Blog post 5: Research into existing TV commercials for take-aways food delivery services
We researched existing TV commercials which also advertised food delivery apps in order to find conventions of both adverts as a whole as well as the specifics of food delivery adverts in order to find what to add to our own ads to make them seem realistic. We did this by going on YouTube and looking for food delivery adverts which stood out to us, we then created our own playlist containing these adverts. We looked at each others playlists for ideas as well in order to get a wide range of ads. This was coupled with watching TV and looking out for food delivery adverts.
I looked at a variety of conventions seen in food delivery ads as a whole. I found that it was common practice to include a shot of the app being used in the advert if the company had one. The use of logos was also common with them being seen on vehicles clothes and food boxes throughout the ads. Catchy slogans were seen across almost every company such as "tap the app and get that mini fist pump feeling" from some of the Just Eat ads. The brand values of speedy service and high quality food are seen in most ads, with either fast paced adverts or use of slow zoomed in shots of the nice food delivered. These are all things shown to be common to almost every food delivery advertisement.
Just Eat tend to make their adverts humorous in order to have then stick in the viewers head through their constant use of intertextuality and give a generally amusing tone to their ads. They also make sure to effectively use catchy music as well as their memorable "mini fist pump feeling" slogan to show the positive mood of their adverts. The idea of intertextuality is strong with Just Eat adverts, with their whole song parody campaign being driven directly off this idea; using content the audience already know to easily evoke an instant connection with the advert.
From what I saw I realized how important conventions of these adverts would be crucial to making my adverts seem believable. I made sure to include as many of these conventions as possible, with the lighter theming of the Just Eat adverts being something which stuck with me and carried on to my final ad, as well as making sure to spend enough time making a decent slogan
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