Blog Post 20: Closing Post

Dear moderator,

Welcome to my blog, I hope you like it!

To find my research and planning evidence, please click on the AS Research and Planning label which is on the top right hand side of my blog.

I hope you enjoy it :)

Thank you

Lucas 3084

This blog is now closed.

Blog Post 19: My Finished Adverts

I am extremely proud of my 2 finished adverts. I put a great deals of effort into both of them and I firmly believe they conform to the conventions of take-away food delivery adverts.

This was a difficult and tiring process, however I am glad I participated in it, and am greatly pleased with the outcome of it.

Blog Post 18: My Target Audience Feedback

I conducted a focus group meeting with 3 different people that would be able to represent my target audience. This enabled me to find certain aspects of my adverts that were successful, and which were flawed.

The focus group was conducted on Saturday morning at my house with one 2 of my friends (one is a White 16 year old male called Louis, the other is 17 year old black Female called Leanna) and one of my mother’s co-workers ( white 29 year old female called Chloe), and I asked them a series of questions concerning their opinion on both of my different adverts. I noticed many different trends from this data I gathered. In my first advert, the 2 younger members of the group found it humorous when the delivery person arrived so quickly and being dressed up in weird clothing. This feeling was mirrored by the older member, but she also did find it a bit 'over the top' and 'unbelievable'. From this I can tell that certain members of the audience can suspend their disbelief of the shot due to it being an advert, however some can see past this and may find the advert hard to believe and thus identify with. Also, the older member liked the voice of music, found it quite upbeat, 'jolly', which created positive connotations with the brand for them. However, both the younger members said that they found the music to be 'clichéd', and dull. From this I can tell that the music choice does not please everyone, and has different effects on different people.

questions i asked the group

In the second advert, all 3 of the people said that they understood the meaning of the advert, and were able to identify with it. However, 1 of the 2 younger members said they didn't like the effect of the transitions to show changes in time. I think this is more of a personal problem with the advert over an actual error, as the other 2 said they liked the choice.

I learnt from these responses that everyone has different opinions, and that you cannot please everyone. However, if I was to go back and do it again I would have thought more about the choice of music in order to make it be slightly more interesting.

Blog Post 17: My Advert Reviews

After I finished editing my adverts, they were reviewed by my A level teacher and my peers. This allowed a new perspective on the adverts in order to find issues I may have missed.

There were some improvments suggested by my teachers and peers for both adverts. In the first advert they thought the grading could be improved and some more sound mixing could help the advert. in the second advert the main problem was the difference in lighting between the scene at the door and the rest of the advert but i was not able to change that as the time for filming had gone past. but in order to make it less noticeable i increased the brightness and did some grading to make it look more realistic.These improvements resulted in a final adverts of higher quality than the ones put up for review.

Blog Post 16: My Rough Cut

I made a rough cut in order to find out any errors I had made in the planning process. I would be able to find if any shots did not fit in with the style of the advert, and if there were any continuity problems.

The main issues were that in the first advert the lighting was too low so I re planned my next shoot to be in the morning to ensure that I am not shooting in the dark. in the second advert the main issue was the framing, therefore I re-drew my storyboard so that I could visualise the shots better and to frame them better. This resulted in my final finished ads being of much greater quality than the rough cut.

Blog Post 15: My Shoot-board

I made a shoot-board in order to make the filing process easier and more efficient. I planned out what shots to film in what order, where they were being filmed, the actions and camera movement in the shot, the actors and what dialogue was being spoken.

Advert 1:

Advert 2:

This was greatly beneficial to my project as I was able to not miss any shots when I actually filmed my adverts. I was able to film very efficiently without any missed dialogue and movements, allowing me to edit both adverts effectively.

Blog Post 14: My Kit List

A kit list was essential when sharing kit in order to prevent any kit being lost, as after one partner would finish shooting, they would check all the kit they had against the kit list.

This helped to benefit my shooting experience as it de-stressed the experience with the threat of losing kit being eliminated.

Blog Post 13: My Time-Plan, Crew and Cast List

I created a time plan and crew list in order to be more organised when it came to shooting. If I wanted to shoot at a specific time and one of my actors said they wouldn't be there, I wouldn't be able to shoot the required scenes, resulting in an unfinished advert. I asked all of my actors if they were all free at specific times. If they weren't, I would find a new time that would appeal to everyone.

This planning was necessary to my project as I would not have to chase up actors in the middle of the filming process, resulting in me running out of filming time. It also allowed me to focus on more important work, such as creating shoot boards and creating props.

Blog Post 12: My Location Reccie, Risk Assessment and Location Permissions

My location reccie was important as I needed to know if there was any dangers in the area, written out in the risk assessment. This was important in order to make the shoot safe. The location permissions were necessary in order to be able to physically shoot in the areas planned.

Locations For Advert 1

Locations For Advert 2

Risks

Because of this document i was able to judge if it was safe enough to shoot in my preferred locations. After I knew safety issues were no longer a problem, I was able to continue planning the shoot around the settings.

Location Confirmation

I had to get confirmation for my mum to let me film inside my house for both adverts but i didn't need any conformation for the streets or park as it is a public space

Blog Post 11: My Practice Shoot/Edit

It was important to shoot a test advert in order to find any errors that may have been present in the initial planning process. I filmed and edited it on my phone in the space of a weekend.

While filming these adverts I found out that a lot of the shots that I wanted to shoot were not achievable and also that the story was very badly translated. This was extremely beneficial to my project as I was then able to re-plan and rectify those errors, resulting in my final advert being of higher quality.

Blog Post 10: My Advert Storyboards

I created storyboards for my adverts in order to work out the specific framing for each of the adverts and to visualise each shot and how it will work against the next or previous shot as these qualities are essential when creating a story with flow and continuity.

This helped to move my project forward as it would be able to know the settings, camera movement and necessary actions from actors, so I could move on to planning and creating my shootboards.

Blog Post 9: My Advert Timelines

It was important to create a timeline for both of the adverts in order to make sure the advert didn't overrun its 30 second limit. It was also useful to work out the specific length of each of the shots.

This was particularity useful for me moving forward as after I had finished planning out what shots were going to be in the advert, I was able to construct a storyboard focusing on how these shots would be presented.

Blog Post 8: The Initial Proposal

The proposal was a crucial step in planning both of my adverts as it set a basis for the story of them. This allowed me add in certain conventions of the genre after it so it would be able to appeal to a wider audience. I brainstormed my initial ideas in order to get the basic proposal. I linked my unique selling point to potential ideas, which helped me develop them.

From the brief I knew the target audience was unisex 16-25 year olds. To meet this requirement I planned my actors to reflect this by making teens the main characters in both adverts, with both males and females represented. The target audience also had to be in a defined geographical region. Therefore i used common, recognisable settings such as a public park and town streets. The brief also states that the adverts should use techniques such as humour to engage the target audience. I took inspiration from the 'Balti Rocks' advert by Just Eat where the humour is created through weird costumes as well as humorous scenes after the last title card (which i included in both adverts). In both of my adverts I planned for this to happen in order for the adverts to be memorable and to emotionally appeal to the audience. Both of my adverts have synergy by using the same tagline. I therefore planned out a tagline that properly reflected my unique selling point, and I came up with 'Your Food Your Way'. I was then able to incorporate this into my end card in both of my adverts when editing them. 

Advert 1:

A boy walks into the room angrily because he didn't get his job but his girlfriend cheers him up by ordering Your Food. When it arrives the delivery driver is dressed up as a Wookie which brings joy to the boy.

Advert 2:

A mother needs food quickly because her son is coming home with friends. Because she has no food in the fridge she orders from Your Food so that she can get it quickly. Then the advert shows the delivery man quickly running through the park to deliver the food as fast as possible. The food arrives before the people get home and they are shocked at how fast it arrives 

The adverts that inspired my initial proposals are:
Just Eat (Magic Is Real) due to the focus on the delivery drivers 

Just Eat (Balti Rocks) because of how they show the characters dressed up

This was beneficial to my project as it set a clear direction for the project, so I would be able to start working on the details of it after to increase the quality of it. This basic framework contributed massively towards the initial planning process and allowed me to move forward in the design of it.

Blog Post 7: Research into Existing TV Commercials in Other Forms (E.g Online, Print, Billboard)

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 readers 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 seeming 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 pursuade the audience to use the Just Eat service.




For this advert the food is not glamourised, it simply show 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, pursuading them to utilize it.

This research was beneficial to my project as I understood how important it was for different types of advertisements that are part of the same campaign, to work in synergy. The colour palettes and fonts for both Just Eat and Hungry House were the same across all platforms and I did this in my 2 adverts through the use of the same colours on the app logo. I also learnt that big font sizes are very important to catch the eye of the audience.

Blog Post 6: Research into Existing TV Commercials (Other Genres)

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 audiences attention throughout it. All of this combines together to influence the audience and create a successful advert.

These three photos are screenshots from my google docs research of existing TV adverts

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 to correctly appeal to my target audience.

Blog 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 my adverts.

Existing adverts in this genre tend to make a large deal of the action of ordering a take-away, and glamorising this action. 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 for 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, of 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 '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 portrayed 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.

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                                                   

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.

Blog Post 4: The Target Audience (Males and Females Aged 16-25)

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 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 cost 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 has a difficulty of use, they will tend to move onto another method of getting food for themselves. 

Questions I used in the survey

To find out more I surveyed 5 people
Nico, (brother aged 24)
Ben, (Classmate aged 16)
Ellie, (Classmate aged 17)
Alex, (Neighbour aged 22)
Emily, (family friend aged 30)

Through this survey  I found that this was one of the predominant reason people use take-away food delivery services. However, the main reason people used them is due to the quick delivery. 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.

My Notes on Target audience from google docs

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.

Blog Post 3: The ASA BCAP Code

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 designing my own advert.

The ASA BCAP code is a series of rules and regulations for companies to consider when adverts are being created. Before any advert is put on air it needs to be checked against these guidelines in order to stop any damage being done to the audience. There are 32 sections in the BCAP code by the ASA, but 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 this 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 stay 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 take 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 abiding by the speed limit without any reckless driving.

An example of an advert that has not abided with these rules that has been banned is one by Vodafone. They made claims in the advert 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, which would have resulted in the advert being banned.

Blog Post 2: Channel 4

Researching Channel 4 was a key part of my research as their company mottos and values are vital to understand in order for my advert to fit in the Channel. Channel 4's website, their annual report and Wikipedia articles gave lots of information about scheduling, the TV shows that they air and other useful information.

Channel 4 is a public service television broadcaster launched in 1982 as a 4th accompanying channel to BBC1, BBC2 and ITV.  Channel 4 is an ever-growing broadcaster striving to reach more people than ever. 

Channel 4 has a list of aims to achieve each year, as part of the public statutory remit. It consists of 15 elements including:

• Encouraging innovation and experimentation
• Provide educational content
• Reflecting the cultural diversity in the UK
• Inspiring change in people's lives
• Supporting Young People

Channel 4's annual report demonstrated its growing ambition to support diversity throughout all the content aired, not only black, asain and minority ethnic (BAME) groups, but also a rising change in the perspective of the LGBT community.

The Great British Bake off proved to be one of the most-watched programmes this year for Channel 4, receiving an overall audience share of 54.5% of 16 to 34 year olds. Other shows that this age demographic enjoy are, The Simpsons and Hollyoaks; these shows all air in the evening, from 6pm onwards. Because of this i would schedule my adverts just before and after channel 4 news on monday and friday at 7pm and at 8PM as these times are close to shows such as The Simpsons and Hollyoaks.

With the rising popularity of on-demand TV, Channel 4 introduced All4, a way for the viewers to watch most programmes that have aired recently. This proved to be a huge success; for example, "The End of the F**** World's full boxset was released on All4, 3.1 Million users watched the series within 100 days of the programme launching.

Overall this research taught me about the values of Channel 4, and how I should use them to help reach more of Channel 4's audience. Shows such as Bake off and The Simpsons have a demographic that suits the 16-25 age range we need to aim so I can put my advert around these shows to maximise my reach.

Blog Post 1: Existing Take-Away Food Delivery Services/ Industry

I researched into the food takeaway services not only to be able to find and understand the conventions of the industry so that I can apply these conventions to my own marketing and branding for Your Food but also to look into my competitors, and also to figure out what is current and relevant in the food delivering business. I did this by researching what different brands existed, and then what each of their USP's were. After this, I looked into each of their similarities and differences from each other.

Services:
Just Eat, Deliveroo, Ubereats, Urge2eat, hungry house
sources: specific websites
Method:
Enter your postcode, choose your restaurant and food, then you have it delivered then pay, then can leave a review, interactive and fast
USP's
Deliveroo:
classy food
Just Eat:
lots of choice
Uber Eats:
can track and talk to driver

Research for Existiong Take-Away Food Delivery Services from google Docs

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 the 2 adverts.