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If you don't complete the assignments by 6th period points off

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If you don't complete the assignments by 6th period points off

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sex?

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Combining audio, text, narrative and visual elements to create a promotional video is an exciting and intriguing task. I have begun seeking inspiration across social media platforms and video streaming services. Already I have a cinematic image forming in my head - although I have the promotional product still to ascertain. The use of proverbial phrases in advertising is effective in engaging and familiarising a target audience. I have my eye set on one in particular: "Don't put all your eggs in one basket" - a simple phrase which can be contextually placed in a range of narratives.

Another early thought under consideration concerns a phrase to promote a Canon camera - "Canon - for moments worth capturing." This message may be accompanied by a single shot wherein specific moments are reduced to slow motion and other events sped up.

Image source: https://www.canon.co.uk/press-centre/media-library/logos/

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1. Father's illustration business
2. Ikea
3. Foodland
4. Imaginary furniture Store
5. Message - Shop local produce
6. Macbook Pro
7. University of South Australia
8. Officeworks
9. Latitude (indoor recreation centre)
10. Lumos Charity
11. Blood Donation
12. Canon Printer
13. Canon Camera
14. Message - Be sun safe
15. Museum of South Australia
16. Art Gallery of South Australia
17. Hoyts
18. Marryatville High School
19. Adelaide Fringe
20. Message - Don't Drink Drive
21. Message - Reduce Co2 emissions by riding to work etc.
22. Apple
23. Petbarn
24. Tourism Adelaide
25. Subway
26. Feathers Hotel
27. Starlight Foundation
28. Rundle Mall
29. Dating site
30. Politician ad campaign
31. Nike
32. JB Hi-Fi
33. Nurafen
34. Panadol
35. Zara
36. Target
37. Kmart
38. MAC (Makeup)
39. Bridgestone Tyres
40. Windex
41. Tide
42. Nutrigrain
43. Dymocks
44. Dolly Magazine
45. Perfume
46. Instagram
47. Travel Website
48. Doritos
49. Mnms
50. Message - Don't Smoke
51. Woolworths
52. Tree Removal
53. Cleaning Services
54. Nerf Gun
55. Disneyland
56. Surf, dive & ski
57. Flinders Uni
58. TAFE SA
59. Haighs
60. Scouts
61. Girl Guides
62. Cotton On
63. Barossa Valley
64. Message - See something, say something (police)
65. Toilet Paper
66. Message - Limiting Obesity
67. Cadbury
68. Optometrist
69. Jewellers
70. National Tiles
71. YouTube
72. Cancer Council
73. Elite Ninja Training Academy
74. Brazilian Ju-Jitsu
75. Red Cross
76. Real Estate
77. The Beach House
78. Retirement Village
79. Gift Wrapping Service
80. Freestyle Dance Classes

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The task of creating a list of 80 promotional concepts was a challenge, but has offered wonderfully inspirational results. I have reflected upon my initial ideas and, as an experimental process, combined them with particular products from the list. As a result I have begun to think broadly - an example being reconstructing the context of one of my intended advertising phrases, "Don't put all your eggs in one basket", to define eggs as EASTER or CHOCOLATE eggs, rather than that associated with a chicken. I was then able to consider different chocolate brands, and look into previous examples of Easter advertisements. Accordingly, I have narrowed my product down to Cadbury's chocolate; specifically to Easter eggs (particularly relevant to today's audience given the countdown to Easter).

Image source: https://www.weekendnotes.com/egg-hunt-family-picnic-werribee-park/69610/

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Week 2 - Identifying a Message and Intended Audience

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Week 2 - Identifying a Message and Intended Audience

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The next stage of development for my forming video was to identify the overall message and intended audience of the product. Recognising the specific age, gender, professional status, social and economic group of the target audience etc. will be essential in refining the promotional video to best appeal to these viewers. Consequently, I can say that the message of my advertisement is to buy Cadbury products for Easter. My intended audience includes families who celebrate Easter. Specifically, families with 5 - 14 year old children will be targeted. In order to appeal to this group, I will strive to create an overall joyous tone through bright colour and lighting, humour and a relatable setting. Essentially, featuring a child in the video will encourage youthful viewers to persuade their parents to buy the product.

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1. Girl rushes around garden, vigorously searching for Easter eggs.
2. Wooden basket clenched in her hand slow fills with a range of Cadbury products over time.
3. Girl places tiny egg on the peak of the enormous mound of chocolate.
4. Egg rolls down off the top and lands on the ground, splitting and splattering everywhere.
5. In succession, the rest of the eggs follow the egg, plunging to their unfortunate ends.
6. Girl looks shocked and upset.
7. Title reads "Don't put all your eggs in one basket. Get Cadbury's Easter bucket."

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1. Girl rushes around garden, vigorously searching for Easter eggs.
2. Wooden basket clenched in her hand slowly fills with a range of Cadbury products over time.
3. Mountain of chocolate eventually reaches ridiculous height with eggs stacked singularly on each other.
4. At this stage, girl uses ladder to place eggs at the peak of the chocolate tower.
5. Title sequence reads "Put all your eggs in one basket this Easter - with Cadbury."

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During my research and analysis of scholarly articles, I was able to extract important information that will influence elements of my promotional video. Reading about the history of Cadbury allowed me to form an idea of audience expectation and company values. Cadbury was established in Britain sometime around 1914 before expanding manufacture overseas a few years later. It was originally a family owned small business before it's growth into one of the most popular companies for chocolate and confectionery. One of the first slogans used in advertising their chocolate was "Absolutely pure and therefore best" - evidence of the pride Cadbury have in regards to product quality. This is one example of information to possibly influence or be included in my advertisement.

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At this stage in the development process, I have considered my two narrative approaches and compared each for their positive and negative elements. Referring first to narrative 1, it encompasses elements of humour and tradition (in the event of an egg hunt), however seems to put the celebration of Easter in a bad light with the collapse of the chocolate mountain and upset of the child. Similarly, narrative 2 utilises humour to engage the target audience, however maintains the joy and excitement associated with the Easter Holiday. As Cadbury is often known to produce fun, colourful ads, and the Easter celebration is filled with joy, families who celebrate the holiday will expect the associated advertisement to uphold these same values. In respect to the target viewers, I choose to produce narrative 2 and consequently convey a sense of nostalgia (through the Easter egg hunt), humour and joy.

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One of the best ways to expand my creative thinking was to record a range of ideas on a mind map. Through brainstorming different perspectives about Cadbury and Easter associations, I decided to use the proverbial phrase "Don't put all your eggs in one basket" and twist it to coincide with the Easter celebration. As a result of this activity I was able to develop a unique concept for my promotional video to thus attract the attention of my intended audience.

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Brainstorm online with Bubbl.us. Easily create colorful mind maps to print or share with others. Almost no learning curve. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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I have reviewed my video outline and have found a range of production challenges I will have to overcome. Firstly, my vision of the mountain of eggs within the basket will be impossible to recreate in reality. I have considered using a long wire to thread the eggs on top of each other and subsequently create the illusion of a ridiculous egg tower.
Another issue may ensue with the use of external lighting. The shoot was planned to be located in a public park, however weather and lighting conditions are often unpredictable, therefore a backup plan should be considered.
Acquiring all the props and costumes needed will also be a challenge as, for example, Easter eggs may be scarce by the time of filming, therefore these should be bought in advance.
Overcoming these challenges will hopefullyensure a smooth shoot and minimal issues.

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After deciding upon a narrative, I have started considering the technical and stylistic components of my video including:

- Location - Initially I deemed my backyard as a good location to film, however after observing it closer I noticed the overwhelming presence of trees cast dark shadows around the garden which is not ideal for the mood of the piece. Consequently I have decided to film at a nearby public park.
- Actors - I have a younger sister who is 16, however looks of and can play a younger age.
- Props - To create the mound of Easter eggs in the basket, I will be required to purchase a variety of Cadbury eggs and a basket. My father owns a ladder I can use for the egg placement shot.
- Camera Equipment - My own camera an tripod at home will suffice to meet the requirements of the video.
- Music and sound effects - I think leaving these elements to post-production will be easiest. Focusing on the visual elements is my main concern at present.
- Costume - Matching long sleeve and long pant pyjamas with a childish pattern will reenforce the target audience and is appropriate to the film's egg hunt context.

All aspects of the video must be evaluated to not only create a realistic environment, but properly present humour and joy in a persuasive and engaging way. In terms of colour, post-production applications such as After Effects and Premiere Pro can be easily used to increase saturation or brightness of specific colours. These programs will ultimately used to put the video together.

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In order to create a coherent style across all mediums of my product, intended visual elements were determined. Consistent colours, shapes, fonts, logos and imagery will be found across the promotional video and website. Using Paletton I was able to create a colour palette appropriate to the Cadbury brand and celebration of Easter. In reality, Cadbury has trademarked a specific shade of purple, complimentary to the colour of their product, chocolate brown. I will implement this effect in my own design. The use of swirly designed fonts represents melted chocolate, therefore creating a consistent visual style across the logo, font and product. This design also speaks of personality within the font and evokes fun and excitement. An article written by Chiara Aliotta about the effect of emotion in typography revealed the importance of fonts in creating the mood of a design and eliciting audience emotion. I will attempt to create a joyous atmosphere through bright colours and interesting typography to put the audience in a positive mood.

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Week 5 - Profiling the Intended Audience

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Week 5 - Profiling the Intended Audience

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After researching and profiling this audience, I began to consider expectations and preconceived notions this group may have about Cadbury and Easter. Previous Cadbury advertisements have proven to consistently involve exciting and celebratory events. Some are rather unusual e.g. the children with crazy eyebrows and gorilla drumming, which are most memorable. Viewer's therefore associate unique, creative, bright advertisements with Cadbury. Regarding the Easter celebration, different viewers may have different associations with the holiday - whether that be a wholly religious experience, a family occasion or a reason to eat chocolate all day. I thought about the reaction I want to elicit after my specific promotion of the brand and decided upon excitement, joy and humour.

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The colour palette I devised incorporated elements associated with both Easter and the Cadbury brand. #331180 is Cadbury's signature colour purple and can be paired nicely with the colour of their product, chocolate brown. Shades of green are not only complementary to purple, but also represent the colour of environmental elements which usually conceal Easter eggs e.g. grass, bushes, trees etc.
In terms of font, basic serif fonts will be featured for headings and paragraphs in order to be easily read, however still have interesting flourishes. These secondary fonts also coincide with the brand logo.

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This week, I began exploring different sound options appropriate to my promotional video. The use of playful music will support the absurd and joyful mood I am attempting to create. To create contrast and focus on visual elements, silence and low humming will be used during the placement of the final egg on the tower. I plan to use background music from a royalty-free site, however may also play around with my own compositions.

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Promotional video entitled "The Leaning Tower of Cadbury".