Mock up designs- 27/02/2019

Mock up designs for the print adverts 

 This 1st mock up has an inside loccation- kitchen. I have tried to use saturated and bright colours in the mise en scene through the clothing of the model and the food, in order to convey positivity through the advert. The clothing of the model, the top is quite revealing therefore portraying the stereotype held upon the Essex females as being sexually explicit. In addition to this, the top of the model is quite colourful but the main colour is the red which is the main reason that made me choose that top as the red is passionate and dynamic colour which attracts the most attention due to having strong emotional impact, this is what is needed in my advert a strong and powerful colour that will stand out and therefore draw the attention of people towards the advert. Also, it is shown that the people who desire this colour this colour strive for success which makes a link between the colour and the purpose of the advert as the avderts is aimed and planned to be successfull. The colour has a strong link to femininity and sexuality which ones again links to the stereotypes about the female culture of Essex.


It symbolises power and vibrance which puts importace onto the advert.
Secondly, as we can see the model is making eye contact therefore creating a direct mode of address with the audience which establishes and forms this relationship of trust between the advert and the people looking at it, which make them feel more comfortable and may trigger them to order from `YOUR FOOD` services. The model is also wearing heels as it is a prop used in order to portray the culture of the Essex females and the stereotype that they are always made up over the top and too fancy. The kitchen is a suitable location for the advert as it is one of the main places where most people consume food at. The advert also shows 2 contrasting foods such as healthy and unhealthy food which symbolises that the food offered from `YOUR FOOD` service will vary and people will have options to choose from, either healthy or not as healthy food. This will be helpful and effective as it will meet the desires of what the different groups with different tastes may have.
Anchorage is used in the advert, as the two pieces of media support eachother to convey the meaning of the advert to the audience. As the service is called `YOUR FOOD` the model is pointing at the audience and therefore saying `YOUR FOOD` through her gestures.

In contradiction to the 1st mock u advert, the location of this mock up is in front of a food takeaway service which foreshadows the fact that the advert will be for a food takeaway service. Moreover, having the model smoking will emphasise the idea that the model is more likely to come and be from a working class background as smoking will be associated with working class people with a lower income. This creates a link to the Essex culture and the people, as the people from there are believed and stereotypes to mostly come from the working class backgrounds.
For the straplines, i have used 2 contrasting colours: black and white however their connotations actually create a relationship between the two contrasting colours and result in them supporting in eachother. It conveys the fact that the 2 opposing colours do not compete but, work together and complete eachother in this advertising aspect. The most common association of black is power, formality and strength whereas the white represents purity and cleanliness. The black therefore used in the name of  the food takeaway service `YOUR FOOD` is used to form the connotations of the advertising aspect,  portraying that the takeaway service is modern and formal due to the strong colour used. Whereas, the colour white is used in the straplines to portray the quality of the food and the food aspect of the advert, that it will be fresh, pure and clean food that the consumers will be satisfied with. As said, opposites attract and contrast creates completion, therefore the convergence of black and white is an example of how two divergent colours communicste more powerfully together thatn they do on their own. An lastly, i have balanced the use of the two colours which leads to drawing the attention of the audience to the advert, because they both stand out as they contrast eachother very effectively.