This was important to research as it gave me advantageous insights into alternative mediums for advertising this type of service. This allowed me to find new ideas and techniques of branding and anchorage, which I was able to take into account when creating my own adverts.
In this print advert, the slogan ’The food you want is just tap away' is present in large letters, helping anchor the meaning of the advert to the brand. It also helps to draw the reader’s attention to it and get the message across of the ease of use of the app, and how quick the speed of delivery is. An average-looking actor is used in the focal image. This allows a larger audience to be able to relate to the advert, helping to increase audience appeal. A large variety of vibrant colours are used, creating positive attributes linked to the brand, helping to persuade the audience to use the Just Eat service.
In this advert the food is not glamourized, it simply shows what a normal takeaway looks like, helping people to identify with the advert. The slogan 'Craving a curry' highlights the ease of use of their service as it makes it seems like a casual need that can be easily met. This helps to highlight their brand values of being able to quickly and easily satisfy any cravings you may have.
The brand information, such as their website, is shown largely at the bottom of the advert. This is a convention in order for the audience to easily see how to access the service, persuading them to use the service.
This was useful to me as it helped me to find new, important aspects about take-away food delivery services that I would be able to advertise in order to appeal to a wider audiences.
It was important to research other genres of adverts in order to
be able to use their existing ideas and techniques and incorporate them into
my own advert.
Many adverts for popular
restaurants and supermarket chains focus on glamorizing their different food
choices. This entices the audience watching the high quality of food shown,
creating a need for it. The adverts produced by M&S showcase this technique
perfectly.
In 'Adventures in Imagination',
most of the shots are close ups of the different types of food on display in
order to highlight the delicious tastes of them. As the food is centre stage in
these adverts the audience attention is focused onto it, helping to persuade
the audience to purchase it. The huge emphasis on the food makes the audience
feel hungry, and the vibrant colours in the advert holds the audience’s
attention throughout it. All of this combines together to influence the
audience to buy M& products, resulting in a successful advert.
This was useful to me as it
shows the importance of the audience being able to see the food ordered, as it
creates a need for it. I was able to incorporate this into both of my adverts by showing what the food would look like on the app to correctly appeal to my target audience.
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.
It was important for
me to research this in order to know what appeals to my target audience, and
how this can be exploited through both of my adverts.
Our target audience is unisex people of age 16-25 years old. There
are different sub-groups of people in this category, however many of these
share similar traits. Some of these people live with their parents, mainly the
younger ages, and the rest live alone or with friends. Most people in this age
group have a distinct lack of money, and find ways of living with minimal
outgoing costs. Therefore, when it comes to take-away food delivery services,
the price of the food is a very important factor. The target audience have varying amounts
of free time, but a trend among them concerning this topic is that the service
needs to be both easy and convenient. If the service is difficult to use or takes too long to arrive,
they will tend to move onto another method of getting food for themselves.
Through a survey conducted by myself, I found that quick delivery times was the
predominant reason people in the target audience use take-away food delivery services. I gathered from my
research that if a brand failed to deliver their food in a short time span,
then the consumer would tend to switch over to a different brand for the next
order. From analysing this data I can conclude that for my own brand it would
be highly beneficial to advertise the high speed of the order, and the extreme
ease of use of it.
I conducted a survey on survey monkey in order to find out more about why the target audience use take-away food delivery services.
This research helped
me a great deal in finding a unique selling point for my brand, as I knew what the
most important aspects were for the target audience concerning take-away food
delivery services. It also allowed me to find impact ways of appealing to the
target audience as I knew what they liked and didn't like when it came to
buying habits.
It was important for
me to research this as it allowed me to recognise the rules that all adverts
have to follow, which aided me in making sure my adverts abidied to these rules.
The ASA BCAP code is a series of rules and regulations for
companies to take into account when adverts are being created. Before any
advert is aired it needs to be checked against these guidelines in order to
prevent any mental damage being done to the audience. There are 32 categories in the code, however only 10 of these relate to advertisement
including take-away food delivery Services. The target audience for our adverts
is people of age 16-25. As part of this audience is under 18, I needed to take
into account the use of alcohol in the 2 adverts, and prohibit it as it is
against the code to advertise alcohol to those under 18. Another code is that
adverts should not condone excessive consumption of food. With my adverts in
order to abide by this rule I had to take into account the quantity of food
ordered by the characters, and make sure this wasn't deemed as excessive.
Another code I had to abide by was to be socially responsible when
representing cars in the advert. I chose to not include cars in both of my
adverts, but if I did I would need to make sure no one underage was driving,
and that they were sticking to the speed limit without driving recklessly.
An example of an advert that has not abided with these rules that
has been banned is one by Vodafone (left). They made claims in the advert about guaranteeing broadband speeds they were
not able to upkeep, and as a result the advert was banned for being misleading.
This was particularly
useful to me as in the design process for both the adverts, I needed to make sure I wasn't
condoning poor nutritional habits in the advert or advertising alcohol, which would have resulted in
the advert being banned.
I researched channel 4 in order to understand the style of shows broadcast of the channel, and to also know what type of adverts are shown. It was also useful to research Channel 4 to get a good sense of their brand values and their audience groups so I was able to construct my adverts so it suited the channel.
Channel 4 is a public service broadcaster, regulated by OFCOM. This means their channel is funded by the government, however they also gain revenue from adverts, sponsorships and sales. This money isn't distributed to shareholders, but is instead all invested back into the brand. They were founded in 1982, but changed to Freeview in 2004, and currently run an on demand service called All 4. In the remit for channel 4, they have 4 main brand values. They aim to 'shine light' on untold stories, to 'innovate' and take creative risks, to 'inspire change' in modern ways of life, and to 'stand up' for diversity across the UK. This results in a unique alternative style for the channel, resulting in them being a niche broadcaster.
Channel 4 broadcast a large variety of shows, with many intended to engage a predominantly younger audience of teens, for example The Simpsons, Hunted, The Big Bang Theory, Hollyoaks and many more. Shows such as Hunted and The Great British Bakeoff are broadcast in the 7pm to 9pm weekday prime time slot. Adverts screened around these times tend to have an alternative feel, and are generally innovate and take risks, following on from the Channel 4 remit. A time to schedule my advert around would be on Tuesdays at 8pm, as this is when The Great British Bakeoff airs, where a large proportion of their 10 million viewers is part of my target audience.
This was useful to my planning as it allowed me to put a large emphasis on creating an alternative style for my adverts as it would be better suited for the broadcaster at hand. This research allowed me to take creative risks when designing my adverts as being innovative fits the style of channel 4.
I researched into the food takeaway services in order to be able to find
and understand the conventions of the industry. I did this by researching what
different brands existed, then what each of their unique selling points
were and what similarities existed between them.
The take-away food delivery market is a massively growing market, being worth
£9.9 billion at this current moment. People put in their postcode in their
website/app, chose what food they want to have, and it is all delivered to them
quickly and easily. Brands that offer this service are Just Eat, Deliveroo,
Ubereats and more. This benefits consumers due to the ease of use of the
service, the variety of food and the speed of delivery.
Just Eat takes around 2000 orders per minute, and had a revenue of £546 million
last year. They sponsor the X factor, and had 14 million downloads of their
mobile app in 2017. The brand has the unique selling point of having a large
variety of foods for consumers to choose from, resulting in their service being successful. They have numerous local connections, sponsoring a small football team
in Darby, and have for hire bikes in Edinburgh, increasing the reach of
their service. However, there have been controversies surrounding Just Eat.
They were found out in 2018 to deliver from at least 35 restaurants with a
hygiene rating of 0, the lowest possible score. This was a major health risk as
these restaurants were not licensed, which would have resulted in a large
number of food poisoning victims. This was reported by BBC news in October.
This research allowed me to be able to create a convincing brand image
for YourFood which follows the correct conventions of the industry. Knowing the unique selling points of
the main brands allowed me to create a new, unique one for YourFood, which I
was then able to properly advertise in my 2 adverts.
In this print advert, the slogan ’The food you want is just tap away' is present in large letters, helping anchor the meaning of the advert to the brand. It also helps to draw the reader’s attention to it and get the message across of the ease of use of the app, and how quick the speed of delivery is. An average-looking actor is used in the focal image. This allows a larger audience to be able to relate to the advert, helping to increase audience appeal. A large variety of vibrant colours are used, creating positive attributes linked to the brand, helping to persuade the audience to use the Just Eat service.
