Post 5: Research into existing TV commercials for take-away food delivery services

This was very important to research in this project as it is vital to know genre conventions when creating an advert. This was also useful in understanding the methods brands use to convey their unique selling points to the audience effectively, so I could then reproduce this with in my own adverts.

Existing adverts in this genre tend to make a large deal of the action of ordering a take-away, and glamorising it. This is a convention in adverts for this service due to it persuading the audience themselves to order take-away as there are positive attributions connected to the action. The adverts also tend to focus on the characters having a large variety of choice as to what food to order. This was made especially clear when I analysed Just Eat adverts, as this is the brands unique selling point.

The advert 'Manband' by Just Eat is set in an average living room in order for this to feel relatable to the audience. It features appropriate ways of promoting their own brand values by being able to order food of your choice. This is achieved by the 4 male singers listing off different types of food that they may want to order. The entire advert is full of over the top singing in an extremely ridiculous way. This conforms to the convention of humour common place in this genre of advert, appealing to their target audience and increasing the effectiveness of the advert due to it being memorable. The advert starts of slow, with the editing skipping between scenes every couple of seconds. However, after the main singing begins about the food, the editing style speeds up drastically in order to keep the audience engaged. Near the end of the advert after the singing has stopped, the logo is overlapped over the end scene, along with the tagline 'Tap the app and get that mini fist bump feeling'. This helps the advert to be retained in the audience’s memory, increasing the effectiveness of the advert.

In 'space' by Hungry House, there a wide range of shots used, from long shots to close ups, which is done in order to keep the audience engaged throughout the entire advert. There is a voice over throughout the entire advert, narrating it and stating the brand name and slogan at the end of it in order to anchor the advert to the service it is advertising. There is no swearing or violence featured in the advert, with small amounts of food ordered. This results in the advert conforming to the ASA BCAP codes. When the food is ordered, the delivery driver arrives at the door of the space station. This clearly over the top representation of Hungry House delivery drivers promotes the brands values and beliefs that they will deliver your food to you wherever you are.

In 'Magic is Real' by Just Eat, there is a great quantity of diverse casting decisions. This helps to increase the potential reach of the advert by appealing to a much larger audience. These representations of different cultures are positive as the food made by them is presented as delicious. Intertextuality is present in this advert due to the names of different restaurants being shown. The advert itself features genre hybridity with other adverts involving magic. The delivery driver starts flying near the end of the advert, which is a supernatural action normally unseen in this genre of advert.

This was very useful to me as I was able to understand the importance of certain aspects of food delivery adverts, which I was able to replicate in both of my adverts, for example product placement and humour.