Advertising research- 15/02/2019

Advertising Research

Example of images that can be adopted and used in my advert for food take away. 

Strapline- a subsidiary heading or caption in a newspaper or magazine
Tagline- a catchphrase or slogan, especially as used in advertising, or a punchline of a joke
Slogan- a short and striking or memorable phrase used in advertising.

Potential/ example slogans/taglines

- The taste of joy
- Full of goodness, full of value
- What you want, is what you will get
- Have a taste of goodness
- Do you believe in magic
- Unbelievable... but true
- Your food, your best choice
- Your food... best food/ your food, best food
- Chose Your Food, make your dreams come true

Related to Essex culture/ stereotypes
- At the end of the day, we all chose Your Food ( Essex related)
- Shut up, eat Your Food (Essex related)
- Get messy, get Your Food

Possible shooting locations
- inside locations eg: in a kitchen
- inside a restaurant, food place in general

Shoot Locations

Statement of intent 

• 350 words
• write how the advert links to LIAR

For advert & to write about

• Font
• colour
• masthead
• header
• typography ( the font and shrift) ( serif/ sans serif and why it is used)
• mode of address
• logo
• font
• mise en scene
• same strapline 

LYNX advert

• purple tones royal colour, shows power and importance
• angel links to religion
• white links to purity, innocence and cleanliness linking it back to the fact that they are advertising a spray, deodrant
• Get girls if you wear it
• ``even angels will fall`` implies that even girls/angels have sides, and this angel must have done something bad have fallen from heaven to earth
• there is always a bad side to a girl
• the white is not pure white but a dull and dirty white symbolising the rebellion 
• there is a women used in this advert in order to seduce men as the target market of this product is males. 
• as long as you just use/ wear this spray this will lead to even the angels coming down to earth for you because of the smell of the deodrant
• feminism- Van Zoonen
• stereotype- women being objectified

Slogan to be the same 

Strapline to be different

Logos- 8/02/2019

Examples of logos

Logos must:
-relate to essex culture
- be simple
- youth culture
- target audience is youth culture/ young people
ages 15-25
- humour



Example logos

The potential logos must most importantly relate to the essex culture and portray a few stereotypes through them.

Appeal
- humour appeal
- youth appeal
- endorsement appeal
- popularity appeal
- social appeal
- intertextual links to include
Explain the reasons why the following appeals are being used.

• Gender hybridity 

Chosen logo

Firstly, i have chosen the red lips to be the logo and the main focus as it very clearly represents the femininity of Essex girls. It also portrays a stereotype which is held for the typical Essex girls, that they are always made up almost being entirely fake and never natural illustrated by the hard red lipstick on the lips. Also, another stereotype displaye by the red lipstick is that they are provokative girls always in the search of men, rather than focusing on their own well-being and future persepctive or goals. 
Secondly, the main reason for me to choose the red colour for the lipstick and the lips is that it mainly symbolises a warning or a danger approaching, which therefore focuses the attention of the audience onto the logo and therefore on the potential advert. Also, the people who desire this colour are aggressive or energetic therefore this this makes a link to the Essex culture of the males as they are stereotyped as being aggressive and rude into violence. However, the colour moreover represents the strive for success which is a perfect match and combination for the logo of the advert as it's ruling and crucial purpose is to be succesfull so a higher number of people can order from ''Your Food''. It represents the determination and action being taken in order to become affluent. 
On the other hand, the main colour of the logo which is the red, is contrasted with the black colour which is used in the wirting ''Your Food''. As the red is a powerful colour it is combined with the black in order for it to stand out in this visual environment. The combination of the 2 colours is very effective as they both support eachother as a result of their similar connotations, both emphasising importance and sophistications. However, they are also two very contrasting colour as the red is a very highly saturated and bright colour whereas the black is a very dark, dull and unsaturated colour, which therefore increases the interest of the audience. A well as, the warm colour red transmits a cheerful, positive and optimistic tone towards the people looking at the advert. And in addition to this, the black colour used in the text writing depicts the formality, seriousness and therefore represents the advert as very original.

Analysis of Adverts- 06/02/2019

Requirements of the brief

•You work for an in-house print production company within an advertising agency. You have been given the task of producing a campaign of four full-page magazine adverts to promote a new takeaway food delivery service.

•Summary of brief requirements:

–Statement of Intent (approx.
350 words).

–Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different settings and at least two different models used across the four adverts.

–Location of adverts: The adverts are to be placed in regional magazines and the content should reflect the location.

–Client target audience: 16–25, mass market, male and female demographic in a defined geographical region.

•This new takeaway food delivery service – YourFood – wants to be defined by its regional and youthful brand identity4.

•All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline.

•The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable.

•Your finished realisations of the four adverts must be presented as A4 prints, with
the image scaled down as necessary to preserve the correct magazine page ratio.

•Your magazine adverts must adhere to the rules of the Advertising Standards Authority (ASA): https://www.asa.org.uk/

- 4 different locations

- shops/ fast food places

       Eye contact is made by the chef looking directly at you

      The red background colour symbolises the importance and significance of the advert. It can also imply a warning as the red is an alarming colour.

      Anchorage portrayed through the chef pointing his finger at the phone

      The headline is in capitals which is eye catching and puts the attention of the people on the advert.

The finger pointing creates humour.

Saturated colours are quite positive.

Complimentary colour of the red and white make the white captions stand out.

Colour theory

The caption ''don't cook'' is quite playful and humorous therefore it presents the idea that if people can't cook or do not have time to cook/clean up the mess, just eat will take care of that and solve these problems. 

The direct mode of address is effective as it creates a relationship between the on viewer and the advert. This creates a playful and humorous tone. There is informality as the chef is smiling and he's not serious, which would make the viewer feel more comfortable- more likely to order from just eat.

Serif is used to make a link to the modern society we re in. the advert is not out-dated or old, is in fact  modern. 

Intertextual links:

- stereotypical italian chef- moustache

- super mario

- 118 advert

      

      Colours are very saturated conveying the positivity.

      The colours used in this advert are mostly associated with femininity which can create a conflict.

      The yellow colour is a compelling and youthful colour which can be linked to the younger generations and make the adverts more suitable for a younger audience/target market. 

The yellow colour is also the colour of success which can directly link to the idea that these adverts are very popular and successful therefore attracting the audience. 

The colours used are analogous colours:

-orange

-yellow

Most colours such as the yellow, orange and pink are warm colours.

There is a connection in the third side between the 2 different shades of green and the caption ''to the park'' so the caption is explained through the colours used. The green is associated with healthy food. 

There are 3 different age groups presented presenting the idea that the advert is directly aimed at a specific age group. 

The expressions of the people are positive as we can se that they are all smiling which can imply that all clients and people are satisfied and happy with the delivery service offered by ''deliveroo''.

stroke- outlining


Logos

bright and saturated colours
- art work/ to be simple
- fonts- bold
- relevance
- memorable

Textual analysis print adverts- 6/02/2019

Advertising strategies

- celebrity endorsement
- saturated/bright colours
- font big and bold
- promotions/ student discounts
- eye catching, memorable headline
- alliterations
- double ontondra
- serif/sans serif font
- serif font is more modern
- incentives
- intertextual links
- humour
- images/illustrations
- hashtags/trends on social media
- exaggerate stereotypes
- slang
- vernacular
- 'init,you know what i mean, peng'

Mood boards (01/02/2019)

2 moodboards
1- essex culture
2- essex youth culture

Mind map of stereotypes associated with Essex/ Essex Culture (01/02/2019)

Mindmap on stereotypes of Essex cultures


https://bubbl.us/9656134

Michael Jackson music video part 2

Essay

Analyse how the Billy Jean music video by Michael Jackson represent or subvert black stereotypes of black identity.

- talk about how he was the first black person on the ..... tv--> counter stereotype
- the mise en scene, the place in the background is very derelict and run down which links to the stereotype that black people are gangsters that always stay at run down places.
-