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REFERENCE LIST

Chapman, C 2021,Color theory for designers, part 1: the meaning of color, Smashing Magazine, viewed 2 April 2023, https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/

This source was useful as it provided clarity on the meaning of colour in design specifically and gave examples of how that could look on my own website.

Fay, O 2022, How tone can change the effectiveness of your ads, Poll the People, viewed 1 April 2023, https://pollthepeople.app/how-tone-can-change-the-effectiveness-of-your-ads/#:~:text=The%20tone%20of%20an%20ad,beliefs%2C%20and%20areas%20of%20expertise

This source was useful as it provided more clarity on the way tone is used and how it is used specifically in ads.

Gee, N, Rodriguez, K, Fine, A, Trammell, J 2021, Dogs supporting human health and well-being. A biopsychosocial approach, Frontiers, viewed 24 March 2023, https://www.frontiersin.org/articles/10.3389/fvets.2021.630465/full#h1

This source was useful as it provided majority of the information I will use as evidence to convince the viewers that dogs are in fact beneficial to humans mental health and wellbeing.

Indeed, 2022, 15 examples of tone you can use in your writing "plus tips",viewed 1 April 2023
https://ca.indeed.com/career-advice/career-
development/examples-of-tone#:~:text=A%20persuasive%20tone%20convinces%20the,best%20candidate%20for%20the%20job

This source was useful as it provided clarity on the terms used to describe tone and what they actually mean in promotion and design.

Interaction Design Foundation, n.d, What is color theory?, viewed 2 April 2023,https://www.interaction-design.org/literature/topics/color-theory#:~:text=Color%20theory%20is%20the%20collection,%2C%20psychology%2C%20culture%20and%20more

This source was useful as it helped define majority of the colours that I could potentially use as my colour palette and what emotions they evoke in viewers.

Mental Health Foundation, 2022, 'Pets and mental health', 15 February, viewed 23 March 2023, https://www.mentalhealth.org.uk/explore-mental-health/a-z-topics/pets-and-mental-health

This reference was useful as it provided me with some information on the impact pets have on the mental health of their owners, however the source is not as reliable as the other source I used above, as it is not academic.

BIBLIOGRAPHY

Anglis, J 2018, Cat people vs. dog people: different goals, interests and incomes, study finds, Woman's World, viewed 2 April 2023, https://www.womansworld.com/posts/animals/cat-person-dog-person-differences-151885

This source was somewhat useful as it provided me with general information on the audience of people I could potentially target in my promotional video, however it compared them to cats which was not a useful aspect of the source.

Biteable, 2017, 30 best promo video ideas for your business, product, or event, viewed 3 April 2023, https://biteable.com/blog/promo-video-ideas/

This source was an ok read but I didn't really find it useful as a lot of it I had already learnt through lectures and tutorials.

Jones, P 2022, Long live slogans! Why a slogan revival is on the way, Kantar, viewed 25 March 2023, https://www.kantar.com/inspiration/advertising-media/long-live-slogans-why-a-slogan-revival-on-the-way#:~:text=Slogans%20can%20help%20your%20brand,a%20brand%20for%20many%20years

This source was a useful read as it provided information on why it is important for me to use a slogan in the promotion of my message. It also gave me insight into how to create a good slogan.

The Royal Children's Hospital Melbourne, 2020, E cigarettes and teens, viewed 23 March 2023, https://www.rch.org.au/kidsinfo/fact_sheets/E-cigarettes_and_teens/#:~:text=Nicotine%20exposure%20during%20the%20teenage,on%20to%20use%20regular%20cigarettes

This source provided information on how vapes negatively impact the health of children, which is a topic I considered doing, however I choose not to do so as I wanted to pursue something with more accessibility.

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Summary

How can a pet help my mental health?

Is having a pet right for me?

What if I can't have a pet?

A pet can be a great source of comfort and motivation. In many ways, pets can help us to live mentally healthier lives.

How can a pet help my mental health?

Caring for a pet can help our mental health in many ways, including:

increasing your physical activity. Dog owners are likely to take their pets for a walk or run every day. This can be a fun way to fit exercise into your routine

providing companionship. Pets can give you a sense of security and someone to share the day with. Caring for them can help you feel wanted and needed. This can be especially valuable for older people or those who live alone

reducing anxiety. The companionship of a pet can help to ease your anxiety

boosting self-confidence. Pets can be great listeners, offer unconditional love and won't criticise you. This can help your self-confidence, especially if you feel isolated or misunderstood

helping you meet new people. Dog owners often stop and chat with each other on walks. But other pets can be a way to meet people too: in pet shops, training classes or online groups, for example

adding structure to your day. Feeding, exercising and caring for a pet can help you keep to a daily routine, which can help you feel more grounded and focused. It can give your day purpose and a sense of achievement.

Pets may also help with specific conditions. For example, people with ADHD may benefit from the structure and routine that a pet needs. Managing their pet's responsibilities and keeping track of time - to feed or walk them on time, for example - may help them in other areas of their lives. Some people with ADHD are hyperactive - especially children - and playing with a pet can be a great way to release excess energy, whether that's walking a dog or running around with a kitten.

Autistic people can benefit from having a pet. Pets provide the kind of unconditional relationship that can help someone build social skills and confidence. They can provide a sense of calm and reassurance if their owner feels overwhelmed. Autistic children with sensory issues can involve their pets in sensory integration activities to help them get used to how something feels against their skin or how it smells or sounds.

Is having a pet right for me?

Having a pet is a serious commitment and not something to do on a whim. You'll need to have the time, money and energy for a pet, as well as a calm home environment with routine and consistency. Fostering a pet or helping a friend with theirs can help you see whether having your own is right for you.

When you're ready to think about getting a pet, consider:

how much outdoor space do you have

how active you are

how much time do you have to spend with your pet

how much money do you have for vet's bills, insurance, food, toys, etc.? Some charities offer low-cost vet care, but they are limited to certain areas and have financial criteria

Animal charity PDSA has other key things to think about before you get a pet.

What if I can't have a pet?

If you can't afford a pet, live somewhere you're not allowed one, or you're worried about having times where you're too unwell to care for a pet, there are other options.

The simplest option may be spending time with friends' pets, whether that's walking their dogs, stroking their cats or cuddling their guinea pigs. They might be glad to have someone to pet sit for them while they're on holiday. You can also consider signing up as a house-sitter: you look after someone's home, garden and pets in return for free accommodation.

If you miss having a dog in your life, you could sign up with BorrowMyDoggy. They connect dog owners to local people who would love to walk or play with a dog. The Cinnamon Trust also needs volunteer dog walkers to help out older people or those with a health condition or disability that means they can't walk their dog as easily anymore. They also need people to foster pets while their owners are in hospital.

Contact a rescue centre near you to see what volunteering opportunities they may have. They may need volunteers to exercise, care for and socialise their pets. You could consider fostering an animal if you can have a pet on a short-term basis but can't commit to one long-term. Some shy or scared animals need the peace and quiet of a home while waiting to be adopted.

Cats Protection and Dogs Trust both need people to provide temporary foster care for pets belonging to people fleeing domestic violence who may not be able to take their pets into a refuge with them.

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How a pet can help your mental health, is having a pet right for you, and what if you can't have a pet.

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My audiovisual style is going to be very minimalistic. It will be centered around the colour scheme, a bluey-green base paired with some browns. The shots will focus on the characters (Doug and interviewee Matt). Therefore, there will be little to no focus on the background, no added props etc. This is because the sole focus should be on the message, and Doug is representative of the message. When interview Matt, I will have him against a plain background, like a white wall, as once again, the sole focus should be on him. However, I will have him wearing a green/brown/green shirt, as this is similar to the colour scheme and further conveys the feeling of happiness, calm, excitement and an overall upbeat and energetic tone. I have yet to decide which music will best convey my message and match the tone, but I have a few options I will test out on the footage. The music I have looked for is a happy, energetic style, whilst also being minimal, as to not overwhelm the senes. This is to ensure consistency between the visual and audio style.

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The font, 'Carter One' will be used for all titles. This is because  the font is attention grabbing, without being too complicated that it could get lost on the website. Furthermore, it adds to the branding of the message, as it a more unique design. It is still easy to read, and doesn't overwhelm. The font isn't aggressive and matches the tone of friendly and positivity that the message is trying to convey.

The font 'Monsterrat Alternatives' will be used for paragraphs. This is because the font is very simplistic. The simple design is useful because its easy on the eye, and doesn't overwhelm or overstimulate. Furthermore it doesn't get lost on the website, resulting in viewers being less likely to read the information displayed. It conveys the friendly, welcoming and calm tone the message is represented by, resulting in the viewer being more inclined to engage.

The colour of the text will be black, for readability.
The white space will mostly be the default 1.15 or 1.5 depending on how it appears on the website. The text will align left to right, as that is the easiest way to read.

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This short film will display the positive effects pet dogs have on the mental health of their young owners.

We see Doug (a pug) running towards us. Doug is playing in the grass with his owner Matt. Doug is sitting on the coach, his head tilts. Doug is seen being walked by his owner on a footpath near his house. We hear, softly playing background music.

We see Matt sitting towards us. We hear him telling us about his relationship with Doug and how Doug positively influences his life. We see a photo montage of Doug by himself, and some photos with his family and friends. We hear the same soft music playing.

We see a plain coloured background with a logo and instagram handle. The instagram handle is Doug's account. We see other links, for other informative websites. We hear the narrator (Jamaya) say the slogan 'Everyone needs a Doug'. We hear the soft music playing.

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ATTENTION - How will you ensure your audience is hooked?
Begin video with close ups of Doug. Utilise colour palette to attract attention of audience.

INTEREST - How will you reflect the audiences values + position?
Interview with relatable character who has similar values towards mental health. Present the audience with evidence that help prove the case. (dogs have a positive affect on mental health, specifically students)

DESIRE - How will you convince the audience that the message is good and true?
The audience will be presented with evidence from academic research that is undeniably true. The audience will be presented with an anecdote from a relatable character that has gone through similar experiences to further develop the positions strength.

ACTION - What do you want the target audience to do next?
The target audience should consider adopting a dog. I can provide links to websites where dogs can be adopted from, and provide a link to Doug's instagram account. Interacting with Doug's instagram may further inspire the audience to purchase a dog.

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Blue Hat - PROCESS
How am I going to film it?
I will most likely use my phone to film the scenes as it is the easiest way for me to film. Considering I am running out of time to shoot the video I need to consider efficiency over quality. The quality will still be good as long as the shots are in good lighting, so that the images are not blurry. To do this, I will utilize sunlight, shooting most shots outside. This will add to the optimistic atmosphere of the video.

How am I going to get shots of Doug?
Doug is a well trained dog so it shouldn’t be too hard to get shots of him. I will utilize treats and his owner's instructions in order to get shots. I may have to follow him around a bit and call out to him, but my voice can be edited out in those scenes, and music can take its place. I think the best shots will be of him running towards the camera. I may take him on a walk and film him in that environment also.

How am I going to conduct the interview/s?
I am thinking of interviewing Doug’s owner/s for a small portion of the video in order to further persuade the positive effect dogs have on mental and physical well being. I will need to write down some questions and prepare the interviewees of what these questions are beforehand so that they can have a solid answer without too much pause. Maybe I will get them to write these ideas down and use it as a script to help prompt their thoughts during the interview. I may only interview Matthew, as he is in the correct age range as the audience and it is more accessible for me to interview him as we are together everyday.
How much time do I need to do this?I believe the filming process will take a minimum of a couple hours maximum an entire day. If I effectively plan out the video shoot process, what shots I want, the interview portion etc, then I think I could knock it out in a couple hours. The editing process however, may take an entire day. This is because I am still learning how to use online video editors efficiently. If I can plan the ways in which I need to edit it should only take a day max. Therefore, I should give myself 2 days to do the shooting and editing process, if I work efficiently.

White Hat - FACTS
What do I know?

How dogs influence positive change on mental and physical well being of young adults

Doug’s positive effect on his family

How I will shoot the video: iphone + tripod

Where I will shoot it: Doug’s house, backyard

Who will feature: Matthew, Doug’s owner and Doug

Why I am featuring them: Doug is an example, Matt can help persuade

Tone of video: positive, optimistic, encouraging

Target audience: young adults

What do I need to find out?

My colour scheme

Do I want to use a logo?

How I will make the logo

What music I will use

Consider copyright laws

Font and typography

How will I get the info I need?

Research colour theory

Create a colour scheme

Research logo ideas

Research apps to create logo

Research royalty free music

Figure out how to download and use music

Research copyright laws

Research different font and typography

Red Hat - FEELINGS
My feelings now:

I feel anxious that I may run out of time to execute the video and editing. I feel that my idea may not be coherent enough. I feel positive that my idea is strong, but that I may need to tweak a few things to make the foundation stronger. I feel that I have enough information to persuade the audience with evidence that a dog will positively influence their mental and physical health and wellbeing. I feel Doug is the perfect example of said positive effect.

How my feelings might change:

Once I start shooting the video I may feel that the idea is translating smoothing, or in the way I intended, so I may need to edit a few original ideas I had to fit the video more. If I use my time effectively, I may feel that I need to add in a few extra clips to smooth over those little complications. I may feel relieved once the video is created, and that my idea is stronger than I originally thought.

How the target audience will feel:
The target audience should feel happiness when presented with the dog (Doug). When hearing the facts of how dogs can affect the wellbeing of a student, the audience should feel the video is relatable, like their problems are seen. Once the students feel seen, they should feel accepted, and influenced positively by the video, that they may want to consider a dog for their own health.

Black Hat - CAUTIONS
- Doug might not work with me
- Interview might be boring
- Might drag on
- Might be boring
- Time
- Editing limitations
- Iphone quality

Yellow Hat - BENEFITS
- Doug is cute
- Interview helps persuade
- Accessibility to props, colour, tripod

Green Hat - CREATIVITY
Ideas for the video:
Shots of DougDoug running towards camera POV Doug shot Doug sitting, smiling Interacting with people Playing Going for a walk Cuddling Interview Stationary Plain background Colour of shirt matches colour scheme Prepared script Royalty Free music YoutubeSome other public domain Narration Information Informal and encouraging

Alternative Ideas: Still images of Doug instead of videos Less engaging Feels insincere Interview with Doug for fun Ads some humour Keeps the entertainment Cuteness (helps persuade through appeal to emotions) Create my own music Harder and more time consuming Not very good at mixing No narration, only text Takes too much time to read Boring Doesn’t force the audience to pay attention

Solutions to Problems
Interview might be boring:To make the interview be engaging, I could keep it short, and cut in between statements with clips of Doug. I could add in an element of humour at the end by interviewing Doug, capturing him doing something unique in nature (for example the way he expresses excitement) to continue to capture the audience's attention.

Might drag on:Similarly to the first problem, I could keep all narration and interviews short and sweet, getting straight to the point, and having as little time in the shot, so that Doug can keep the audience entertained whilst facts and persuasive techniques are being provided to them. Keeping the language informal may also hide the fact that the video is a persuasive piece, allowing the audience to feel it is their decision to get a cute dog rather than feeling influenced. This idea arises from the fact that most people don’t like being told what to do. For example, a personal anecdote leads me to believe most people don’t like infomercials as it is obvious the sole purpose is to sell an item to the viewer. If the viewer feels they do not need the item, they are going to be more inclined to not want to purchase it because of the fact that the annoying ad on tv wants them to buy it. So I will try to do the opposite, keep the persuasion hidden behind a cute dog, informal and relatable language, and straight forward, quickly given facts.

Doug might not work with me: Doug is a dog after all and cannot fully consent to participation. If he doesn’t want to cooperate I am not going to force him too. However, Doug is well trained and calm in nature. He sits well for pictures and videos as he is used to getting his photo taken for his instagram. By giving him treats, I should be able to get a few good clips of him sitting, and running around playing. I don’t want to force too many shots, such as when he is playing, because it will seem unnatural and you will be able to tell he isn’t into it. This will not help persuade viewers as no one wants to see a dog unhappy, being forced into situations. I can avoid making Doug uncomfortable by keeping the camera at a distance, using natural lighting (as to not overstimulate him with harsh lights), and doing natural everyday activities that he enjoys such as walks and playing in the grass outside.

Time:
If I manage my time effectively it shouldn’t be an issue. I have 5 days to complete the assignment.
3rd | Complete Majority of Padlet and potentially start filming
4th | Start filming and Editing (if possible)
5th | Finish Film and Editing (if possible)
6th | Ad everything to the website and check off the checklist
7th | Finishing touches

Editing Limitations: I can utilise youtube in order to learn any other techniques in editing using the VN or imovie app. However, I feel I am competent enough in both apps as I have used imovie plenty of times for school projects in the past and I used VN recently for a different uni assignment,
Iphone quality:I could use a camera however I do not have one accessible at the moment. Therefore, If I keep my phone in natural sunlight, using angles to maintain lighting throughout the video I should be able to keep the quality high. Iphone images only look pixelated if the photo is taken in darkness, so I will try to avoid that. When inside the house has plenty of natural lighting so I will make sure to take shots as well inside in those areas.

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I believe the approach that is particularly valuable is viewing the ownership of pets from the view of hard working young adults. I personally feel that the transition between young adult to adulthood is the most challenging transition. It contains extreme hard work and dedication to education, or a job, or both. I also considered my own personal experience with having a dog during school, work and university. I believe my dog helped me with my mental health specifically anxiety when I was in year 12 and working. I came across a new perspective that I would like to address in the video, that is the perspective of the dog. I would like to address that a dog being adopted will also be beneficial to the dogs health and wellbeing, as they will be happier overall, and receive proper care. (Assuming the owner is a good owner).

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Deciding my colour palette has been difficult. To help generate ideas and pick a set palette, I created 4 that I liked, and put them in a google form asking the participant how the colours made them feel. I sent this to my family and friends via Facebook messenger and Instagram story. The results are simply inspiring what colours I will utilise, and most of my friends fit the age of my target audience.

From the data I gathered and research, I decided to go with a light blue with a tint of green, paired with some browns. This is because the participants said the colours they associated most with dogs was blue and brown. I had a few greens in there, hence why I added the tint. I believe this is because blue can be a very playful, happy, fun energy, and the brown represents the dogs fur.

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DOGS & HUMAN HEALTH AND WELLBEING RESEARCH 

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DOGS & HUMAN HEALTH AND WELLBEING RESEARCH 

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Psychological
- loneliness/depression sufferers more inclined to have a pet dog
- children in a stressful experience with a pet/therapy dog present 'exhibit lower perceived stress'
- the dogs have a more positive affect compared to when alone in a stressful situation

- a dog may be comforting, non judgemental and positive sensory distraction in context of short-term stressful situations

- dogs influence emotional regulation by reduce anxiety and distress
- patients who experienced trauma report decreased levels of anxious arousal and destress in cognitive behavioural therapy. Therefore the treatment process is effective.
- 'dog ownership is associated with higher life satisfaction and greater wellbeing'

- the specific activities that owners can participate in with dogs (such as walking) may be more important to the positive effects on wellbeing then the act of owning a dog itself.

- factors that may influence the inconsistent findings in depression, anxiety and wellbeing, includes the owners personality, martial status and attachment to the dog.

- people with dogs are more likely to be motivated

- older adults with dogs are more likely to be involved in daily life activities

- dogs can positively affect psychological and emotional functioning among individuals with disabilities

- People with PTSD, anxiety and depression and a psychiatric service dog have less symptoms and a better quality of life

- Dogs may provide adolescents with ADHD and ASD with a calming and positive presence, resulting in reduced anxiety and improving problematic behaviours. It also includes benefits to a child's mood and sleep.
- dogs can have a positive effect on psychological functioning, cognition and learning
- children ages 10-14 years had greater frontal lobe activity when in the company of a real dog. When in the company of a robotic dog, the frontal lobe activity was less. This suggests a higher level of neuropsychological attention.

- the stress reduction a dog can provide may result in positive cognition and learning. This may result in positive effects on students academic success. This is because of significant improvements in students perceived stress and mood but does not actually impact exam results. (A dog doesn't make you smarter)
- 'dogs are sensitive to our emotional states'
- dogs and human relationships can be similar to that or infant and caregiver relationships as dogs can form complex attachments.

HISTORY
- In WWI dogs were trained to assist soldiers who were visually impaired in Germany and the United States, this revealed further positive effects dogs have on humans.

- In WWII dogs were trained in mobility and hearing assistance, and the use of assistant dogs increased in prevalence.

- A child psychologist who has been practising since the 1950s, Boris Levinson was in therapy with a nonverbal and withdrawn child. He noticed the child interacting with his dog Jingles. This experience resulted in the beginning of Levinson's work in creating the foundation for Animal Assisted Interventions.

Gee, N, Rodriguez, K, Fine, A, Trammell, J 2021, 'Psychological Influences', Dogs supporting human health and well-being. A biopsychosocial approach, Frontiers, viewed 24 March 2023, https://www.frontiersin.org/articles/10.3389/fvets.2021.630465/full#h1

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1. Primary - red, blue, yellow

2. Secondary - mixes of primary colours

3. Tertiary - mixes of primary and secondary colours

DESIGN HARMONY
Monochromatic - take one hue and create other elements from different shades and tints of it.

Analogus - Use 3 colours located beside one another on the colour wheel (orange, yellow-orange, yellow).

Complementary - Use 'opposite colour' pairs (green and red)

Split-complementary - Add colours from either side of your complementary colour pair

Triadic - Take 3 colours which are equally distant on the colour wheel (red, blue, yellow)

Tetradic - Take 4 colours that are 2 sets of complementary pairs (orange, yellow, blue, purple) and choose 1 dominant colour

Square - A variant of tetradic. You find 4 colours evenly spaced on the colour wheel. Only works if you use the 4 colours evenly.

ALL DEFINITIONS FROM: Chapman, C 2021,Color theory for designers, part 1: the meaning of color, Smashing Magazine, viewed 2 April 2023, https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/

MEANING OF COLOURS
Warm colours
- passion
- happiness
- enthusiasm
- energy

RED
- violence
- love and passion
-  makes the viewer hungry
- anger
- danger
- can be overwhelming if used too much

ORANGE
- energetic
-  earth
- change
- creativity
-health

YELLOW
- energy
- happiness
- cowards
- hope
- danger, not as strong as red
- light yellows are calming

Cool Colours
- night
- water
- nature
- calming
- relaxing

GREEN
- grounded
- new beginnings and growth
- envy
- calming sense from blue and energetic from yellow = stability
- represents wealth

BLUE
- sadness
- calmness
- responsibility
- light blues are associated with friendliness
- dark blues represent reliability
- peace

PURPLE
- royal and wealth
- creativity
- imagination
- light purple is associated with romance

PINK
- feminine
- passion, youth, love

Neutral Colours
- background colours

BLACK
- strength
- power and formality
- evil, death - mourning

WHITE
- purity, cleanliness
- healthcare
- goodness (angels)
- lets other colours stand out
- simplicity and minimalistic

GREY
- moody and depressing
- light greys replace white and dark greys replace black
- conservative and formal
- professionalism

BROWN
- earth, wood
- warm
- dependability
- brings a feel of wholesomeness

BEIGE & TAN
- warmth of brown
- coolness of white
- usually used in backgrounds
- takes on characteristics of colours surrounding it, therefore doesn't work on its own

CREAM & IVORY
- sophisticated
- elegant and calm
- used to lighten dark colours without stark contrast

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https://www.youtube.com/watch?v=-HOBzz3u8SA
This video contains a logo in the beginning with a motif jingle accompanied along with it. My video will different as it will contain a logo towards the end of the video and it won't contain a jingle. The logo being displayed at the end is a tactical move to avoid disengagement early in the beginning as it is said most people are likely to skip ads that present the logo first. Therefore, maintaining the mystery and curiosity of what the video is about. The video utilises animation to explain the information to the audience visually, differing to the cinematography of real people in my video. This video also used a lot of text, which once again I will not be using as it will overstimulate the audience, resulting in disengagement.

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Benefits Of Owning A Dog For Your Mental Health

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https://www.youtube.com/watch?v=qTmv9tofhdo
This video utilises slow-mos in almost all the shots. This is different to how I will convey my message as I will only use a slow mo once, or not at all. This is because the tone of my video is informal and positive, which needs uplifting feels, including faster videography and upbeat music. Furthermore, this video contains no narration, and uses text to deliver the information. My message will contain narration as I believe it is easier for audience to consume information that way rather than reading text. Plus, the colours in the video and the text may clash, resulting in a sense of cluster and overwhelming the senses.

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https://www.youtube.com/watch?v=PuAes1Q-6Bs
This promotional video is similar in the message being sent, as well as the way in which it will be presented. However, this video has a very formal tone, and the voice over is monotone, resulting in inattention. This is different to my video, as it will utilise an informal tone, that is friendly and uplifting. The tone of the voiceover will be melodious, to keep up engagement. This video uses a lot of wide shots that transition into each other through a fade out. This will be different to my video as I will utilise a wide variety of different shots, and choose a different transition style, as I find the fade out to be cheesy. Finally, this video has no music. My video will be different as it will utilise background music in order to further establish a positive, friendly tone and feeling. This will be more effective as it provides more trust in the message. The audience will be more inclined to act on the message.

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The chosen tone for the promotional video is primarily a friendly, educational tone presented passionately. Utilising informal language, and appealing to emotions through personal anecdotes of my actor/s will allow the audience to be persuaded into potentially interacting with Doug's instagram account, or websites that support the adoption of dogs. Having a friendly tone allows the audience to relax and trust the message of the video. The educational tone provides evidence to the audience, furthering the trust of the truthfulness behind the message. All of this allows the audience to create a personal connection to the message.

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RESEARCH TONE -

Why is tone important in writing

Tone is extremely important in conveying your message clearly to the target audience. It helps structure the principle message and create a unique personality that reflects the beliefs and values of your message.  Without a strong, consistent tone the effectiveness of your promotional video will be weak. As stated in the article, your ‘word choices reflect the tone of a written piece, like the tone of voice you use when speaking’. Having a strong tone also influences the course of action your audience will take and the likelihood of their engagement with your media is higher. The tone also reflects the way in which the writer (you) feels about the message. A weak tone reflects a disengaged and unenthusiastic company, making them more likely to ignore or even repel your message. Weak tone also makes the audience feel like the company doesn’t care about them and therefore distrustful of the message. In essence, your tone reflects your goals, beliefs and areas of expertise while creating a recognisable and unique persona for your company.

There are different aspects to consider when creating a tone for your message.

1. Personal connection

Personal connection creates a sense of trust between the audience and the company. As found on Edelman.com through the article 15 examples of tone you can use in your writing (plus tips), ‘81% of respondents said buying from brands that reflect their beliefs is essential to them’. Therefore, by highlighting core values through community engagement and workplace events the company establishes a bond with their target audience. The tone can help the message feel like it's being communicated from a friend or colleague rather than from a ‘large, faceless corporation’.

1. Emotional Appeal

Emotional appeal also creates a sense of trust between the company and audience. The audience is more likely to feel cared through emotional appeal. Customers feel a connection to a brand when they relate to a brand's message, and specifically the way the message is personally relayed to them.

1. Consistency

Consistency in tone helps to impress the audience. It contains rhythm, pace and language. If a tone goes from being friendly to aggressive, an audience is going to feel confused, distrustful and potentially even attacked or offended, rendering them less likely to engage. Consistency of tone also matters across all media platforms, otherwise it is contradictory and the audience will care for the message less.

1. Formal

‘respectful feel’

full words with no contractions or other abbreviations

emphasises facts rather than opinions

‘According to the data presented, the yellow tree frog mates between April and June.’ (example)

1. Informal

more conversational

colloquial phrases

emotion and personal opinion

1. Optimistic

hope or possibility

It's suitable for persuasive writing

Makes reader more open minded

1. Sarcastic

Mainly for humour

convey anger or frustration

Irony

Hard to identify

Be cautious

1. Assertive

Differs to aggressive

Conveys authority and confidence

Presented straightforwardly

‘We will get through this as a team’ (example)

1. Aggressive

Harsh and critical

Can be interpreted as hostile

Effectiveness depends on audience

1. Passionate

Excites reader

Evoke emotion

1. Entertaining

Can be humorous

Can be lighthearted or enjoyable

1. Serious

Sombre

Formal

Professional

Not negative

Not lighthearted or humorous

Used to convey information directly so as not to distract viewer

1. Educational

Textbooks

Instructional materials

Concise

Teaches audience

1. Persuasive

Assertive

Passionate

Aggressive

1. Motivating

Encourages reader to act

Inspiring

Hopeful

Forceful

Rally people to a cause

1. Tense

Uneasy

Anxious

1. Curious

Entices reader to continue reading

Discover new information

1. Friendly

Help achieve goals and fix problems

Informing

Warm

Straightforward

Honesty and respect

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The mean age of the target audience is 20-25 derived from  dog owner interests 'people aged under 25 are more likely to get a dog'. The personal interests are most likely sport, travel, dancing and yoga as young people with dogs tend to be active and adventurous. The location is Australia, as it is easiest to reach people from the same country.  The level of education was hard to discover, so most likely year 12 graduates with potential for further education. It is evident that most 20-25 year old dog owners are pursuing careers in finance or are studying a high paying job at university. They mostly use Instagram and Tiktok as those are trending the most within their age group. They use these platforms daily, maybe even for small business purposes or influencer purposes. Most users might enjoy viewing dog profiles, where the dog appears to be narrating their everyday life or whatever activity they are involved in in the video, maybe this inspires them to make their own dog account.

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The message I have chosen is centralised around the benefits of having a dog. Research suggests that by having a dog, symptoms of depression and anxiety are reduced through physical activity, socialisation and companionship, as well as plenty of other positive contributions. I am utilising my boyfriend's family pug, Doug as an example throughout the video to showcase a real example of the positive impact dogs have on overall wellbeing. To do this,  I have created the slogan; ‘Everyone should have a Doug’ to further express the impact Doug has had on people's lives, and therefore, the impact a dog could have on the viewers lives. Specifically the positive impacts on social, mental and physical wellbeing. By using a slogan, consumers are more likely to retain the promotional video, or at least the message behind it. There is evidence that suggests consumers found logos and slogans to be ‘the single most helpful way for them to link together advertising for one brand across different places’. Therefore, a slogan will make my message memorable as it is representative of how dogs positively influence wellbeing. Furthermore by showcasing the slogan at the end of the video, using a visual style (not yet specified), with links for further information and inspiration (my website and Doug’s instagram page) I am encouraging the viewers to make a call to action, and making it easier for them by providing the specific links. But also providing key information and using persuasive language such as appeal to emotion will also encourage a call to action.

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I have 3 main ideas that I am keen to explore, as I have not decided on which idea I want to continue with.

My first idea is to promote my boyfriend's dog, Doug. He is a pug who has a very unique personality, and a large following on social media, specifically instagram. This provides me with a more specific target audience and a reason to promote Doug. The target audience can be derived from the most common persons to benefit from owning a dog. I already have ideas, such as interviewing the instagram accounts owner Karine, (Doug’s owner) on all the accomplishments he's achieved and the impact he's had on her and her family's life. I can also interview Matthew and Andrew, Doug's other family members. With this I may be able to receive permission from Karine to use some videos and photos of Doug interacting with other dogs, another reason to promote him (he's so loveable by humans and pets). The overall premise of the video will be ‘Everyone should have a Doug’. Essentially saying, he is a good representation of the benefits of having a dog.

My second idea was to promote my boyfriends band Denazen. Denazen is a 3 piece death metal band, with 3 released demo songs and an instagram page. This provides me with a target audience and something to promote. The target audience can be derived from the most common interactions with the instagram account and the soundcloud account through listeners, comments and likes. Some of the ideas I had was interviewing the band members, filming them playing and interviewing potential fans. Additionally a small skit as part of the video showcasing how listening to Denazen could bring you extreme happiness and joy. It would be over-dramatised and humorous, to match the music of the band as well as the stereotype that death metal band members are funny and tend to not take life too seriously.

My third and final idea is to promote the message of the misuse of nicotine vapes in children in Australia, specifically the culture. This idea will be serious in tone, which is different to the other 2 ideas I have established. I first thought of the idea from comparing the packing and style of vapes compared to cigarettes. Cigarettes are scary in design, using dark, even gross colours (dark murky green) and terrifying images of what can happen to smokers (cancer and diseases). These are to prevent cigarette purchase, as most products are designed to entice consumers, cigarette designs are to do the opposite. However vapes are usually bright colours, with fun images, or completely black with a pop of colour, usually signifying the flavour of the vape. This is probably because not enough research has gone into vapes and the learn term damage (as they are a newer product) and many of them are imported from overseas (USA) and sold illegally. Much like the local weed dealer, there are now vape dealers, who are dealing to kids they met through school. I derived this information from my own experience, as I knew vape dealers whilst in high school, and majority of my friends vaped during high school or are still vaping. My nieces and nephews who are still in school are also surrounded by the use of vape. Vapes harm brain development in teenagers and cause a future risk of addiction. “Nicotine exposure during the teenage years can harm brain development, which continues until about age 25. It can impact learning, memory and attention, and increase risk for future addiction to other drugs. Young people who use e-cigarettes may be more likely to go on to use regular cigarettes.”

My idea for the video is to have a child looking at a smoking packet, the feeling conveyed in this scene will be disgust, as the child sees the warnings and knows the dangers, he’s heard about it from his parents or at school. But then the scene cuts to him hanging out with his friends, picking up a vape. The transition will be a zoom on the cigarette packet to a zoom out of the vape where he then picks it up. I was thinking of a straight cut to black with a slogan. Then including resources such as websites with information and quit helplines for the viewer to access. The only issue with this idea is that I will need to investigate copyright in more detail and will have to get permission from the organisations I want to tag as resources in the ending clip. If I don’t have these resources then there is no point to the video in the first place, other than awareness (but awareness can only do so much, there isn’t much option for action or interaction from the viewer).

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What are e-cigarettes?

Electronic cigarettes (e-cigarettes) are battery-powered devices that come in many forms. They all heat liquids, called e-liquids, into an aerosol that users breathe in. They may contain nicotine, flavourings and a range of harmful and toxic chemicals. Many e-liquids come in flavours that are attractive to young people, such as mango, lime and mint. The e-cigarette heat may also produce toxic substances.

They are also known as e-cigs, electronic nicotine delivery systems (ENDS), electronic non-nicotine delivery systems (ENNDS), alternative nicotine delivery systems (ANDS), personal vaporisers, e-hookahs, mods, vape pens, vapes and juuls (pronounced 'jewels').

Using e-cigarettes is often called 'vaping'. It is sometimes referred to as 'juuling'.

What are the health risks of e-cigarettes?

Most e-cigarettes contain nicotine, which is highly addictive especially for teens. E-cigarettes and e-cigarette liquid may contain nicotine, even if they have been labelled 'nicotine free'. One e-liquid pod can contain as much nicotine as a packet of cigarettes.

Nicotine exposure during the teenage years can harm brain development, which continues until about age 25. It can impact learning, memory and attention, and increase risk for future addiction to other drugs. Young people who use e-cigarettes may be more likely to go on to use regular cigarettes.

E-liquids can poison children and adults through swallowing or skin contact. Symptoms of nicotine poisoning include sweating, dizziness, vomiting and increased heart rate.

E-liquids can also be a danger to young children if inhaled, swallowed, or spilled on the skin. A young child can die from very small amounts of nicotine. The effects of nicotine poisoning can come on very quickly. If you think your child may have been exposed to nicotine, you should seek medical attention or call an ambulance immediately.

While scientists are still learning about the short and long-term health effects of using e-cigarettes, a recent outbreak of lung disease and deaths related to e-cigarette use in the United States demonstrates that e-cigarette aerosol can be harmful to the lungs. E-cigarettes can also be modified to deliver marijuana and other harmful substances that have been linked to lung disease.

Defective e-cigarette batteries have caused some fires and explosions, which exposes the user to the risk of serious injury and burns.

What do e-cigarettes look like?

E-cigarette devices come in many different shapes and sizes. They can look like traditional cigarettes, cigars or pipes. Some look everyday items commonly used by young people, such as pens or memory sticks (USBs). Some are even disguised as medical devices or concealed within clothing.

Are e-cigarettes and e-liquids safe?

The Australian Therapeutic Goods Administration (TGA) has not safety tested e-cigarettes or e-liquids, so they should not be considered a safe product.

These products are not regulated in Australia and are often purchased online, meaning they can be made anywhere, by anyone and contain anything.

When to see a doctor

If you're worried about your child, it's a good idea to see your family doctor.

Too much nicotine from e-cigarettes can cause nicotine poisoning. If you are concerned about your child, please call the Victorian Poisons Information Line on 13 11 26.

The Victorian Poisons Information Centre (VPIC) has information on what to do when someone has been poisoned, overdosed or made a mistake with their medication. When you call the VPIC, trained staff will give you first aid information, and tell you if you need to call an ambulance or refer you to a doctor for treatment.

Recommendations for parents

As a parent and caregiver, you have an important role in protecting children from e-cigarettes.

The best way to protect your children is to never smoke or vape in the house, car or other places where there may be children nearby. Passive exposure to e-cigarette vapour can be damaging for children and young people.

In most Australian states and territories, it is illegal to use e-cigarettes in cars with children under the age of 16 present.

Parents should learn about e-cigarettes. It's important to talk to your teen about the health risks of e-cigarettes. Many teenagers are under the misconception that e-cigarettes are safe. It is helpful to know what the different devices look like and the different words young people may use to describe using e-cigarettes. This will help you to talk about e-cigarettes with your teen.

Finally, if you are an e-cigarette user, always keep e-cigarettes and e-liquids locked away and out of reach of children.

How to talk to teens about the health risks of using e-cigarettes?

Talking with teens about risky behaviours is an important way for parents to help keep them safe. Parents are already good at talking to their teens about alcohol, smoking and drugs. E-cigarettes should be included in the conversation.

The earlier and more often you speak with young people about e-cigarettes, the more likely they are to listen. It's important for parents to educate themselves, so they know the facts and what to say when the topic comes up.

Finally, young people are more likely to use smoking products if others around them do. Parents can lead by example by not using e-cigarettes at all, especially when children are around.

Key points to remember

E-cigarettes and vaping devices heat e-liquids into an aerosol that users breathe in

E-liquids may contain nicotine, flavourings and a range of harmful and toxic chemicals

E-cigarettes are also known as vapes, mods, e-hookahs and juuls

Using e-cigarettes is sometimes called 'vaping' or 'juuling'

E-cigarettes and e-liquids have not been safety tested by the TGA in Australia, and should not be considered safe

For more information

Do e-cigarettes contain nicotine?

Are e-cigarettes and e-liquids safe?

Developed by The Royal Children's Hospital National Child Health Poll, Respiratory and Adolescent Medicine Departments. We acknowledge the input of RCH consumers and carers.

Created February 2020.

Kids Health Info is supported by The Royal Children's Hospital Foundation. To donate, visit www.rchfoundation.org.au.

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Electronic cigarettes (e-cigarettes) are battery-powered devices that come in many forms. They all heat liquids, called e-liquids, into an aerosol that users breathe in. They may contain nicotine, flavourings and a range of harmful and toxic chemicals. Many e-liquids come in flavours that are attractive to young people, such as mango, lime and mint.

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1. Body dysmorphia online - children
2. Effects of covid on youth mental health
3. Child predator awareness
4. Importance of community service
5. Hahndorf
6. Adelaide as a tourist spot
7. Domestic Violence awareness
8. Promotion of Denazen Band
9. Promote head scratcher
10. Underage drinking - damage
11. Indigenous culture
12. Abortion laws - Australia cares
13. Kids on social media
14. Art therapy - importance
15. Marion Life - sister works there
16. Climate Change awareness
17. Vinnies
18. Identity
19. Consent - importance
20. Cyberbullying awareness
21. Small local business
22. Job seeker
23. Racism - Australia awareness
24. Immigration laws awareness
25. Homelessness awareness
26. RSPCA
27. Gym and mental health
28. Early learning centre (needs workers)
29. Mental health and youth
30. A school
31. Importance of sunscreen
32. LGBTQIA+
33. Sexual assault/harassment in the workplace
34. Elderly abuse
35. Childhood Obesity
36. Doug promotion
37. Vape use
38. Porn usage and consent
39. Bullying
40. Farmers market
41. Op shop
42. Metro
43. Spiking awareness
44. Suicide awareness
45. Drink driving
46. Drug use
47. Donut Product
48. Lollies
49. Studying in uni
50. making a shirt at home diy
51. how to clean room
52. promote a toy
53. multicoloured pens are better
54. promote healthy sleep schedule
55. watches
56. learn how to change a tire
57. contraception
58. how to make brownies
59. promote stainless steel drink bottles
60. environmentally friendly brands
61. op shopping
62. sustainable clothing brands
63. reading
64. phone addiction
65. beauty industry affect on young girls
66. shoe brand
67. hair cut
68. aliens are real
69. ghosts are real
70. tyler the creator
71. places to go on dates
72. the beach
73. swimming as exercise
74. a exercise group for women
75. journalling
76. blogging
77. gardening
78. grow your own veggies
79. camping
80. save money effectively

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I have never delved into digital media before, so I am very curious and intrigued to explore this course. However it does make me nervous because I am now using new websites and sources for research that I have never used before, making me feel a bit out of my element. I’m overwhelmed and excited about the task, as creating videos is something I enjoy. My main worries with this task is using the correct referencing and following copyright laws.