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Fonts that could have been used with a different theme/topic

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Fonts that could have been used with a different theme/topic

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Ψυχολογία χρώματος (Colour Psychology) & pallet

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Ψυχολογία χρώματος (Colour Psychology) & pallet

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Playful, energetic, happy, friendly, and inviting are words that describe goats and people who enjoy goats, so I think its fitting to choose the colours that represent these ideas so well for a product about goats.

Because Orange represents being playful, and energetic, (and cheap should help because affordability is always nice), Yellow represents being happy and friendly, and Blue represents being trustworthy (although goats can be tricksters) and inviting.
And all of these are what I want to show off in the happy tone of the Goat Coat, as it will better the image if the Goat Coat.

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Animals Australia 2015, How well do you know your best friend? 60s TVC, video, Vimeo, 17 Mar, viewed 29 March 2021, <https://vimeo.com/122485715>

This advertising campaign’s video repeatedly juxtaposes people talking fondly about their dogs and what nice things they heard about their origins, against frightening sights of what they later call (through narration) “Inhumane puppy factories”, and it even ends with a shivering and scared dog in one of those factories. It is an effective video to warn people about why they need to be careful where they get their pet from as it strongly and effectively uses the ‘sad’ emotion. Although it isn’t the style of contrast that I plan to use in my video as I plan toa positive correlation to a product by drawing from negative emotion, rather than drawing from positive emotion to add a negative correlation to the idea of store bought pets.

The Mayhew Animal Home 2014, Unloved, video, YouTube, 6 Mar, viewed 29 March 2021, <https://www.youtube.com/watch?v=fbLxStcTHiM>

This video created a sad, beaten up, tired, and “unloved” atmosphere by showing people spending all day being yelled at, ignored, harassed, and just generally having a bad time with people, but then it all changed as each arrived home to their exited and loving dogs (it also ends with writing saying that dogs provide unconditional love, and a call to adopt one). While the music stays the same piece the whole time the piano piece that they chose, at first plays as a sad song and feeling, but becomes happy in the happy end part, as the piece is emotional rather than specifically happy or sad, based on the rest of the video at that time, showing that it was executed and planned well. This video is along the same lines as my video is planned to be, as they show a negative emotion and use it to strengthen their positive emotion, although mine is meant to use the subversion of expectations to attempt humour.

TheSmithFamily 2019, Help a disadvantaged Australian child | Sponsor a child today, video, YouTube, 12 Jul, viewed 29 March 2021, <https://www.youtube.com/watch?v=He5OCpEl0v8>

In this promotional video, the start and most of the video has a sad tone, being narrated talking about the troubles that disadvantaged Australian children face, and at the end they say how beneficial it is to them with donated support, with sad music the whole way through. It was an effective video because it used people’s sad emotions to accentuate the positive effect. My video will actually be fairly similar to this, as I will also start with a sad tone and use it to accentuate the positive at the end, but my video will be less serious as its basis is a play on the word Kid to surprise the audience to make them remember, and to humanise the goats.

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What tones and emotion will i need to convey?
In the video i want to convey a sad tone/emotion at the beginning to boost how good the perception is of the Goat Coat. By showing the goat's issues in a human perspective, i hope people can understand better.

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Completing this mind map expanded on and refined my ideas so well, that it made me change topics from “Learning a language” to “Goat Coat”, also after choosing Goat Coats I found out that they actually exist. Although my original idea for Goat Coat did not stray too far, I did realise along the way some flaws with accidental negative association, the realisation that wet goats are angry goats, and just not fully thought-out ideas.

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==The promotional video will use people’s empathy towards innocent children to show them why its important to take care of your goats. It will also attempt to be a little wacky to relate to the goat keeper audience, as goats are known for being a little chaotic and silly, and also since according to Wang & Cheng Lu in 2008, “sad emotional appeal” is more effective on women than men, so the silly factor is meant to pique their interest also.

La commencement.

(Starts with a dark, shaky, black and while shot of muddy prints/tracks in the rain, with thunder crashing and occasional light flashing like a storm) (sad feeling)

"There are millions of kids freezing every single night all over the world. Without a blanket to stay dry, or sleeves to keep warm."

(continued dark, shaky, sad, stormy shot with matching SFX, suddenly transitions to a video of goat turning to face the camera (hopefully looking confused)) (sad >> hopeful feeling)

“And what would you do if you had the chance to help even just one kid stay warm and dry?”

-The first hint that the add is about goats.

(light upbeat music plays in the background, a bright video of happy goat(s) running around and playing wearing a goat coat in the sunshine) (happy feeling, to associate with the product and product placement)

“Well now, due to recent ground-breaking technological advancements in fabric, all of your goats can finally stay warm and dry, even on those cold rainy winter nights.”

-Finally properly reveals that goat kids have been the ones freezing all along.

(The screen fades to the goat coat logo (the words “Goat Coat” in a handwritten/goaty style font) on a blank background)

“Warm your goat’s heart with a Goat Coat today”

La fin.

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Attention: I plan to use the emotion of sadness to catch the audience’s attention by saying ‘there are thousands of kids freezing across the world’ in need of a coat to stay warm, so the audience will naturally assume that a kid means a human child, but by waiting to reveal that its actually about goats rather than children, no matter one’s opinion of goats they will still have heard the video’s main emotive drive.

Interest: My target audience currently feels that a coat for a goat would be unnecessary, mainly since goats are animals that live outside, so I am going to try to change their minds and show them that goats do not just deserve coats, but goats Need a Goat Coat.

Desire: In my video the first emotion sadness, being linked with sad things like being cold and wet, from the heartbreaking talk about kid’s freezing in the storms and rain. This can then be used later to carry over that emotion to feeling bad for the goats, but while introducing all the more positive emotions such as doing the wacky reveal that the goat is the kid, followed by a happy goat(s) directly when the coat to transfer the positive emotions.

Action: After watching my video the target should want to buy a Goat Coat and think that its worth it, because they think should think that it is the right thing to do to keep their goat(s) safe after all they go through, feeling like they have abandoned a poor helpless kid if they do not.

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Take behind the scene photos of video creation

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Take behind the scene photos of video creation

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==La liste
1. Goat Coats (coats for goats)
2. Promote to learn a language
3. Promote studying science
4. Promote studying specifically only Physics
5. Keep in contact with people during the pandemic
6. Keep in contact with people to promote positive mental health
7. Campaign to raise support to abolish the monarchy
8. Behead rich people
9. Anti doing drugs
10. Pro doing drugs
11. Getting out more
12. Staying in more
13. Anti drink driving
14. Pro drink driving
15. Toaster that detects the colour of bread so it doesn’t burn
16. Cat trap that shoots poison gel at feral cats
17. Pen that they tried to design to use on space ships in zero gravity (before they realised they could just use pencil)
18. A dog collar that allows your dog to talk
19. Advertisement for a local amateur production of peter pan
20. Company who produces fake food and other props for theatre and screen
21. Travel advertisement for Gawler
22. Eradicate all jellyfish
23. A diet food for really fat cats
24. A formal dress with pockets
25. A dress that works as a parachute
26. Advertisement for long lasting pointe shoe
27. Easily transportable, light weight, fold up grand piano
28. 38 story cat house (with swimming pool included)
29. Shrimp flavoured ice cream
30. Anti-animal cruelty campaign
31. Remote controlled cat toy in shape of a rabbit
32. Whitening shampoo for chickens
33. Vacuum cleaner attachment to vacuum pets
34. Anti-fossil fuels campaign
35. Reindeer antlers for cats (and other festive cat costumes)
36. Wellingtons for dogs (so they don’t get the house muddy)
37. Save the polar bears campaign
38. Adopt a Hooded Plover (conservation program)
39. Automatic opening door for chicken coup (to keep out foxes)
40. Waterproof quilt cover – for when you have a leaky bedroom ceiling
41. Deodorant with goat scent
42. Adopt a kitten or puppy from animal shelter campaign
43. Robot that waters your garden
44. Single use biodegradable cutlery and plates
45. Driverless cars
46. Medieval re-enactment/historical costuming club
47. Gawler classical music society
48. Toothbrush that plays a fun tune to encourage children to brush their teeth
49. Waterproof ug boots
50. Healthy eating campaign
51. Food donations for the homeless campaign
52. Campaign against covid 19 misinformation
53. Vegan sausages
54. Campaign to encourage the use of public transport over cars
55. Environmentally friendly fly spray
56. Sponsor a child in Malawi
57. Campaign against the cruel practice of tattooing fish
58. Campaign against the use of corporal punishment in children
59. Gawler ghost tours
60. Glow in the dark stickers for trip hazards
61. Hi-vis leggings for roadside joggers
62. Specially designed fashion for amputees
63. Aunty Jane’s fig and plum jam
64. Noise cancelling headphones for dogs to help them through thunder storms
65. Easter bones for dogs, as they are your children too
66. Anti-drug use campaign
67. Seatbelt campaign
68. Anti-speeding campaign
69. Heated dog bed with insulated kennel for outdoor dogs
70. Anti-plastic packaging campaign
71. Edible glue
72. Charles Sturt Fencing Club
73. South Australian Boer Goat Society
74. Society against cruelty towards poultry
75. Guide dogs SA
76. Oscar Wilde appreciation society
77. French speakers’ society of Adelaide
78. New dinosaur adventure park in the Adelaide hills
79. Campaign to encourage the consumption of insects as a protein source
80. Campaign to encourage children to read
81. Stylish clothing for teddy bears
82. Swimming goggles with prescription lenses
83. Glow in the dark clock face
84. Birdlife SA birdwatching tours

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The target audience: Non-commercial or hobby goat owners (people who own goats as pets), middle aged male and female country folk. The target is people who have goats who they care for, but who may unknowingly be letting their pet goat(s) freeze in the rain.

Hobbyist goat owners were chosen as the target audience (who happen to mainly be in/from the country) because they own goats who could use a goat coat, and since they see goats as a pet rather than as a material to sell, they are expected to feel more for goats and maybe even be willing to buy something for each individual goat to keep them warm.

The viewer’s attention will be grabbed by the tragic story of what sounds to be unfortunate children, and then using this emotion to show them how their goats are feeling. This play on words and switcheroo is intended to use the humanisation of the goats to encourage people to feel bad for their goat, and in turn purchase the Goat Coat to keep their goat(s) safe.

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--Reference line in unisa style
--Source analysis, what information it has, and how that is useful to the assignment

(include page number by downloading the pdf)
(do the same for all sources)

Searching on the unisa library or google scolar
Use synonyms
keywords: marketing

Type of things to look for in sources
eg action packed ads' effect on teens

Needed
--3 scolarly sources
--3 video ads similar to mine (styles, topics, tone, how it appeals to target audience, similar products)
--Source analysis
{1st sentence, a summary for each, it was useful because,
how it will be used,
any new perspective or information}

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Bellman, Steven, Arismendez, Shruthi & Varan, Duane 2021, ‘Can muted video advertising be as effective as video advertising with sound?’, SN Business & Economics, vol. 1, no. 1. https://link.springer.com/content/pdf/10.1007/s43546-020-00030-9.pdf

This article looked at the effectiveness and brand recall of advertisements when muted, they tested a baseline (with audio), muted, and muted with subtitles, they conducted these tests on mobile and desktop and reached very different results. They found that “free brand recall, cued brand recall, and brand recognition” was lower after watching muted adverts and subtitles did not change a thing. They also found that video adverts on social media were just as effective whether muted, muted with subtitles, or with full sound. This means that if my advert were to be put anywhere besides social media, it would need to have at least an on-screen brand mention (logo) at the end if not more visible product placement throughout, so that if muted the ad would still be partially effective.

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Wang, Cheng Lu 2008, ‘Gender Differences in Responding to Sad Emotional Appeal: A Moderated Mediation Explanation’, Journal of Nonprofit & Public Sector Marketing, vol. 19, no. 1, pp. 55–70.
https://www.tandfonline.com/doi/pdf/10.1300/J054v19n01_03?needAccess=true

This article found that through testing males and females’ response to watching advertisements for public service using “rational appeal” and “sad emotional appeal”, that the females tested were more willing to help when exposed to the advertisements with a sad emotional appeal. Although, the males tested didn’t show any significant difference in willingness to help between the two types of appeal. This helps me as it means that I know that a sad emotional approach to my video is effective for convincing them to help a goat out, but it also shows me that for the male audience I cant rely on just sadness, so I know that my attempt to be funny and the happiness of the goat(s) are a fair proportion of the emotion I that will influence half of my audience.

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The message of this promotional video will be that "your goat(s) need a Goat Coat to stay safe"
The purpose is to convince people to buy a Goat Coat for their goat (to keep them warm).

(a Goat Coat is a coat designed for a goat, its a made up invention that happened to kind of already exist)

The Goat Coats campaign’s goal is to promote and advertise Goat Coats to goat owners who are mostly from the country. This will be done by relating people’s goats to human children, and showing people just how tough their goats can get it, and by showing them that the Goat Coat can save them from this torment, by showing the harsh reality that ‘kids’ go through, contrasted against the sight of happy goats running around being goats.

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I am feeling kind of excited, as I have not really used adobe much recently, it will give me a chance to practice a variety of skills, and this task's format is very similar to one I did 2 years ago.
I do not have any preconceived ideas of what I
would like to create.