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After reading the introduction to the course and the assessment tasks required of this course, I am eager to learn more about Digital Media. I have never researched or professionally worked with Digital Media concepts and am excited to put what I learn in the next 10 weeks into a promotional video. I have interests in different areas but I aim to develop a video on a topic that I am interested and passionate about.

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- Sport
- Tennis
- Fashion
- Celebrity athletes
- Gardens
- Love
- Travel
- Plants
- Flowers
- Gardening
- Hair
- Makeup
- Jewellery
- Shoes
- Dogs
- Cats
- Exercise
- Perfume
- Magazines
- Interior design
- Cooking
- Toys
- Furniture
- Accessories
- Doll houses
- Coffee
- Food
- Camping
- YumCha
- Birds
- Teepees
- Activewear
- Weddings
- Board games
- Bookshelf
- Cushions
- Lamps
- Storage
- 4WDing
- Beaches
- Mountains
- Skincare
- Costumes
- Table tennis
- Bowling
- Pubs
- Bars
- Alcohol
- Karaoke
- Self care
- Phones
- Laptops
- Tablets
- Earphones
- Pyjamas
- Medications
- Puzzles
- Soccer
- Baseball
- Basketball
- Handbags
- Boots
- Ice-cream
- Burgers
- Rugs
- Diffusers
- Knitting
- Crocheting
- Trading cards
- Cleaning
- Studying
- Artificial plants
- Jewellery box
- Whales
- Star Wars
- Harry Potter
- Chocolate
- Pasta
- Cheese
- Tea pots
- Coffee mugs
- Llamas
- Alpacas
- Lunch boxes
- Skating

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Activity 1.3 - Mind Map

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After mind mapping perfume i have found that there is not just one way in which i can go about promoting perfume. Perfume is a very diverse product and can be marketed using different techniques. After completing such an extensive mind map and spending time thinking about perfume in general, i found that it is a very involved process in developing promotional videos. It was hard to explore perfume deeply as perfume is a product that you can't actually see the results of, it's based entirely on emotions. After developing this mind map I've decided that my final promotional video will not follow the typical perfume advertisement trends, but will be more eccentric to surprise consumers.

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The target audience for my perfume advertisement will be young female professionals aged between 18 - 34 years old. To capture the attention of this demographic I will use high quality content that the audience is able to relate to, such as attractive models wearing expensive clothing. Alongside attention grabbing words that effectively encapsulate the scent in order to create an emotional connection to the product. The advertisement will also be entertaining in order to make an impression on the audience and convince them to purchase the product. The advertisement will also build an emotional roller coaster for the audience in order to hook the buyer. The message of my promotion will be 'the smell of success'.

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The majority of current perfume advertisements are quite predictable and use the same premise for advertising their products. The aim for my perfume advertisement is to create an emotional roller coaster for viewers to create a positive emotional feeling which will hopefully translate to the audience purchasing the perfume and telling others about the product. The overall tone of the advertisement will be pretty yet confident as it is marketed at young professionals. The colours which best represent both confidence and boldness are orange and pink.

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- Typography is used to 'carry' information and must therefore have high legibility and readability, scalability and appropriateness
- Emotional design is used to intentionally trigger emotional responses which helps keep users motivated and perceive personality
- Emotional design allows users to create a relationship with the site and share their experiences with others
- Emotion increases motivation, helps users focus and makes information memorable and actionable
- Typography directly affects users moods
- Information should be separated into chunks and properly use white space to easily identify elements on a page
- Use simple, clear and classical typefaces to evoke confidence, trust and consistency
- Enhance memories and create a unique experience
http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography

- The character of fonts should match the purpose of your website to create harmony and visual appeal
- Fonts should supplement the overall web design
- Too many fonts can lead to messy and inconsistent appearance
- Combine fonts with non-textual design elements, such as graphics
https://usabilla.com/blog/15-practical-tips-how-to-use-typography-for-emotional-web-design/

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Palette URL: http://paletton.com/#uid=55a1o0kl1Wx1x+IcEXDsUWkWEVB

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A young 24 year old woman, dressed in a strappy sequinned dress is seen having shots and dancing with friends in an inner city nightclub with a small group of friends. Flash forward to the morning after and she has slept through her alarm after a night out and is madly getting ready for work on a Monday morning. She is walking around her New York City apartment in a white bathrobe, with hair in a white towel and is looking in her walk in wardrobe for an outfit for the day. The walk in wardrobe has a window overlooking Central Park and she chooses a black pencil skirt with a white button up to wear. She then quickly retreats to the bathroom realising she is running behind schedule. She quickly blow drys her hair and retreats back to her wardrobe to pick a black pair of pumps. She then quickly runs to the kitchen, where her professional, young boyfriend has made her French toast for breakfast. She is running too late to be able to sit and have breakfast with her boyfriend and picks up one piece of French toast and plants a swift kiss on her boyfriends cheek. She knows that she has missed a step of her normal morning routine and quickly realises that she has not put on any perfume for the day and quickly runs into her double sink, marble bathroom where she finds her perfume on a marble tray with her makeup and other beauty essentials. She sprays the perform onto the inside of her left wrist and departs the apartment ready to tackle another busy day at the office. The soft spoken female voice will then say, the smell of success, available to purchase from all department stores.

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For this assignment I was aiming to develop a plan which would assist in the development of my promotional video. I wanted to promote a product that my own demographic could relate to as I could relate to the thought processes that this demographic has, making it easier to develop a catchy advertisement. After thinking about the idea for a perfume advertisement and looking at other effective perfume advertisements in the past, i think my concept for my promotional video will resonate with the target audience and will entice buyers to buy the perfume as it promotes both working hard and playing hard. Next time I could think more creatively and eccentrically by going outside of the box for promotional ideas and interesting viewers with a less conventional idea.

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Moran B, 2011 "The Colours of Smell: Perfume Advertising and the Senses", American Anthropological Association
https://research.cbs.dk/en/publications/the-colours-of-smell-perfume-advertising-and-the-senses
A conference paper presented at the American Anthropological Association annual meeting looks at the theoretical approaches to advertising perfume. This paper discusses how smell is best represented in advertising after conducting a survey of 250 worldwide perfume advertisements.

Lin, M., Cross, S., Laczniak, R., Childers, T. 2018, 'The Sniffing Effect: Olfactory Sensitivity and Olfactory Imagery in Advertising', Journal of Advertising, Vol. 47, No. 2, pp. 97-111
https://www.tandfonline.com/doi/abs/10.1080/00913367.2017.1410739
This journal looks at the influence of smell sensitivity and its effectiveness of smell imagery in advertising.

Toncar, M., Fetscherin, M., 2012, 'A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent?', European Journal of Marketing, Vol. 46, No. 1/2, pp. 52-72
https://scholarship.rollins.edu/cgi/viewcontent.cgi?article=1143&context=as_facpub
This paper looks at the exaggerations of perfume advertising and whether the actual scents exceed, fall short or meet expectations.

Zhang, Y., 2019, 'A Semiotic Study on Print Advertisements of Luxury Perfume Brands for Women', Asian Journal of Social Science Studies, Vol. 4, No. 1
http://journal.julypress.com/index.php/ajsss/article/view/540/407
This journal article looks at understanding the meaning and structure of three luxury perfumes.

Li N., 2020, 'What Makes You Beautiful - Analysis of Translation Strategies on Cosmetic Brands from Perspective of Marketing', International Journal of Applied Linguistics and Translation, Vol. 6, No. 3, pp. 68-74
http://www.sciencepublishinggroup.com/journal/paperinfo?journalid=340&doi=10.11648/j.ijalt.20200603.12
This article looks at the strategies used to successfully market cosmetic products in non-English speaking countries.