Mock up designs

Mock up designs 

This advert displays a lady receiving her delivery from the your food service i am advertising. The image is a secondary source meaning it is not the exact camera frame i am to have in my final designs for example i will include more of the delivery drivers facial features allowing me to emphasise the Essex theme to the advert due to it being targeted to people in Essex.My logo is positioned in the top left third of the image due to the space created from the image as well as it being visible from afar due to the size and brightness. I used the slogan 'fast. , fresh. , convenient.' as a way of using the advertising strategy of alliteration of 'fast' and 'fresh' then the stand out word of 'convenient' to display the easiness of my delivery service and the target audience of 16-25 which would predominately be students therefore convenience is key to them.  

This advert correlates with the first advert meaning the adverts join together to create a timeline of events which is my aim. This image is a secondary source however would resemble my final advert which displays the same lady from the first advert receiving her food from your food and looking at the bag in admiration alongside a beam of light coming from the bag to display an angelic effect of when the customer receives the food they desired.. The theme of red within this advert links to symbolism of red linking to passion and love which the lady feels towards her food order. The logo will be on the bag on this advert to represent the delivery bag 'your food' will be providing to trademark their items and service. I also included the username for spapchat and twitter revolving the company this will allow customers to share their reviews and promote the company due to social media having a large influence in today's generation within the marketing industry. The choice of the slogan of 'the way you luv it' reflects the stereotypical Essex slang used in Essex between teens and young adults which matches the target demographic and i have positioned this in the top left third due to that being where it stands out the most and has empty space making it clearer.

This advert shows the group of friends that the lady has collected the food for receiving their orders and taking pictures of what they have got. The image is a secondary source however this is the image i would aim to shoot myself to reflect the stereotype that Essex people are mobile obsessed wanting to display the many things they purchase as well as including both genders to attract the target audiences of both males and females. The slogan 'deliciously different' uses the advertising technique of alliteration to attract potential customers making the advert more memorable. The logo is positioned in the top right third due to the clear space making the colour red from the logo stand out more as well as not covering any of the models.

This advert displays one of the females from the previous adverts posting about the food delivery service on social media. The post itself 'Peng food from @ your food. Just luv itttt #hangrybuthappy' reflects Essex due to the slang the people from Essex use such as 'peng' and 'luv' which is also referenced in the second advert displaying a correlation with all four adverts as well as using hashtags which is another Essex stereotype that people use the symbol within text messages all the time.The picture of the phone and the hand is a secondary source however my advert will resemble it.The slogan 'taste is now trending' is chosen due to the advertising strategy of both play on words and alliteration of 'taste and trending' which is red with a white stroke in the bottom left third to make it eye catching to potential customers. The logo is positioned in the top left third of the image due to the space created from the image as well as it being visible from afar due to the size and brightness.

Advertising research

Advertising research

Idea 1- Friends enjoying food with phones and gossiping etc to make it resemble Essex.

Essex people are stereo-typically perceived to have parties and enjoy gossiping
Props - Takeaway boxes
Location living room.

Idea 2 - Group of girls getting food delivered however they pay more attention to their phones final advert is the group posting about the food delivery service on social media

Essex people are known to be social media and phone obsessed.
Props - take away boxes and mobile phones.
Location - dining room

Idea 3 - Stereotypical Essex girl ordering takeaway then becoming infatuated with the delivery driver.

Essex people can be seen as dramatic and the Essex youth idolise celebrities in relationships eg romantic movies.Props - takeaway bags or boxes , plain polo for delivery driver and mobile phone.

Location - House

Idea 4 - Layout of takeaway and possibly the progression of the takeaway being delivered from the shop to the house.

Essex culture with possible locations of streets and the people delivering and receiving the takeaway match the Essex stereotype.

Location - takeaway places and house

prop - takeaway boxes.

Logo Design

Task one - Demo

I used to Photoshop to test my knowledge on the software being able to create different fonts and designs that i could interpret into my finished logo. I used the colour red because i knew that was the colour of one of the designs that i was confident with and this projects well as using the size 30 throughout due to it being only a practise demo therefore the final project will not effect my logo. The first design is the most simple with only being in Cambria regular font size 30 this is so i could start my font trial as simple then get more complicated as i progress. The second design was also Cambria size 30 however was bold italic and used the stroke effect. I did this by using the fx button within Photoshop to create a stroke effect within the writing then later on changing then changing the font to white so only the stroke was visible which was red. The third design is in Algerian font regular size 30 and i kept that how it was to introduce a new font to my trial.The fourth design is in Cambria font regular size 30 however is used an wave effect to create a different aspect compared to my other designs. I used 64% bend , +9% horizontal distortion and -29% vertical distortion. The final design is in Matura MT script capitals , regular size 30. I used the effect of shell upper with 50% bend and 0% horizontal and vertical distortion to add a different level and shape compared to the previous designs.

Task two - Trial of logo fonts

I looked at my 5 logo designs that i hand drew and tried to resemble the font within the design onto Photoshop. The first font design i used the font Goudy stout i then used an arch tool to create the shape as well as using an stroke effect to create a unique styling of font that is sans serif. I chose the colour red because it makes my artwork as well as the colour red being widely used in food business which i found out from my external research. Secondly for the black and blue styled font i used freestyle script as well as a gradient inside stroke. I tested this design with one being completely black and one with the gradient colour of black and blue to see what one i preferred or suited my sample logo best. The third example uses stencil std font and is the colour black this is to represent a branded logo that would be seen on food packaging printed. The final three logos use copperplate Gothic bold font as well as including a high intensity stroke effect. This is to make the logo stand out more to the public especially with the bright red colouring which is associated with fast food and passion.

Task three - Developing my own logos.

I came up with the design of biting lips to display to excitement people have for food and how my food takeaway service is so enticing therefore someone is biting their lips persuading my target audience to use my service. I have also considered the target audience 16–25, mass market, male and female demographic in a defined geographical region i have done this by using bright red make up which Essex are stereotypical known for. Studies have shown that these warm colours such as red in particular activate your hunger and grab your attention. Plus, we mentally connect the colour red — the same used in stop lights and traffic signs — with immediacy, which, again, taps into our desire for convenience to gain attention from potential customers. I hand drew the logo with felt tip pens then scanned the finished drawing into my computer for me to work on in Photoshop. I used the pen tool to stencil my original drawing then filling the shapes with a solid colour such as red , white and black.


 I also designed a shield that resembles the Essex county flag  which is The three white seaxes (short Saxon swords) with gold pommels on a red field were the arms ascribed to the ancient kingdom of the East Saxons, or Essex. However i changed the seaxes into a knife , fork and spoon to represent 'your food' as a delivery company. I did this by creating a shield with the linear tool then used my original design as a template meaning i just used the colour tool to fill in the cutlery then covering the original text meaning i could use the font online to make the logo look more polished and professional.

These are my two other designs that i thought represented Essex.

Advertising strategies & annotations

Advertising strategies;

• Bright colours
• Celebrity endorsement - intertexual links
• Slogans
• Welcoming
• Offers and promotions
• Catchy Headlines
• Font - big and bold - sans serif
• Trending - memes
• Humour - exaggerated stereotypes - vernacular - peng - you know what i mean
• Emotional Advertising Appeals- Appealing to your audience's emotions can be achieved through strong imagery, impactful text or powerful music. An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action.
• Fear appeal - Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears, while others draw on a sense of loss such as adverts for smoking.
• Sex appeal- One of the best known advertising appeals is that sex sells. People use sexy models and "sexy" product shots that will make the viewer emotionally excited.
• Romance appeal - A sense of romance can take people back to a nostalgic moment that evokes emotion. Romance does not necessarily have to do with relationships, but rather a sense of powerful feeling that is inspiring and idealised.
• Potential appeal - This type of advertising appeal communicates a sense of empowerment to turn dreams into a reality.

Mind map of stereotypes associated with Essex/ Essex Culture

Moodboards of Essex culture

NEA Brief

Requirements of the brief

•You work for an in-house print production company within an advertising agency. You have been given the task of producing a campaign of four full-page magazine adverts to promote a new takeaway food delivery service.

•Summary of brief requirements:

–Statement of Intent (approx.
350 words).

–Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different settings and at least two different models used across the four adverts.

–Location of adverts: The adverts are to be placed in regional magazines and the content should reflect the location.

–Client target audience: 16–25, mass market, male and female demographic in a defined geographical region.

•This new takeaway food delivery service – YourFood – wants to be defined by its regional and youthful brand identity4.

•All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.

•The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.

•Your finished realisations of the four adverts must be presented as A4 prints, with
the image scaled down as necessary to preserve the correct magazine page ratio.

•Your magazine adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/

Product Details

•The production must include (as a minimum):

•At least four different main images. All images must be original across the four adverts to fit the brand identity and the conventions of magazine adverts.

•Editing of adverts (including photos, text, graphics, typography and layout) to fit the brand identity and the conventions of magazine adverts.

•At least two different settings (this may be the same location with a significantly different use of mise-en-scène and/or lighting or two different locations).

•At least two characters representing at least two different social groups across the four adverts.

•Written text including product name and a slogan/tagline that expresses the brand identity.

•Appropriate consideration of where the adverts will be displayed.

•Adherence to the rules of the ASA.