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.
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