construction

 Construction

Advert 1:

In this advert, I firstly got the four photos I wanted to use and put them into photoshop. After this I used the font 'broadway' at the font size '44'.I added a white stroke size '35' with the position on the outside. I then adjusted the bevel& Emboss to the style 'Inner Bevel' and technique 'smooth' and the direction 'up'. By doing this it makes the main cover line stand out highlighting the message 'your food' is for everybody. In photoshop I had to edit my wine glass design to have a inner shadow and outer glow as so the colours from the logos stand out. I then added a colour overlay on the twitter, Instagram and Facebook logos. I made the colour black as it stands out more.

     

Advert 2:

In this advert, I used the font 'Bernard MT Condensed' which is a serif font. I decided to use a orange as it can bring playfulness and excitement, orange is a good colour to create impulse clicks and quick decisions. The bold colour stands out against the white wall. I decided to add a blur on the background leaving Ellie 'the main focus' to stand out. I also added a white stroke size 4 to make the font slightly bolder. I also done this by making the surroundings brightness darker. This implies she is hangover. Furthermore, I got a paint tool shade brow-orange with a low opacity and slightly tinted her skin to show he has been fake tanning ,this is because I wanted to show the stereotypes in my advert.Because the adverts background is dark I done a colour overlay on the social media logos to be white as it stands out.

Advert 3:

In the third advert, I firstly edited the original photo by bringing the brightness up and adding makeup onto her face, by doing this I added a new layer and used a paint tool. I also made her lips look larger as if she has had lip fillers.I done this to show the stereotypes of Essex females. I then erases the lenses of the sunglasses and added a new layer with the image of the Chinese noodles I took. I made the noodles look saturated in photoshop as it looks bold and the colour yellow links to energy such as the sun and happiness. The font I used the black font 'Rockwell Extra Bold' which is a serif font I decided to use the colour black because it stands out against the white background. The social media logos are also black as it is bold and the contrast of the white and black makes it stand out.

Advert 4:

In this advert, I firstly edited the arguing couple to be in the same image as the happy eating couple. This was very hard and took a lot of patience's. By doing this I created a new layer and erased the door window, adjusting the image to be the correct fit I then blended the photo into the creases of the door and made the outside black to look like it was taking at night. After this, I made the models look more tanned by using a low opacity paint tool, I done this to link to the stereotypes of Essex people wearing a lot of fake tan. I then made the headline 'shut up and eat' in the font 'Acumin variable Concept' in the size 24.32 this has a white stroke and wrap text to make it look as though someone is shouting. I used a white colour overlay on the social media apps as this stands out against the saturated colours.

Final Evalutaion

Final advert 

                                                            Advert 1:

In this final advert I decided to have Abbie and Jake position in the centre of the image with both of them happily eating together. Abbie is wearing a light blue jacket and high heels to indicate they were meant to go out to eat together. The popular jacket enables the younger audience to feel inclusive as being fashionable and trendy is important to a stereotypical younger Essex audience.The couple are both tanned which also links to the stereotype of Essex people are know for being very orange. In the back image the couple is seen arguing and aggressive in the dark window thus links to the stereotype of Essex people being loud and verbally vulgar. In photoshop I brightened the front image to make reflect their happiness and mood, showing the audience that 'your food'  makes them happy and brought them together. Whereas, in the background I made the background black and dark to show their anger and frustration. This furthermore, shows the before and after eating the food giving the audience a humorous appeal makes the audience focus. I decided to develop my mock advert by putting the main cover line in the top left corner, I used a warp font 'shut up and eat' to create urgency, this links to the advert but can also be seen as a direct message to the audience to order. The use of a black font can be associated with power and shows stands out against the white wall. Using Essex slang within my headline reaches the younger Essex audience, the vernacular emphasises the strategy humour appeal. In my survey 100% of the results claimed my adverts were not offensive this conveys the audience believe the humour is subtle and  suitable and wont be taken in offense. A lot of the advert contains white this has the psychological effect of purity and cleanliness this is important for new companies such as 'your food' as it show high hygiene.

                              Advert 2:                                             

In my second advert I used stereotypes used in a humour appeal to grap the audiences attention. Ellie is seen hungover laying on a sofa, this is shown through the messy table , smudged makeup underneath her eyes and the half empty alcohol bottle. This highlights the stereotypes of Essex people being known for drinking and partying all the time. The makeup all over the table is also a stereotype of Essex teenagers as they're seen as being obsessive over their appearances. Ellie is seen holding a slice of pizza as though it is a phone conveying she is hangover and isn't thinking straight. This uses humour in the advertising as she is seen doing something silly and 'dumb' which is also a representation of Essex people. By using humour it brings a brighter side to the negative representations and is seen as being a light -hearted joke. The orange serif font stands out from the white background, 'Morning had a rough night?' the rhetorical question also emphasises the fact she isn't in the correct mind set thus links to the slogan 'buy your food to change your mood' as it implies 'your food' is a perfect cure for hangovers. The use of orange is associated with mental activity and stimulates appetite from the potential customer. In photoshop I made the surroundings darker like my mock up and had the model more saturated to make her glow. Fake tan is also another stereotype used. This makes her stand out within the image as the surroundings are blurred. This also makes the red from the tagline and slogan standout.This links to the target audience as partying and drinking is commonly seen. In my survey,the results taking by the 93.3% said my adverts were positively seen and 6.7%  has a neutral initial reaction, this portrays this advert wasn't seen as inappropriate .

                                                              Advert 3:

In my third advert, I used four different models to be in my advert. This advert is similar to my mock advert as it shows the models having a item that has been delivered by 'your food', the advert has a direct mode of address as the two girls on the right side show their shinnying white teeth. This reflects the stereotype of famous Essex young adults getting their teeth whitened. In this advert I contained both genders to attract the target audience of both male and female. All of the models are all wearing bold outfits, however decided to cover the girls with a jacket or a necklace so they don't look to revealing, this prevents the audience from finding the stereotype of Essex people wearing inappropriate clothing too  offensive. Whereas, with the male model I used all black to also create a bold statement. Black is seen in adverts to target men as it makes it seem dark and strong. In addition, I included different ethnicities and races to create a more diversity, this enables all potential customers to feel considered. I also decided to use a variety of foods that originate from different countries such as, Chinese , Italian and antient Greece thus attracts the target audience. I also used a milkshake held by Josh to show the audience the delivery services also provides drinks.  A lot of red is shown which symbolises love and aggression, the colour is known to experience physical effects such as increased blood pressure and increased enthusiasm. The colour also resembles caution and a sense of emergency. Making the audience feel a sense of urgency to order from the company. The use of black within the advert reflects the professionality in 'your food'. I used the font 'broadway' which is a serif font with a white stroke creating a bubble around the text.This makes the message 'All types of food for all types of people' stand out. The use of repetition 'all types' conveys the company is inclusive to everybody.

Advert 4:

In my last advert, I had my model in a full face of makeup and in designer clothing. This follows the stereotype of Essex people being self obsessive with their looks such as fake tan and makeup. The designer top targets the demographic audience as they grey t-shirt is popular within the teenage years. I decided to change the scenery to outside but make the location ambiguous. This links to the main covelline 'Delivered to you' as 'your food' will deliver the food wherever you are. In the sunglasses I photoshoped a photo of Chinese food being held in Olivia's hands. The headline is in a different position compared to the mock up because there was a blank space in the top left I wanted to fill. The use of 'you' directs the message to the potential customers, this is also shown trough the model having a direct mode of address.The green scenery links to nature and is a restful colour to the human eye. 

Mock up designs

                                                                 Mock up design 

                                                

For this advert, want to have a Essex couple arguing with each other. This follows the stereotype of Essex people being argumentative and aggressive. The images were from Google and I decided to photoshop the photos together to represent a before and after shot. I put my logo in the top right corner and my slogan in the middle. "shut up and eat" I decided to use this for my headline this is written in a vernacular to reach the Essex audience. I put this in the middle of the image with a blue font I decided to have the exclamation marks white to reflect the anger. Furthermore, I used a warp text style as it looks as though someone is shouting. Because this is a secondary source this will not be the angle of the models. I want to have the couple facing direct towards the camera with a wider angle to show their full outfit. Here I used humour appeal to grap the audience attention, the main message of this advert is 'your food' brings the couples together as hunger can lead to arguments. The use of both genders shows how the company is inclusive to both genders. In my final advert I am going to have the background darker and the front lighter to show how they were arguing in the past, also the light highlights how the food has brightened their day.

In this advert, I also use humour appeal to gain the audiences attention. The darkness in the surroundings reflects how the model is hungover. This links to the stereotype of Essex people of Essex people drinking. I decided to put the main head line in the top write corner as it was a empty space I wanted to fill. The model is brightened to reflect the mood of how the model is feeling. As this is a secondary source this is not the angle I am going to use. The model is going to be ling on a sofa with a slice of pizza instead of a iron. The logo is in the bottom right corner as this is were it looked best for this image. The main cover line 'morning had a rough night?' reflects on how they were partying.

In this mock up design I took two images from Google, one of them was of a picnic and another is of a woman smiling, I then photoshopped the images to make it look as though the lady is looking directly at the food. The main cover line in the bottom right corner is in a black font this is so it stands out amongst all the colours in the photo. 'delivered to you' this is a short and memorable cover line this advert shows the message wherever they're 'your food' can deliver to them. The advert makes it very vague where the model is thus highlights the message they can deliver. The use of 'you' directs the message straight to the potential customers.

This mock up design I used four different models with different ethnicities to show diverse in the customers and aim to a wider audience. All of the models are going to be eating a variety of foods with them looking directly in the camera to create a direct mode of address. The main cover line is going to focus on how 'Your food' is a all inclusive delivery service for everybody to get food from. This enables more customers to be able to relate to the advert and feel included.Because the images are from google I will make the colour of the main cover line bold and bright and  in the middle of the advert.

Advertising strategies

• Slogans 
• Bright and colourful colours 
• Celebrity endorsement 
• Bold fonts
• Rememberable logo
• Offers/discounts 
• stereotypes
• images 
• hashtags
• social medias
• vernacular 
• Contrasting appeal 
• Humour appeal 
• Romantic appeal
• Beauty appeal
• Popularity appeal 
• Emotional appeal 

• 
  

advertising research

Advertising research

slogan - Buy your food to change your mood 

Advert 1:


                            

For my first advert I am going to have a glamourous couple sitting in front of a table all dressed up. They will both looked like they've fake tan on and white teeth. The couple will both be happily eating enjoying the food together. However, in the background the couple will be arguing this refers to the stereotype of Essex people being argumentative and outgoing. This links to the drama that is on the Only way is Essex.

cover line 

'shut and eat your food'


Advert 2:

 

Essex people are known for partying a lot and getting drunk,by recreating this I decided to show the after math of a night out (being hungover).

• empty alcohol bottle on the side 
• smudged makeup 
• heels on the floor 
• food looks appealing 
• holding a piece of food to the face like it is a phone 
• fake tan 

'when you are starving marvin '

Advert 3:

• looking down at table of food or picnic 
• white teeth
• makeup
• Happy with the food 

Advert 4:

A group of  4 people enjoying their food looking into the camera

• All enjoying the food 
• Different races 
• bright white teeth

Advert 5

• dressed up 
• fake tan 
• Everybody staring at the girl eating 'you food' as she walks down he corridor.
• Popularity appeal

logo designs

Logo designs

The black serif font stands out against the white background .The detailed and curly writing looks creative. Furthermore, the Disney logo displays Cinderella castle this evokes a sense of imagination and fantasies. Walt Disney draws children's attention, creating a sense of excitement and dreams. A large range of children's films are from the Walt Disney company, making the logo rememberable  from a young age to adult years.

The Instagram logo is designed towards the target audience of thirteen and upwards. The modernized logo has a rainbow gradient ranging from the colour yellow to purple. This is a colourful logo thus draws the audience attention. The white camera in the middle stands out against the coloured shape. I like this because Instagram's mains feature is taking and sharing photos and videos.

The Levis design is a simple design ,the red creates a sense of urgency and looks alarming .The sans serif white font stands out from the shape. The simplicity of the design makes the brand more recognizable.

Task one demo:

On my logos I used a variety of serif fonts to make the logo stand out and also look sophisticated. Essex has the stereotyped of people who dress up a lot and party so I wanted to make my logo represent that and look embellished. In the first logo I used the font 'Algerian' and I used the fx 'stroke' this looks as though someone has sketched the writing out. This is appealing to a younger audience, as the font looks fun and exciting. In my third font it doesn't appeal to a younger audience, the fancy font 'Kunstler Script' this looks old fashion and would be aimed towards an older audience. I will not be using this in my final outcome.

Task two 

With the three fonts above they look more bold and targeted towards a younger audience. My aim was to make them look modern and simple. In the top font I used the font 'Centaur' in italics with a 4px stroke. This font has a warp text which is 'flag' I like this font,however it doesn't grap the audiences attention enough and can seem boring. In the second font I used the font 'broadway' which also had a stroke 4px. I prefer this font over the top as it is more bold, although the serif font doesn't look like it is for the target audience and looks older fashioned and out dated. The third font I love as it is bold and modern this is 'Acumin Variable Concept' this is a simple font but stands out. I think this will be the font I will use in my adverts. In the last advert,' Microsoft YaHei' the font also looks bold and modern I like the sans serif font,however ,will use a different colour if I used it in my adverts. The font has a 7px pink stroke and has a line going through the font which I like.

This is my first design, the font looks bold and stands out with the bright colours of the doughnuts which draws the viewers attention. My target audience is towards the region Essex, which has the stereotypes of being obsessed with their physical appearance especially those from the age 16 to their late 20s .In this design I merged the letter  'D' with a pink lipstick which makes the logo more glamorous and bold. Furthermore, the lipstick indicates having a 'night out' as young Essex people have the representation of partying frequently. I decided to use the font 'serif' because its bold and simple but also looks flashy .To create this logo I used 'Monotype Corsiva' font, this is because I loved how eye-catching the font is .I also decided to experiment with the colour of the font and decide to make it black so the colours form the doughnuts and lipstick stands out .I developed my sketch of the logo in Photoshop by making the doughnuts more simpler and the doughnuts to be half eaten, this makes the logo look more interesting .Creating the paths for the lipstick I also decided to make the lipstick red .This is a good colour to get the target audiences attention as it can be associated with danger. Dressing in red lipstick is a bold and confident colour . Essex people have the stereotype being attention seekers and have dress confident and bold .

However, this logo can look feminine which contradicts it being gender natural.

In this design I decided to make it a more simplistic design. The shopping bags also refer to the associations of Essex people be obsessed with their looks. I changed the pink bag to dark  purple as it is more prominent. The reason I choose these colour bags is:

The colour purple associates with wealth and is often used to promote beauty products, creating psychological impact of the service being luxurious. The yellow bag is the most noticeable out of all of the colours by the human eye, also having links to enthusiasm and energy. The orange bag also refers to enthusiasm and strength. The blue creates a sense of confidence but is calming influencing the audience as it is known to have a positive affect on the mind. Green is a lively colour and is used to simulate harmony in the brain and encourages and is used to make customers feel relaxed. This is the reason behind feeling great when we are out in the open. In Photoshop

I used a gradient overlay on the purple bag with a 100% opacity to make the bag look more realistic. I used a black stroke on the four bags to create a sketch/cartoon effect it also makes it look more bold. I used 'Bauhaus 93' font and a warp text style 'arc upper'.If I use this logo I would maybe change the purple bag to red as it creates a sense of urgency, this is frequently used by fast-food chains.

In my third design i wanted to be more creative with my logo. I decided to use a wine glass as Essex people have the stereotype of partying a lot and drinking, this stereotype may have stemmed from    
the reality tv show 'The only way is Essex' as the casts is always seen arguing and drunk in clubs.
The three colours I used were red, blue and yellow. The red creates a sense of urgency making the audience want to buy from 'your food'. The colour blue associates with reliability and produces a sense of security. As 'your food' is a new company the colour blue is common for brands who look to attract customers to buy their services or products. The cheerful colour yellow helps promote optimism. For the font 'your' I used a serif font 'cambria math' with the warp text style 'inflate'(50%) to make it look like spaghetti. The food on the fork and the wine shows the variety of things that can be bought. The font for 'food' I used 'Niagarai Engraved' which is also a serif font.