Construction
For my adverts, as stated in my Statement of Intent, I wanted for the advert to look like a before and after food delivery advert, displaying the emotions expressed by hungry teens before food delivery vs after food delivery. Therefore I wanted the first shot to be in black and white to symbolise that hunger is a thing of the past, and our food delivery service is bringing the audience into the future. It is also a link to how our food delivery service is targeted at the youth, who are the future generation. I wanted for the first shot to look a defined black and white, rather than a sepia look, as it is more eye catching. In the second shot, I wanted for the red and the check print shirts to look very vibrant and again, eye catching to the audience. I used a vibrancy mask to give it the bold colouring.
In this advert, again with the first advert, I wanted for there to be a black and white photo for the before shot, and a bold and vibrantly coloured shot for the after shot. I did however put an additional interesting feature in the before shot of the vibrant flames to give the advert a more abstract and eye-catching look to the audience. I wanted the flame to be the main focus of the photo, and I believe I was successful in achieving this. In the second shot I wanted the yellow to look almost fluorescent, therefore I added a vibrancy mask to the second shot to make it look as vibrant as it is.
While editing this advert, I maintained the 1/4 inch bleed on the edge. To get the two separate colourings of the images within the advert, I kept the photos as two separate layers on either side of the paper. For the before shot, there is the additional mask of the flame, which is photoshopped into the shot to make it look very abstract and eye-catching. The flame is the third mask within the photo, which is what allowed it to be vibrant, while the photo underneath it is black and white. The tagline is displayed clearly on top of the left hand photo mask in the colours chosen by the consumers in the survey, as is the colour of the slogan
For the before shot, as seen in the other adverts, I wanted to keep the black and white theme, but to give this photo and much deeper focus on the emotions on the models face. In the after shot, the colours are much more naturally vibrant, however what makes this shot stand out is the photoshopped brand logo, which is a burger box car, skidding into the shot. This makes it eye-catching, original, and is an establishing shot for the brand, as it specifically highlights the brand as the thing making this young man react this way. There is a heavy focus on the logo, and the impression the brand therefore gives off in this shot.
For this advert, I want to make the left half look dark and dull, in order to show that it is a before shot. There is an importance of it being dark and looking dull, because I want people to relate to the feeling of being hungry and having no food. In the right half, we will see a person looking much happier, with the photo edited to look much brighter, in order to reflect the happy and satisfied feeling of finally having something to eat that you haven't had to cook. I want the before shot to have the text of 'Hank marving? Too busy to shop? Feeling #hangry? Food's on us!' I chose this because there are certain elements of the quote that have a link to Essex phrases, as well as the # which is a common theme among the youth group, as well as Essex people. This will be a running theme throughout all of the adverts, as a # is something to associate a brand with, and that is what I want for my food delivery advert. I will also have this text in a bold colouring, either a blue, or red colouring, with the #hangry being in a green colour, as this is an intertextual link to the hulk who turns green when he gets angry, and all people can relate to getting grouchy when they get hungry. On the right side, there will be the tagline of 'We're innit to winnit in the war on hunger!' The use of the phrase 'innit' is important, as it is another link to the commonly used Essex phrase. This gives it the personal touch of Essex culture. This will also be in a bold colour, either a red, gree, or blue. The logo will also be displayed on after delivery side of the advert to make people aware of the service that delivered the food.
For this advert, similar to the first advert, the first shot will be the before food delivery shot, showing people sat all separate, looking bored, lonely and hungry, with the photo edited to look dark and dull, all models will be acting very antisocial by being on their digital devices, which is a link to the youth group as a whole in how they are obsessed by technology. In the second shot after the food is delivered, we will see the models looking happy, content, and being social with the other people they are surrounded by, with the photo being edited to look bright and vibrant. The story in this advert is that people may be different in personality and appearance, however we all have one thing in common, and that is that we have to eat and that we all get hungry. Sometimes we need to put our phones down to see the wider picture which is what the narrative is in this advert. The text in this advert will say 'Lonely? Feeling #hangry? We've got it sorted!' This highlights that we all share food in common, and therefore eating food with another person can make you feel a little less lonely. The tagline will be displayed in the after food delivery shot alongside the logo.
With this advert, I am playing around with the location, as well as what I want the models to be doing. The theme of the advert will be being social. It will show people looking disappointed and bored. This is an evident side effect of being hungry. In the second shot, we will see people looking much happier after they have eaten their food. The slogan on the before shot will say 'Friday night blues? Feeling #hangry? Well the party don't start till we walk in!'. Again, with this advert, I will be highlighting the party atmosphere among most specifically the Essex youth group, as seen in The Only Way Is Essex. 'The party don't start till I walk in is also a link to the singer Ke$ha who the lyrics belong to, and whom is also popular among the youth group. This is therefore another intertextual link to a celebrity whom is popular with the youth. The tagline and logo will again be present on the after food delivery side of the advert.
In this logo the use of bright and vibrant colouring is interesting to the audience to look at, as the variety of colours may be representative of the variety of things you can see in the different programmes that Sky broadcast on its channel. The bright, bold, saturated colours are analogous, meaning next to each other on the colour wheel. The colours look exotic and adventurous, and this draws the audience in. the use of the sans serif font is used in order to keep the brand sophisticated and formal. The glow on the writing looks almost like the glow you would see on a device screen, therefore the logo may be trying to channel the changing society within its logo.
In this logo, we see the use of the bright blue and white colouring. This brand is associated with children as they make films that are associated with childhood characters. The use of white is therefore significant in how children are associated with innocence, and white is a colour that symbolises innocence. The blue is symbolic of a calming and relaxing environment. For a child, these colours are associated with dreams and fantasy. The use of the serif font makes it look intriguing, interesting and fancy, and to a child this is interesting as it looks almost friendly and soft. This writing has sicne become a recognisable symbol that is universally known in how it is different from other fonts. The use of the castle symbol in the background has been done to again, attract a younger audience, as the castle is associated with a fairy tale, as well as an adventure story.
In this logo for HMV (His Master's Voice) we can see a sans serif font used which looks almost like a neon sign light, which creates a link in a viewers mind to electricity, and then technology, which is what HMV is all about, selling technological devices, CD's, DVD's and many other things. The symbol of the dog listening to the gramophone is a direct link to the full name of the company, His Master's Voice, as at the time the shop was created, there was a coined phrase of which the company shares it's name, as well as a painting of dog listening to a gramophone. The decision to use this as the logo was a cultural and contextual link to the time the company was created. The colours used are not complimentary, nor analogous, however they are an interesting combination, as they are not dull, they are very bright and saturated. Again, the colours used create almost a glow of the neon signs that you may have seen in the 1980s, another contextual link to the upgrading of the symbol.
With this logo, we can see a little boy fishing while sitting in the moon. Straight away, the two colours of white and blue are associated with sleeping and dreaming, and this is a direct link to the name of the company, Dream Works, as they want to play on specifically children's imaginations, and make them see things that are not normal, such as fishing on the moon which is seen in the logo. When the logo was created, Spielberg wanted it to reflect the golden years of Hollywood, so decided to use the moon as one aspect of the logo. The child is a contextual and social link to the creator, as it is the creator's son used within the logo. The font used is a serif font, which is often used in products that will be seen by children, as it is more fun, interesting, and less serious than a sans serif font.
For my first design, I wanted to incorporate the Essex stereotype of the obsession over appearance and looking good, therefore decided to have the characters in a flashy, expensive car. I also decided I wanted a fair representation of all people, so have men women, and people from all groups in society. One of the characters was made to look like the stereotypical Essex girl with the blonde hair, fake tan, heavy makeup, big hair, fake lashes, big boobs, as well as glam. This was made to have a intertextual link to The Only Way Is Essex, and specifically, Gemma Collins, a prominent Essex woman. The next character is a spotty, technology obsessed burger, representing the teenage group stereotype, as well as a sporty pizza. The font has been placed on the side of the car as it makes the whole design come together as one, and makes it look almost cosy. The use of cartoons and over emphasising stereotypes has been done as a humour element to grab the audiences attention, as humour is a technique to gain attention. The fact that it is food shows that it Is a food service, as well as it driving a car, combined to create the idea of food driving to you. therefore there is a narrative behind the logo, which is the food being delivered to you.
When creating the logo on photoshop, every layer was a single item on the logo, such as one tyre, then the other tyre. I done this as I wanted to make sure each specific element was perfect, and the other elements I wanted to improve on from the drawing, were covered over and drawn on after all layers were filled and outlined. I decided to make the colouring as bold and bright as possible, such as the pink car, as this is a colour typically associated with Essex girls wearing, which is why the Gemma Collins chip is also wearing pink. I wanted to create a party atmosphere, which is why the font used is futuristic and like something you would see plastered in a bar or nightclub.
For my second design, I immediately knew I wanted the intertextual link to The Only Way Is Essex, and so I decided to use this as the number plate. Again, I played on the stereotype of Essex people being obsessed with appearance and cars, therefore a car burger box feeds the stereotype, as well as bringing an element of humour into the product. The idea of a burger driving brings further humour to the logo, as it seems so silly, but it makes you laugh. There is also the intertextual link to Essex youths driving dangerously, so puts a comedic spin on a negative stereotype of Essex youths being involved in crime. Again, we see the logo close together in format, in how the text is under the wheels, almost like it is driving over it. Again, we see the same narrative as in the first logo, with the burger driving itself to you, highlighting that it is a food delivery service. 
