Post 22: Closing Post

Dear moderator,
Welcome to my blog, I hope you like it!
To find my research and planning evidence, please click on the AS Research and Planning label which is on the top right hand side of my blog.
I hope you enjoy it :)
Thank you
Sophia 3067

This blog is now closed.

Post 21: My Finished Adverts

I am happy that my adverts turned out really well; my brand conveys its message of bringing people closer together. This is shown by the contrast between the beginning of the adverts where the actors feel upset and awkward, and the end of the advert where everyone is happy together because of the food. The phone app shown at the end of both adverts is a typical convention of food delivery service adverts and shows the audience how easy it is to download the app and order.

Making these adverts was really tough as we were on a tight schedule with many deadlines. With the help of our teacher and the technician, the process was made much easier. I worked hard to make sure I included as many conventions as I could in my research and in my adverts to fulfil the brief. I’m excited to have finished my adverts and my blog posts, and can’t wait to start my next media project!

Post 20: My Target Audience Feedback

I did this to find out what my target audience thought about my adverts and how effective my advert is in persauding them to switch to YourFood. I did this by creating a survey asking several questions to four different people.

These were the four questions I asked on my survey:

1. Can you please describe both problems and both resolutions in each advert?
2. Did you lie both adverts? If so, what aspects did you particularly likfe? And if not, what could be improved?
3. On a scale of 1 to 10 how likely you are to order from YourFood? (1 being not at all, 10 being 110%)
4. Any other feedback?

I asked four people to take part in my survey:

• Sylvie, aged 20 (family friend)
• Hugo, aged 16 (class mate)
• Christina, aged 24 (neighbour)
• Lim, aged 17 (class mate)

Feedback from Sylvie, aged 20

Feedback from Hugo, aged 16

Feedback from Christina, aged 24

Feedback from Lim, aged 17

From this research I have learnt that both my adverts were successfully conveying the narrative and portraying my brand message of yourFood bringing people closer together. From my feedback, I saw that both Sylvie and Lim thought my adverts were 'dynamic' and had 'fantastic cinematography". Another similarity was that all my participants were highly likely to order from Yourfood, rating that choice between 8-10. Next time, I would try to include someone with a disability as, not only would it be a more accurate representation of society, but it would appeal to an even wider audience.

Post 19: My Advert's Review

I created a 'review' copy so that I was able to see how my advert looked on a big screen. I did this by making my adverts the best that they could be and uploading them onto YouTube.

This allowed me to receive feedback from my peers and the media staff so that I could notice things I didn't before. After the review I noticed that my grading was a bit to saturated and some shots were too bright. I changed it by reducing the saturation and lowering the contrast on certain shots. It was particularly difficult with outside shots as if the brightness was too low, it didn't match the rest of the shots, but if it was too high, the sky was a sharp white colour. I used a tool on 'ThreeWayColour Correction' which lowered the sharpness of white areas without affecting the rest of the shot.

Post 18: My Rough Cut

Creating a rough cut for each of my adverts allowed me to see if my shots could be improved when they were put together. I did this by cutting each shot and placing them in order on PremierPro.

This benefited me as I was able to see that certain shots weren't continuous when they were placed in order. From the rough cuts, I could see the lighting changed drastically between some shots, and that some camera angles weren't right. All these little things I noticed allowed me to create a new and improved second storyboard for my backup weekend shoot. It also gave me an idea of how long each advert was (around 40 seconds for both adverts in the beginning).

Post 17: My Shoot-Board

I created a shootboard for my weekend shooting, as it helped me work out which order to film my shots. I did this by using a template graph and taking a picture of each of my shots and placing them accordingly by location. I had to create a second shootboard as I was using my backup shoot the following weekend. I did this by only taking pictures of the shots I was reshooting that weekend.


1st weekend shootboard page 1

1st weekend shootboard page 2

1st weekend shootboard page 3

1st weekend shootboard page 4

1st weekend shootboard page 5

1st weekend shootboard page 6

1st weekend shootboard page 7

1st weekend shootboard page 8

2nd weekend shootboard page 1

2nd weekend shootboard page 2

2nd weekend shootboard page 3

2nd weekend shootboard page 4

This process benefited me as it made it easier to know what shots to film in that specific location at one time. This limited the number of times I moved the camera about and reduced the risk of an accident - for example tripping over the headphone cable. By making a second shootboard, I knew what shots I was retaking and I didnt get confused with the shots I had already taken on my previous shootboard.

Post 16: My Kit List

A kit list was important because we could check whether we had every part of the kit on the weekend. This also made sure that our partner had all items of the kit for when they filmed.

Kit contract

Kit checklist

Equipment release

Having the list benefited me as I filmed in two separate locations, so I avoided forgetting any equipment which would've delayed my filming. Shooting all my shots during the day was essential to my advert so having the list made me more time efficient.

Post 15: My Time-Plan, Crew And Cast List

I made a cast list so I was able to see which actor was playing what role. I did this by creating a table to see what information I needed and found suitable photos of each actor.

Cast List 1st weekend

Cast List 2nd weekend

This gave me an overall view of my cast and I was able to see if I had a range of ethnicities, ages, and gender. This benefited me as it made me more organised for that upcoming shoot, and what actors I needed to book in advance.

Time-plan for 1st weekend shoot (Saturday 24th):
14:00-15:55

Time-plan for 2nd weekend shoot (Saturday 1st):
16:20-16:45

Post 14: My Location Reccie, Risk Assessment, And Location Permissions

Location reccie and risk assessment

I did a location reccie to see what permissions I needed for my weekend shoot. I did this by taking pictures of all my locations and putting them into a table. In the kitchen, the dining table takes up a lot of space, so I needed to find the right angle to include the dining table and where someone could stand in order to put the food on the table. Both the living room and Enfield town park have a lot of space and nothing blocking the view of the camera, so LS's are easy to obtain. The hallway is quite tight to fit the camera and four other actors, so I made sure to tidy away the shoes on the floor and tuck the headphone cable out the way so that no one could trip over it. I needed permissions to film so that my parents knew where I was filming at all times with the kit.

 In addition, I did a risk assessment for each location so that I could be aware of any complications in advance of my shoot. A risk assessment benefited me as I thought of any  problems that might occur, for example, I needed to clear some stools in the kitchen to be able to shoot the OTS shot of the dad ordering the off in the second advert. I also had to make sure that no shoes were left lying around the floor so that I couldn't trip over anything when moving the camera.

Post 13: My practice Shoot/Edit

I did a practice shoot so I could see if my storyboard I had made during the week, made sense on video, when the shots were all put together. I was able to do this by downloading an app called 'Filmmaker pro' which allowed me to cut shots together and add music and voiceover to it.

This helped me to see the issues with my adverts. I saw that the timings of voiceover and dialogue didn't work together and so it allowed me to make improvements to the scripts. I could assess whether the narrative was being conveyed effectively to the target audience and that I needed to change the order of some shots on my storyboard as they didn't make sense.

Post 12: My Advert Storyboards

I made storyboards for both my adverts so I was able to see, shot by shot, how my advert would convey story. I did this by using my timelines and drawing up the action into each post-it note, colour-coding each shot type.

Advert 1 storyboard

Advert 2 storyboard page 1

Advert 2 storyboard page 2

Key code for shot types

This benefited me as I was able to see what shots would convey my brand message effectively. From this, I was able to see the different shot types in order and if I had too many mid-shots in one go or not enough close-ups at one point. In addition, it helped me plan out my shootboards and so I didn't forget what the action in the shot was on the weekend shoot.

Post 11: My Advert’s Soundscapes

For both my adverts, I needed to think about how my dialogue, sound effects, and music were going to fit together to make sure that nothing overlapped. I wanted to find some music that was upbeat to match the advert's style and I needed to insert diegetic sounds, such as a doorbell sound, and the door closing.

I used a website called freeplaymusic.com to have copyright free music. It allows the user to choose a  genre and then download any sound clip of choice. I only put the music in once the YourFood app was seen on screen in my adverts, and made sure it was at a low volume so as to not drown out the dialogue. The track I chose was called “happy classics”. I included it in both my adverts to create synergy between the two, this way my audience would recognize the brand and make it more memorable.

Screenshot of the 'freeplaymusic.com' website

I made the doorbell and the door-shutting sound effects by holding the microphone right next to the door closing and the doorbell. I then used the clips and separated the audio from the video so I could insert the audio parts at the right moment in the video, i.e when the delivery man shuts the door. These sounds make the video more plausible. I had to write out the dialogue script for my actors beforehand, so they were able to learn their lines and the shooting, on the day, would go more smoothly. This also enabled me to see how quickly they needed to say their lines so that the video was no longer than 30 seconds.

Advert 1: dialogue + VO + SFX + music

Advert 2: dialogue + VO + SFX + music

I used these diegetic sounds and the upbeat music as they are conventional to food delivery adverts. I saw them in most of the adverts I researched, such as the JustEat 'Magic is Real' advert. I did this to make my adverts feel more realistic. Having planned both a script and edit process of fitting in all my sound elements, allowed me to make sure I filled up all 30 seconds with some sort of sound, whether it was VO, dialogue or music and that the music/SFX wouldn't drown out the dialogue. Finally, by including typical sound effects of a food delivery advert, in both my adverts, it allowed me to create consistency within my brand through sound.

Post 10: My Branding

I created branding by drawing a flat plan of my logo with annotations/intentions, deciding whether I needed any on screen text (or whether my VO was going to fill in the gaps) and whether any graphics were needed to anchor the fact that it was a food delivery advert.

I created a logo by first coming up with my slogan and what my colour palette was going to be. I then found graphics of a knife and fork on a logo generating website. I heavily edited it on Photoshop to make the knife and the fork cross together and to make it more cartoon-like. I had to consider what typeface, what font colour, and the layout of my slogan and brand name on the app template.

Flatplan for my logo

Drawing a flat plan of what my app was going to look like helped me quicken my editing process as I knew what I was aiming for.

This is the knife and fork graphic I used for my logo. Firstly, I had to remove the outline and then change the colour of them to a light pink. I then separated them to make it 2 graphics and then removed the white background. This allowed me to overlap them and cross them over. After a few more tweaks, it was finished and looked like the final logo that you see in the videos. Secondly, I had to plan my layout and decided that my brand name should be placed in bold in a more prominent colour font underneath my logo. Lastly, I placed my slogan underneath my brand name in a smaller font, but I had to consider that, because it'll be smaller, I had to use a darker red font.

Screenshot of my final logo and the app on a mobile

I had to include a logo at the end of both of my adverts in order to create synergy of my brand. My VO covered what my on screen text would've read, so it wasn't necessary to include both. This followed typical conventions of food delivery adverts, seen in all the adverts I had researched.

Post 9: My Advert Timelines

I created timelines so that I was able to see how long each shot would last. I did this by drawing three lines which represented sound, voiceover, and video.

Advert 1 timeline

Advert 2 timeline

Creating timelines helped my project as I was able to see how much action of my story I wanted to have completed by the end of each 10 seconds. This made sure my shots were snappy and short, and conveyed my narrative within the 30 seconds.

Post 8: My Initial Proposal

I did this in order to get feedback from my peers and the media staff on my ideas. I did this by writing up the ideas in my notebook and reading them out in class. I also used my playlist of youtube videos that I made so that I could make references to my most influential adverts easily. In addition, this also helped me to make sure I included everything from the brief, for example, featuring at least two characters that represent different social groups, contain at least two settings, and have a range of camera shots.

Advert 1:

My idea was influenced by the advert JustEat Balti Rocks, where it starts with the couple sitting in the living room wanting to order food (0:00-0:05). It also shows a CU of them ordering from the app, a convention which I used in my advert.

I then thought I would like to include some humorous shots of the couple playing around with their food, showing the audience that there's no awkwardness between them anymore. The ending of Balti Rocks (0:24-0:30) has a comedic scene of the man getting down hanging from the wires. I wanted to include some humorous shots just like this and I thought the delivery man can interrupt the couple playing around with the food, and step back out awkwardly with a funny comment.

In my advert, there's a contrast between the beginning and the end of the advert; it changes from a tense to a fun atmosphere. I got this idea from the Magic is Real advert (0:00-0:03 and 0:55-0:59). In addition, I wanted to make my advert cyclical, where the shot of the couple starts and finishes the advert; this is seen in both the Balti Rocks and the Magic is Real adverts. I used the acronym C.L.A.M.P.S to think about the detail of my adverts. I thought that my actor's Costumes had to be normal, everyday clothes, and the Lighting should be bright (shot during the day). I thought about casting Actors of different ethnicities and if they were available on the days I needed to shoot; I casted two Afro-Carribean male actors and one white British female actress. The Make-up for my actors would be natural, as its more relatable to my target audience. I had to order pizza as my Props, and the Settings, were the living room and the hallway/front door entrance.

1st proposal ideas

Advert 2:

My initial idea was to include a sports team losing their match but then feeling much better once they've eaten YourFood. This was a good idea but it didn't have much comedy in it, so my peers made suggestions to have the winning team ask the losing team if they could join them for food at the end. This not only provides humour for the audience, but re-emphasises my brand message that YourFood brings everyone back together. 

The MacDonalds Doll Christmas advert influenced me because the start of the advert is very sad but by the end, has a happy atmosphere. I wanted to use emotive appeal just like this advert, to hook the audience and make them keep watching. It also makes the advert more memorable for them.

2nd proposal ideas

I used C.L.A.M.P.S to make sure I thought of all the details. This time, my actors had to wear sporty Costumes as they'd been playing a tennis match. The Lighting was again bright as most of it had been shot outside and the Actors stayed the same and one other white British female actress. There wasn't much Make-up as they'd been doing sports. I had to bring tennis rackets and tennis balls as Props to my shoot, for my tennis court scenes. My Settings were a tennis court, the kitchen and the hallway/front door entrance.

This was beneficial to me, as my peers asked me questions that provoked me to think about the details of my advert. For example they questioned whether I would have a mixed gender sports team, or boys vs girls in my second advert. I also was having trouble how to shoot that the couple in my first advert weren't awkward anymore so they suggested that I could use some shots where they're playing around with their food; this also created comedy.

Research Sources:

Playlist with chosen food delivery adverts

Post 7: Research Into Existing TV Commercials In Other Forms (e.g. Online, Print, Billboard)

I researched this to find out how posters work in synergy with the video adverts. It would help me understand how to grab the attention of the audience. I did this by researching posters on Google images.

Research notes on other advert forms

I learnt that all types of adverts part of the same campaign must work in synergy, therefore, have the same fonts, slogan, colour palette, and anchorage of ideas. Through looking at many posters, they all are very simplistic and don't contain much information. The slogan or the image is very memorable and most of the time is humorous.

This Cadbury's advert is simplistic and only features the logo, the slogan and a  LS of the product. The colour palette is simple and bold: purple and brown, representing the trademark colour and the chocolate. The use of the detailed melted chocolate with Oreos creates a mouth-watering image and encourages people to buy it. Cadburys appeals to a wide range of the public, from young children to older adults, as the poster is minimalistic (and everyone loves chocolate of course). This advert doesn't break any of the ASA guidelines.

Coca Cola features colour red throughout their adverts. Their curly font is a trademark of the brand and is written across four silhouettes of coke bottles. The slogan suggests that drinking coke is the only way to quench your thirst and that no other drink can compare. The advert appeals to all ages and genders and is memorable due to a simple image. This advert follows the AS guidelines.


This research was beneficial to my project as I understood how important it was for different types of advertisements that are part of the same campaign, to work in synergy. The colour palettes and fonts for both Coca Cola and Cadburys were the same across all platforms and I did this in my 2 adverts through the use of the same colours on the app logo. I also learnt that big font sizes are very important to catch the eye of the audience, and that the logo and slogan should be dominant in the advert. This influenced me as I made sure the logo took up most of the screen at the end of my adverts.

Post 6: Research Into Existing TV Commercials (Other Genres)

I researched this so that I could find similarities between adverts of different genres and compare them to food delivery service adverts. I did this by looking up adverts from big brands on youtube and adding my most influential to my playlist.

Research notes on other genres of TV adverts

I have learnt that the common features of adverts in general, are having consistent branding across the campaign, for example, the same fonts, the same colour palettes, the same logo and the same tagline. Other common conventions are using a variety of camera angles and shot types, having a link to a website or app, and having a promo picture of the product itself in the advert.

This advert has a very untraditional structure, and its through the use of genre hybridity that i captivates the audience and makes it memorable for them. It not only tackles the frequent negative comments from the media but anchors where the chicken comes from to avoid any more theories arising from how the chicken is made. This advert inspired my initial ideas.

This advert inspired me the most:

This advert uses intertextuality by using the catchy pop song "Shape of You" by Ed Sheeran, which appeals to a younger demographic, as it's a popular song. The main locations are the holiday scenes and the 'kitchen' where all the food is shown. The brand message is that the food is so good, it can make you feel like you're on holiday; this is connoted through the images of holidays liming to the same shape of food. For example, the seaweed in the sea looks like spaghetti being boiled in a pot, and the waves going over in the ocean is like ice cream being scooped out with the scoop. It is emphasised by the VO: "Pick up your knife and fork and get ready to travel", which anchors that M&S food is so amazing, it takes you away from your mundane food, and takes you 'travelling'. The logo is seen at the bottom of the screen constantly throughout the advert and then much larger at the end of the advert with the slogan. There's also some extra on screen text of when M&S was founded showing audiences how well they've been progressing since then; this could particularly bring nostalgia to older audiences and their loyal customers. There are mainly LS's, which are of the holiday scenes, and CU's, which are of the food. They've done it this way so that the audience can see the beautiful, majestic scenes of the oceans etc. mixed with the slo-mo's of the food, leaving the audience with their mouths watering - almost like 'food porn'. The representations of the holiday scenes are signified throughout the glorious sunsets and beach settings. The different types of food represent different backgrounds and widens the audience appeal, as it includes foods from different cultures. The VO is constant throughout the advert and entices the audience to buy M&S food, for example: "Does your food excite you?", suggesting that M&S food is the brand that brings the fun and excitement to you. This advert follows the ASA guidelines as it doesn't feature any harmful or inappropriate images.

This research benefited me as I got a lot of ideas about  intertextuality and how to make an advert memorable for the audience. Intertextuality is seen through the use of a pop song linked with a food advert in the M&S advert. An advert is made memorable through the use of intertextuality and also due to its captivating slo-mos of the product which can be seen in the KFC Comeback advert. Researching this influenced me greatly with my initial ideas.

Research Sources:

Post 5: Research Into Existing TV Commercials For Take-Away Food Delivery Services

I researched this because I wanted to find out how they're structured and the typical conventions of food delivery adverts. I did this by going onto YouTube and watching lots of adverts and finding the similarities between them and then looking analysing individual ones that influenced me a lot. I also used a table to tick off all the things that several adverts featured, for example, locations/settings and conventional techniques.

Research table

I learnt the common conventions of food delivery adverts are featuring the logo, the brand name, the slogan, a VO, and the use of the app or the website. In addition, using a home setting and a delivery man are seen in most food adverts too. To make adverts memorable, adverts feature humour and emotive appeal and occasionally genre hybridity and intertextuality.

Hungryhouse Space analysis 

Deliveroo Eat More Amazing analysis

UberEats Tonight I''l be Eating analysis 

UberEats Back to the 90's analysis

The most influential advert:

JustEat Magic is Real analysis

There are 3 main locations: the home, the restaurant and the street. Each location is signified through the mise-en-scene: the sofas and plant on the window sill in the home, the pots and pans, and utensils in the kitchen, and the vehicles and shop fronts on the street. The logo is seen within the first 3 seconds of the advert, which straight away anchors the fact its a food delivery service advert. This is seen again at the end of the advert, along with the slogan. Representation plays a big part throughout this advert, seen by the range of actors and types of restaurants, with the majority of it seen from 00:32-00:40. The use of different restaurants is a perfect opportunity to cast actors of different racial backgrounds, and also creates comedies they each come out of their shop fronts with the food that JustEat provides to its customers. The use of editing - where the motorbike is flying in the air - suggests that the delivery service is quick. In addition, the delivery man hands over the food smiling, showing that the delivery service is also friendly. The VO is constant throughout the advert and suggests that the food is magic by using its slogan "Summon up your favourite takeaway tonight". The use of the words 'summon up' anchors the title of the advert: "Magic is Real". The LS at the beginning of the advert establishes the setting and is cyclical, as it finishes the advert too. The contrast between the mood at the beginning compared to the end, show how ordering from JustEat makes you happy and excited rather than bored and dull. The advert is memorable as it uses humour seen through the different actors coming out of their restaurants and showing the foods they cook in their restaurants. For example, a bulky Turkish man comes out holding kebabs, singing in a deep voice: "[magic is] shish kebab". The advert follows the ASA guidelines as it doesn't feature any distressing images or anything inappropriate/harmful to the target audience.

This research was beneficial to my project as it influenced me to include as many conventions of a food delivery advert as I could - this will allow me to create strong brand values. I've learnt that the use of representation is essential in adverts to appeal to a wide range of audiences. I plan to cast a range of actors of different ethnicities. Lastly, I've learnt that most adverts feature a CU of the app at the beginning of the advert which I intend to use in my advert.

Research Sources:

Playlist with chosen food delivery adverts

Post 4: The Target Audience (Males and Females Aged 16-25)

I researched my target audience so that I could understand their lifestyle and what their views are on food delivery services. I did this by interviewing several people aged 16-25 and asked their opinions on JustEat and UberEats, and what they specifically look for in a delivery service.


These were the people I interviewed:

• Sylvie, aged 20 (family friend)
• Hugo, aged 16 (class mate)
• Christina, aged 24 (neighbour)
• Lim, aged 17 (class mate)

Research notes on my target audience

I learnt that my target audience look for quick delivery, good food quality, and ease of order when ordering food online. They're also a demographic that doesn't have much money, especially uni students aged around 18-21/22, so having an expensive food delivery service wouldn't appeal to them. Most of my target audience is in school or uni during the day and so will order food at various times throughout the day, which is why they look for a convenient food app to use.

I asked several people from my target audience what they thought of existing food delivery services, and all of them said the most common app they order from is UberEats because they deliver anywhere. They viewed JustEat to be a bit unreliable with food quality as they had been delivering food from restaurants with a 0 hygiene level. All four of them agreed that friendly service should be a given and that they're attracted to brands that are 'funny and memorable'.

This research benefited me because I was able to incorporate what my target audience look for in a food delivery service in my adverts. I conveyed quick delivery by having the food be delivered as soon as my actors ordered the food. Ease of order was shown through the quick process of ordering it. Through the balance of interviewing both boys and girls, this influenced me to use things that appealed to both genders.