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Redefine Meat, Cow Repurposing Institute - THIS REDEFINES EVERYTHING, video, YouTube, 19 April 2023, viewed 19 March 2023, <https://www.youtube.com/watch?v=XTJcikvYepY>

This video is useful for my topic as it shows a way of branding the plant based meat in a uplifting way. This video is also good at dodging the toxic veganism stereotypes making it more accepting to audience who still consume natural meat products. This video is also useful as it also shows a lot of the data that alternatives to natural meat products have a more positive effect on the environment. I hope to try and have the same data also presented in my video to help convince the audience to buy my product.

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Cow Repurposing Institute - THIS REDEFINES EVERYTHING

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Euronews Green, Live lamb used in provocative new vegan commercial in Israel, video, YouTube, 24 September 2021, viewed 18 March 2023, <https://www.youtube.com/watch?v=psdtyJ2aizI>

This ad is useful for my topic as it shows a way to have a very serious and powerful video without having any music. This ad is also good at changing the tone of the video with the start being upbeat and casual but then suddenly shifting into a depressing and serious tone for the ending. I wish to try and have a similar tone shift in my video as it will begin with something joyful and then try to have a very serious and depressing ending.

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Live lamb used in provocative new vegan commercial in Israel

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Animals Australia, What REALLY happens on live export ships?, video, YouTube, 12 March 2019, viewed 18 March 2023, <https://www.youtube.com/watch?v=d6RKarFD8sY>

This video is useful to my topic as it is a very dark and serious video that shows the horrible conditions that livestock are put through. One thing that this video doesn’t do well with is the sound as the chosen music for the video is a little too upbeat given the visual material and the message it sends. I hope to try and get this same kind of emotion out of my video making people feel guilty for the way animals are treated in livestock.

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What REALLY happens on live export ships?

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Mind Map Reflection
This mind map was used to expand my thinking on my chosen topic. This helped me expand my think on the facts that I could talk about during my promotion and the ideas that already exist around it. It also helped me put together some ideas for possible ads I could be making based of what idea works best with which kind of advertising.

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There will be no background music for the entire video. The video will open with a slow fade with a puppy playing around and interacting with people it as you can hear all of the sounds including the puppy’s collar jingling and the voices of the people talking to it. It will then suddenly cut to a sheep that is in a similar position and doing the same actions of the puppy, it will then fade to black. Another video of the puppy now playing by itself will play again with whatever natural sounds occur being the only sound for the video. It will again suddenly cut to a sheep doing the same actions as the puppy with it also having all the natural sounds being the only sound for the video then will fade to black again.

This process may repeat for a third time but this time when it fades to black after the footage of the sheep it will have white writing on the black screen reading ”They are not too different right?” then the text will fade away. Then more white text on the black background will read “the why does one get this?”. It will then cut to the puppy peacefully sleeping on a bed of some kind being surrounded by toys and possible people, then it will fade to black. Then white text will pop up saying “And the other gets this”. It will then cut to sheep being mistreated in the livestock system cutting to black suddenly with the natural audio still continuing then a gunshot sound is heard followed by the sounds of a limp body hitting the floor. White text will appear saying “why not both?” showing footage of meat being cooked on the stove while the puppy is seen running around in the background wit the audio being the natural sounds of the scene. It will then fade to black again and have the call to action graphic fading in.

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The colors for the video will be dark colors as they fit very well for the tone of the video. Dark colors can all be used to be serious, dramatic and upsetting. The color white could also be used as it will stand out against the darker colors but since white is a basic color it wouldn’t be distracting away from the serious tone of the other colors.

The chosen colors for my website have been chosen because of their associated emotions that I want to try and display for my product. The first two are black and white because they can be used effectively when paired together to get a serious tone. White is also a color that is associated with clean and healthy which fits my promotion as I want the audience to see my product as health and clean. The next color chosen was blue because blue is used to show trust which I want from my audience to know that the product is reliable. Green was selected as a main color as green is heavily associated with nature and just natural things in general which is useful for my product because people will like it more if they can see it as being another natural product. Yellow was the final color chosen for my palette as it is representative of joy which relates to my product as it food and food is seen to be a pleasure of life the same way my product should be seen.

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The tone of my video will be dramatic, serious and upsetting. The message will need to be dramatic to get a strong reaction out of people to get them to follow through on the call to action graphic. The message also needs to be upsetting to have it sit and linger in people’s minds to give a higher chance of them following the call to action graphic. Them message will need to be serious as it is a real issue that is in the world, and it needs to be thought about and dealt with seriously.

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Fleming, A 2022, What is lab-grown meat? how it's made, environmental impact and more, BBC Science Focus, viewed 10 March 2023, https://www.sciencefocus.com/science/what-is-lab-grown-meat-a-scientist-explains-the-taste-production-and-safety-of-artificial-foods/

This source mainly discusses the science behind lab grown meat. It discusses how the meat is made and how it is different from traditional meat products. It also talks about the current state lab grown meat is in and how it currently compares to traditional meat products for the human body. It also shows the environmental impact current traditional meat products are having on the environments and how lab grown meat is a better alternative for the environment. This source is useful for my topic as it tells me what place lab grown meat is currently at so I can discuss the current state of the product during my advertisement and website. I can also use the information of it being a better alternative for the environment as a selling point for my product.

Dodson, B 2022, Lab-grown meat: Is It as Sustainable as it Seems?, Brightly, viewed 12 March 2023, https://brightly.eco/blog/lab-grown-meat-sustainability

This source discusses the sustainability of the lab grown meat products future. It discusses the production of the lab grown meat and also compares its production to the production of traditional meat products. It talks about the growth of the science since it first started and where it could end up if given enough resources. The source also states around what the amount of resources will have to be so that the lab grown meat is more beneficial to the environment then the traditional meat companies. This source is useful for my topic as it shows me the progress that the science and technology have made since it first started trying to grow meat. It also shows me the future that lab grown meat can have that I can put into my advertising to show the audience that there is a sustainable future with lab grown meat.

Ofei, M 2023, Why do people hate vegans? 3 reasons + what you can do about it, The Minimalist Vegan, viewed 12 March 2023, https://theminimalistvegan.com/why-people-hate-vegans/

This source is about the toxic public opinion that has occurred for vegans and veganism. It discusses some of the main reasons that veganism is looked down upon that include both what people who are and aren’t vegan are doing that is giving veganism a bad name. it also includes some of the positives of being vegan with most of them being related to the environmental impact and the animal abuse impact. This source is useful for my topic as it shows me what I need to do in my advertising to try and not get the same negative response to veganism. It tells me what ideals I should and shouldn’t have in my advertising as well as telling me how to promote my message without being immediately ignored and placed into the “annoying vegan” stereotype.

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To support lab grown meat companies to improve and supply lab grown meat instead of natural meat products.

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The best fonts to be used for these emotions are ones that are quite basic and bold. Similar with the colors the text shouldn’t be distracting away any attention from the message of the text. Just being used to blatantly and out rightly provide the promotional message.

I have chosen this font as it suits with what I want my font to do with it being very basic and not having anything too stylized and is just used to get the message across.

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I’m feeling eager to start doing this task as I think it will be a fun and creative task that will be fun to create. I have done similar tasks to this previously making some 30 second ads for products before. I think this task will be more fun and challenging because of the emotions that I have to try and engage with the audience of my ads. I have also had to do both the journal and website task before this course. I had to do a similar weekly journal for research project, constantly updating the progress I had made each week. I have also made a website before in high school which was a car sales website. The idea I have already come up with is an ad for pollution where aliens treat the earth as a garbage dump and trying to go for a horror/sci-fi feel for the video.

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1.       Awareness Campaign for Pollution

2.       Antisocial nature of youth with mobile devices

3.       Cyberbullying on the internet

4.       Awareness campaign for Viruses on the internet

5.       A new perfume brand

6.       Education for unhealthy eating

7.       Toxic attitudes in gaming environments

8.       Charitable services for homelessness

9.       Awareness Campaign for Sexism

10.   Awareness Campaign for racism

11.   Awareness Campaign for homophobia

12.   Company for properly disposing E-waste

13.   The negative effects hate speech have on young children

14.   New sports drink brand

15.   New costume store

16.   Support cause for people with Cancer

17.   New music single by fake artist

18.   Warnings of about children’s exposure to propaganda

19.   The negative effects of fossil fuels

20.   Awareness campaign for global warming

21.   Awareness Campaign for animal abuse in food trade

22.   Education company for Water safety

23.   Charitable company for starvation in Africa

24.   Charitable company for AIDs

25.   Awareness campaign for Decolonization

26.   Awareness campaign for Human rights

27.   New Sweat shop

28.   International law and justice

29.   Education company for Immigration

30.   Awareness campaign for World peace

31.   Charitable company for Refugees

32.   Company providing clean drinking water to third world countries

33.   Educational messaging about the increased Job loss

34.   Educational messaging about nuclear waste

35.   Educational messaging about Biodiversity loss

36.   Educational messaging about possible nuclear holocaust

37.   Charitable company for businesses struggling from the pandemic

38.   Awareness campaign for domestic abuse

39.   Awareness campaign for inappropriate workplace behavior

40.   Awareness campaign for Mass Hesperia

41.   Charitable company for the war in Ukraine

42.   Educational messaging of the risks from rapid growth of artificial intelligence

43.   Educational messaging of Computers/robots taking jobs from public

44.   Awareness Campaign for Texting while driving

45.   Awareness Campaign for Drinking while driving

46.   Awareness Campaign for Food wastage

47.   Awareness Campaign for Health care

48.   Awareness Campaign for Gun control

49.   Awareness Campaign for Human rights in North Korea

50.   Advertising for joining the catholic church

51.   Recent growth in Depression and anxiety

52.   Educational messaging for disability rights

53.   Educational messaging for LGTBQ+ rights

54.   Educational messaging for abortion rights

55.   Company for cyber security

56.   Educational messaging for freedom of Speech

57.   Awareness campaign of Police brutality

58.   Educational messaging for Online piracy

59.   New brand of sports car

60.   Awareness campaign for youth exposure on the internet

61.   Charitable company for educating third world countries

62.   Charitable campaign for homeless children

63.   A new fictional movie

64.   Educational messaging for Alcoholism

65.   Educational messaging for Drugs

66.   Educational messaging for Addictions to phones

67.   Educational messaging for Negative effects of social media

68.   Educational messaging for Dangers of Sexting

69.   Educational messaging for the benefits of sport

70.   Police messages for petty theft

71.   Educational messaging for Obesity

72.   Educational messaging for Sun Safety

73.   Educational messaging for Endangered animals

74.   Awareness campaign for Illegally hunting animals

75.   Educational messaging for Water pollution

76.   Company designing new renewable power sources

77.   Educational messaging for Recycling

78.   Jobs for people with disabilities

79.   Educational messaging for Vaccinations

80.   Encouraging donating to charities.

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Attention

The way I plan to grab the attention of my audience is having the video start with cute footage of a puppy either playing around or interacting with people. Either do it for the full five seconds or the last second can suddenly cut to a sheep in a similar position or action then fade to black to try and intrigue the audience.

Interest

The way I will get the interest of the audience is by repeating the same thing done in the first five seconds with there being footage of the puppy doing random things and the video suddenly cutting to the sheep doing the same thing. This will intrigue the audience as they will try to see and what the message of the video will be as the main attempt here is to make the audience see the puppy and sheep as similar animals.

Desire

The way I will get the Audience’s desire is by suddenly cutting one of the footages of the sheep into a piece of footage where the sheep is either being killed or is in horrible conditions. This will catch their desire at it will be a sudden change of tone that should triggers the audiences emotions after seeing the sheep being treat horribly.

Action

The call to action will be effective in the video and make the audience follow the call to actions by comparing the now dead or mistreated sheep to the cute puppy shown in the video. The video will then be telling the audience how they could be saving the sheep’s life which is similar to the puppy’s by supporting the lab grown meat production.

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The target audience for my ad will be young adults around the age of 25-30 that consume natural meat products. This age for my target audience was chosen as this is roughly around the age where young adults will start to choose how they are going to live their lives, such as what kinds of food they will commonly eat. This age was also chosen as this is the common age where people begin to have kids which means if the parents are convinced to support lab grown meat, then their children will grow up with a more open mindset towards lab grown meat. The target audience will also be people who eat natural meat products as anyone could be supporting the development of lab grown meat by people who are consuming natural meat products need to be convinced to stop buying natural meat products.

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Blue Hat - Progress:
The first part of the video that I need to organise is the footage of the puppy running around and playing. I need to organise what the puppy will be doing in the footage and trying to see if I can find footage of a sheep doing the same thing. I will need to look through what copyrighted footage there is of sheep to try and see what I could use for my video based of whether the puppy could be doing something similar.

White Hat - Facts:
I need to find a bit more information on the possible future of lab grown meat and to see whether it is sustainable for being the alternative to natural meat products. I will also need to look into how the best way of convincing my audience so that they should switch to consuming lab grown meat products rather then natural meat products.

Red Hat - Feelings:
The current feelings around lab grown meat from my audience will be mostly untrusting. This is because lab grown meat is a very new thing and the process to most people sounds dangerous and would feel more comfortable with the meat being grown naturally from animals. People will also be initially negative towards any alternatives to natural meat products as they wont believe the lab grown products will taste as good or have the same health benefits. By the end of my video I want them to have a more positive idea of lab grown meat and to be more opening about trying lab grown meat as an alternative to natural meat products.

Green Hat - Creativity:
The main idea for my video is to be showing both cute videos of a puppy and of a young sheep doing similar things, such as running around or playing to get the audience to think of them as the same creature then to suddenly show the sheep in tragic circumstances. The idea for the call to action is going to be calling out the animals similarities and asking why they should be treated so differently. The color grading will be quite bright and cheerful until the end where the sheep is in horrid circumstances in which the color grading will be turned down.

Yellow Hat - Benefits:
There are a few benefits of the lab grown meat being used as the alternative to lab grown. The first one hat is mainly pointed out in my video is the massive decrease in animal cruelty as there will no longer need to be animals going through the conditions of natural meat process and can only be used slightly in the growth of lab grown meat. The other positive of lab grown meat is that it is more environmentally friendly with it being much less waste productive and being cleaner for green house gases.

Black Hat - Cautions:
The cautions that exist around my product mostly have to do wit the current process of growing lab grown meat. The first one is that in this point in time most lab grown meat is not for sale yet because it is not 100% safe to eat, most is safely edible but there are still some slight issues being worked out. There is also an issue with creating the video that I will not be able to get the right footage for the sheep parts of the video as there may be no current copyright free footage tat will work for my video.