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

Advertising Research

Here I looked into how I could advertise Essex food and culture in my adverts. Below there is a mood board of types of photos I took inspiration from. For example, having a photo of people outside a fish and chips shop. In the top and middle left photo you can see a hand holding up a flyer in front of a pier, and then a mobile phone showing a takeaway app. This gave me the idea to have a phone held up in font of a pier at the seaside to shows how Essex is near to the sea and is known for fish and chips - This can be seen in my original ideas below.

This is a mood board presenting my ideas for my advert. 

These ideas ended up being not what I wanted to do. The first idea is still the same. However I changed the other locations which can be seen in 'Location Scouting' 

My new ideas are:

1) to have a delivery driver in a car as if they are about to get out to give the food.

2) To have a girl getting ready for a night out, looking into a mirror whilst doing her makeup with the food around her.

3) A night in, in the Essex stereotypical kitchen drinking and getting a load of food

4) a delivery driver at the door, handing over the food.

Below is my slogan ideas, as my logo wasn't a stereotype of Essex, I wanted my slogan to be

Essex related. To do this is used Essex phrases and language. My favourite is " It's Peng, innit" as it uses Essex language and is catchy.

Logo Design

Demo:

This is my first try playing around with fonts. I used the 'T' button in Photoshop to create a text box. I tried different styles, fonts and effects to see what I liked, however I didn't change the colour as it was just practice. 

Testing the fonts i would like to use- from my logo designs:

When testing which type of font I wanted to use in my logo, I looked at my drawings of my logo designs and saw the graffiti inspired writing. I liked this look as I thought it looked edgy and fit the audience range. This is shown as the bottom font. However, when I finished this experiment, I found that the font did not suit the brief and was not what I wanted it to look like. I figure this may be due to the colour and the harshness of the font. so I first changed it to the red font above it with the black outline. I like the look of the stroke as it adds dimension. I liked this look better and felt it was more attracting, yet it didn't give out the look I was going for. Then I tried again with the same font and colour, but taking away the stroke and turning it 3D, which is seen beside it. This is my favourite out of the three as the serif, yet non-formal, font gives a rough , un-neat look. Next I tried another type of font from my other logo idea. On my drawing this didn't go as well as I hoped and the top font above shows the correct way I wanted it to go. On my logo with the heart, I had a unique font with a drop shadow making it stand out. I used a bright colour as well to help it gain attention. Finally I did my last font, the pink one, with a curve which I think will go above my chef. This is also a serif font but simple to not overthrow the audience.

I First designed my logo on paper with felt tip pen, so I could scan them into the computer. Below are my Four designs. When making the logos I felt that I would design them to not be 'Essex-like', meaning I didn't want to make my adverts an overload of Essex stereotypes. To do this is made me logos to be food related rather than Essex related.



 

 

 Making My Logos On Photoshop:

 

My next step was to try editing my logos on Photoshop. To do this I scan my photos onto the computer and picked my best two to edit. Firstly I used the Pen tool to trace around all the parts of the logo. I did this so I could enhance the colours, erase any problems I didn't like. In the first edit below, the font is hand written as I wanted to create a graffiti type look, as mentioned above. Due to this, I had to use the pen tool to create the font as well. This can be seen in the screenshot below. However as seen in the screenshot for the second edit, The font was broadway. This is then edited to have a stroke of red and drop shadow to create a 3D effect.

Textual Analysis Print Adverts

How to create a good advert: 

• offer student discount
• bright colours
• celebrity endorsement 
• headlines- catchy with alliteration
• slogan
• font - Big and bold
• trending memes and topics
• vocabulary- innit, reem, peng

Analysing adverts:

• vocabulary- innit, reem, peng

Research of logos:

Emotional Advertising Appeals

Appealing to your audience's emotions can be achieved through strong imagery, impactful text or powerful music. An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action.

Moodboard of Essex Culture

 For these mood boards I wanted to show many different stereotypes associated with the people of Essex. I wanted to show the exaggerated views of Essex, like the stereotypes of fake nails, teeth whitening, heavy makeup, alcohol and parties, fast food and 'chavs'. Most of the stereotypes of Essex within the media are quite negative as seen through TV shows like Educating Essex- which shows teenagers rebelling and getting pregnant.

Mind Map Of Stereotypes Associated With Essex/Essex Culture

After looking at the brief, I made a mind map of stereotypes of Essex people which I could later use in my adverts.

NEA Brief