Construction

Construction

Advert 1:

My Construction:

Advert 2:

Construction:

Advert 3:

Construction:

Advert 4:

Construction:

Final Evaluation

Final Evaluation

Advert 1:

                                      
This is my first finished advert, it differs slightly from the rest as it is an outdoors shot. I made sure to include an outdoors shot to show how Your Food was capable of delivering anywhere, it's also ironic as in the background you can clearly see restaurants, yet this person decided to order a takeaway. I linked that to the headline, which is 'Whenever, Wherever!'. It's short and snappy, which I think is good, as it'll be attractive to customers. I used the logo which was most voted for in my survey, which shows how I took into consideration my target audiences preferrences, this makes my advert more appealing to them. I used the colour orange a lot in my advert as it's really vibrant and stands out against any dark backgrounds, it also represents warmth, health and fun, which can be very attractive to customers, especially my target audience as bright pops of colour attract younger audiences. I also then added the Twitter and Facebook logo at the very bottom, along with the web link as my target audience spend the majority of their time using social media, therefore the use of well known sites would attract them more as they'd be able to access information about the company quickly and easily. I followed my statement of intent and tried to incorporate as many things as I could that would attract that specific target audience. I also tried to follow the brief and incorporate Essex stereotypes, like I mentioned in my statement of intent. I made sure my model had fake nails to follow the stereotype of Essex girls always wearing fake nails and then I used the colour orange a lot which is a conotation to Essex people always looking orange from fake tan. I then also used Essex slang on the phone, this can be seen as a subliminal joke, which adds humour to my advert. I really like the overall outcome of this advert as it's a clear shot and shows off what's written on the phone well, which is the initial focus of this photo. I also like how the logo and slogan stand out against the background as it appears more eyecatching. However, if I was to remake this advert I would probably experiment with a different colour headline, as I'm not too sure that this one looks the best, I would probably try making it the same as the tag line below to see if that would look better as they'd match.

Advert 2:

                    
My second advert is of a girl receiving her takeaway from the delivery guy. I made George (the takeaway man) wear a red polo to symbolise food and I also placed him in a way where he could glance sideways to give the audience direct mode of address. I like this as it makes the advert more personal as it speaks more to the audience, it'll draw them in as it looks like the delivery man is referring directly to them. I then made Holly (the girl receiving the delivery) wear a robe, to look as if she's just gotten out of bed, which follows the stereotype that Essex people can be quite lazy. In my statement of intent I said I'd incorporate stereotypes in a way which wasn't offensive and I think I did this in this advert as I was subtle and didn't over do it. The background also shows a typical Essex street, which would make the advert more relatable to my target audience and it shows how I thought about my locations in advance to make them as appealing to my audience as possible. I also used teenage models like I said I would as that makes it much more appealing to my target audience as they're a similar age so they can relate more. I put my brand logo over the paper bag to show brand awareness and then I put the logo and slogan in the top right corner, like I did with the previous advert. I like the overall image of this advert and I like how the tag line stands out in the bottom right corner, however if I were to do this again I probably would've angled my photo differently or gave it more space around the edges as I'm not too keen on my headline going over the top of the door, as it looks a little bit messy. I also think I would've changed the font size or colour of the web link as it slightly blends into the photo.

Advert 3:

My third advert is of a girl and boy on a dinner date. This advert links to the romance appeal which I mentioned in my statement of intent. I made sure to put flowers in the middle of the table to add a sense of romance. I feel like it works really well as both my models look very happy and this may encourage my audience to have more takeaway dinner dates, which would obviously mean that the company would gain customers. I made them both dress up nicely and I made the girl wear a lot of makeup to reflect the stereotype that Essex girls wear a lot of makeup and that Essex people can be quite over the top and this is shown here as they're both dressed up very nicely, yet they're only at home, showing how they went all out but instead of going out they ironically ordered in. This can be seen as slightly humorous as it reflects those Essex stereotypes, however it's not obvious enough to be offensive, which is how I originally planned for it to turn out. I also used fancy place mats, which had hints of gold in them, sparkly curtains and a branded polo for my male model to show how these two could be part of middle class, which then makes my advert more inclusive to a wider range of social classes, making more of my audience feel represented, which may result in them buying from the company. I really like the headline 'Dinner and Dine in Bed by Nine' as it rhymes which makes it more catchy and interesting for my audience. It can also be interpreted in a few way. One way it can be interpreted is in the literal way where they have dinner and are off to bed by 9 as they're at home, the other way can be seen as humorous as it's kind of a play on words and can be seen as a slight sexual reference, which could be funny to my target audience. I really like how the headline and logo stands out as it's against a light background and the black stroke around the headline really makes it stand out. I also think I positioned this photo well as I left a lot of space around the edges, which allowed me to place my writing in clear spaces. However, if I were to do this again I would probably experiment with a different shade of orange for the headline as I'm not sure if this ones too dark, I would've also liked to add a few more props, such as candles to make it look more romantic and I would've played around with the lighting more, so that there wasn't a shadow coming off the flowers and vase.

Advert 4:

My last advert is of 4 friends who are sat watching TV while eating their takeaway. I like this photo as it's located in  I like the camera angle of this photo as it's slightly lower down so it looks as if the audience is looking up at the models and it clearly shows all 4 friends completely engrossed in the TV, which is something my young audience might be able to relate to and find funny. I also like the layout of the props on the table, as it sets the scene for a gathering with food and drinks. I made sure to edit out the drink labels as they were originally from a different brand. I incorporated both genders and a different ethnicity to make my advert more inclusive to a wider range of people. I really like the headline which is 'Pause No More, We're at Your Door' as it rhymes and it's quite catchy and fun, which will be appealing to my target audience. It's also a direct referrence to the image as it implies that they will only have to pause the TV once to receive their food. I think the orange colour of the headline stands out really well against the brown background and adds a pop of colour to the neutral shades of it. I like the way the tag line fits perfectly into the bottom right corner and I like the way the white text pops out against the orange stroke, I think it's quite eyecatching. I also like how I left enough space at the top of the image so that the logo and headline have enough space, so it's not all squashed together. However, if I were to do this again I would probably change the font colour of the web link at the bottom of the page as it kind of blends into the background. I'd also play around with the brightness and exposure of the image to maybe darken it a little bit. 

Casting, Props and Costumes

Casting, Props and Costumes

Cast:

Name: George

Age: 19

Why I chose this model: I chose him as he fits my target audience and is kind of a stereotypical Essex teen due to the way he dresses. He also allows me to meet the brief requirements of using both genders, making my advert more inclusive. 

Name: Elliott

Age: 16

Why I chose this model: I chose him as he's 16, which is part of my target audience, which allows the audience of my advert to relate more. He also reflects a stereotypical Essex teen due to the way he dresses in branded clothing. 

Name: Ravinia 

Age: 18

Why I chose this model: I chose her as she fits my target audiences age group, she also reflects a stereotypical Essex teen due to her style. Also, she allows me to reflect how multicultural Essex is as she's of black ethnicity, which makes my advert more inclusive. 

Name: Holly

Age: 17

Why I chose this model: I chose her as she fits the age demographic, meaning she'll be more relatable to my audience. She also reflects a stereotypical Essex teen as she's wearing quite a lot of makeup. 

Costume:

 

I made Ravinia wear the Adidas tracksuit, George wear the Fila jacket and Elliott wear the Nike tracksuit to reflect the stereotypes usually associated with Essex youth, as they usually wear a lot of branded things, mailny sportswear which sometimes is labelled as 'chavy'.

I made Holly wear a robe while taking the delivery man photo as it reflects how some Essex people are seen as quite lazy and that shows as she is seen wearing her robe during the day, suggesting that shes been in her pyjamas all day. I made George wear a red top to be a delivery man as red can reflect food. For the date photo I made Elliott wear a grey branded polo to reflect how some Essex people really care about their appearance and what the wear and then I made Holly wear a nice yellow top. Holly and Elliott's clothes show the stereotype of how over the top Essex people can be as they are having dinner in, which is a takeaway, yet they are dressed as if they're going out to a fancy restaurant. I also made holly wear quite heavy makeup to reflect the stereotype that Essex people wear a lot of makeup. Then for my final advert where you can only see the girls hands holding the phone I used fake nails.

Props:

Prop 1: Chinese Takeaway and Chopsticks - I used these to make my advert more realistic as my models were actually eating using the chopsticks, making it look like an actual takeaway. 

Prop 2: Paper Bag - I used this as a takeaway bag, to make it look like the delivery guy was bringing food.

Prop 3: Pizza Box - I used this empty pizza box to make it look like my models were eating

Prop 4: Coke and Fanta Bottle - I used these to make the takeaway seem more realistic as people usually order drinks with their food. 

Prop 5: Flowers - I used these for my date night advert, just to make the setting more romantic looking.




  

Location Scouting

Locations

Location 1:

This will be the location for the advert with friends eating takeaway and watching tv. It's the perfect place to use as it'll show a chilled night in with friends and it would be very relatable to my target audience.







Location 2:

This will be the location for my date night advert. It fits perfectly as I can have my models sitting beside each other eating their takeaway and then I can place a vase full of flowers in the middle to make it look more romantic.











Location 3:


This will be the location for my delivery man advert. I chose the front door as obviously you have to open it when your food arrives, so for my advert I'll have my models look like they're passing food over to each other at the door, making it look like they're collecting their takeaway.












Location 4:
 This will be the location for my phone advert as it's ironic how the model will be outside loads of restaurants yet still chooses to order takeaway and it will also show how the company delivers everywhere. 

Audience Research and Feedback

Audience Research 

Socio-economic: GEARS 

• Gender
• Ethnicity
• Age
• Region (Regional Identity)
• Social Economics

Gender: My target audience is both female and male. My adverts will represent them as I will use both genders as my models.

Ethnicity: I will be using mainly white models due to limited availability, however Essex is filled with different ethnicities, so if available I will try to use a wider range.

Age: My target audience ranges from 16 to 25. I will represent them as I'll be using teenage models and I'll involve social media and a phone in one of my adverts which is stereotypically associated with youth.

Region: My region is Essex. I will reflect Essex in my adverts in multiple ways. I will associate stereotypes such as fake tan, heavy makeup, fake nails and lashes to reflect those stereotypes. I'll also make my models look a bit over the top as that's usually associated with Essex.

Social Economics: My social economic groups which I will be targeting will range from lower middle class (C1) all the way down to unemployed (E). I will show this in my adverts by making some people look a bit older and wealthier and then showing the unemployed people, who will be students to show how even they can afford the takeaways.  



-Struggler: - Mainstream: -

Audience Survey Questions:

1. How old are you?
  (16-25) (26-35) (36-45) (46-60)

2. Are you from Essex?
  (yes) (no)

3. Which logo do you prefer and why?
  (Insert 2 logos)

4. Which font do you prefer and why?
  (Insert fonts used)

5. These mock ups are meant to attract a male&female audience from the ages of 16-25, do you think they do that? Justify your answer.
  (Put all 4 mock ups in)

6. Do you think my locations are appropriate?

7. Do you think the use of the colours red and orange relates to food and attracts youth?

8. Do you think the use of stereotypes, such as fake tan, heavy makeup and fake nails can come across as offensive and why?

9. Do you think that adding a twitter/web link or a phone number is a good idea?

10. In your own words, what are the things that you would most like to improve in this new Advert e.g. text layout, font, use of colour, etc. ?

Results:

Question 1:

100% of my responses were aged between 16-25, which makes my research and feedback much more accurate as that is what my target audience is for my adverts. This allows me to have a better idea of what my audience would like to see.

Question 2:

Only 81.3% of my respondents are from Harlow, which means that the other 18.8% might not be able to fully understand the concept of Essex stereotypes, however due to Essex stereotypes being so well known due to tv shows, such as Towie, they may still make relevant points, which may help my advert and the majority of the respondents are from Essex which makes it easy for them to identify stereotypes and Essex culture.

Question 3:



This question was only answered by 14 out of my 16 respondents. 10 of them said they preferred the top one which was the Lucida Handwriting font and only 4 said they preferred the bottom one which was a bold san serif font. Therefore, for my final logo I will use Lucida Handwriting font as it was preferred by my audience.

Question 4:

This question was only answered by 10 out of the 16 repsondents. 8 of the respondents said they preferred the bottom logo which was the one with the knife and fork, whereas only 1 person said the top one which was a chefs hat and 1 person misunderstood the question and didn't give me a desired answer. From these results I can see that the knife and fork logo was much preferred and that'll be the logo I use in my final advert.

Question 5:



All of my respondents said that my mock up designs are attractive to my audience and as they are all within the age range of my target audience it makes my research even more accurate. They said yes for many different reasons, for example some yes due to it showing youth and different genders and others said yes due to the mock ups being bright and colourful, which is more likely to attract a younger audience.

Question 6:



All of my respondents said that my locations in the mock ups were appropriate for my final adverts. They said that they had subtle relations to Essex and were very appropriate for a food delivery serivce advert. Therefore, I will not be changing them as my audience agrees with them.


Question 7:

81.3% of my respondents said that they thought the colours red and orange related to food and will attract youth and only 18.8% didn't. Therefore, I will still be using red and orange in my advert as the majority of my respondents think it would appropriate and would attract my audience.

Question 8:



12 out of the 16 respondents said that they do not think the use of stereotypes is offensive, as long as they are done properly, so they aren't too over the top or as long as they're used in a humorous way where it is obvious that they are a joke, as that could be a good advertising techinique. The other 4 respondents said that the use of stereotypes could be offensive as not everyone living in Essex acts according to those stereotypes. In my final advert I will use subtle hints of stereotyping, such as makeup and fake nails, so that they aren't seen as too offensive, yet I will still include them to link them to Essex culture.

Question 9:

86.7% of my respondents said that adding a twitter/web link or phone number would be a good idea and only 13.3% said it wouldn't. Therefore, in my final adverts I will most probably add a web link just to make it look more professional and the majority of my respondents agree that it would be a good thing to add.

Question 10:



This question was only answered by 14 out of the 16 repsondents. They all had different opinions on how to make my adverts better. One of them said to make the logo the same size and another said to put my logo in the same place for all the adverts. I will try to do this in my final adverts as it may make them look more professional and co-ordinated. Someone mentioned diversity, so in my final adverts I will try to include people of different ages (within the target audience) and different ethnicities. I will definitely be taking in account all of this feedback to improve my final adverts.