Initial Ideas

Initial Ideas

I intend to make a series of  two adverts for the brief of a food delivery app where both adverts last 15 seconds. The aim is to represent this brand as being comedic and the audience to perceive it as so. I'll use media language to do this including the use of soft selling where it's hinted at how the product may effect the consumer. The use of slogans can make the company memorable along with a logo which helps directly link the company to something visual and the use of minor parody can help the brand stand out as being self aware and being more relatable to the watcher of the advert.
If the advert seems crazy of stands out of the normal which something like a food delivery app it will help to draw more attention to it.

Conventions of TV adverts

Marmite Advertisement

End Marmite Neglect Marmite Advert 2013 - YouTube 

- This advert uses a method of a soft sell and mode of address for the product and remind people they exist as it plays upon the fact they understand many leave marmite in the back of the cupboard.

The message they try to give through this advert is to give it away even if you hate it rather than leave it forever.'

The Logo is shown consistently throughout without being thrown onscreen 'forcefully' and shoved in the viewers face. 
Specifically the shirt the man wears and the shots on the truck play into the subtle effect of displaying the logo well.

 

At the end of the advert they display their slogan and play upon it with the whole message of not forgetting it and parodying themselves.

This advert's key success comes from it's unique way with reminding people the product exists, and the slogan is one created out of awareness that it's not popular with a large majority but it stays aware of this and thus allows many to be drawn to buy it and try it again, and if you don't like it just give it away.

This could be a useful advertisement to draw from with the tone it draws, it comes off as serious yet comedic with the context of what is going on.

Just Eat Advertisements 

Did Somebody Say - Just Eat ft. Snoop Dogg (Official Video w/ subtitles) - YouTube

This advert uses endorsement from Snoop Dogg who stars in the video who soft sells the delivery company through different food you can buy on their app.

A large part of this advertisement is carried through the song they have made for it and the key selling points of every place he lists you can get your food (like yacht's, chateau's etc.)

The advert feeds you the idea of an extravagant lifestyle if you order from it with all of these crazy places you could order to. Another good portrayal is when they show someone hanging out of a plane with someone's

food showing they can deliver anywhere and to anyone. 
The advert also uses a lot of rhyming 'slogans' for the food itself, like presenting it as a luxury item you need to get and how amazing it will be: 


 

This advert is one which shows you don't need anything complicated but a recognizable icon and a good product and you can get by with simple words and subtitles onscreen.

The advert is also a unique one as it plays off like a live music video that feels like it addresses the viewer.


Just Eat | Did Somebody Say | Y'all ready for something new? - YouTube

Following up from another more recent Just Eat advert, they seemed to have kept the really apparent theme of royalty and extravagance of the lifestyle it tries to bring with this yet to the point it almost seems ridiculous to the extreme. 

 

And with its older advert it still keeps the idea of soft selling food with their main product being the app, it's a very subtle method of showing off food that may make the viewer want some and end up using the app. 

It always places the celebrities in the center of the shot and places the food beside them or right behind the subject to always have it in the frame of mind.

The advert once again uses endorsement and promotion from celebrities which helps to bring in the audience from them and actually gain the attention of the viewer.

The idea behind trying to use a celebrity also helps in part with associating a reputation with them and the brand they are promoting which may help to draw more people in.

These three adverts have helped me to understand more about TV advertising, though the marmite and just eat adverts have very different characteristics they helps display a wide variety of methods through soft-selling the product and promote different lifestyles from the absurdity of just eats palace's to the regular household within the marmite advert, which does also go to show you don't need a palace for an advert to succeed.

The same goes for the celebrities within the just eat ads and the product itself, the marmite advert does not try to be what it's not and it self realizing and plays almost a parody of itself with people abandoning it in the back of their cupboards.

The just eat advert is all about being flashy and extravagant while the marmite is self aware and does this serious-style comedic parody of itself.

Both bring in the subtleties of their brand, such as marmite where it places the logo into your mind through the van, the shirts being worn and the center for marmite. While Just Eat plays this through their name and the food they show on screen which is perpetually being shown to remind people of the food their not getting. 

Lighting Reminders + Tips 

Remember the time of year you will be filming and how natural light can effect filming.

Be aware that filming indoors can often create grainy texture to footage.

Make notes of the different types of lighting.

When using cameras in AF they will adjust to the changing light.

Use aperture settings to let more or less light in.

Time of day you wish to depict.

Indicates high or low quality - usually this is more a case of how well it is done.

Sets the mood - think about how restaurants shops ect use lighting to set the mood.

Draws attention to your product and makes it look better

Makes your actor look better 

exposure = key light + fill light