Pre Production – Unit 1&2


Audience is the central reason why any media product is created. Without breaking down the demographics of your target audience your client will not fund the production or consider it a worthy creation to invest in. No product or media form is created for everyone. Even a bottle of water has a targeted audience. It is not made for everyone who drinks water.

In your audience statement you might address the following dot points.
• Some key demographic information (EG; age, gender, where they live, income levels etc.) Sometimes not all of these are relevant but most of the time they are so be specific, it’s ok if you feel like you’re stereotyping because in a way that’s what you are doing.
• What other media forms and texts does your audience engage with?
• What knowledge does your audience bring with them? What conventions etc. Are they aware of and expecting from your product?
• What aspects of your media product will they engage with and why?

I would firstly have a read of good examples of previous folio Audience examples. This section of your folio should be typed and at least the size of A3. That way you are very clear whom your product is created for and its purpose.

Audience Statement: Student Example

My target audience are young women and men aged 17-30, predominately from Melbourne as well as surrounding suburbs. I aim to direct my magazine towards individuals who take pride in fashion, both physically wearing clothing and/or admiring different fashion styles. These individuals will possess a creative mindset, in turn giving them a drive to ‘stand out’ from their peers. The purpose of my magazine it to both inspire and allow my audience to believe they have the potential to be featured within the pages of my magazine. Furthermore, my audience will possess an interest in local fashion which aligns with seasonal changes, as well as global fashion which reflects diversity. My target audience upon observing my narrative will swiftly develop a ‘big heart’, and in response a great sense of acceptance for the wider community, as well as themselves. They would have a generous understanding of self-worth and self-acceptance. In addition, my magazine will not limit to people who are confident, but also to those who are lacking and wish to achieve self-worth and gratitude.

My target audience are people who are frequent users of social media, thus spending approximately 30% of their day to visit different social media platforms. These people will not only be viewing content, yet will often post photos due to their confident personality. They would predominantly use Instagram where they would follow accounts which are inspiring. It would reveal a sequence to variations of fashion, where my target audience would gain knowledge and reflect it into their fashion to convey feelings of being trendy. These individuals would follow influencers like Kendall Jenner, where they would engage with the fashion she posts on her Instagram. Her ideologies reflect her fashion as she doesn’t only inhabit one style of fashion, whereas her accounts broadcast multiple styles that show the latest trend within societies: thus, displaying her skilled diversity amongst fashion styles. My target audience would buy clothing on a regular basis to keep up to date with trends. Although some individuals may not feel it necessary to purchase fashion garments, instead they are happy with appreciating impressive fashion as a whole.

My target audience would be the people that are frequent visitors to their local cafes, but also enjoy going out at night to a place that is ‘trendy’ with friends and family where they are able to dress up for the night. These people would be often seen in shopping centres and street shopping on Collins street in Melbourne. In addition, my target audience would shop both instore and online, as well as have an interest in buying vintage luxury brands such as vintage Gucci glasses or a vintage Burberry scarf.

My desired target audience are strong willed leaders whom aren’t afraid to speak out in regard to controversial topics. They are satisfied through acknowledging themselves as inspiring to others, whilst refraining from being a follower.  These people are referred to as extroverts. Therefore, they are commonly located amongst social gatherings, being themselves whilst conveying feelings of confidence. They have distinctive characteristics which align with the fashion choses they adopt in regards to constructing unique outfits.

Audience Characteristics Example

Audience Characteristics Example


In the first sentence of your intention, you must clearly identify what you want to make. Once you have clearly identified what you want to do in the opening sentence of your intention, you can go on to give more detail about what you hope to achieve.


Genre is the classification of something based on certain key characteristics. These characteristics are generally more broad and less defined.

Style is the detailed characteristics that are brought by the individuals creating the work. This can sum up your media product’s flavour and attributes.

Themes - You may like to include the themes within your narrative in this section.


This should list and explain all the locations where your scenes/photo shoots, etc. will take place.

1. What and where the location is.
2. Which scenes the location will be used for and why it is appropriate.
3. If permits or permission will need to be/have been obtained for the use of these locations.
Each location or setting you wish to use in your production needs to be introduced in at least one paragraph here. Images, photos, diagrams, or sketches of locations are appropriate, but most important is the discussion of the purpose behind the selection of each location.

Google Maps is a great way to visually represent where your locations will be.


Character Profiles (if relevant)
Even if the information will not necessarily be expressed in your final product, you are to write one paragraph on each of your main characters. What kind of person are they? What is their social and cultural background? What are their interests, desires and motives? INCLUDE PHOTOS

Actors / Models
Note the actors/models you plan to use, then when you have confirmation that they will be involved, introduce them. For major actors, including yourself if you are acting in your own film, comment on the suitability on each performer and what you hope they will bring to your product. If you are acting within your own film, discuss how you will manage the logistics of the production process. Explain why each actor/model was chosen. INCLUDE PHOTOS


For every photograph, film shot produced, or magazine layout you will require a Storyboard. There are many programs that will support this if you are not the best drawer. It is HIGHLY advised you do not use stick figures.

Storyboards are crucial to any media product. They allow prompt direction on the day of shooting for, the Director, Producer, lighting crew and actors.


If your media product requires a script or interview you will need to include this. You must use the correct conventions of script writing and interview formats.

It is a good idea to cross check your script with your audience to see if you need to make any changes before you film.