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Record your Initial Thoughts and Feelings about the course and this task

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Record your Initial Thoughts and Feelings about the course and this task

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Currently as of week 1 for this class, I am eager to learn more about the skills required to complete all of the assignments within this course. I am passionate about learning more about both website building, i.e. html, and also the skills to record, edit and produce a 30 second video for assignment 2. Creatively, I am excited to push my mind to create something I can be proud to present.

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1. An educational awareness video about the lesser known symptoms of mental health
2. A promotional video for my friend's brand of music adaptive LED lights
3. A restaurant in the CBD
4. A cultural festival
5. A new hypothetical set of emojis
6. A guitar tuning app
7. Headphones that lower volume when speech is detected
8. For a new haunted house
9. A sewing machine that's incredibly silent
10. A shirt with a magnetic strip instead of buttons or zippers
11. A face mask designed not to fog up glasses
12. A speech-to-text auto subtitling software
13. Drink Driving PSA
14. Heated car tarp to melt snow pile up on vehicles
15. An awareness PSA for a local recipe/cuisine
16. An alarm you have to shake a certain amount of times to turn it off
17. A hair dye that both bleaches and dyes simultaneously
18. A suitcase with a GPS buzzer that vibrates the closer it gets to you at baggage collection
19. A vacuum with a built in incinerator so it barely ever has to be emptied
20. A clear table top cover that acts as one large coaster
21. A self driving car
22. An app that matches your taste in music to local bands you may enjoy
23. An app that allows you to virtually try on types of hats
24. An electric mascara wand that swipes automatically
25. A cuticle oil that promotes fast & healthy nail growth
26. A refrigerated automatic timed cat feeder specifically for wet food
27. A PSA for transgender rights
28. An awareness PSA displaying the divide Aboriginal Australians face in our society
29. An awareness PSA on climate change
30. Easily removable fake nails for string instrument players
31. Glasses that you can call for when you misplace them
32. An insulator for a camping tent
33. A hairdryer shaped like a top hat
34. An infrared device that detects high blood sugar
35. A one-time payment for a guitar & songwriting course
36. A cat scratcher with an automated circling ball
37. A guitar that tunes itself
38. A flute that extends instead of piecing it together
39. An voice activated electric crib that rocks itself
40. A website that suggests shows based on your taste
41. A new email service
42. A set of fake nails that react to the presence of foreign substances in drinks
43. An SD card that stores memories
44. A tree species that leaks glue instead of sap
45. A contest to meet your favourite band
46. An app that recommends you clothes based on your closet
47. An ad for an escape room
48. An ad for a phone company
49. An ad for a used car dealership
50. A lipstick that doubles as a knife
51. A regular lipstick
52. An ad to donate to a charity store
53. An ad to donate to a impoverish family
54. A plushie that doubles as a bag
55. A plushie that doubles as a weapon
56. A brand of slime for kids
57. A foul-tasting oil to curb nail biting
58. A super stay hair gel
59.  Earphones that double as ear plugs
60. A website that custom makes wigs
61. A watch that can measure blood sugar
62. A calculator designed to help with taxes
63. A new VPN company
64. A skirt that doubles as a dress
65. A ring that doubles as a small, sharp weapon
66. A message about how the meat industry affects the environment
67. An obesity awareness PSA
68. A mascara and eyeliner in one tube
69. An informative PSA about meth usage and why it's dangerous
70. A spiritual brand of gemstones
71. Shoes that detach and change from low tops to high tops
72. An ad for an independent comic artist
73. Shoelaces that straighten out and can be used as a baton
74. Edible matches
75. Pen that doubles as a mini microphone
76. Pen that doubles as a laser pointer
77. PSA for bicycle riding in order to minimize fossil fuel emmissions in society
78. PSA for animal welfare
79. Contact lenses that include UV protection
80. A fair or fête happening soon

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Summarise the Message that you wish to Promote

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Summarise the Message that you wish to Promote

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For the product I have picked to promote, I have chosen to create a promotional advertisement for a face mask that has been specifically designed not to fog up the lenses of eyeglasses. I believe this product, albeit imaginary, would have a real target audience if actually available for purchase. Therefore, I believe a solid basis for target audience research can be formed around a video promoting the use and ease of a mask that can achieve this.

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Identify and Profile your Target Audience

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Identify and Profile your Target Audience

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Immediately, the target audience for this product and promotional video would be people that either often require or exclusively need glasses in day-to-day life. The issue at hand that denotes the demand for a product such as this, is one that only people who wear glasses most or everyday would understand. Therefore, the overarching target audience is those with prescription lenses. Falling under this arch, it's important to think about the age bracket when identifying an audience-based marketing strategy. There are people in all age groups that require glasses, so choosing a direction and stylistic decision when promoting this product has a lot of room for mind mapping and creative brainstorming. Without focusing in on a specific age group to market towards, an all-ages promotional video is also entirely possible to achieve to increase the group size of the target audience.

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After completing this mind map, it gave me the insight into discovering exactly how I want to approach my promotional video, and what audience I would like to target with it. The green column in my mind map relates to the safety aspect that the product can bring, and how useful it will be when relating to vision and spatial awareness.  The red column also focuses on the idea that this product has been made by people that understand this issue all too well. This would mean relating to the consumer is an important aspect in driving people to want to take action. I think both of these columns can be combined into a multi-level approach that targets two aspects of the benefits that purchasing this product provides. With doing this, it unlocks a wider potential for sales, as one audience that identifies with one potential sales aspect may disregard another.

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Attention:
In order to capture the audience's attention within a limited time frame, an emotional approach has been highly suggested, with studies being done on commercial sales success, and on what grabs a potential consumer's attention. The emotion I will attempt to convey within my promotional video will be that of frustration, as my product's point of sale relies on the idea that it can erase a frustrating scenario in a person's life. Therefore, a potential consumer within the target audience will immediately feel a sense of relatability to the emotion portrayed within the video.
Interest:
The interest in this product will come from its obscure nature, as well as the safety aspect it provides. Potential consumers will immediately be surprised that this product has been designed to erase a problem they often cannot find support for. Being a problem that only people who wear eyeglasses can relate to, it's not often that products made specifically for that demographic are ever promoted or advertised. The video will aim to feature the initial problem within the first 5 seconds of the video, so that consumers will immediately be interested in the representation of a problem they have either mostly or entirely kept to themselves.
Desire:
The consumers desire to take action will be once the approach to the promotional video has been clearly demonstrated. After exhibiting the direct usefulness of this product, as well as the benefits that purchasing one presents, the initial emotional impact of the video alongside the factual insight into the functionality it provides will create a desire for the consumer to take action.
Action:
Within the video, the desire to take action will derive from all of the aforementioned points put together.  The interest and desire put together will create a prime environment for a consumer to take action by the end of the video. Within the final few moments of the promotional video, clearly listed information will pop up on screen that will direct a consumer where to go in order to take action, and purchase this product that has been marketed towards them.

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The video will open with a person who is driving their car with a passenger on board. Both people are wearing face masks as they are within close proximity. Only the man driving has eyeglasses on. He is driving at a fast speed on a highway when the video cuts and zooms in on his glasses beginning to fog up his vision while he is wearing the mask. He begins to get frustrated and lifts his glasses to see, when he notices a person attempting to jay-walk that he had not seen due to the condensation in his glasses. He panics and swerves, distressing the passenger in his car greatly. He then parks on the side of the road to catch his breath. The passenger who is still in shock on the other side, after a brief pause, turns towards the man and says, "Dude, try this." The passenger will hand him the mask. A zoom in on the filter at the side of the mask will portray how the product is different from the rest of the mask, and the man will portray joy as he puts it on to realise that his problem is gone.

The video will continue slightly muted inside the car of the man getting ready to set off on his drive again while the other passenger gives him a positive look. While this roll plays, text will appear on screen accompanied by a voice over that says, "We understand, don't be forced to switch to contacts." The contact information including the brand, website and email will be listed underneath the main slogan as the video ends.

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The tone I hope to strike with my promotional video will be very realistic. The idea behind this is that the issue that signifies a need for this product is a very real, everyday issue for the target audience. The more relatable the tone of the video is, the more the likelihood for consumer relatability increases. The video aims to impact the audience with a sense of shock, as many people have had a moment while driving that has scared them and can relate to the events in the video. The idea that the product being promoted can help reduce the chance of the shock occurring, the better the chances of creating a successful tonal impact and relief in the consumer's mind. However, regular lighting without any adjustments can present a very dull and uninteresting appeal to a video, and therefore a darker approach will be taken. The idea that a bad event is occurring that the product being promoted can eliminate will help solidify the idea of a product's need within a consumer's life.

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I have created three different colour palettes and compiled them here in order to assess what  colours will suit the idea the promotional video attempts to achieve. By choosing these colours, I have endeavoured to best fit the colour decisions to the tonal value outlined within the 'tone' aspect of this assignment. The colours below aim to create a sense of darkness or dread within the video, that is paid off once a 'solution' (the product) is offered to the main character. The colour scheme will remain throughout the video, as to not lose the its emotional impact before the video ends. This will also ensure the video remains impactful after it has ended. A bright cut to colour or shift in mood before the end of the video may shock the consumer and distract them from the message.

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Annotated Bibliography - Academic Sources

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Annotated Bibliography - Academic Sources

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Bellman, S., Nenycz-Thiel, M., Kennedy, R., Hartnett, N. and Varan, D. (2019). Best Measures of Attention To Creative Tactics in TV Advertising. Journal of Advertising Research, p.JAR-2019-002.

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- The first source by Bellman et al. is the 'Journal of Advertising Research'. This source discusses the different approaches to capturing audience attention, and how that aids advertisers in making the most of their time frame within a promotional video. Different approaches to impacting the audience are ranked and tested using scientific means as to determine their effectiveness. The source states that voice-overs within an advertisement significantly decrease the heart rate of the audience. This can useful within my video as my aim is to create a sense of relief by the end, while the beginning and climax of the video captures the audience with a sense of shock. This supports the tone and emotional impacts I have planned for my video.

Hammer, P., Riebe, E. and Kennedy, R. (2009). How Clutter Affects Advertising Effectiveness. Journal of Advertising Research, 49(2), pp.159–163.

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- A different study within the same journal as the first academic source listed aims to understand how clutter affects the impact and effectiveness of an advertisement. This study aims to track the type of advertisements people are watching, how much clutter is included in those advertisements, and which group of people did the advertisements affect more. Featured within table 2 on page 6 of the study, it was detailed that low clutter advertisements had a higher success rate in both prompted and unprompted recollection of advertisements, when looking at television commercials. Using this study, it elicits the idea that using a very simplistic video to deliver a message would be scientifically proven to provide a better success rate at capturing an audience's attention and having the video remain in an audience mind after the video has finished, prompting more active thinking.

Olsen, G.D. (1995). Creating the Contrast: The Influence of Silence and Background Music on Recall and Attribute Importance. Journal of Advertising, 24(4), pp.29–44.

- Despite the study being focused on audio-exclusive radio commercials, this final source still provides some insight into the impact silence can create when advertising to an audience. The source states that the use of silence or little sound in an advertisement has been studied and concluded to assist in the recollection of products when opposed to advertisements with voice overs throughout its entirety. 'Background silence' is stated to be more affective than pure silence and other sounds when determining the recollection of products within groups of consumers that have witnessed the advertisement. This source suggests that using either muted or very little background sound in my video will optimise its effectiveness.

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Bold, block or intense style fonts will be used in order to create an even tone for the video as mentioned within the tone aspect of this assignment. As the video will likely be colour corrected to fit a darker tone, a white font will create a fitting contrast. Using a font that is not distracting and very simple will drive home the intensity of the video and create a compelling tone. It will also not distract the consumer from the lasting emotion of the video and will stick with them after the video has ended. The first font is a very simple and impactful font that I believe fits the theme I have mentioned well.

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The font displayed here fits the criteria I have set within my Font Part 1 box, however it portrays a little more of a friendly tone. This font feels a little less intense and slightly more relatable to a consumer, however may lack a sense of intensity the first font achieves. A mixture of these two fonts could be possible when creating the final end screen for the video.

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www.youtube.com. (n.d.). Not your typical drive to school - Allianz TV Commercial. [online] Available at: https://www.youtube.com/watch?v=oLCHlX8_cj0 [Accessed 2 Apr. 2021].

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The first video inspiration for my promotional video is an advertisement for Allianz car insurance. This video is a significantly large influence in my brainstorming for the final look, tone and editing of my potential video. In the video, the son has a spider in a jar that escapes, unbeknownst to the father who is driving. It isn't until the son is at school that the father sees the spider on his windshield and crashes his car. The end of the video features Allianz' insurance and branding. This video features a narrative that captures the audiences attention almost immediately, as it is unknown what the video is about initially. This style of narrative will be a key feature in my final video, along with a resolution that reveals what the video was promoting.

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Not your typical drive to school - Allianz TV Commercial

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Dad discovers a unwelcome guest in the car after driving the kids to school (under the form of a giant spider). The surprise causes him to swerve into the back of a delivery truck. Ahhh.... What's one word 3 million Australians think of for insurance? Allianz. Because it Matters

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www.youtube.com. (n.d.). Australian Government Quit Smoking 2010 Ad. [online] Available at: https://youtu.be/sjrnaHInUHM [Accessed 2 Apr. 2021].

This anti-smoking government PSA from 2010 features a lot of aspects that I would also care to include in my final video. In the video, the tone is very dark and ominous, further accentuating the theme of the PSA. A voice over tells facts about the dangers of smoking throughout the video, along with a video of a woman during the act of smoking a cigarette. The point of the video is driven home with more imagery of the warnings on cigarette packets. This video meets a tone that I am also looking to recreate in my final video, but lacks an element of silence that I'm looking to find inspiration from. In terms of voice overs, this video is a good example of what to do, but may overuse that element when creating the impact I'm looking to achieve from a marketing perspective.

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Australian Government Quit Smoking 2010 Ad

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www.youtube.com. (n.d.). Tear-Jerker Commercials Create Internet Challenge. [online] Available at: https://youtu.be/iVrQqWIs6ZE [Accessed 2 Apr. 2021].

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‌This commercial utilises silence in a similar way that I aim to when creating my final video. Within the video, a narrative is told without the use of dialogue, which captures a person's attention and creates intrigue. Within the video, the story of a child that grew up to be a doctor does a good deed for a man that helped him many years ago. This commercial tells a narrative well, without much dialogue, that compels the audience to pay attention. I hope to take inspiration from and achieve a similar ability to tell a narrative without heavy dialogue in my promotional video, much like this commercial does.