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The treatment was very fun to write, getting a little creative and really thinking forward to how I was going to convey the message appropriately. I have throughly enjoyed this project and put a lot of hours into it, so I am excited to turn it in! However, my photoshop crashed and I had to improvise with my design palette, some challenges but trying to work through them.

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I want to convey a dark, gloomy universe at the beginning of my film, cloudy purples and convey a message of hopelessness through these colours. As the film goes on, the colours become slightly lighter to contrast the earlier 'hopeless' feeling and end on a positive note, defeating the feeling of before and replacing it with a new found self satisfaction.

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In my film I will use a handwriting or 'script' font at the end when relaying the message of the film to give it a more human and personable looking approach to emphasise the point of my message from a human to human level to enhance the weight of the message given and create a further level of depth. E.g. the font shown below.

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Typography and looking at different fonts. As shown in the picture below, font selection or typography is important as it assists in evoking emotion. Reflecting that we as people remember things and generally associate a positive or a negative emotion with what we see.

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HTML is very new and foreign to me but I am enjoying sinking my teeth into it and learning a new skill. I think my assignment is coming along well and look forward to presenting the finished product.

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I aim to initially create a dreary tone, low lighting, contrasted with a bright, berating phone screen light. The target audience will have been exposed to drug use culture and this video will affirm the correct actions of saying no to peer pressure and drug use as a whole. I want the audience to feel repelled by the idea of taking drugs and surmounting to peer pressure again- or, affirm the actions of people who have been in that position and chosen the right path.
I want to convey a low-lit potentially spooky vibe to the video at first but soon after bursting with colour, changing immediately after the change in behaviour of the character.

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PSA for peer-pressure, comparison for my film. Vancouver Sun 2012, Don't Fall (For Peer Pressure), video, Youtube 29 Nov, viewed 20/7/20 >https://www.youtube.com/watch?v=Bsstp4keIN8<

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The short film contrasts the dark scariness of anxiety that comes from peer pressure with the positive affirmation of choosing the right path and saying no to drugs.
The film starts with a low-lit bedroom and a young man sitting on his bed when suddenly his text tone dings loudly, echoing throughout the room. Multiple messages pop up regarding a party that is taking place later that night. The lighting slowly dropping as the texts get darker and victimising toward the protagonist, outlining how they plan to buy some drugs and use them at the party, calling him out as he has never taken drugs. The character begins to panic with a low tone rising to a peak, building suspense- suddenly he snaps out of it as he begins to type. He writes a message which says that he's giving the party a miss and will see the guys Monday at school as they have an important test and he will be studying for that. Focus returning to the character's face as he smiles, locks his phone, a view panning out, back to his bedroom door as the lights return to normal signifying the end of the anxiety fuelled attack. A text-box pops up on the screen reaffirming that you shouldn't succumb to peer pressure and reminding the audience of the importance of sticking up for yourself.

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Pilkington, H 2007, ‘Beyond ‘peer pressure’: Rethinking drug use and ‘youth culture’’, International Journal of Drug Policy, vol. 18, no. 3, pp. 213–224.

This research journal displays the change which has occurred in youths over the last decade by diving into the sociological approaches behind drug use and the cultural contexts in which youths actually encounter drugs. This source was useful as it gave an insight into different reasons behind why and how youths are encountering/using drugs in and the normalisation of drug use in their society, also how variables such as peer pressure from friends come into play regarding the culture behind youth drug use. From this source, I have learned more about the differentiating factors behind recreational drug use and factors such as peer pressure that play a role in the "why" behind drug culture.

Chadee, D, Ali, S & Burke, A 2019, ‘Effects of punishment, social norms, and peer pressure on delinquency: Spare the rod and spoil the child?’, Journal of Social and Personal Relationships, vol. 36, no. 9, pp. 2714–2737.

This research article gave information more so into the psychology of the development of children into adults and how discipline affects their behaviors moving into adulthood, a pivotal time in the 18-24 bracket when people are mainly more subjected to drug culture and peer-pressure related drug-use. This source was useful as it gave more insight into the psychology behind the way that parent-child relationships mold the mindset of the child, in short, looking into the "why" of the effectiveness of peer pressure in the drug culture.

Goliath, V & Pretorius, B 2016, ‘PEER RISK AND PROTECTIVE FACTORS IN ADOLESCENCE: IMPLICATIONS FOR DRUG USE PREVENTION’, Social Work = Maatskaplike Werk, vol. 52, no. 1, pp. 113–129.

This study reveals that peer risk and protective factors coinciding with drug use, offering alternatives for how protective factors increase and peer risk factors mobilised as protective practices and resources for promoting success in drug use prevention among youths. This gave great insight into peer risk and prevention factors in drug-use prevention contrasted with the other references which mainly focus on the psychology of why this happens as opposed to this resource which delves into how it can be stopped. From this source, I was able to further learn and understand strategies to use in my next assignment for showing drug-use prevention techniques on-screen.

Shaw, RL, Whitehead, C & Giles, DC 2010, ‘'Crackdown on the celebrity junkies': Does media coverage of celebrity drug use pose a risk to young people?’, Health, Risk & Society, vol. 12, no. 6, pp. 575–589.

This article gives detail about the glamorisation of drugs in pop culture, specifically celebrity drug use, and the adverse effects on youths as a result. The study particularly gives an insight into how to make drug awareness information relevant to the target market of 18-24-year-olds. This was useful as it helped me learn more about the way to potentially structure my video, accentuating the need to give relevant useful information to appeal to my target audience.

Schilling, RF & McAlister, AL 1990, ‘Preventing Drug Use in Adolescents Through Media Interventions’, Journal of Consulting and Clinical Psychology, vol. 58, no. 4, pp. 416–424.

This research journal displays researched theories and suggestions that can be made to combine social and behavioral theories into media-driven prevention strategies. The research shows that scientists and researchers need to undertake further, extensive development regarding prevention (or what is possible) through mass communications. This was useful as it shed some light on how effective media campaigns are when used for drug prevention in youths which enabled me to dial in my prompts in an effort to construct my video.

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The purpose of "How peer pressure is normalising drug abuse culture in young adults" is to depict how society has shifted in its approach to pressure peers into drug use by using new techniques of pressure and how music lyrics and the availability of drugs are contributing to this epidemic.

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Positive side of peer-pressure, good message. Inspiration for positive ending.
Pass it On 2015, Do The Right Thing, video, Youtube 30 May, viewed 18/07/2020 >https://www.youtube.com/watch?v=86kC-yVgyRc<

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Protect Yourself From Drugs & Peer Pressure

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Peer Pressure can be used as a positive force, as seen in this scenario! Take a look at one of our newest TV spots and watch as a group of teens influence their friend to 'do the right thing' while hanging out at a music store.

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My chosen target audience is 18-24 year old people, as this is generally speaking, the 'party' age group who are most likely out on weekends, consuming drugs or frequently in compromising situations. The target audience may or may be frequent drug-users or have in the past. My aim is to grab their attention with potentially familiar scenes being displayed such as the text messages prior to a party, relatable, familiar activities being displayed on screen. The film showing texts pressuring the character into a situation they aren't too sure about, followed by a climatic build-up to a horrible situation, which turns out to be nothing as the character makes the right decision. Too often video promotion focuses on the negative, death etc. instead of painting a good picture of what it looks like to do the correct thing.

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With my mind-map, I brainstormed some ideas pertaining to what I would like my prompt for my video to centre around in Assignment 2. Using key concepts of peer pressure in young adults to expand my thinking into the "who, what, when, where and why" of my prompt. I really want to focus on the concepts of the psychology behind drug use as shown in the mind-map such as image enhancement and popularity.

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Looking ahead to the future of this Creative Journal, it is a little out of my comfort zone, but I am excited. Although I have some reservations about my skills on Adobe, I feel as though I am passionate about my selected social issue for promotion and therefore will put forth some interesting perspective. The next few weeks should be interesting to say the least but I am eager to get on with it and put my best foot forward in this project.

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How Peer Pressure Is Normalising Drug Culture in Young Adults 

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How Peer Pressure Is Normalising Drug Culture in Young Adults 

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1: An innovative long-lasting fragrance
2: Themed planner
3: A new kind of soft drink
4: Recyclable Tupperware
5: Sunglasses polarised
6: A new type of protein bar
7: Artificial flowers for decoration
8: A protein powder that promotes weight loss
9: Fictional sci-fi series book
10: Fictional RPG on a console
11: Ergonomic Pet bed
12: One size fits all car covers
13: Minimalist jewellery

14: Facial hair straightener

15: Body positive shapewear
16: Backpacks for activity
17: Post-workout massage guns

18: Hemp clothing materials

19: GPS running watches

20: Fitness friendly baby prams

21: Comfy athleisure

22: Mesh water shoes
23: CBD Oils
24: Natural Skincare products
25: Diet fad products
26: Probiotics- gluten free
27: Subscription based orders e.g. magazines
28: Wireless Blood-glucose monitor
29: Fictional Book store
30: Fictional Tailor
31: Fictional mental health support service
32: Fictional catering Services. 33: Fictional Website Design
34: Fictional Business Consulting
35: Fictional Courier Services 36: Fictional Mobile Hairdresser Services
37: Fictional industrial Cleaning Services
38: Fictional Online Tutoring business
39: Fictional Life Coach
40: Black Lives Matter movement
41: Jewish Oppression in todays society
42: Drug abuse awareness
43: Mental health awareness
44: Mens mental health awareness
45: Obesity awareness
46: Smoking harms and dangers
47: COVID-19 testing
48: Third-world poverty
49: Youth homelessness
50: Political corruption
51: Alcohol abuse
52: Human rights movement
53: LGBTQ rights movement
54: Religious freedom act
55: Gender workplace diversity
56: Bullying in schools
57: COVID economic hardships
58: International border closure
59: Occupational therapy
60: Therapy in youths
61: Sexual harassment numbers in young adults awareness
62: Wage inequality
63: Gender inequalities
64: Racial inequalities in the workplace awareness
65: Health care disparities
66: Music recommendation website based on Facebook likes
67: A website displaying music that friends are currently listening to, sharing platform.
68: Band promoting website for local upstarts
69: Random music shuffling website
70: 3-D Drawing pens
71: Colour changing LED strip lighting
72: Self watering flower pot
73: Fashionable waterproof ponchos
74: Filtered water bottles
75: Sweatsuits for exercise
76: DLSR camera in smartphones
77: Gluten free fast food
78: Sugar free lollie options
79: Health conscious movie snacks
80: Fitness conventions i.e Arnold Classic