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- 19 years of age
- Lives at home with parents
- Just started his fitness journey
- Doesn't know anything about supplements or what can help him to reach his goals
- Struggling to find reliable research

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I have considered using the Ethnocentric, Lemongrass, and Swing King fonts. Ethnocentric is powerful, intimidating and futuristic, which supports the over-arching motivating tone of my promotional video.

Swing King is a fun font that emphasises the 'YourWay' value proposition of customer personalisation. This approach allows customers to feel as though they are in control of their life with 'YourWay'.

I have also considered a different approach with the Lemongrass font. It possesses a note of simplicity, alluding to the simple use of 'YourWay'. The Lemongrass font allows customer to feel at ease when it comes to using 'YourWay'.

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The pink and purple colours of my colour palette represent a tone of motivation, energy and movement with a retro vibe. In my experience, purple colours are often associated with luxurious brands, allowing the audience to feel confidence in purchasing from 'YourWay'. I take a liking to these neon colours because they are bright and emphasise that 'YourWay' is a company of the future.

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To create a sense of boring everyday life, the colour tone that will be used in the beginning of my promotional video are neutral. Once the person receives the package, the white colours will brighten. When the persona arrives at the gym, a neon purple colour palette will be used to show the effects of using supplements and how it makes them feel.

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Ideally, my target audience feels sluggish, unmotivated, or even ready to make a change for their health before they watch my video. After watching my video, I hope to make them feel engaged and motivated to start their lifestyle change with 'YourWay'. To achieve this, I will need to use encouraging and powerful audible and colour conventions to make them feel encouraged and energised, and associate these emotions with the brand.

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The 'YourWay' promotional videos opens with a black screen, where the narrator says "Look at yourself." Over the next 5 seconds, the camera slowly zooms closer to the person's face in the mirror as the narrator highlights poor areas of this person's life due to his unhealthy habits. The narrator talks about how you're not reaching your goals, no matter how hard you try. There is a suspense sound effect playing in the background until the camera stops on an extreme-close up shot of the person's face.

The doorbell rings in this moment. The camera cuts to a regular close-up shot, as the person turns around. An over-the-shoulder shot is used as the person opens the door, and to their surprise, no one is there. A point-of-view shot is used to capture the perspective of the person looking around and then looking down at the 'YourWay' package sitting on the front of their doorstep. They pick up the package, as the camera cuts to a medium close-up shot of the person standing up with the package in their hand and turning around, shutting the door behind them. A door-closing sound effect is used to emphasise the sound of the door shutting.

Upbeat music plays as the person joyfully places the package on their counter-top and begins unpacking (bird-eye view camera shot). The narrator explains to the audience about what is included in their 'YourWay' package and the benefits of this lifestyle. The person then joyfully takes their supplements and grabs their car keys. They arrive at the gym, and lift dumbbells as the narrator talks about how the audience can be just like this person, and that all it takes is one click. There is a 5-second screen recording of a cursor clicking 'YourWay' as the narrator says this. A fade transition to the 'YourWay' brand title is used, and the quote "YourWay, your start to a healthy lifestyle."

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Attention:
The 'YourWay' promotional video captures the audience with imperative and inclusive language. The video will start with "Look at yourself." The audience is lead to look at themselves, and how they can improve certain aspects of their life. At this point, I aim to draw the audience in further by constructing a relatable story that emphasises the poorer aspects of their life such as bad habits and poor health choices and how 'YourWay' can help to change these. In doing this, I hope to relate to my target audience's life and allow them to question themselves through the use of emotive language.

Interest:
My target audience lacks the motivation to work on themselves and do their own research on the types of supplements that they need to reach their fitness goals. They already know that they need to do something about it, but they are stuck in a poor mindset. The aim of the 'YourWay' promotional video is to motivate the audience to do something about their miserable lives. This mindset is adopted by all types of demographics, including the youth, middle-aged, and elderly. My target audience would be interested in 'YourWay' because they are craving that motivational 'push' in their life, and that' is what this product provides. Additionally, it provides them with the knowledge that they are receiving the right supplements that will help them with their fitness goals.

Desire:
My promotional video connects with viewers through emotive language and a relatable narrative. It appeals to people with unhealthy habits by emphasising how bad these habits are. The person in the video is portrayed as a lazy, unhealthy, and unmotivated individual, which relates specifically to my target audience. This narrative provokes certain emotions from the audience, which will establish a connection between them and the brand. The tone is also an important aspect of the video. The narrator uses a serious tone to highlight how important it is to have a healthy lifestyle and not become the person seen in the video.

Action:
At the end of the promotional video, the audience is called to change their lifestyle by purchasing a 'YourWay' description. The audience is implored to get up and get moving, and that 'YourWay' is there to support this lifestyle change. By using bold text, and the narrator's encouraging tone, the audience is motivated to choose 'YourWay' to support their fitness journey.

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"Is this you? Sitting on your ass eating chips and watching How I Met Your Mother for the 7th time while your best friend is at the gym getting the sickest workout in ('Jakd' on bench in background). He's looking great, feeling great, and... You can be just like him..."
- Evoke emotions
- Personal aspect of audience's life

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A personally customised 'YourWay' fitness supplement pack tailored to your fitness goals, delivered to your doorstep every chosen delivery period.

Motto: "YourWay, Look good. Feel good."

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Caudwell, K. and Keatley, D., 2016. The Effect of Men's Body Attitudes and Motivation for Gym Attendance. Journal of Strength and Conditioning Research, [online] 30(9), pp.2550-2556, viewed 12 March 2021, <https://oce.ovid.com/article/00124278-201609000-00024/PDF>.

In this journal article, Caudwell and Keatley explore how men's body attitudes and general motivation affects gym attendance. This journal article allowed me to consider the perspective of my target audience; people looking to get into the gym but lacking the motivation to do so. After various motivation tests were completed by participants, Caudwell and Keatley found that "Men's body attitudes and autonomous motivation influences gym attendance." (Caudwell and Keatley, 2016) This finding allowed me to consider using imperative language in my promotional video to motivate my target audience to take action.

Willis, E. and Royne Stafford, M., 2016. Health consciousness or familiarity with supplement advertising. International Journal of Pharmaceutical and Healthcare Marketing, [online] 10(2), pp.130-147, viewed 15 March 2021, <https://www.emerald.com/insight/content/doi/10.1108/IJPHM-06-2015-0026/full/html>.

Willis and Royne Stafford found that one's awareness of their own health has a strong correlation with their attitude towards supplements and their prices. Although, supplement advertisement familiarity has no relation to this. After reading this journal article, I pivoted to a possible different approach that enabled my advertisement to health conscious people. By using central route of persuasion (facts and statistics) I can persuade this particular group of people.

Zjakic, H., Han, C. and Liu, X., 2017. “Get fit!” – The use of imperatives in Australian English gym advertisements on Facebook. Discourse, Context & Media, [online] 16, pp.12-21, viewed 15 March 2021, <https://www.sciencedirect.com/science/article/pii/S221169581630071X>.

This journal article explores how imperative language such as 'Get fit!' can influence attitudes towards fitness. Through their research, Zkajic, Han and Liu found that imperative language is used in advertisements to draw the target audience's attention on what is occurring in the advertisement. This source has helped me to understand one of the types of techniques I can use to persuade my target audience.

Kinobody, 2020. Can a Pre Workout Make You a Superhero | Kino Octane Commercial. [video], viewed 12 March 2021, <https://www.youtube.com/watch?v=NQpqz9MWROk>.

The importance of the use of imperative language is evident in this advertisement. As a viewer, I felt motivation through the narrator's words such as "Can pre-workout make you a superhero?" The music that is used is intense and suspenseful, making viewers correlate a sense of power with the brand/product. By analysing this source, I have considered using music to evoke emotions from my audience. The imperative language used in this advertisement is also supported by the journal article written by Zjakic.

Dollar Shave Club, 2012. DollarShaveClub.com - Our Blades Are F***ing Great. [video], viewed 16 March 2021, <https://www.youtube.com/watch?v=ZUG9qYTJMsI>.

One thing I noticed in this promotional video is the absence of music. It allowed me to focus on what Mike was saying. His body language was calm and he wasn't shouting at viewers. This type of approach could be very effective because it provides a sense of realism for viewers. Mike begins by giving viewers a brief summary of what the Dollar Shave Club is, and then proceeds to explain the problems associated with shaving today and how the Dollar Shave Club fixes these. I could use this structure in my promotional video because it's simple, easy-to-understand, and keeps viewers engaged.

The Man Shake, 2017. Got a Gut? Shake It Off - TVC 15". [video], viewed 16 March 2021, <https://www.youtube.com/watch?v=bAYB27-HUTk>.

This promotional video uses an 'energetic' approach to capture viewers' attention. The video is only 15 seconds, but a variety of techniques are used to quickly get the message across that I could consider using in my promotional video. A combination of intense music, loud dialogue, and relatable characters are used to persuade viewers into purchasing the product.

moviemaniacsDE, 2018. A Song of Ice and Fire - Dinklage vs. Freeman | official Doritos SuperBowl trailer (2018). [online] YouTube, viewed 5 April 2021, <https://www.youtube.com/watch?v=2l8e6TfPSNI>.

The branding in this advertisement is very unique as it explores the emotions that the audience will feel if they buy Doritos or Mountain Dew. They explore these feelings through a particular colour palette that draws the attention of their target audience. The orange and red colours of the fire allude to the spicy-ness of Doritos, and the light blue colours of the ice shows how cold a Mouintain Dew beverage is. The branding throughout the video is consistent, with the products subtly appearing in almost every shot. From this, I can conclude that their desired audience is around the age range of 14-21, who might be lazy and need a pick-up.

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The target audience for my promotional video can be split into a few different groups, health conscious people, people looking to get into the gym but lacking the motivation to do so, and people struggling to find the right fitness supplements for their personal fitness goals. The target audience could be any gender, and ranges between the age of 14 and 35.

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1. Fitness/gym
2. Gaming
3. Societal issues

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1. Promotional video of 'JAKD' pre-workout
2. 'YourWay' fitness supplement pack
3. Promote fitness YouTube channel
4. Promote Twitch channel
5. Business: Monthly gym equipment mystery box

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I am looking forward to this course as I hope to learn more about the world of digital media and how I can apply concepts of digital media to my personal life and career. In this assignment, I hope to explore an aspect of my own life in which I feel inspired by. I have always felt that I wanted to do more than just a 9 to 5 job, but instead, create a digital foundation for myself that allows me to have flexibility and freedom in life.

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1. Promote Twitch channel
2. Promote custom PC building business

3. Product: Glow in the dark road lines
4. Issue: Social isolation and how it can effect the mind
5. Product: Keyboard with interactive live stream chat screen
6. Product: Moveable webcam boom arm (flexible webcam movement, hard to move it around)
7. Issue: Battling computer addiction stigmas
8. Product: 'e-Chef' - automatic home chef
9. Topic: How the digital world is becoming a vital area of learning today.
10. Advertisement for the 'Digital Entrepreneur Association'
11. Promote 'SKARF' (mocking RGB gaming products)
12. Promote electronic kitchen knife
13. Promote smart air pump
14. Promote new cryptocurrency 'JaxCoin'
15. 80's advertisement for computer
16. 80's video promotion for the first ever website
17. Promote ethnic traditions/cultures events
18. Promote marketplace (e.g. Gumtree, Facebook Marketplace)
19. Promote Real Estate company 'Mediati Estates'
20. Promote newest video game (publish video on company website)
21. Trailer for movie 'The Digital Career Lifestyle'
22. Promote private browser 'PrivFind'
23. Promote application that allows access to all social media accounts in one location 'Social Centre'
24. Promote gym diet and workout application
25. Product: 'EZWeight Barbell' - barbell that has retractable weight plate lock collars
26. Product: Motion capture device that analyses your exercise form and helps you to improve it
27. Promote social networking application for Twitch streamers to collaborate
28. Product: 'MyModel' - upload photo of face on website to put on figurine
29. Issue: Regarding fitness, how can we overcome a 'body progress plateau'?
30. Product: The Super Computer
31. Product: The Professional Gaming Setup Bundle
32. Business: Custom headphones (based on your sound vibrations and preferences)
33. Product: PC carry case
34. Product: Headphones magnet - attach your headphones to your computer or any metal surface with ease
35. Product: Holographic calling device
36. Product: Universal digital image keycaps for keyboard
37. Business: Coaching for twitch streamers
38. Business: Coaching for gamers
39. Product: Hydraulic barbell/dumbbell rack
40. Business: Monthly motivational poster mystery box
41. Business: Monthly gym equipment mystery box
42. Product: Teaching older generations about the changing technological future
43. Promote online course for tennis enthusiasts
44. Promote evidence-backed news media outlet
45. Promote fitness YouTube channel
46. Promote 'Jakd' pre-workout
47. Promote application that you can use to scan a barcode and immediately see nutritional value, benefits to your body, and possible negative effects
48. Promote fashion brand
49. Promote modern gym
50. Product: Editing software
51. Promote sports supplements
52. Promote personal training business
53. Product: Monthly gym supplement mystery box
54. Promote Digital media course
55. Product: Graphics card
56. Product: Holden Cruze
57. Promote room design business
58. Promote a musician
59. Promote the CountryHelp Association
60. Promote music album (Music Album Video: College Graduate - Kanye West)
61. Business: Custom wall designs
62. Product: Custom desks suited to any need
63. Product: Custom keyboard designs
64. Promote content creation event
65. Promote: DIY custom PC build pack
66. Product: Board game PC application (access to playable board games on PC)
67. Product: Application that teaches you how to cook starting with the basics
68. Product: Course that teaches you the basics of investing and how to make money in your spare time
69. Product: Application that helps you with writing and storytelling
70. Product: Book that teaches you about the history of the area that you live in
71. Product: Museum tour application
72. Product: Wristband that tracks your cycling motions and patterns and tells you how to improve them for better performance
73. Product: Stargazing application - use your phone camera to show the application the sky and it will analyse and explain constellations
74. Product: Attachable touchpad
75. Promote myself as a video editor
76. Promote new video publishing platform (better than YouTube)
77. Promote unique string instrument
78. Promote unique ball sport
79. Issue: Disability in professional sport - how to make level playing fields
80. Promote new table tennis club