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Upon discovering the key components of each assignment for this course, I was initially overwhelmed by the idea of the heavy use of technology as it is something that I lack experience with. However, after breaking it down into smaller, digestible segments through each class, the creativity that it allowed became a more exciting prospect. After viewing examples of previous students' work, I was drawn to the idea of promoting tools that make everyday life easier, as well as campaigns that enrich the community such as animal adoption programs, community classes, and tourism.

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1. Small South Australian-based business (e.g. local artist or designer)
2. Book delivery business (a library that delivers)
3. App to trade books with others
4. Promoting the use of local libraries
5. Animal sanctuary (koala shelter, animal adoption system Paws n Claws, etc)
6. App to connect pet owners with vets according to animal, condition, and proximity
7. Contiki tour for people who want to travel and volunteer
8. Promotion of a community garden
9. Campaign to get people to grow plants to reintroduce native bees
10. Art classes that feature a new local artist as an instructor each week
11. Promotion for Dry July encouraging rehabilitation in the community
12. Camping under the stars (Illusions Winery)
13. Tour of South Australia bringing attention to less-known locations
14. Campaign to get more fruit pickers in the Adelaide Hills region
15. New chocolate for Haighs Chocolates (e.g. Lavender flavored chocolate for Mother's Day)
16. Natural wine label
17. Blog for people who are just moving out (tutorials for cooking, cleaning, lists for what you need to purchase, how to sew and do laundry, etc)
18. Campaign to get people to be less dependent on their phones
19. University Book Club
20. Connect with people who will write birthday cards for you and recommend gifts for people you don't know well
21. Business that allows job seekers to be connected to editors who polish cover letters and resumes
22. Government program to provide businesses with facilities and knowledge to hire people with disabilities and mental illness
23. Classes for people who want to write a novel and need inspiration
24. Travelling craft classes for nursing homes
25. Interior design for people who want to redecorate on a budget
25. Non-oxidising jewelry brand
26. New perfume that changes smell according to skins PH
27. Cheap photography for people trying to sell items on sites such as Facebook Marketplace
28. Generator that gives you recipes based on ingredients you have at home
29. Car that collects rainwater for your wipers (don't have to refill)
30. Handmade ceramic custom painted according to the customer's own style
31. Pet air tags
32. Shoes made by podiatrists that are comfortable and stylish
33. Campaign to get people to slow down in school zones
34. Driving classes incorporated into the school timetable
35. Adelaide art fair for people promoting their own businesses
36. children's books about pressing social issues
37. Generator for conditions to get doctors to explore depending on patients' symptoms
38. App that lets you try on makeup virtually before purchasing
39. Campaign to get all stores to make sizes to the same measurements
40. App that converts your clothing size at one store to sizing at another
41. Female-run mechanical business that explains cars issues in depth to clients
42. Website that surveys your personality and recommends shows based on your likes and dislikes
43. Rescue that helps pair you with an animal based on personality
44. Lolly store that has lollies from many different countries
45. University purely for people in the creative industries in Australia
46. Cocktails in a bottle
47. Campaign that puts pressure on the government to allow people to donate their taxes to different charities
48. Awareness of drug abuse
49. Promotional video for therapy
50. Promotion of new movie
51. Home decor business
52. New line at Ikea
53. Promotional video for a new band
54. New music festival for people in their 20's and over
55. Baking classes
56. Cat hotel (like pet boarding but luxurious)
57.  Directional app like Google Maps, but in street view as you walk
58. Bounce but only for adults
59. Cleaning business for people who rent and are about to have an inspection
60. Kid's lunchbox snack
61. New theme park in Adelaide
62. New drive-in movie theatre in Adelaide
63. Dementia awareness campaign
64. New bar in Adelaide speakeasy-themed
65. History show but told by people who explain it in a simplistic way
66. Backpacking/ tour company
67. Tea company but native flavors
68. Clothing recycling company (can fix and rework clothes or turn them into other products)
69. Around the world restaurant
70. Pet camera (a go-pro for your pet that doesn't
get in the way)
71. Ice cream company that changes the flavours every week chosen from customer suggestions
72. All female gym
73. Extension to Google Maps that directs you to the closest parking according to destination
74. App that lets people share their previous trip plan, gives the price of travel and reviews the trip overall with links to each booking
75. Chat room for people studying the same university degree
76. Generator that allows you to put in your desired career and gives exact degrees, classes, contacts, and internships that will get you there
77. Campaign to call out corporations contributing to global warming
78. Campaign to bring attention to the Great Barrier Reef and the contributions to its destruction
79. Website that lets you look up a film/tv character and has links that show where to purchase their outfits
80. Campaign warning parents about the dangers of unmonitored apps like TikTok

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My chosen message is to subscribe to an online book club that sends a mystery book every month. This service allows the customer to choose from a range of book clubs segmented by genre, which comes with the ability to message members of said 'club' to discuss the book as they progress through it each week.

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(National Endowment for the Humanities, 2023)

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Images like this one with a contrasting dark background against an open, brightly lit book with earthier tones creates the effect that I would like my video to have on readers. It centers the book itself whilst also creating interest.

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Through the creation of this mind map, I have zeroed in on the effect that I would like my video promotion to have on the target audience (inspiration and happiness), and the ways in which I can manipulate the tone to bring out these feelings. Additionally, I have figured out that I would like the brand prevalence to be towards the end of the video, focusing more on the inspiration of literature and the feeling of a community before connecting those emotions to the brand itself. I have been able to figure out what sets this service apart from other similar services, and will focus on those differences in the video as well. From analysing the ways in which platforms can be used to advertise this service, I have allowed myself to focus on how to capture the most attention if this video were to appear on said platforms. This attention will be captured mostly through emotion.

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Because this service involves the use of technology to subscribe, review books and discuss with other members, the target audience will be people who are equipped with digital media. Additionally, this service will be aimed at those who have busier lives and schedules that don't accommodate for attending a book club meeting at a set time each week and may not be able to get into a bookstore frequently to select their own novel. Due to this, I have identified the target audience as people in the age bracket of 20-25 who may be either studying or just starting out in the workforce.  This will also make it easier when considering books that will be available to consumers, negating the technicalities in the ethics of providing books with mature content to younger ages. However, to ensure a younger audience isn't gaining access to books with more mature themes, a birth date will need to be provided during the process of signing up, denying access to those who are younger than 18. Research shown on the website, Marketing 101 UK (Ryan 2021), indicates that 95% of people aged 18-29 use YouTube, with the other two most used platforms being Facebook and Instagram (Ryan 2021). Because of this, Advertising for this service would most likely be more effective as YouTube, Instagram, and Facebook ads, possibly also posted on Facebook university groups. As the target audience of this service is focused on those who lead busy lives, these advertisements will need to be short and attention-grabbing to keep focus. A large part of what defines this service is the ability for it to act as an online book club and community. Therefore, this will be the main point of the advertisement.

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Shop your locally owned store this Christmas | Dymocks - YouTube

This video advertisement was chosen as inspiration for how to promote books and make customers excited to read. The great impact of this video was its message of bringing people together and creating community, much like the message that I am trying to promote with my subscription service. I may take elements like the communication between the teller and the customer to stress the importance of community but instead, show how this interaction could be had in an online format instead, which will be provided by my service. I believe that the brand's choice to hold off on showing their logo until the end of the video is effective in discouraging preexisting ideas that viewers may have of the brand from influencing the play that the story has on their emotions. It establishes an interest in the company, and creates tension as the viewer waits to see how it connects. Rather, Dymocks focuses heavily on the imagrey of books and creating settings with warmer lighting to promote a feeling of comfort. For this reason, I will focus more on the message of community before I promote the service itself.

Adidas – Break Free - YouTube

This video is heavily focused on defying the norm and getting inspired. I enjoy the tone of this video and the way that it fades from a feeling of loneliness and sadness, to comradery and liberation, conveyed heavily through lighting which fades from grey-washed and dark, to more exposed and bright. Additionally, the music in this video was subtle and slower paced, with little dialogue used over it, encouraging the viewer to think about the message as they watch. I would like to use these techniques in my own video advertisement to generate positive feelings towards my service, perhaps emphasising the community that will be formed much like this video shows a community cheering the elderly resident on as he follows his dream of freedom.

PS3 Baby commercial - YouTube

This ad is a direct example of what can happen when a brand does not consider its target audience. Not only does this ad not make any sense with a lack of message, but it makes viewers uncomfortable, causing them to associate this dicsomfort with the brand itself. Although this ad gets people talking, I don't believe it is worth the uncomfortability it creates that will stick with viewers when considering buying products from them in the future. This ad has encouraged me to consider having a strong message that is made clear early on to consumers.

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Shop your locally owned store this Christmas | Dymocks

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White Hat
I know that the product I am promoting is a book delivery service that also acts as an online book club, categorized into different genres. I don't know how many similar services may exist. I will, therefore, need to research other companies and ensure that mine stands out enough in what it has to offer.

Red Hat
I feel as if this product will be best promoted by playing on the target audience's emotions, which I believe should be that of inspiration as it creates action.

Black Hat
A potential problem that could arise from the intended promotional video is a lack of connection made between the feelings it evokes and the brand itself.

Yellow Hat
A positive of this service, which the video will highlight, is its difference from other alternative services.

Green Hat
To keep the connection between the brand and the emotions the video will evoke, a quote and strong brand imaging at the end of the video will be helpful.

Blue Hat
I will now have to come up with imagrey that creates these feelings of inspiration that makes the target audience want to respond to the call to action.

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How do you think your target audience feels about your product before they’ve seen your video?
Before watching my video, I believe my target audience will think of books as more academic due to their studies. They may feel as though they don't know where to start when trying to find a book and lack motivation to read for pleasure.

How do you want them to feel after they’ve seen your video?
After my target audience has seen my video, I would like them to feel inspired by books again, creating a connection between books and creativity.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?
To convey this message, I will need to have an inspiring and uplifting tone. Perhaps going from the grey tones of mundane, everyday life activities like studying, and transforming them into brighter, more colourful ones. Overall, I would like the brand itself to be associated with calmer colours to instill this feeling of happiness and inspiration.

Which colours best represent these emotions? Why?
I believe that the colour that is most commonly associated with tranquility is green and earthy tones, bringing thoughts to nature. As "yellow supplies it with some pleasant characteristics, while blue makes it seem clamer" (Güneş & Olguntürk 2020, p. 130), green has a balance between the portrayal of happiness and calmness which can make the viewer feel at peace.

Which fonts best represent these emotions? Why?
"Because human beings respond to visual culture in an emotional way, designers can manipulate the psychological responses of their viewers by making informed choices about the features of a design" (Fussell 2023), including font style and size. It has been found through viewers' interactions with advertisements serif fonts are associated with "stability, tradition, intellect and formality" (Fussell 2023), whilst sans serif fonts are more commonly thought of as "progressive, informal, open and friendly" (Fussell 2023). Because my aim is to make the audience feel inspired and positive, I feel that the best way to evoke these emotions is with a use of both, creating a sense of trustworthiness in the website, whilst portraying friendliness and a sense of creativity.

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How does my target audience feel about reading and book delivery services that are already available?
Physical book retailers, such as QBD Books, report that "young parents, retirees and adults under 30 make up three of the retailer’s biggest demographics" (Koehn 2023). Whilst services like Scribd, which allow consumers to access audiobooks and ebooks, have proven to be quite popular, seen as Scribd has gained more than "80M monthly readers" since its launch in 2007 (Entertainment Close-up 2015), research by The Sydney Morning Herald indicates that post-pandemic, consumers prefer a physical bookstore (Koehn 2023). The popularity of physical bookstores can be explained by the access it allows to personal recommendations, whilst online, "...it’s very hard to browse; it’s impossible to get advice" (Koehn 2023). Based on this research, I believe the service I have come up with will combine the aspects of both online and in-store retailers that consumers enjoy. Subscribers will have the easy access to literature that services like Scribd provide, with books delivered straight to their door, whilst also being provided with online advisors via the website, as well as a community of people who enjoy the same genres and have been provided the same book for that week.

What does my message need to include to persuade my target audience to purchase a membership?
My target audience, being those who are 20-25 years old and leading busy lives, is harder to keep engaged with content. It has been determined that in order to keep interest in online advertising, 'relationship marketing' is most effective, allowing consumers to "be active participants in brand conversations and campaigns" (Taskran, N Oncel, Yilmaz, R & IGI Global 2015, p.60) which involve interactive brand experiences that are aimed directly at the consumer to create memorable brand experiences (Taskran, N Oncel, Yilmaz, R & IGI Global 2015, p. 60). For my chosen product, this marketing could come in the form of posing interactive questions to the target audience at the end of a video, or holding online events at the time of launch. As a main contributor towards social media use is the fact that it allows "...users to come together online and exchange, discuss, communicate and participate..." (Taskran, N Oncel, Yilmaz, R & IGI Global 2015, p. 56), my target audience, which is those who want a space for interaction based on common interests, will be easily reached through these platforms. The importance of community to social media users has informed me to highlight the community that my service promotes in my advertisement.

What tools do the most common platforms used by my target audience have that might assist in advertising this service/product?
The most used platforms for people aged 20-25 years old were found to be Facebook, Instagram, and Youtube (Ryan 2021). Considering this, it was found that updates about a company, the visual attractiveness of a promotional video, and 'customer-centric titles', which make the content easily findable, are all major factors in the effectiveness of marketing a product and business through social media (IRMA 2021, p. 95). In other words, it is important to create a strong connection between the brand and the customer.

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Attention
I will use happiness and inspiration to catch the target audience's attention.

Interest
In this promotional video, the audience will be immediately grabbed by soft music, and images of books, as their interest in literature is their main identifier.

Desire
The tone of the video will be created through the previously mentioned music, as well as warmer lighting to create a sense of light and happiness. Additionally, images that relate to the aspect of online community in particular will be used to correlate a sense of belonging and connection.

Action
After watching this promotional video, the target audience will be inspired to know more about the service after associating positive feelings with the brand. Because of this, there will be a call to action for the audience to get a membership, with links to websites and social media platforms provided for more information.

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After conducting some research as to what colours portray the emotions I wanted to evoke in viewers of both my video and website, I found that green is "natural, stable and prosperous" (Cao 2021), blue is "serene, trustworthy and inviting" (Cao 2021), and earthier tones such as orange are "playful and energetic" (Cao 2021). Centered around the idea of stability and prosperity, which highlight the inspirational feeling that I want my video to have, I started with the colour green. I decided to make the green a more muted sage to deter from feelings of stress that comes from bold, bright colours, and instead, added earthier tones which complimented this sage and keep with the same feelings of positivity and inspiration. In incorporating these colours into my video, website and logo, I hope to subliminally associate the feelings that these colours create in viewers, with the brand itself.

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This font will be easy to read when smaller in written paragraphs, which instills a feeling of calmness in readers. It compliments the chosen title font well. 

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Urbanist

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This font looks similar to many fonts you would see in a published novel, so the target audience will immediately be drawn to it. It is also clear. 

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PT Serif

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Now that I have become more aware of the impact that font and colour can have on a viewers' emotions, I need to consider the ways in which I might incorporate a mix of sans and sans serif both into my video and future website. As explained by designer Chiara Aliotta in her research in typography: "legibility is good when we are able to distinguish one character from the other" (Aliotta 2013). When considering the curlier letters in serif fonts, I can see how in smaller print, these letters may be harder to distinguish from one another. Therefore, if I am using serif, it would be better to do so in larger sized fonts such as titles, where the spacing between letters in more easily seen.

Possible Title Fonts (sans serif)
Nothing You Could Do
Fasthand
PT Serif

Possible Written Font (sans)
DM Sans
Encode Sans
Pontano Sans
Urbanist

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The video starts with a university student, alone in their room, attempting and failing to study because of boredom. They get a knock at the door and a package arrives. Soft, instrumental music begins playing. Opening it with anticipation, a book is revealed. When they open it, the air is filled with colour and images of inspiration. Their books begin to stack up in their room and they begin to look happier as they receive messages from others reading the same books. The video ends with the student lying in bed, closing their book, and turning off their lamp. As the screen gets dark, the logo appears, revealing with it, a quote: "share your inspiration".

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Dymocks, 2022, Shop your locally owned store this Christmas, Dymocks Books, YouTube, November 22, viewed March 29 2023, <https://www.youtube.com/watch?v=RCEZy2_shho>.
-In the video, a bookseller is seen serving a woman who appears happy as she hands her a book. The bookseller closes up for the night and sees a book that was left behind by a customer and decides to drive to see him to drop it off. Images of the countryside are seen along the way. The man smiles and she drives away. Good parts include the warm atmosphere that has been created through yellow lighting and characters who look to be happy. I will include the use of expression on actors' faces to highlight the emotions viewers should be feeling, as well as the use of colours like green, which add a sense of tranquility.

Adidas, 2016, Break Free, Eugen Merher, YouTube, December 16, viewed March 29 2023, <https://www.youtube.com/watch?v=gXfLl3qYy0k&t=1s>.
-An elderly man is seen alone in his room. The lighting is dark and cool-toned to portray sadness, except for a lamp that expresses warm light that highlights a show box next to him. He appears sad. The viewers are given a short run down of his day eating lunch and watching tv around other older people who look sad. He looks out of his window at a man running often until he gets his pair of shoes and starts running.  Lighting gets brighter and more greens and yellows are seen as the rest of the home gets inspired by him. I will use the same form of lighting in my own video, transitioning from cooler tones to warmer, earthier ones as the actors expression changes, except my video will show someone going from using books to study to opening their package and being connected to an online community.

PlayStation, 2007, PS3 Commercial BABY, evan1994, YouTube, November 21, viewed March 29 2023, <https://www.youtube.com/watch?v=tbW165G0Bvk>.
-A baby doll is alone in a room with a PlayStation 3. It is dark but the lights are slowly turned on. The room looks white and medical. There is uneasy-sounding music in the background. The baby sees the PlayStation and reaches for it, seeming to experience many emotions at once and calling the PlayStation 'mama'. This video has shown me what music not to use as the sounds were quite sporadic and unsettling and made me associate these feelings with the PlayStation company itself. The ad didn't make much sense which shows that they did not properly consider their target audience.

Ryan, A 2021, 'Most popular social media platforms by age', Marketing 101, viewed 29 March 2023, <https://marketing-101.co.uk/most-popular-social-media-platforms-by-age/>.
-I used statistics from this website to indicate what platforms were the most popular with my target audience and therefore, what platforms the video I will create will be catered for.

'Scribd Closes $22 Million Funding Round to Expand Book Subscription Service' (2015) Entertainment Close-up, 08 Jan, available: https://link.gale.com/apps/doc/A396494855/GBIB?u=unisa&sid=bookmark-GBIB&xid=6b524abc [accessed 13 Mar 2023].
-This website was helpful in determining the popularity of book subscription services that already exist and what sets them apart from other book retailers.

Koehn, E 2023, 'Books still popular with consumers despite cost-of-living crisis', The Sydney Morning Herald, 14 March, viewed 29 March 2023, <https://www.smh.com.au/business/companies/books-still-popular-with-consumers-despite-cost-of-living-crisis-20230310-p5cqyt.html>.
-Through this website, I was able to learn that books are still popular amongst most age groups, and bookstores continue to have customers in person due to the social interaction. I knew from this that I wanted to incorporate this social interaction into my book delivery service, leading me to the idea of an online book club that delivers to your door.

Taskran, N Oncel, Yilmaz, R & IGI Global 2015, Handbook of research on effective advertising strategies in the social media age / Nurdan Oncel Taskran and Recep Yilmaz, editors., IGI Global, Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA
-This handbook helped me to understand different ways of marketing a brand to customers. From this, I could see that relationship marketing was the most effective strategy, creating a space where consumers can easily talk about a brand and give feedback. This is what inspired me to center the video around the platforms that 20-25-year-olds use most, including links to social media pages at the end of the video to these platforms to invite conversation.

Information Resources Management Association 2021, Research anthology on strategies for using social media as a service and tool in business / Information Resources Management Association, editor., Business Science Reference, Hershey, Pennsylvania.
-This resource was helpful in that it allowed me to back up the information learned from the previous handbook.

Güneş, E & Olguntürk, N 2020, ‘Color‐emotion associations in interiors’, Color Research and Application, vol. 45, no. 1, pp. 129–141.
-This resource provided me with information about the psychology of colour and how it can play on viewers' emotions. This is what led me to choose to center my brand promotion around the color green to promote calmness.

Fussell, G 2023, 'The Psychology of Fonts (Fonts That Evoke Emotion)', Envatotuts+, 16 February, viewed 29 March 2023, <https://design.tutsplus.com/articles/the-psychology-of-fonts--cms-34943.
-this website was helpful in distinguishing the emotions that font can bring out, depending on whether it is sans or sans serif.

Aliotta, C 2023, 'Evoke emotion through typography', joogpot, viewed March 29 2023, <http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>.
-From this article, I learned the importance of font choice in legibility and the ways in which clearer fonts can be more inviting. This led me to decide to keep more simplistic fonts for the body text of my website, but use more interesting fonts to grab attention in titles.

Cao, J 2021, '12 colours and the emotions they evoke', GB Creative Bloq, 26 January, viewed 29 March 2023, <https://www.creativebloq.com/web-design/12-colours-and-emotions-they-evoke-61515112>.
-Cao's post caused me to consider common colours and the way they can make an audience respond to an advertisement. Knowing this information, I chose earthier colours like oranges, that brought out happiness and playfulness that I want my brand to be associated with.

National Endowment For The Humanities, 2023, 'NEH Announces Fellowships Open Book Awards', 2023, viewed 29 March 2023, <https://www.neh.gov/news/neh-announces-fellowships-open-book-awards>.
-This image inspired the idea of contrasting light to highlight an important object. Its strong imagery is something that I would like my video to have, showing a shift in emotions brought by a product.