I researched into existing TV commercials to identify their conventions. This was a good way to compare other genres with food delivery and see the different techniques that are used to sell products. It helped me to see how companies use humour, intertextuality and emotive appeal to advertise their products and I was able to take inspiration from these different techniques.
I looked at several different food company adverts such as Dominoes, Pizza Hut, McDonalds and Burger King. However the advert that most stood out to me was KFC's advert celebrating 50 years of their service and so I decided to analyse it in more depth.
The advert is centred around the life of an adopted boy. The foster family is represented in a positive light by welcoming their son into their lives with open arms and trying really hard to make him feel at home. KFC have done this to represent diversity in a good way and to show t
At the beginning of the advert, we see the family eating a KFC bargain bucket for dinner. The food is shown as a symbol of happiness as it helps the family to break down barriers and become closer. We therefore associate KFC with happiness, love and bringing people closer together. The main setting is the family home, however the viewers briefly see the boys school, the football pitch where he plays games and the beach where he spends time with family and friends.
The advert is memorable as it uses emotional appeal to grip the audience. We follow the boy on his emotional journey through life, sticking with him through the good and bad times. We see how he develops and becomes a real part of his new family who accept him for who he is. There is slow, reflective music in the background which connotes that the boy is growing up and going through a journey that the audience get to watch and be a part of.
The fast paced editing reflects how time passes very quickly and remind the audience that they should appreciate everything they have in their lives, especially their family. This message reflects KFC's brand values as the advert is about celebrating family. KFC want their audience to feel like part of a big family, showing that the brand cares for its customers.
I also decided to look at delivery service adverts such as Amazon which I decided to analyse in more detail.
This advert also revolves around the importance of families and how crucial it is to appreciate the people in our lives.
At the beginning of the advert, we see a young women using the amazon app to find the perfect gift for someone that she cares about. We later find out that this is a little girl, who we assume is part of her family. The use of the app shows the convenience of ordering with amazon, as it is a quick and easy way to find what you need without having to go out looking for it.
The rest of the advert shows all of the amazon parcels travelling to people all around the world. The advert uses emotive appeal as the boxes are singing 'Give a little bit', a song about love and happiness. This suggest to the audience that Amazon really care about your happiness and will do everything that they can to help you show your loved ones that you care.
I have learnt a lot from analysing adverts from other genres. I discovered that love, relationships and family are three big themes that are involved in a lot of adverts across lots of different genres. This has inspired to me create my adverts with one of these themes in mind in order to create emotive appeal in my adverts. This will persuade the audience to order from YourFood.
sources:
Youtube
(KFC - Families)
(Amazon Christmas advert 2017)
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