Final Evaluation
When planning my four adverts i wanted them to follow a timeline meaning they follow the story of the delivery of food from the door to the table when using the service 'your food'.The more people connect with a story, the more they remember it, so creating connections with r stories people can relate to will help create lasting bonds and loyalty between your customers and your business. With 92% of people admitting to trusting their peers over a traditional advert, as a brand you need to ensure you provide customers with an opportunity to tell their stories. Meaning my idea of an Essex girl receiving food to have a night in with her friends is immersive. Firstly i had to decide on a logo i made numerous designs however decided two both fit the brief and i personally liked. One logo design I came up with is 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 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. When deciding on what logo to use i asked the target demographic through my survey. i asked 1) What logos do you prefer? A or B with A being a shield and B being the design of the lips.
From this question i can see that the target demographic prefer the logo of the lips with 71.4% choosing that other the shield. However 28.6% picked the shield as their preference for the adverts. I will use the logo of the lips due to it being the more popular choice. Whereas the shield may represent Essex however not be suitable for my target demographic audience of 16-25 year old. As well as my slogan 'come 'ere often?' i used audience research as feedback to whether i should use it or not. Asking do you think my slogan of "come 'ere often?" links to the Essex stereotype. If not explain why?. From this question i can see positive feedback revolving my slogan for my company. The criticism of the slogan possibly sounding more London/Cockney will be resolved by my models and other slogans associating with Essex to emphasise the difference between Essex and London. I decided to keep the slogan "come 'ere often?" due to majority of the feedback being positive. The first advert differs from my mock design in the way that that the photo is primary not secondary , the slogans and the positioning of the logos.
For the first advert I took the photo myself with the model Natalia as the protagonist lady and Elliot as the delivery driver for this photo. Natalia is wearing a denim jacket with the logo of the brand on the back , i did this to make the logo not only stand out but also fashionable to the younger generation due to the younger generation these days having a focus on how to be fashionable and trendy especially in Essex where they are stereotyped to wear sparkles and 'bling' which the jacket includes. Whilst Elliot wears a muscle fit polo shirt and positioned in a stance of a stereotypical Essex male who is seen as working out at the gym and wanting to gain female attention. The editing of the first advert included using Photoshop to increase the brightness making the advert more eye catching as well as adding the logo to the paper bag and to make it more realistic i used the effect of blending to create the creases of the bag onto the logo to make it look realistic rather than placed on the bag. This is significant because the logo is now on the advertisement three times making it more memorable however not repetitive creating a trademark piece of artwork for the company which is the drawing of the lips. This differs from the mock up design in the way that logo was only shown once where as the final advertisement has the artwork of lips three times. This design also differs from the mock design due to the slogan which was 'Fast.Fresh.Convenient.' to 'Fast.Fresh.Favourable.' i did this because it emphasises the advertising strategy of alliteration to entice potential customers as well as describing what the company will offer. I used a sans serif font, as this will give a
modern feel to the product but also a clean look which grabs attention from afar. The colour of the writing is both red and white which red used within food advertisement in store signage because it encourages appetite and enhances metabolism. A recent study found that changing the colour of the price from black to red in an advertisement makes men think they are getting a bargain. Whereas white depict traditionalism, conservatism and neutrality, and can be used very effectively in advertising. Organisations which want to portray themselves as completely trustworthy and serious meaning red and white display a trustworthy food company. I then opposed this with the slogan 'not all hero wear capes. 10% student discount.' which had white writing with a red stroke effect which is different to the main slogan however still uses the red and white colours. The slogan itself will attract the mainstream audiences that respond well to brands that offer value for
money such as discounts and they also are the group within society that follow a daily routine such as being a student.
The second advert correlates with the first advert meaning the adverts join together to create a timeline of events which is my aim. My mock design uses an image which is a secondary source however did resemble my final advert which displays the idea that 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. I did this through taking the photo myself of my main model , Natalia using her facial expressions to have the same emotions as the mock design as well as editing the background look darker making her face look brighter meaning the bag is in fact showing a beam of light to display an angelic effect. As a model she is also wearing bright red lipstick to correlate with the running theme of red and matching the Essex stereotype of women wearing extensive make up.The logo is on the advert twice , once in the top left third and once on the bag. I did this because this would be the packaging the customer would receive and i made it realistic onto the bag through the blending tool on Photoshop.The headline correlates with the previous advert with the sans serif font and colours to make the adverts continuous and sleek. However the message is different. i used 'the way you luv it' because it includes language that is associated with the Essex stereotype even though it is not grammatically correct it is known by the younger generation as 'SMS language' or 'text language' which is the abbreviated language and slang commonly used with mobile phone text messaging, or other Internet-based communication such as email and instant messaging. This is significant because it links to the target demographic of a 16-25 year old from Essex who use this language. The second slogan of 'your food our passion open 7 days a week' with the specific 'your food our passion' is a Hyperbole is which is an overstatement. Advertisers often state their case too strongly on purpose. This effect magnifies the importance of the product or the happiness it will bring. It is used to gain attention or generate an emotional response. Such as our passion shows the great amount of passion the company is shown puts into the service. As well as stating that the service is open seven days a week relates to the mainstream audience who would support a company that fits into their daily routines.
The third advert is similar to my mock up in the way it shows the group of friends that the lady has collected the food for receiving their orders and taking pictures of what they have got. That reflects 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 headline '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. I also made the outfit choices a main part of my advert both males are wearing smart clothing to represent them returning from a workplace environment however by one model wearing a polo and the other wearing a shirt it also represents class identity. By the model wearing a shirt and glasses making him look more intellectual therefore coming from a higher class where as the model wearing the polo shirt may come from a middle class background. With the girls choices of clothing i used the fact that Van Zoonen disagrees with arguments that the internet, being based on collaboration, is a technology that is true and close to women and femininity. These views are too simple and based on the idea of an essential femininity, whereas there is a rich diversity of ways that gender is articulated on the internet. I did this by one model wearing a tight crop top and the other model wearing a tracksuit meaning the representation of females is not stereotypical. Supporting and making a change to Van Zoonens ideology that media portray images of stereotypical women and this behaviour reinforces societal views. The media does this because they believe it reflects dominant social values (what people believe in) and male producers are influenced by this. This is a patriarchy (a society ran by men for men) which dominates and oppresses women by making a female model wear a tracksuit opposes this.The strap-line however "Delicious food with no hassle making together time quick and easy" this would attract the mainstreamer as it shows how the delivery service is simple and will not affect their daily routines too much as well as correlating with the headline using the word "delicious" again emphasises the quality of the product further which would attract the aspirer who invest in luxury items and services.
