Final evaluation of final adverts against the statement of intent
Final analysis of Advert 1
The advert`s 3 models are all at different ages however the ages all go in the targetted age category which is 16-25 year olds. The female is 17 years old, the male holding the helmet is 18 and the other male is 21 years old. This illustartes a diversity of different ages that all go to the targetted age group. Also, it shows that every person from that age group can order from this food delivery service.
As the reginional identity targetted is the region of Essex, the advert`s photo has been shot in Harlow- a town in Essex. Therefore, to show that the targetted region is Essex i have used stereotypes which are associated with the Essex youth and the culture of Essex. For example, one of the males is holding a bike helmet which means he is riding a bike which is a common stereotype help upon the Essex boys, that they start drinking, smoking and riding bikes at an early age which can be a way in which they `show off` their masculinity to the others and also show that they are dominant.
The social class which is represented in this advert is mainly the skilled working class and lower middle class. This is because the audience that occupies and comes from the higher class backgrounds will be more likely to go to eat outside to more luxurious restaurants and places as they would have the economic and financial capital to do that rather than to order food for home. Whereas, the lower middle class and working class will earn less and therefore would prefer to eat from home. The lower middle class is represented through the clothing of the male at the middle. For example his clothes look quite expensive and luxurious especially the `Nike` branded shoes. The shoes can also represent the typical Essex boys as boys from Essex will most likely be seen wearing `Adidas` or `Nike` trainers rather than a formal pair of shoes. Also, this would therefore attract the attention and appeal to The Succeeder as they when it comes to brands they seek prestige and the best as they feel that this is what they deserve, therefore having this middle class representation of this model in the advert can result in attracting audience such as the Succeeders but other as well as they would be persuaded that the delivery food service of ``YOUR FOOD`` will be prestige and on a high level. Also, the girl is wearing a hand bag which is a quite formal way of dressing.
The shot of the photo is a long shot therefore this allows the audience to explore both the body language of the models as well as their facial expressions however the body language can be seen in much more detail. Their body language shows that they are quite relaxed therefore this would make the audience feel at ease and them feel comfortable. The shot shows an interaction between all of the models. In this case the long shot is useful as it shows offers a better view of the mise en scene and the location at which the photo is taken. The main colours used in the wirtten codes such as the slogans, strapline and headline is the black which is because it creates a very good contrast with the red colour in the mise en scene- the cafe. The slogan `stop, eat, go` is in the bright and saturated colour green in order to portray the idea that `YOUR FOOD` also offers healthy food options for some fo the audience that may be vegetarian or vegan. Furthermore the black adds formality and a serious tone to the advert. Having the green slogan and the black strapline near eachother makes the green sloga stand out, as it is a bright colour compared to the unsaturated black colour. In the advert in the written codes- the strapline and headline i have used repetition in the words `your` and `better` which is done in order to entertain and intrigue the reader so this can attract their attention on this part of the advert. The lighting is quite bright which can be as a result of the red colours of the cafe which makes the advert differentiate from the other stuff that may be around. The red has connotations of excitement therefore this would interest the audience.
The bright slogan `stop, eat, go` is like a sign and also connotes the idea that even that you may be rushing the service is fast enough so you can still afford to eat something quickly, and therefore this saturated green colour makes it stand out and appear dominant to the rest of the slogans and headline of the advert.
Final analysis of Advert 2
The social class that will be targetted would be the working class, which can be seen by the mise en scene, as it is quite derelict and therefore the are does look like a place that people from the upper middle class would go to consume their food at, they would rather consume it at a inside location such as in their homes or in higher class restaurant.
All of the models are making direct mode of adress and eye contact with the audience that will be looking at the advert therefore this would make them feel like they are targetted at, moreover this is emphasised further by having their fingers pointing at the camera when the photo was taken. When someone walks past the advert they may be intrigued by why they are pointed at and will therefore take time to look at the advert, read the written codes and see what it is about. The direct mode of address (finger pointing at the audience) and symbolic codes and the body language of the models can be seen very clearly as technical codes such as the type of shot is a long shot therefore more detail and attention is focused on the body language. Furthermore, through the facial expressions (symbolic code) i have included humour appeal which is helpful and useful in order to involve the audience and create a sense of positivity and amusement, not only does it attract the attention but creates the advert to be rememberable. Humour appeal shows creativity and imagination. Therefore, following this, this will most likely appeal to The Explorer. This would be as a result of the location as it usually differes from the mainstream locations of where food is consumed at such as at home- kitchen, living room, in cafes or restaurants, and therefore the demonstrations of the different cultures and ethnicities may interest the Explorer as this would mean that the foof delivery service will offer a variety of food styles and traditions that they would want to taste as they seek to discover and explore new, try new ideas and have new experiences, which can therefore be linked to the idea of trying new foods from `YOUR FOOD` food delivery service. The written codes such as the slogan `big food little money` may be appealing as already said to the working class as it suggests to them that the food offered by this service will be affordable to them which is the most important for them therefore they would order it. The other slogan `We bet you won`t find better` is quite competative and therefore questionning to the audience to engage them, and make them try the delivery service. The use of colours in this advert is of saturated colours which stimuate the audience and create a positive atmosphere. The facial expression of the model on the left, adds some humour and therefore creates a bit of contrast with the formal tone which is conveyed by the black font. The contrast is essential, as the audience will not be at ease if the advert is too serious and formal therefore this humour will comform them and also show some creativity.
Final analysis for Advert 3
The mise en scene of this advert shows that the location is an inside location however of Chinese restaurant which can be identified by the food- noodles illustrated in the photo. When an audience hears about a delivery service they would expect to see a variety of foods shown in the adverts which is what the conventions of a food service will be like. Therefore, in my adverts i have explored and shown two types of foods- pizza- Italian and noodels- Chinese (Asian), showing that ``YOUR FOOD`` service will be offering varieties of foods, in order to show diversity and to match the desires of the different kinds of audiences which will be from different origins therefore with different cultures and food traditions. Therefore the more different food portrayed in the adverts the more interested audiences from different countries will be and the higher chance there will be of having their traditional food and meeting their desires. This therefore emraces multiculturalism too.
However, in contrast to the other adverts this advert will be targetted at the middle class audiences. One of the reasons for this is the mise en scene as the location is in inside a fancy restaurant meaning thta the people that would be able to afford that will be the middle classes unlikely those coming from the working class backgrounds. The lights make the atmosphere look more elegant, formal and fancy too. Furthermore, the dressing of the female model is quite formal as she is wearing a black shirt. Both models show positive facial expressions and this can be seen because the shot taken is a medium 2 shot which also shows the interaction of 2 people. In this case the symbolic code, which is the 2 models expressing the feeling of happiness and joy through them laughting will create positive conotations and have a positive emotional and mental impact on the audience. The feeling of contentment, joviality and enjoyment is spread to the audience through the facial expressions of the models. As the mise en scene includes some unsaturated colours such as the dark green colour of the plants and the dark brown wooden boards, the use of the white in the wirtten codes is used to contrast the dullness of the colours and make the mise en scene seem more cheeful. The lights at the top, also add lighting so this adds more positivity to the advert.
As the yellow is a stimulating colour it creates this link between the service and the audience, as it is used in the telephone number therefore this stimulate the audience to call and order.
Final analysis for advert 4
Moreover, in this advert the stereotyoes which are represented are stereotyoes which are usually held upon the females of Essex which are mostly negative in most cases. In the advert i have used red lipstick for the model which draws the attention of the people towards the advert as the red is an alarming colour, rather than using the simplistic colours such as black and white which have usually got less meanings attached to them. This bright & saturated red colour acts as a warning and symbolises the female gender and the tyical `Essex girl`. This specific shade of red puts importance and power upon the model and makes her stand out and be the main object of the advert. As `Essex girls` are stereotyped to be provokative and showing off the red represents this very clearly. In addition to this the jewellery that the model is wearing furthermore illustartes the stereotype that Essex girls always look made up over the top and will always be ready to go out. And the orange eyeshadow that she is wearing adds to saturated colours already included in the adverts and implies determination, encouragement of the audience and joy, making the advert positive and creative as a whole. The social class that will be targetted at this advert will be the working class mainly. This can be identified through the clothing of the model. The clothing is very simplistic and quite sporty therefore it shows that it will attract those from the lower income backgrounds. The colour white of the top connotes simplicity and purity, however the tracksuite bottoms are grey and this colour implies dullness, dirtiness and is a quite dingy colour which symbolises the features of the working class.
With all of this make up and props of the model, ther is beauty appeal used because an attractive-relevant advert comes with an attractive model rather than what the audience will call an `average-looking model` therefore by embracing the beauty of the model, this will draw the attention of the audience. Also, with this appereance of the model, this will appeal to The Mainstreamer as they follow the daily routine of life and the traditional therefore this would be just to order food for home as shown in the advert. As they are the leading and the largest group in the society therefore this means that there will be a higher chance of this advert to be liked by a larger number of the audience & society.
As the shot of this photo is a medium shot it portrays both the facial expressions of the model and the body language at the same time, euqally. The shot allows the audience to see the eye contact that the model is making. This direct mode of address helps to establish a elationship between the advert and the audience. The model`s finger appears quite big in the advert it is making it quite persuasive towards the audience and also adds positivity and humour to the advert.
The lighting of this advert is very bright and warm. The bright lighting is associated with decision taking and is also likely to have a positive emotional impact of the audience. The bright lighting increases the audience`s sense of warmth and therefore the audience is more likely to favour this and the delivery service too.
Looking at the written codes such as the, slogan `delivery faster than light` this is a catchy slogan as it would cause the audience want to test this hypothesis and see if the food delivery service is actually as fast as portraye therefore they would order, and if the customers are satisfied with the delivery then they would be more likely to order again and again.
The main colour used in the advert is the red as it cotrasts the colours of the clothing and of the mise en scene therefore making the written codes stand out and therefore to be more recognisable by the audience. It is a colour which acts like a warning and an alarm therefore it provokes the audience to want to test this food delivery service.
The yellow is a colour associated with the thrive for success therefore having it used in the advertising- the phone number is very effective as if somebody calls to order this means that the adverts have been successfull in targetting the audience.
For all adverts
Linking this to the Elaboration Likelihood Model (ELM), all of my 4 adverts follow the central route to persuasion because the adverts will use primary tools such as the wirtten codes which are the slogans and straplines in order to persuade the audience to order from `YOUR FOOD` delivery service. Moreover, the model`s symbolic codes such as their feelings, emotions and facial expressions are also an example of the central route to persuasion as they will have an a direct impact on the audience that will result in them wanting to or not wanting to order from this delivery service.
In Advert 2 & Advert 4 there is anchorage used through having the models pointing their fingers at the camer in order to represent the name of the food delivery service- `YOUR FOOD`. This therefore shows the use of anchorage and will interest the reader. It also helps to forms this relationship between the advert and the audiene so they can feel more comfortable to order from this food service.
In all adverts, the headline is in bold to illustrated its importance, power and dominance. Moreover the bold font results the written codes to be more easily recognised and therefore attract the attention of the audience looking at the advert.
Writing will mostly be written by using Sans-Serif as this font is more sharp and it is more formal, it also includes a variety of widths and shapes. Sans- Serif typefaces are furthermore associated as more friendly, direct, clean and minimal than the Serif typefaces, and this is what is needed for my target audience. As my target audience is 16-25 year olds, this means that this audience is from the nwere generation therefore they will prefer and favour a modern style rather than outdates and vintage font use.
