts will create a cinematic and suspenseful tone, while bold typography and short mysterious taglines will attract attention quickly. The imagery of forests, shadows and symbolic clues will encourage audiences to question what is happening and want to discover more about the story. These choices will ensure that the advert successfully targets the 16–25-year-old audience while reinforcing the mysterious and psychological themes of the documentary.