Blog Post 5: Research Into Existing TV Commercials For Takeaway Food Delivery Services

Researching into existing takeaway food delivery TV commercials allowed me to understand common conventions within this type of promotion and lets me look at how brands communicate their message and brand values across to their audience. I did this by analysing at 10 adverts briefly, and then going into micro analysis on 4 adverts with the help of using a table.

The general conventions for food delivery adverts are:

An example of the delivery driver and the branding on the motorcycle

• logo
• brand name
• website
• slogan
• delivery driver
• use of the app/website
• voiceover
• home and street setting

However, for adverts to be memorable and impactful, many adverts also include at least one of the following:

• Humour
• Emotional appeal
• Intertextuality
• Genre hybridity

I decided to look at the Just Eat Magic is Real advert. The advert starts in a living room, but also has a Chinese takeaway and a street with many other takeaways, which indicate that it is a food delivery company. The advert also features a song repeating the phrase "magic is real".
This phrase and the lyric "just eat exactly what you feel" suggests that Just Eat's brand values are fast delivery and a wide range of food as the delivery process feels like 'magic, being able to deliver whatever you feel like in a couple taps.

Everyone dancing together in a Just Eat advert

The opening sequence to the film 'La La Land'

Furthermore, the advert uses a range of framing and editing techniques, especially in the main street shot shown on the left. This shot has a zoom out ELS to capture the grand sense of community that Just Eat brings, which is anchored by editing the shot to the climax of the song. This shot is sung in the style of a musical similar to the synchronised ELS seen in the opening sequence in 'La La Land', which is an example of intertextuality.
The representation is diverse with white, black and Asian people all featured, many with different occupations. The joyous group singing gave everyone in the advert a positive representation, as everyone seemed to be part of the same community, all contributing to one cause. However, the delivery driver was conformed to the stereotype of being a male driver, which many of my adverts that I looked at also had.



The advert has a simple graphic at the end with the on screen text "Download the app or order online now" and the Just Eat logo. This uses direct address towards the viewer, making them feel compelled to order as the process of eating from Just Eat is presented to be as simple as downloading an app. The Just Eat logo creates consistent branding and links all their brand values in the advert to the brand itself, which increases memorability as it is the last thing seen in the advert.

Below is the Just Eat advert I analysed and the playlist of all the other adverts I looked at as well

The mains points that influenced my advert are making sure to have the conventions of a food delivery advert. This way I can have strong anchorage between all the conventions to create the brand image I want, which is being able to order high quality world cuisine easily. Furthermore, I learnt that it is important for me to represent the diverse community of London within my advert as well as including female delivery drivers to break the stereotype.