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The first task for this assessment requires us as students to record our initial thoughts and feelings about the course and the task at hand. I personally am not too eager to begin with this task as we are asked to brainstorm, collect and research 80 possible ideas for a future promotional video surrounding a product or message of our choice, which  sounds difficult to keep consistent and of a high quality. Despite this however, my experience in completing similar brainstorming and concept creation in high school classes, should assist in my ability in generating ideas. Currently I have my sights set on roughly two topics which I believe I could present an impactful promotional video for, these include 'Awareness for the support of small businesses', and a 'New fragrance by a fictional brand'. In spite of this, I still have a long way to go in terms of generating all 80 of these ideas, from this my initial ideas may be altered and more interesting ones may be produced. In addition to the two selected choices, I also have an interest in creating a promotional video surrounding a new shoe/shoe brand as I have a real interest in footwear, as well as the overall 'creative process' of the product itself.

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1. Fictional musicians concert
2. Fragrance brand
3. Musicians album
4. Shoe brand
5. Face masks
6. Homemade small goods business
7. Fictional music festival
8. Fictional artist exhibition
9. Rostrevor College
10. Freeman Fellas FC
11. Hand-knitted blankets
12. Fictional bakery(cake shop)
13. Benefits of physical activity
14. Fictional energy drink
15. Benefits of healthy eating
16. Domestic violence awareness
17. The benefits of music to mental health
18. Event photography
19. Benefit of social sport teams on mental health
20. DIY Website
21. Social Basketball team
22. Supporting small businesses awareness
23. Mental Health awareness
24. Awareness surrounding domestic abuse to males/females
25. Fictional artists new store
26. Effects of drug abuse on family members
27. Benefits of paper straw use on the environment
28. Website which prints and sells customisable stickers
29. Business selling custom keychains
30. Website creating video-game recommendations based on previous gaming history
31. App/website which displays nearby basketball courts dependent on location and use frequency
32. Music app which alerts the user to new music releases dependent on their favourite artists
33. Business selling customisable phone chargers
34. Website displaying hidden areas of restaurants (underground bars etc.)
35. Website selling custom stickers and accessories for phone cases
36. Business selling homemade animal beds
37. Business selling homemade Mexican style crosses (decoration)
38. Human trafficking awareness
39. Animal abuse awareness
40. Awareness for false treatment of animals in circuses
41. RSPCA
42. WWF
43. Animal Welfare League SA
44. Salvation Army
45. St Vincent De Paul Society
46. The importance of sports and social clubs on community inclusiveness
47. Awareness for mistreatment of migrant workers
48. World Vision Australia
49. Caritas Australia
50. Save the Children Australia
51. St Josephs School
52. Edmund Rice Foundation
53. Edmund Rice Education Australia
54. Hutt St Centre
55. Awareness for mistreatment of aged care residents
56. The Smith Family
57. Australian Red Cross
58. Clean Up Australia
59. Animal Justice Party
60. Vision Australia
61. Geeks2U
62. Clothing campaign
63. Awareness for teaching young children to swim
64. Norwood Swim School
65. State Swim
66. Motor Accident Commission (MAC)
67. Suicide awareness
68. Beyond Blue
69. Bluetooth earphones able to play two seperate videos/music in either ear designed for music producers
70. Bluetooth speaker capable to zoning music to separate areas of the room for optional listening by seperate consumers
71. Bugertec
72. Brunelli
73. Catholic Education South Australia
74. Rostrevor College Foundation
75. ROCS Soccer Club
76. Enviromassage
77. The Red Mill
78. Iannace Refrigerated Transport
79. Payneham Norwood Union Football Club
80. Harcourts Real Estate

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Message

For week two of the assessment I have chosen to focus on the first option surrounding the promotion of small business awareness. This choice comes as not only is the topic extremely relevant within our modern society, but I also believe I have the best resources supplied to me in order to create a meaningful promotional video. The central mission/message will highlight the importance of local support surrounding small businesses, emphasising its effect on a sense of community and its overall effect on income and survival of the owners business in a time where customers numbers are scarce due COVID-19 restrictions.

The created slogan will read "Shop Small, Shop Local".

Target Audience

In regards to the desired target audience for the promotional video, I aim to targeting peoples affected by the pandemic either directly or indirectly business-wise, as they will relate most to the topic at hand and the setting of the video. Further to this, given the video includes references to family and children specifically, targeting parents with children will be more suitable given the emotional attachment to families with children and similarities in circumstance they would share.

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Survive - Support Small Business - Facebook

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#DearLocal | Anthony Joshua’s favourite local spots

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The short promotional video I will create will demonstrate and raise awareness for the support of small and local businesses.

In inky blackness a voice breaks through the silence. DIALOGUE – “Ever since the pandemic, life has changed dramatically, a change no one could have anticipated. It’s hard now to provide for my family, I’ve had to look for work elsewhere, living pay cheque to pay cheque. Bills are struggling to be paid, a struggle I had wished would never be my reality. I just, miss having that security you know. Not having to worry whether my children will go to bed hungry or not. It’s just hard, harder than I could’ve imagined.”

Throughout the dialogue the video cuts across to the business owner speaking, however, focuses only on the hands of the individual not showing their face. From this, the video cuts again, a montage plays depicting the success of the business prior to the impact of the pandemic as well as the hard work put into the creation of the product. The montage maintains a focus on the hands of both the customer and business owner as they exchange produce for money emphasising this relationship.

Through the silence between shots, statistics appear on the screen surrounding the impacts of COVID on small business closure, creating a focus on family and community effects. The shot returns back to the interviewee, maintaining a focus on the hands, however, cuts to scenes of late bill notices and clear expressions of stress.

The Final scene, the call to action, the video fades into a black screen for the final time. The call to action fades from the darkness onto the screen, reading, "Don't leave your community stranded, shop small, shop local". Below the text displays ways to support, website link, social media handles and donation locations.

* Throughout the promotional video a blueish hue similar to the one featured in the second example video, will be used to create a darker gloom to the narrative at hand.

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Attention

The attention of the viewer is vital to the success of the promotional video as without initial attention the viewer will lack persuasion to continue viewing. In order to capture the audiences attention, the use of emotion is necessary. Through both a combination of sound, setting and dialogue, I aim to convey the emotions stemming from sadness including heartbreak and loss as these relate most to the topic and circumstance of the small business.

Interest

Through the creation of a setting and story which applies to the target audience, I will be able to hold their interest. Creating a scene where a small business is suffering or has suffered will assist in capturing the audience. As the target audience have experienced or are aware of the effects COVID has had on small businesses, the situation created will be relatable on a broad scale.

Desire

Creating a desire for the audience to donate or contribute to the awareness campaign is essential. Contrasting the current state of the business to its peak before the pandemic's impact is important to achieve this desire. Ensuring the audience that their contribution will assist small business on helping get back on track and supporting their families, is another way i could achieve this.

Action

Given the heavy emotional involvement within the promotional video, the audience should be provoked to interact with the campaign via the call to action featured at the end, providing an outlet to support these small business. These call to action will display and mention ways to support instantly via donation or support directly via physical interaction with the business and its owners. ensuring the audience can contact or be involved through social media will also assist in branching awareness.

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Tone/Emotion

For my promotional video, my aim is for the target audience to feel a sense of overall sadness or melancholy. Due to this, the promotional video must provide either scenes, music or statistics to evoke such emotions, using the 'call to action' at the end of the video as a pathway to relieve these emotions and help those effected and in need of support. In order to achieve this, the use of the correct colour scheme or a hue applied to the video may assist in doing so. the use of both light and dark blues may assist in evoking these emotions as blue is commonly associated with calmness, sadness and is viewed as 'non-threatening' as opposed to harsher colours such as red.

Font

The font chosen for my websites text is 'Arvo. For my website design I desired to choose a font which was simple, neat and legible, given the topic of the website is that of a serious matter. Initially I researched into deciding on several fonts for the websites main text, sub-headings and title, however, in changing this idea, I have decided to keep the font consistent within both the sub-headings and main text itself. My decision however for the title is the font 'Alegreya', again given its simplicity and legibility. In order to create a distinct separation between fonts and font style, the chosen font has more of a curve to each letter as opposed to Arvo which is straight and consistent.

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Groves, E 2015, ‘Beautiful Internet: 10 Of The Best Fonts For The Web’, FlyingHippo, 21 April, viewed 2 April 2021, <https://www.flyinghippo.com/blog/10-web-fonts-write-home/>

The source '10 of the best fonts for the web', was essential in deciding on my font choices, providing ample examples of how each font is used as well as describing the the ways in which the should be used. the source helped in identifying which fonts would suit the topic at hand, making sure I didn't choose a font too fancy or childish as the sincerity would be lost.

VIDEO 1
Amazon 2020, Supporting Small Businesses, video, YouTube, 6 October, viewed 15 March 2021, <https://www.youtube.com/watch?v=4qwk2T8-SRA>

Video 1 displays a small workshop, using mainly onscreen text to model the narrative and central idea of the promotion. Similar to this advertisement example, my own promotional video will most likely feature the use of on screen text to further or guide the narrative at hand, possibly using statistics such as the ones in the video to achieve this.

VIDEO 2
Facebook 2020,

Survive - Support Small Business - Facebook, video, YouTube, 20 August, viewed 15 march 2021, <https://www.youtube.com/watch?v=0w2vNztgecI>

Unlike videos 1, example video 2 has a much clearer narrative, focusing mainly on the impact a lack of customers has on small business owners, providing a reoccurring call to action throughout. In terms of drawing similarities from this facebook advertisement, I too aim to create a melancholic feeling throughout the videos duration, whilst also demonstrating an integration of speech and video over each other. Again similar to the first example, this video also accompanies text in the form of subtitles which I may also implement into my own final product.

VIDEO 3
Google UK 2020,

#DearLocal​ | Anthony Joshua’s favourite local spots, video, YouTube, 27 October, viewed 15 March 2021, <https://www.youtube.com/watch?v=mCVP0j9sypY>

Example video 3, demonstrates an emphasis on the importance of a sense of community and togetherness using the slogan #DearLocal, an aspect which I also aim to highlight throughout my promotional video, creating a focus on the diversity of modern societies and their significance when establishing a sense of family. The video also utilises a celebrity and English icon Anthony Joshua to assist in grabbing the audiences attention. Similar to the second example video, this promotion too has a large emphasis on a call to action toward the target audience, encouraging viewers to assist their local and small businesses.

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O’Conner, Z 2011, Colour psychology and colour therapy: Caveat emptor, Wiley, viewed 28 March 2021, <https://onlinelibrary.wiley.com/doi/abs/10.1002/col.20597>

This academic source was used when making the decision to use a blue hue for the promotional video, as it provided me with information surrounding the psychology of colours. The source describes colour's psychological and behavioural effects, discussing a wide variety of  colour psychology and colour therapy claims whilst comparing them to colour claims of earlier history.

Holbrook, B. Morris, O’Shaughnessy, John 1984, The role of emotion in advertising, Wiley, viewed 28 March 2021, <https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.4220010206>

The academic source addresses the return and use of emotion in advertising. The source itself analyses how emotions must be distinguished from other motivational constructs within the promotional in order to have the same impact on the audience. In using this source I was able to understand how to use the desired emotions in order to further the impact the promotion had on the audiences decision making.

Rossiter, R. John, Percy, L, Donovan, J. Robert 1991, A Better Advertising Planning Grid, Cambridge University Press, viewed 28 March 2021,<https://www.researchgate.net/profile/Robert-Donovan-2/publication/232573942_A_better_advertising_planning_grid/links/02e7e53814363126b8000000/A-better-advertising-planning-grid.pdf>

This academic source describes how there is no one singular way ads work, however it is a culmination of product, target audience and nature of motivation for purchase which are the determining factors. this source was vital in understanding how to construct my promotional video and select my target audience accordingly, ensuring the motivation for involvement was in line with the desires of the target audience themselves.

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https://bubbl.us/12017524