In this half of the year, I will be shifting my focus onto creating an original conceptual idea for an A1 poster, I have chosen to continue the theme of food as it is something which I have a real passion for. More specifically, I have followed the route of food advertising.
It is vital that advertisements meet a number of criteria in an attempt to be successful for a brand. Examples include:
- Be visually appealing.
- Ability for the product/brand to be recognised easily.
- It is an original idea.
- It targets the correct target audience.
- Clearly constructed so that the important information is the most prominent asset.
The food industry is one of the largest industries in the world and in turn means a lot of fierce rivalry. Brands must force through a vast array of competition with varying budgets to even get a foothold in the market. One company I have decided to focus on is McDonalds as over the years they have circulated thousands of advertisements promoting over 38,000 restaurants globally. Upon research, I discovered two main types of advertisements.
The first being a the most common type of advertising. In this, the focal point of the advertisement is the physical food being served. In this particular advertisement, McDonalds are promoting “50 years of the ‘Big Mac’” and the famous burger is the most prominent article in the poster, fully complying with the key criteria.
The second type of advertisements is one which uses conceptual ideas to promote, McDonalds have utilised this more than any other company as the McDonalds brand is renowned – in fact 88% of people can recognise it. In this advert, McDonalds uses its signature fries to resemble a pair of hands praying to support the Islamic tradition of Eid Mubarak, in which Muslims do not eat during daylight. Hence the starry background, inviting people to visit their twenty four hour restaurants.
Reference list:
Arora, P. (2006) McDonalds Eid Mubarak. [Photograph] Available online: https://www.adsoftheworld.com/media/print/mcdonalds_eid_mubarak [Accessed 23/11/20]
Sydney, L.B. (2018) 50 Years of the Big Mac. [Photograph] Available online: https://mumbrella.com.au/big-macs-50th-birthday-ads-from-across-the-globe-518388 [Accessed 24/11/20]