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Lofgren L, 2019, 'The psychology of colour' , Quicksprout, veiwed 5 April 2020 <https://www.quicksprout.com/psychology-of-color/>

I liked this source because it clearly explained how colour works and how to create moods and feeling using the psycology behind colour.

Hannah J, 2019, ' What Is Typography, And Why Is It Important? A Beginner’s Guide', Careea Foundry, 20 June 2019, viewed 20 March 2020 <https://careerfoundry.com/en/blog/ui-design/beginners-guide-to-typography/>

I found this souce helpful as it explaind what diffrent typography means and how it impacts the way a target audience sees an advertisement.

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This promotional video will showcase rescued cats from the cat adoption foundation. this will contrast the work of the volunteers and the new owners of a rescue cat this shows the connection built between the two.

The video starts looking at the entrance of the building, with soft music to draw in a happy feeling of the adoption centre. The camera tracks forward as if the audience is walking inside the door which is greeted by a volunteer. The lighting is to be light and bright to create a welcoming feel to the building and then the camera pans out into the black. This is to open up into several different videos of cats young and old cuddled up, playing, held by volunteers. This will create the purpose of desire for the target audience to have that relationship with a cat. After this, the camera once again fades into black then to transition to a 'focal' cat and a bit of background on this cat and this will help the target audience connect to this animal.

Lastly, the camera will fade out the door into the logo of the cat adoption foundation with a call to action line said by one of the volunteers.

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Attention:
I want to capture the target audiences attention by creating a one of a kind connection between the volunteer and the cat, this will help create a happy emotion to the target audience. I also want to capture the audience's attention by creating a warm fuzzy feeling around the cats so, for example, having a cat that is purring asleep will help capture this feeling and generate emotion for the target audience.
Interest:
The target audiences interest in the topic of adopting rescue animals is quite high, they like cats and they want to save cats and they like their nature of the animal. so, therefore, the target audiences are to save and adopt rescue cats.
Desire:
The main desire of owning a cat is to cuddle up to ten on a cold winters night at home. I want to capture that desire and use that to persuade the target audience to have that with a rescue cat. A way this can work is to have a cat either cuddled up asleep or have them playing in shots throughout the promotional video. this will create a desire to have a life-long best friend in a cat.
Action:
The call to action in this video is to make the audience want to go out and adopt a rescue cat from the cat adoption foundation. This will be achieved by using empathy and desire to persuade the watcher to call up the foundation and adopt a cat. Also by using the feeling of empathy for the rescue cat it will put the watcher into the cat's shoes and make them feel sorry for the animal and want to adopt them into their home.

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Garfield & the shelter pet project. The Official Paws Inc. 2015, 'Garfield & the shelter pet project', video, YouTube, 9 June 2015, veiwed 1 April 2020 <https://www.youtube.com/watch?v=kIgpcWRArBY>

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Garfield & The Shelter Pet Project - 30 second spot

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Adopt for life. Teveluwe, A, (Prod.) 2017, 'Adopt for life', Video, YouTube, 6 February 2017, viewed 30 March 2020 <https://www.youtube.com/watch?v=lz4NfQzYgdQ>

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An advertisement designed to pull on the heartstrings. Robashkin, O, (Prod.) 2011, 'I want...' , Video, YouTube, 20 April 2011, viewed 26 March 2020 <https://www.youtube.com/watch?v=rskFaiDIEwA>

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The mind map above demonstrates many ways I could approach this topic this is shown by highlighting words such as 'costs', 'advertisements', 'availability', 'stigmata' and 'rescue shelters'.  This helps define several different areas I could look at when planning the promotional video, this also looks at the areas the target audience may face when adopting a rescue animal and how they might be reluctant to buy a rescue animal. So this leads me on to the fact I want to focus on a rescue shelter in Adelaide called the Cat Adoption Foundation As they are a not-for-profit foundation dedicated to rescuing kittens and cats.

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Dybdall, K & Strasser, R 2014, ‘Is There a Bias Against Stray Cats in Shelters? People's Perception of Shelter Cats and How It Influences Adoption Time’, Anthrozoös, vol. 27, no. 4, pp. 603–614.

This Research article explores and compares two categories of adopted cats: Stray and owner-surrendered. This article explains the differences between a stray cat and owner-surrendered cats and why one category is more likely to be adopted than the other. This source is useful because it explains why some cats are adopted and others are not. it also helps explain the nature and behaviour that differs from cat to cat. Also, this leads on to the fact that this pushes the fact that I am able to understand that there is a certain amount of bias to get the adopt a pet that has come from home, then a cat that has come from the streets.

Fantuzzi, J.M., Miller, K.A. and Weiss, E., 2010. Factors relevant to the adoption of cats in an animal shelter. Journal of Applied Animal Welfare Science, 13(2), pp.174-179.

This research article displays the different factors that surround adopting a cat and how this may impact a person who wants to adopt an animal. This source helped me because it explains why some cats personality traits such as playfulness and friendliness impacts which cat gets adopted. Also, the other factors that impact the adaptability of a cat include the breed and the age. This explains helps me understand how the adoption process works with cats and how an owner chooses their animal.

Markowitz, DM 2020, ‘Putting your best pet forward: Language patterns of persuasion in online pet advertisements’, Journal of Applied Social Psychology, vol. 50, no. 3, pp. 160–173.

This source explains the persuasion techniques used by online pet adoption agencies and how many language persuasion techniques are used in several advertisements. This helps in the project as I will be able to learn the psychology behind an advertisement to adopt a pet. This source helps in the fact I will be able to construct a plan of attack to be able to persuade the target audience to adopt a pet from an adoption shelter.

Neidhart, L & Boyd, R 2002, ‘Companion Animal Adoption Study’, Journal of Applied Animal Welfare Science, vol. 5, no. 3, pp. 175–192

This research source analyses the companionship between the adopted pet and the owner. This source goes through many different stages that a new owner of an adopted animal may face. This source is helpful to my research as it allows an overview of what happens after an animal has been adopted and how the owners may cope with having a new addition to their family.

Skernivitz, Stephanie 2011, ‘Examining risks to cats from shelter stress, low adoption rates.(Feline care)’, DVM Newsmagazine, vol. 42, no. 7, p. 52

This research article explains why different adopted cats suffer from high-stress levels when they are in an adoption shelter to when they are in the car on the way home. The source helps me examine what may go through a rescue cats mind on a way to a new place with new people surrounding it. This source also explains the psychology of the cats past and why they may stress when moving homes.

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I have made the choice of using Kalinga as the main heading in a size of 28, and I have used Ebrima as the subheadings in the size of 14. I find both of these headings are very clean and they will look nice on the website, also I find they will work well with the colour scheme chosen. These type fonts are not aggressive fits they are quite soft and harmless towards the target audience creating a welcoming feel to the video and website.

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How does your target audience feel about your product before they’ve seen your video?

The target audience feels passionate about adopting animals such as kittens or cats and they have a positive outlook on how to save cats. But they don't know exactly where to go and adopt cats from in Adelaide.

How do you want them to feel after they’ve seen your video?

I want the target audience to feel empowered and have a want to go to get in contact with the cat adoption foundation after watching the promotional video has ended. I also want the audience to have a sense of empathy towards the abandon cats in the shelter.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?

To convince my target audience to adopt from cat adoption foundation I will need to focus and convey moods such as empathy, happiness, hope, a bit of sadness, a caring feeling and an overall feeling of warmth. Also, the tones I need to introduce in the promotional video are a sense of wanting to make a change to a cats life and this should lead onto the call to action.

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As this is a foundation I have chosen to stick with the same colour palette as the cat adoption foundation has used. It is quite soft and as the colouration is quite bold and will help the video stand out. This colour scheme will also tye in with the theme of hope as these colours are not referred to as sad colours they are often related to joyful times. Using the blues will create a sense of security and peace to the target audience and the hint of pink to infatuated love and beauty is to further persuade the audience into adopting a cat.

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My chosen target audience is family-based and single adults between the ages of 18 and up, this target audience is cat friendly and enjoys the having a furry friend around. This target audience is not particularly gender-specific and this will help highlight how the animals are being saved on a large scale.

The plan to capture the target audiences attention is to have a spoken word about a foundation with soft music, this will help highlight the animals used in this foundation. This will help grab the audience's attention as well as show the harsh reality on how our furry friends are getting left scared and alone.

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Looking at the 80 possible ideas, the message that I want to promote is 'Cat adoption and rescue' this message helps to promote cats that have been either been dumped or abused from previous home and it will help give these creatures a second chance at life.

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1. Promote a sporting club i.e. Lazers NC.
2. Encourage kids to participate in outside of school projects.
3. Healthy Eating
4. Political Correctness in society.
5. Fake News in the media.
6. Beauty Standards in society
7. Benefits of playing a sport.
8. A Small Business
9. Impacts on societal pressures
10. Diversity in society
11. A new soft drink
12. The benefits of eating healthy.
13. The negative effects of social media
14. the positive effects of using social media.
15. Mobile phone usage when driving.
16. Drink Driving in reality
17. Drug Driving in reality
18.'Fast fashion' the usage of sweatshops
19. The glamorization of toxic relationships
20. Domestic Violence
21. Global warming and its effect on wildlife.
22. The Australian bushfires
23. A bin that sorts out rubbish and recycling
24. A battery that never runs out of power
25. Nail polish that does not chip
26. portable bag holder.
27. a portable laptop charger.
28. A fictional credit card tracker.
29. Pollution in the world and its effects.
30. Expressing yourself through make-up
31. Wildlife conservation
32. Shark conservation
33. Pet adoption: Cat adoption foundation.
34. child safety: button batteries
35. Road Saftey: Pedestrians
36. Online safety: not everyone you see online is that person.
37.  The benefits of personal and social interactions.
38. false advertisements: Social Media
39. Music preferences are based on what the user likes.
40. Re-useable make-up wipes.
41. Human Trafficking: sold as slaves
42. Make-up brushes that do not get dirty.
43. A campaign that supports a socially just issue i.e. Global warming
44. The benefits of playing Netball
45. The benefits of mindfulness colouring
46. An Application that consistently reminds you about u coming dates i.e. homework.
47. An exhibition for museum display
48. What cat would suit you best?
49.An app that chooses the best Instagram filter for the photo.
50. How to survive High school podcast/ Video
51. an app that shows you where the best locations are to take photos in.
52. A fictional streaming service that plays every song the user has ever liked.
53. A virtual reality setting allowing users to connect with one another all around the world at any given time.
54. An App allowing any user to contact a doctor around the world 24/7 to see advice.
55. A fictional food service.
56. A free health service that will solve any eating issue
57. A streaming service that updates real-time news.
58. A fictional business that will choose the perfect car for you
59. A Non-for profit organization that helps the homeless
60.  A new lamp that changes colour depending on your mood.
61. A real-time dating service that stops catfishing
62. Animal-friendly and environmental-friendly Make-up brushes
63. A fictional web-series to be promoted.
64. A fictional tv series
65. A fictional food that tastes good and that is good for you.
66. A Mood changing lipstick
67. A white shirt that never stains
68. Mental health awareness: body confidence
69. Breast cancer awareness
70. Prostate Cancer awareness
71. The glamorization of plastic surgery
72. A big search engine that contains every scholarly source that there is.
73. A Website that will allow you to plan every part of your day.
74. A website that sorts scam emails and non-spam emails
75. A website that shows you how to do any make-up look step by step.
76. A fictional Dressmaker that can design any outfit that is needed.
77. an online forum that contains no trolls to help hype you up.
78. An online polaroid generator
79. A map that shows every single meet up spot for tourists.
80. An App that will tell you when you need to go to sleep and when you get up so you get enough sleep.

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I am generally feeling excited to undertake this task due to the fact I want to discover diffrent ways i can 'promote' a cause or item.

I have previously done something similar to this task in previous years but not on this scale i.e. with the in-depth research needed. I have a couple of ideas that I want to undertake but I want to learn about various topics before finalising the final product.

This project allows me to use a variety of filming, editing, and planing techniques to achive the ultimate goal of promoting a possible idea