Post 5: Research into Existing TV Commercials for Take-away Food Delivery Services

I researched existing adverts for take-away delivery services to understand the conventions used and how I could use these conventions in my own advert that the audience would expect to see. Analysing the videos closely helped me understand exactly how adverts and representations are created, allowing me to take inspirations for my own advert.

When looking at the adverts, overall, they tended to contain:

• Satire
• Intertextuality
• A wide palette of actors from different ethnicities
• Extensive social media presence
• A fast and simplified delivery process
• An RP accented individual with a likeable voice doing a voiceover to further explain the ad
• Massive/colourful logos everywhere 

However, for adverts to be memorable and impactful, the advert must include one of these conventional techniques:

• Humour
• Emotional appeal
• Intertextuality
• Genre hybridity

Deliveroo's "Eat more amazing"

In the advert, we can clearly see the food levitating on roads, thus giving the impression of that the food comes straight to your door. The foods and restaurants featured in the advert are there to promote not only themselves (as the viewer associates the restaurant chain with Deliveroo), but also helps promote the restaurant chain. These two factors support the brand value of focusing on the food and its quality.

Just Eat's "Magic is real"

With La La Land being such a big hit at the box office, this magic is real advert focused on recreating it's style. The Jazzy and musical theatre esque video makes it easy for all audiences familiar with La La Land automatically associate the two.

The idea of coming off as an all inclusive brand is accentuated by the wide-scale diversity of the people featured in this advert. This broadens their demographic and helps highlight them as an all inclusive brand

The use of a generic looking street with the exception of it all being fast food joints is a quick way to plug in all associates of the company and convey the service as being one massive unit

At the end of the trailer, the advert uses satire in the form of having the delivery man keep singing, even after the music has stopped. This is to make the service seem a little goofy and friendly as well as evoking a chuckle (thus making the viewer more likely to remember the advert)

Just eat: "Man band"

• The advert starts in an ordinary living room, this is to try and cement the whole advert into reality and make the beginning 
  relatable
• Each of the singers is referring to a different type of food, thus highlighting the wide range of selection that Just eat possesses
• 
  

   The rest off the advert is over the top singing which adds a satirical element to the whole ad (thus making it more memorable)
• 
  

  Once the main chorus begins, theres is a change of pace and camera angles, this change is meant to interest the viewer thus keeping them engaged until the ending where we hear the really catchy motto of 'Tap the app and get that mini fist bump feeling". This stays in the viewers mind, thus making the advert more effective
  
  These adverts provided essential insight into my competition in the market and it gave me a couple of ideas about what my adverts could be about while also finding out the many conventions that I should follow in my adverts such as an ending title card.