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Reference for how an online dictionary is formatted

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Reference for how an online dictionary is formatted

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Merriam Webster, 2020, 'Merriam Webster in action', viewed 3 April 2023, <https://www.merriam-webster.com/>

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McDonough, T (dir.) 2009, 'Better Call Saul', Breaking Bad: The Complete Second Season, DVD, AMC.

This clip from the television show 'Breaking Bad' is an advertisement for one of the character's law business. The advert is a great point of reference for how to effectively engage an audience by posing a problem initially before providing a solution. This idea is something that I'll need to apply in my own ad due to the need for me to create a problem that my product solves that is unlike any other on the market. It as well is another great reference for how to inject light-hearted tones into an advert to make it more engaging and memorable.

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Better Call Saul Commercial HD Best Quality

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Youtube, 2015, 'Amazon Mobile App Commercial Ad', viewed 1 April 2023, Available at <https://www.youtube.com/watch?v=iFkQEnO3yQI&ab_channel=SriGSpeaks>

This Amazon commercial advertising their app that allows for online shopping is a great reference piece for how to utilise mobile phones and phone applications within an ad. The constant use of close up shots of the phone give the impression of what the app looks like and how it functions to viewers. As my advert revolves around an app, drawing inspiration from how this commercial is shot would be a good idea.

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Youtube, 2017 'Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams - super bowl 51', viewed 31 March 2023, Available at <https://www.youtube.com/watch?v=ozuWoZITX3Y&ab_channel=SangiSouji>

This Super bowl commercial from Mr Clean back in 2017 is a good reference commercial for how to inject a light-hearted tone into a advertisement through creating this sexy appeal to men cleaning the house. This light humour is another key reason as to why viewers would engage with the advert, a concept that would be useful within my own advert.

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Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams - super bowl 51

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The intended tone that I wish to convey throughout my promotional video is a light-hearted emotion that draws upon relatable situations and scenarios to showcase the usefulness of the product. By as well using a light-hearted tone, it can make the advertisement more memorable for audiences in comparison to a more seriously toned video stating the benefits of the product.

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When choosing a typeface to use, I wanted to draw inspiration form the Oxford typeface due to the emotive feeling of authority and credibility due to its association with the Oxford Dictionary. This in turn led to the decision to use IM Fell, a typeface that shares similarities to Oxford as they are both Serif font types.

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Colour Palette: created through Paletton.com

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Colour Palette: created through Paletton.com

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The choice to use this colour palette is to present both the product and company as a trustworthy source of information. When understanding colour theory, blue is often associated with trust and dependability in a brand. Purple is emotionally linked with the notion of wisdom and green representing growth. All of this in turn suggests a credibility to the target audience.

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The commercial opens on a close up of a gaming keyboard and hands furiously imputing into the keys. It then cuts to a wider shot, showing a teenage boy slouched over his desk playing a video game, whilst in the background we see his assumed mother watching from the doorway. The boy is screaming things such as "mad cap" or "cracked on heaven" which the mother has no understanding of what it means through her facial expression of confusion.

It then cuts to the mother's phone where she receives a message from her son stating "ez nvm" (or something similar) leaving the mother perplexed. She turns over to her husband, sitting next to her and asks "what it means", after a second on his phone, the husband replies with his answer "easy never mind".

Shocked, the mother asks how he knew that, and in response, the husband showed her the application for Lingoat: The Dictionary for Online Lingo on his phone. We then return back to the initial show of the mother looking into her son's room as he's playing video games. We then see the mother pull out Lingoat: The Dictionary for Online Lingo on her phone to look up what her son is saying, before walking away assured her son is not saying horrible things.

In another instance, her son sends another cryptic message of "fr tho?", which the mother copy and pastes the message into Lingoat for an answer, allowing her to reply.

The advertisement ends with a signpost of the product, showing it can be accessed both through an app and a physical copy. A link to the website will be on screen as well as a QR code, both taking the person to the same site. While this occurs, a monologue over the top will be talking about the product and how to find the website.

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Attention:
Attract the audiences attention through the use of an interesting, creative and potentially humorous commercial which causes brand awareness in the general public
Interest:
Showing the audience exactly what the product is, how it functions, what it includes and pricing of the product to encourage further research
Desire:
Depict the practicality of the product in the real world through showing how a parent or older person has been able to connect with someone younger in a more meaningful way to them.
Action:
The desired action because of the advertisement would be to either purchase a physical copy of the dictionary or purchase an online copy easily accessible on mobile devices.

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Blue:
Organise style of product, how the pages are formatted, actors used within commercial, situation its used in during commercial.

White: A generational digital divide exists, meaning as younger generations have become more savvy with technology due to being born into the digital age, a whole subset of English has developed around that (Herring, 2008, p. 71).

Red:
Feels like there would be an audience willing to engage with this product due to personal experiences in life that would suggest so. With the largest portions of Australia's population existing in the 30-40 age range, a demographic of new parents would exist (Statistica, 2023).

Green:
Using multiple mediums such as physical books due to the preferences some people within the target audience have for a physical copy. This can stem from the general lack of ability to understand and use new systems of media such as websites and phone apps.

Yellow: Benefits of the product are that it would be able to bridge the generational linguistics divide caused by technology through providing a resource that allows for that information to be delivered.

Black: May be unappealing due to the existence of online resources already that define specific words, abbreviations and terms common within the younger generations vocabulary. A physical copy would eventually become outdated, potentially turning people off the idea.

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Mindmap of a course teaching online lingo

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Mindmap of a course teaching online lingo

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Summary:
Upon completing the mindmap and considering multiple perspectives in regard to the initial idea, it motivated me to redefine my advertised product to be a dictionary for all pieces of information related to internet lingo. This change was due to the large amount of differing topics that would have to be taught in a course, so the idea of all the information being in one place for any person's need made more sense practically.

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Buckingham, D (2007), 'Youth, Identity, and Digital Media' , Cambridge: The MIT Press, pp. 1-22

This article delves into how the digital revolution of the modern era has shaped the youngest generations into creating their own unique social identities around digital media. The article identifies how young generations are more engaged in sharing and creating through the online landscape which has consequently created a unique social identity.

Herring, S (2008), 'Questioning the Generational Divide: Technological Exoticism and Adult Construction of Online Youth Identity' , Massachusetts Institute of Technology, pp. 71-92

This research article explores the identified generation divide caused in part due to younger generations, specifically millennials, being born into a world of technological advances. The article identifies these new technologies such as the internet and eventually social media as the were more easily adapted to by the youth, resulting in a knowledge gap developing due to this. This source in turn was useful as it supports the notion that older generations are on average behind the curb when it comes to technology and online language in turn.

LaBan, M (2013), 'A Late Y2K Phenomenon: Responding to the Learning Preferences of Generation Y—Bridging the Digital Divide by Improving Generational Dialogue', American Academy of Physical Medicine and Rehabilitation, Vol. 5, pp. 596-601

This article identifies each generation and their contrasting differences between one another, which are used to understand how each generation interact with modern technologies and digital communication. The source in turn supports the notion of younger generations are surpassing the abilities of older generations when it comes to technological skills.

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Week 1:
With the focus of the week being to accumulate a list of 80 possible ideas, there was a certain level of intimidation to come up with that many creative ideas. I decided to focus much of my efforts on ideas for products or services rather than organisations as it allowed for more creative freedom and unique ideas. There were multiple moments in which I was stuck during the process, but it was fascinating to find that those lulls in ideas generate some of some of the best ones.
Week 2:
After completing the 80 ideas list in week 1, the choice of the message to promote was narrowed down to a couple of ideas. These were a course for parents to learn how to use online lingo and an advertisement for the dinosaur earth theory. In the end I decided on the course for online lingo due to it having a clear target audience that can be advertised to as well as it perceptively having more potential that the other ideas.
Week 3:
The week focused on the use of html code and how I'll eventually integrate the creative journal into a website. As this was my first time touching html code, it initially seemed very confronting and complex, but through simple exercise, my confidence in using the software grew through toying around to create a test site.
Week 4:
The focus for the week was around expanding my creative horizons to consider my product from multiple perspectives to potentially refine it to better fit my target audience or to make it a more practical product. The use of mindmaps and other techniques allowed me to evaluate my product and redefine it to be a dictionary rather than a course. The creation of a treatment as well allowed me to critically consider how I wanted my advertisement to look stylistically, a process that took a bit of time, but resulted in something I'm happy with.
Week 5:
The week revolved around nailing down the style and tone of my eventual music video by identifying stylistic features such as typography and a colour palette that will be implemented. As my product is meant to appear as a somewhat authoritative piece, a colour palette of dark blues, purples and green to gives off a professional appearance that gives the impression of trustworthiness and credibility.

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The intended target audience designed for the advertisement are older adults, this referring specifically to parents or care givers of younger people who are active on the internet. The choice to target this specific audience within the population of viewers is due to the overarching notion that the generational gap between a parent and child can be limiting for a relationship between the two, so by targeting parents, it aims to provide the tools for them to connect with their children in another way.

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1: Promote Community and Grassroots Cricket (use ACC)
2: Wrist Band that shocks you every time you use social media for longer that 10 minutes at a time.
3: PA about people who holistically identify with the 'Literally Me' persona.
4: Describing why Unions are communist propaganda aimed at destroying the fabric of democracy (satirical political ad)
5:  Anti-Vaping campaign outlining harm caused by the habit
6: A key that moulds to any lock it's inserted into
7: A floating bin that follows you anywhere you go
8: sound proof toilet stall
9: Red Bull that literally gives you wings
10: USB ports installation in peoples bodies to upload files directly into the brain
11: Anti-Gambling message
12: A warning campaign that no one can control their own fate
13: Awareness campaign regarding porn addiction and its ramification on the human brain
14: Phone case that shocks every time the user exceeds a pre-set screen time
15: Promote a real life fight club
16: Bed frame that violently shakes at a set alarm time, can't stop until out of bed
17:  Claiming I am the reincarnation of Jesus Christ
18: A red button that, if pressed will grant $1,000,000 but kills one person on earth
19: Deconstructing Anti-Semitic rhetoric online, specifically on TikTok
20: An IV drip filled with Monster energy drink instead of water for people in a coma (it wakes them up)
21: A radio station that only plays cover songs
22: A Guillotine designed for fruit
23: A dating app that matches you with pets to adopt (uses algorithm to match person and animal)
24: A mask that changes a person's accent (i.e from Australian accent to American)
25: Cordial that tastes like bacon
26: A miniature donkey that always follows you
27: Gun Violence campaign (use nerf guns as an allegory)
28: Clothing that changes colour depending on the wearers mood
29: A hat that changes colour depending on the UV level to provide the wearer an idea if they are at risk of sunburn
30: Dungeons and Dragons dice that are weighted to always roll the highest possible number
31: Armour for fish with sword attachment
32: An attachable finger that, once pulled, makes a fart noise
33: Bowling pins that are weighted down so they are much harder to topple over
34: Advertise bodyguard hiring business to drug dealers and other criminals
35: Pill that instantly puts someone to sleep
36: A cocktail that sobers people up
37: AI bot that chats to people on dating apps to persuade them onto a date
38: Instagram filter that tells you the exact day, time and method in which you will die
39: Personalised newspapers that recount an individuals life up until that point (birthday present)
40: Reverse pizza, the dough is on the top with the toppings underneath
41: A bomb strapped to a person's leg that has to be deactivated at a random time each day for a week for a person to receive a cottage house in Norway
42: A boat powered by the sailors will to not drown
43: A suitcase that can be driven
44: A sleeping bag that is a wearable suit
45: Signet ring used as a door key
46: Self Playing Guitar controlled by an app that can play any song requested
47: An AI that turns any boring video or written piece into something funny and engaging, all of which is personalized to the individual's taste
48: Glasses that give the wearer cataracts
49: Headphones that allows the wearer to hear the voices inside a schizophrenic person's head
50: Broccoli flavoured soft drink
51: Insurance for Dining Utensils
52: Course for Parents to learn online lingo their kids use
53: Assassin for Hire
54: Spoon that keeps ice cream cold
55: Dinosaur Earth Theory promotional video, lean into absurdity of the concept
56: Fake ID maker
57: Company that knocks you out and relocates you to any random part of the world with a new identity.
58: A PC mouse that moves independently to aim in a FPS game
59: Toothpaste that is laced with nicotine to addict people to brushing their teeth
60: Cigarette that kills lung cancer tumors
61: Anarchist call to arms to topple the government and create a new anarchist society
62: Glasses that have LED screens in them with access to the internet
63: Bone meal from Minecraft to help trees grow really quickly
64: Top Hat which has a storage container in the top
65: A mirror that doesn't reverse the reflection
66: Potion that turns the individual invisible once consumed
67: A movie theatre that only screens 'Sigma/Literally Me' films
68: Idea generating machine
69: Smell-oscope (telescope but magnifies a smell rather than a image)
70: Service that provides you an imaginary friend
71: Microchips that allow the person to be controlled by a videogame remote as if they were a videogame character
72: Promotion of Safe Sex practices (warning of consequences)
73: Hand Washing lecture, teach how to *properly* wash hands
74: A speaker that plays every song as if it were played by My Chemical Romance
75: A small robotic arm that turns pages of a book for you
76: Memory device that allows us to access nostalgic moments with complete clarity
77: Recording device for your inner thoughts
78: Trained Dolphins that clean up floating plastic in the ocean
79: Glasses that make you colour-blind
80: An ear piece that gets that one song unstuck out of your head

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Summary of message that will be promoted

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Summary of message that will be promoted

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The message that I intend to promote is an advertisement for a program designed to teach adults and parents how to use and understand internet 'lingo'. The program would focus on teaching both what common phrases and words used online by younger generations as well as the contexts in which phrases are used and how to use them.

Update: After refining my idea through the use of methods such as a mindmap, the message has been changed slightly to be a dictionary accessible online and physically rather than a course (see under mindmap).