IDM Creative Journal Assignment 1 by Carnaby, Reuben Alan John - carra014

80 possible ideas

carra014 — 2023-03-02 12:31:03 UTC

1: terrorism
2: disability prejudice
3: domestic abuse
4: crime
5: mental health decline
6: social media negative affects on youth
7: world hunger
8: homelessness
9: obesity
10: harm of negative cultural stereotypes
11: animal cruelty
12: racism
13: harm of juvenile detention centres on the potential of youth
14: asylum seekers and refugees
15: sexism and misogyny
16: rise of extreme traditionalistic and misogynystic views on social media
17: vaping
18: cigarettes
19: gang culture
20: neglect of mens mental health
21: meme advertising and consumerism
22: financial suffering of elderly
23: climate change
24: cost of education
25: diversity
26: alcohol abuse
27: COVID-19 restrictions
28: anti-nuclear
29: teenage pregnancy
30: support for unemployed
31: popped corners (popcorners parody)
32: water with bubble
33: flavoured air in a bottle
34: tiny hair clipper
35: Plapple (apple made of plastic)
36: cola coca (coke parody)
37:chocolate bubble (coco pops parody)
38: biscuits that are shaped in the shape of various shapes (shapes parody)
39: facebread (a "face mask" that is just putting a tortilla on your face for 30 minutes)
40: off brand doritos
41: therapy in a bottle (an ominous voice that comes from a bottle and validates whatever you say to it)
42: double sided cap
43: shirt that plays music
44: chip flavoured chips
45: sleep spray
46: knock off version of PlayStation
47: flavoured water
48: t shirts with invisible designs
49: pringles knock off
50: xbox knock off
51: off brand Nando's peri peri mayonnaise
52: sleepy hat for sleeping
53: an ai that finds 80 digital media ideas for you
54: a robot that reminds you to drink water
55: mysterious orb
56: butter dispensing robot in the shape of a mouth
57: really large toothbrushes
58: dead rat computer mouse
59: underwear that stores the stench of your farts. You can dispense these farts into a fart vial
60: talk show done while eating flour
61: royal society for the blind
62: Leukaemia research fellowship fund
63: uniting communities
64: SA police legacy Inc.
65: st vincent de paul society
66: cancer council
67: project compassion
68: TIA international aid
69: mary potter foundation
70: Adelaide benevolent society
71: Neil Sachse foundation
72: second chances SA
73: Quaker Opportunity shop
74: save the children opportunity shop
75: RSPCA
76: vinnies
77: little heroes foundation
78: friends of the women's and children's hospital inc.
79: childhood cancer association inc.
80: Salvation Army

Journal Entries

carra014 — 2023-03-02 12:46:07 UTC

Week 1
We have been asked to record our initial thoughts about this task. I am uncertain about making it to 80 possible ideas to promote , and whether many of them are any good. I am most passionate about making the promotion with comedic intent but I am worried if a lack of seriousness about what is being promoted will detract from the quality and grade of the work. If I can follow through with a comedic promotion and have it be successful, I would like to make a satirical version of an existing brand, ironically redeploying the brand's marketing strategy and product.
Week 2
This week we are to finalise researching and identifying our message or promotion. I have decided on making a satirical knock-off recreation of the snack Pop Corners and have talked it through with our tutor, John, who approved of it as long as I can provide evidence of research.
Week 3
This week we learnt HTML coding, which I did not expect I would need to learn. I have had bad experiences with trying to code in the past, however it is comforting to know that this type of coding is not very difficult, and our assignment template makes it very intuitive. I have thought of a name for my promotion idea: 'Corn with Pop'.
Week 4
Our tutorial this week revolved around more divergent and creative thinking techniques. This has been useful for me to make progress with my mind map, as I am having trouble coming up with more ideas. Our reading for this week, How to Steal Like an Artist, resonated with me highly and has inspired me to create. That is why I have started thinking of ideas for my treatment and promotional video for assignment 2.
Week 5
We learnt about branding this week and how to create a presence for your promotion, through making distinct advertisements, logos, themes, etc. this is very applicable to my promotion idea, and has sparked ideas for my own logo. I am thinking of adapting the PopCorners logo with my own brand name, not making them identical but instead making my brand a plainly obvious ripoff, to fit with its satirical theme. I will perhaps write over the PopCorners logo with my own using photoshop or paint 3D. The logo will be low-effort and obvious in order to portray the idea that this is a shameless parody, which will interest my desired target audience.

Summary of chosen idea

carra014 — 2023-03-21 09:51:09 UTC

A parody or knock off version of the snack "PopCorners", called "Corns with Pop". The inspiration taken from PopCorners will be seen with the product's logo, the look, smell, and taste of the snack, and the brand's marketing campaign. This will be done in order to attract my target audience, as though the promotion still contains the marketing techniques used to sell the product, the ironic nature of it detracts from it being perceived as cliché. For example, my promotional video will utilise the same techniques employed in the advertising videos for PopCorners, which referenced the show Breaking Bad in order to appeal to a certain target audience. These advertisements were very successful, but some young people see it as a cheap way to promote a product to a younger audience using a show that has gained popularity with them in recent times. My version will use the film American Psycho to attract this younger audience, but with a heavy ironic undertone that makes fun of corporations' attempts to appeal to this audience.

Target Audience

carra014 — 2023-03-21 10:05:14 UTC

My promotion will attract an audience likely aged between 15 - 25 years old, of mostly males, as it is aimed at those who enjoy American Psycho and recognise the product (Corn with Pop) as inspired by PopCorners. The intended audience can distinguish satire from its non-satire inspiration and will understand what the promotion is doing without seeing through its persuasion strategy. The decision to direct the promotion to a smaller and more specific audience was made with the intention of this audience forming a stronger connection and being more deeply persuaded by the promotion. Rather than appealing to the largest possible audience but achieving a weaker persuasion, I wanted to value long-term retention of the advertising.

Corn with Pop Mind Map

carra014 — 2023-03-30 03:20:27 UTC

Annotated Bibliography

carra014 — 2023-04-02 15:10:52 UTC

Sampson, J in press, 'Brands with no Names', Journal of Marketing

in 1978 Dave Nichol started an essentially unbranded range of food products known as the 'No Name' brand for the Loblaws supermarket chain. This itself was a knock-off of another basic range of unbranded food products for the French retail company Carrefour, called 'Produits Libres'. Essentially, No Name is a knock off brand made to look like it is the home brand for its respective supermarket company. This saves some of the expenses that most supermarkets go through when they have to build their own home brand of products, allowing them to stock their shelves with low-priced products that have a minimalistic design for much cheaper. Nichol's stolen idea became quite successful, so successful in fact that South Africa then stole his idea with the supermarket chain Pick n' Pay's own No Name brand. Today, we in Australia see No Name's orange and black style being used in the cheap brand Black & Gold. Because the original of these brands, Produit Libres, did not trademark 'No Name' as a brand, food brands since have been able to knock it off for years after. If an idea is good, as was with the case of Produit Libres, it will be copied. That is the case with my promotion, but I will be improving upon my predecessor by using satire to my advantage.

Weinburger, MG & Gulas, CS 1992, 'The Impact of Humor in Advertising: A Review', Journal of Advertising, Vol. 21 No. 4 pp. 35-59

This source suggests that almost 25% of American advertising uses humour, and discusses whether or not it is an affective way of persuasion in advertising. It concludes by saying that humour can be useful because it attracts attention and is easily comprehensible. It does not offer a definite advantage over non-humour in persuasion, but this is dependant on the chosen audience. Because my promotion has a specific target audience who will appreciate its humour, the humour and satire should positively affect its ability to persuade viewers.

Menon, MK, Boone, LE & Rogers, HP n.d, Celebrity Advertising: An Assessment of Its Relative Effectiveness, University of South Alabama & Florida Gulf Coast university, viewed 3 April 2023

This source argues that whilst many believe attractive and/or noticeable celebrities are needed for consumer and audience engagement, this may not be the case. It suggests that many people identify more with 'average guy' marketing than with 'Buff Fabio' marketing, and conducts a study to prove or disprove this. The study concludes that celebrity advertising is not more believable or effective than non-celebrity advertising. Beyond the attractiveness of actors/actresses which initially draws attention, the study within this source suggests that overall effectiveness is not affected. This is useful to know for my promotional video because I will not be able to feature real celebrities like PopCorners, who starred Bryan Cranston and Aaron Paul in their advertisement. By using local talent in my promotion, I will not be affecting the overall effectiveness or believability of my advertisement.

Reflection of Mind Map

carra014 — 2023-04-03 12:36:37 UTC

In making this mind map, I have taken my initial idea and exhausted other approaches for this idea that I can think of. I considered many other outcomes and even brainstormed completely different knock off brands, but ultimately I have decided to continue with Corn with Pop. I still believe that a satirical promotion that uses another brand's marketing techniques but from an ironic standpoint is an interesting promotion. After considering other possibilities, I remain confident in my ability to attract my target audience in a more effective way that PopCorners, Through the use of satire.

PopCorners Breaking Bad Super Bowl ad

carra014 — 2023-04-03 13:33:18 UTC

The original advertisement for PopCorners.
PopCorners 2023, PopCorners Breaking Bad Super Bowl Commercial | Breaking Good 60, video, youtube, February 7, viewed April 3 2023

Esurance Breaking Bad in a Super Bowl ad

carra014 — 2023-04-03 13:40:16 UTC

A previous use of Breaking Bad for a Super Bowl ad by a different company. Utilises similar techniques, but was made when the show was at its peak of populrity meaning it has a differing target audience.
Super Bowl XLIX 2015, Walter White Super Bowl Ad 2015 : Esurance Say My Name, video, youtube, February 2, viewed April 3 2023

American Psycho business card scene

carra014 — 2023-04-03 13:43:18 UTC

This business card scene from American Psycho will be the inspiration for my promotional video. It has 17 million views on YouTube, and many of its comments are ironic in nature, meaning the content fits my target audience well.
Alex Curro 2009, American Psycho -Business Card Scene, video, youtube, March 29, viewed April 3 2023

Treatment

carra014 — 2023-04-03 13:44:20 UTC

My short promotional advertisement for Corn with Pop will utilise marketing techniques to appeal to a younger audience in an ironic fashion.

It will begin with three businessmen in suits sitting at a table. This is Bateman, Bryce, and Van Patten. They are comparing various flavours of Corn with Pop among one another, in a highly dramatic fashion. Bateman confidently reveals his packet of Corn with Pop - sea salt. The others are impressed, but Van Patten one-ups bateman by revealing his flavour - sweet chilli. Bryce is more impressed by Vanpatten's card than Bateman's, to his distain. However, Bryce one-ups them both with his flavou - spicy queso. This makes Bateman even more distressed. Bateman asks Bryce to reveal Paul Allen's flavour, as Allen had just passed it to Bryce beforehand. Slowly, Bryce reveals Allen's flavour - white cheddar. This puts Bateman in an overdramatic state of shock. Bateman says a corny line that non-sublty references his film American Psycho.

This ironic retelling of an iconic scene will reach my target audience and persuade them to buy my product.

Breaking Bad searches in the past 5 years

carra014 — 2023-04-03 13:48:10 UTC

This graph, sources from Google trends, shows that Breaking Bad has seen peaks in popularity in the years 2019 and 2022. This proves a revival of audience interest from a likely younger audience as this graph coincides with the television show's emergence and use in internet 'memes'.

positive comment on PopCorners advertisement

carra014 — 2023-04-03 13:49:33 UTC

negative comment on PopCorners advertisement

carra014 — 2023-04-03 13:50:00 UTC

Font

carra014 — 2023-04-03 13:52:18 UTC

I would like to use Copperplate Gothic as my font. It is the font that features in the film's opening title as well as in Paul Alan's business card during its iconic card scene.

Colour Palette

carra014 — 2023-04-03 13:58:16 UTC

Utilising a mainly red and white palette, with some greys and blacks, will result in a colour scheme similar to that of American Psycho. In this film, the dichotomy of blood red on white is used a lot to emphasise the bloody heart of the movie.

Logo Design

carra014 — 2023-04-03 14:06:27 UTC