Final Evaluation

I wanted my final adverts to present a young service to attract the targeted audience. I'm happy with how my final adverts came out and believe it fits the brief well. I believe my adverts hit the target of an Essex food service in a subtle way, so that nobody gets offended. I like the consistency of colour and font throughout my adverts and they show to sides of the service, The deliver and the customer.
The last advert differs from my mock design as the angle I wanted to take the photo at didn't work, due to the reflection of the sky on the windscreen, I also changed the position of my logo, headline etc. All the photos were set up and taken by me .

Construction

First thing I did to construct my advert was make a clipboard with the dimensions as mention in the screenshot to the side. I then created bleeds of 0.5cm and 1cm so that I will not chop off any of my work when I print off my final adverts. I then added all of my images to the pages. My first task was to cover all of the logos on the props I used. To do this I used the pen tool to outline to boxes- like the first image of the pizza boxes- and then right clicked. I then chose fill subpath, chose the colour with the colour picker of the original box. This created the box shape without the logo from Pizza Hut. I did this on all of my adverts. My Next step was to copy the logo from when  I created it onto the advert. To do this I reopened the Photoshop document and quick selected the logo. I then copied and pastes it onto all of my adverts. I then had to make my headline, add my slogan and taglines. I used the same font on all of my headlines which was Gabriola . I also changed the colour of the font to a more subtle colour s the advert survey results wanted. I changed the colour depending on the colours in the advert. For example, the first advert was a red colour from Olivia's top. Whereas, the second one is the yellow colour from the chip packet. I had the slogan as the same pink colour throughout. I then added a fake website and twitter account on the bottom to promote how to find the company. I would have liked to use an app store logo to show there's an app. However, I wasn't sure whether that would be allowed. Lastly I added a tagline like, "students get 10% off" which are not show on the screenshots.

Final Adverts:

Cating, Props & Costumes

When looking for models for my adverts, I wanted to uses both genders and different ethnicity's.
However I had limited time to get the adverts done and could not find models available to do this. Instead I had to use two teenage white girl models.

Name: Hannah

Age: 16
Reason why they were chosen: Hannah was chosen as she presents the targeted audience and can be used as both a teenager at home but also as a friendly approachable delivery driver

Name: Olivia
Age:17
Reason why they were chosen: Olivia was chosen as she can be seen as a typical 'moody' Essex girl, who can be connoted as the popular girl. However she can also be used as a delivery driver to show a 'cool' side of the company.

Props;

The props I will use are takeaway boxes from pizza hut and McDonalds, makeup, phones, wine bottle and glass and lastly a car.

 

Costume:

The outfits will enquire a red t-shirt for the delivery drivers with black bottoms. The drivers will also need their hair up to show that the company is high on food hygiene. For my Kitchen shoot, there will be a tracksuit to show the stereotype the Essex people always wear tracksuits unless they are going out. Lastly, the next costume will be a dressing gown.

Audience research and feedback

Socio-economics - GEARS

Gender

Ethnicity 

Age

Region (Regional identity)

Social Economics

Gender -  My target audience is both female and male and i will represent this by my models being both male and female due to it being a food delivery service it was simple for me to make the advert diverse to both genders.

Ethnicity - Even though Essex is culturally diverse, i am limited to certain ethnicity's of models. If i had i wider option i would make my advert diverse by using different models. 

Age - My target audience ranges from the ages of 16-25 i will represent them by using bright colours and my logos being targeted to younger audiences such as bright red and a font which present a graffiti look.

Region - The region of this advert is targeted towards people from Essex and i will represent them in various ways. Such as the slogan ' It's Peng, innit'  which Essex people are stereo-typically known for saying. My models will also represent Essex by wearing the typical clothes and looking the same such as my female model using fake tan.

Social economics - For my advert i will target people from middle and working class due to them being the ones who would be financially stable to order takeaway and other expenses for leisure.

I will also target students due to the stereotype that they only eat takeaway food opposed to home cooked meals as well as an average student fitting the target age.

Question for my survey:

1.  How Old are you ?
2. are you from the Essex region
3. would you think this advert was gender neutral
4. do you like my logo
5. Do you think my slogan of "It's Peng, Innit " links to the Essex stereotype. If not explain why?
6. Do you agree with the colour red being used in a food advertisement?
7. What are your initial thoughts of my mock up photo?
8. Do you think my location shots for my advert are appropriate?
9. Can i Make it more Essex related?
10. How can i improve my advert?

The responses:

Summary:

My survey was answered by 15 people who all identified in the target audience for the adverts. 88.9% of the respondents also come from the Essex region so are reliable for if my adverts are approaching the audience correctly. This data suggests that the survey results are  highly relevant to the target audience of 16 - 25 year olds in Essex.   

The survey results were showed that 100% of the respondents were positive about the locations of my adverts and that my logos are good.  This provides a confident indication that the adverts are suited to the target market.  A concern for me was that my adverts are not stereotypical enough. Through the answers from my survey I found that most people agreed that I could make my adverts more Essex related by added Essex models, which I will hopefully do in my final adverts with the costumes etc. Next I asked people about their thoughts on my slogans and the colours I had picked. 90% of people said my slogan was very Essex relates and like it. When making my survey, I wanted to find peoples opinions of red being used in the advert. Red is a significant colour for love and can connotate peoples love of food. I wanted red to be shown throughout all four of my adverts through the costumes and font colours. The colours used were meant to be gender neutral and link to the colours used on the packing of the product.  When I asked if the Respondents felt that the adverts were gender neutral, 87.5% were positive.

When asked how could the advert be improved, there were a number of suggestions, the main conclusions from there responses is that some further adjustments to the font colour are necessary, to make the colours smoother. 

Location scouting

These photos are my locations for my adverts. However they will be taken in portrait.

 

Location 1:

This is my first location where I will have the delivery driver at the door. In my original idea for this location I wanted to have the image showing both the delivery person at the door, but also having the family sitting at the table ready to eat their food.

Location 2:

 

This is my second location where I will have the night I, drinking and eating food

Location 3:

This Location will be in Olivia's car as a delivery driver getting ready to get out a give the food over.

Location 4:
This will be where I do my last advert. In the corner there is a mirror at he desk. That is where I will have olivia sit and do her makeup.

Mock Up designs

 

 

 This is my first mock up. I took this image of a front door from Google as it's very similar to what one of my adverts will look like. I came up with the head line "Why leave the house? we'll deliver! " as I thought it had correlation to the image and also add a sense of need in the audience as they will have likely dealt with the pain of a situation where they didn't want to leave the house but had to, to get something for dinner. I placed the logo in the top right as it was an empty space, which I wanted to fill and then I placed the slogan "It's Peng, Innit? " under it.  I put the headline in the bottom as that was also an empty space. I then added a image of a person holding a pizza box in the door, which was also found on google, using the quick selection tool then coping and pasting. My text is a red/orange, to match the logo, however in my actual advert my font colour may differ depending on the background of the image. I will also be using a thinner stroke around the headline in my final piece. Also in my final advert I will probably add a strap line under the heading saying "students get 10% off" to get a liking from students in the targeted audience age group.

Like above, the photo of the car and the delivery driver are both from google. I don't like this mock as much as the other one as It was harder to create on Photoshop so it doesn't look as clean cut.one thing I like about this mock is how it presents the angle I want to take my advert at and also shows the exact movement I want the model to do. To create this, I got the driver and quick selected the image and copied and pasted. I then inverted the image so I could remove certain parts of the image to make it look real, eg- making the arm go being the wheel. This mock also how my original idea for a headline, "On it like a car bonnet" to show humour in the Essex slang. This also shows how the food service is fast. However, when showing this In my survey I found that this headline was not a best fit for the advert.

Statement of Intent