NEA Brief

NEA Brief

Requirements of the brief
  • You work for an in-house print production company within an advertising agency. You have been given the task of producing a campaign of four full-page magazine adverts to promote a new takeaway food delivery service. 
  • Summary of brief requirements: 
    •  Statement of Intent (approximately 350 words).
    •  Magazine adverts: The client has insisted that each advert must have a different main image, with at least two different settings and at least two different models used across the four adverts. 
    •  Location of adverts: The adverts are to be placed in regional magazines and the content should reflect the location. 
    •  Client target audience: 16–25, mass market, male and female demographic in a defined geographical region. 
  • This new takeaway food delivery service – yourfood – wants to be defined by its regional and youthful brand identity4. 
  • All four adverts must contribute to a strong and consistent brand identity, using the same slogan/tagline. 
  • The adverts should use techniques – such as intertextuality, generic hybridity, humour or emotional appeal – that engage the target audience and make the adverts memorable. 
  • Your finished realisations of the four adverts must be presented as A4 prints, with
  • the image scaled down as necessary to preserve the correct magazine page ratio.

Product Details
  • The production must include (as a minimum): 
    • At least four different main images. All images must be original across the four adverts to fit the brand identity and the conventions of magazine adverts. 
    • Editing of adverts (including photos, text, graphics, typography and layout) to fit the brand identity and the conventions of magazine adverts. 
    • At least two different settings (this may be the same location with a significantly different use of mise-en-scène and/or lighting or two different locations). 
    • At least two characters representing at least two different social groups across the four adverts. 
  • Written text including product name and a slogan/tagline that expresses the brand identity. 
  • Appropriate consideration of where the adverts will be displayed. 
  • Adherence to the rules of the ASA.

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