Existing Fast Food Adverts

McDonald's Magazine Advert

The font used for this first advert is quite professional and mature looking, the usage of white text upon a black background makes the text rather eye catching and bold to viewers. This layout is quite unusual as the burger is taking up such a small amount of the advertisement- Most of the advert is the background which is a solid black colour, this accentuates the burger even more. The burger is taking up the lower half of the page and is directly in the centre of the width. The McDonald's logo and term "Big Mac" act as iconography within the advert as they are such a large and established brand. The colour scheme is playing with opposites greatly as the white and black are heavily contrasting and impacting, the lighting on the photo of the burger makes it look warm which should cause a positive reaction of interest from viewers. This advert is unlike most advertisements done by McDonald's because they typically are much brighter and have more detail in the background which is often showing their other various food products upon a napkin. For this advert to be very different to their many others it makes the advertisement appear more stylish and professional as it differs greatly from their typical style.

Burger King Magazine Advert

The target audience for this advertisement appears to be more directed at adults due to the mature and simplistic style of the advert. Anyone who has been to a McDonald's establishment and had a positive experience will be interested in their new product, the "Big Mac" as they like their other food products.
This second advert by Burger King is quite different to the previous McDonald's advert. Firstly, this piece is presented in a landscape format, which is generally unusual as portrait is the most used layout for a food magazine advertisement. The shiny grey background and table that the food items reflect onto make this advert appear modern and sleek. This font used is black and very bold which makes it stand out very easily and catch readers attention, the text is also capitalised unlike the McDonald's piece which makes it impacting. The food items within this advert are far brighter than the McDonald's which makes the food appear more appealing and tasty looking to younger audiences. This makes me feel that this advert is targeted at a younger audience of teenagers and young adults.

Clyde's Advert

This third fast food advert is by Clyde's advertising specifically their burger product. The photograph of the food item is much different to the other two as it is more artistic and abstract which would make this advertisement stand out to readers. As seen in the photo the burger is shown being opened up to reveal all of the ingredients clearly to show readers exactly what the product includes, which is uncommon within adverts. This would definitely seperate the company from their competitors to an older audience as the ingredients shown within the picture appear a higher quality than what is expected from a McDonald's burger etc. The format and layout of this piece is somewhat similar to the earlier McDonald's advert as it is in a portrait format upon a black background with white text above.
A text box is seen stemming off from the beef of the burger describing the product to readers which is not very conventional of fast food advertisements which furthermore makes this appeal to older audiences. I feel the target audience for this advertised product would be adults due to the very sophisticated and professional appearance of the food and use of text. The actual font itself is still in capitals like the previous two but the font is more soft and rounded around the edges which makes it appear more friendly.