Assignment 1: Creative Journal by Ezis, Isabel Charlotte - eziic001

Initial Thoughts

eziic001 — 2023-03-03 05:17:21 UTC

How am I feeling about the course?
I'm feeling excited about developing my ideas and promotional video.

Have I done this kind of thing before?
I have made a promotional advertisement for a cat adoption organisation in the past, and have also learnt some video editing techniques from developing animated book covers.

Do I already have an idea of what I'd like to develop?
I'm passionate about animal welfare, so I would potentially like to make a video exploring that topic. However, I would also like to produce a video that challenges my creativity and design skills.

80 Ideas for Promotion

eziic001 — 2023-03-03 05:20:53 UTC

Awareness around keeping cats indoors
Fictional ballgown-in-a-ball
Fictional safe-to-use psychedelic
Fictional real-life "Character Creator"
Promoting Cat Adoption Foundation
Adopt, don't shop
Fictional ready to buy flavoured ice cubes
Fictional sleep machine that induces lucid dreams
Fictional colour changing hair dye
Fictional business that brings drawings to life
Fictional translating device for animals
Fictional pens that animate themselves
Fictional perfume product
Fictional instant period pain relief medication
Raising awareness surrounding medical malpractice
Awareness for meningitis
Fictional promotion for RPG video game
Fictional promotion for a fantasy webcomic
Fictional colour changing yarn
Promoting physical activity for adults
Fictional true all-in-one flea and worming treatment for cats and dogs
Raising awareness of poor fish-keeping practices
Fictional online filter remover
Awareness of the dangers of drink driving
Promotion for fictional "Cats and Crochet Cafe"
Suicide awareness
Promotion for 3D printed meats
Domestic abuse awareness
Animal abuse awareness
Fictional promotion for a lifestyle blog
Fictional promotion for a new young adult fantasy book
Fictional "find a friend" app
Fictional fairy ball event
Fictional discreet bone-conduction headphones
Fictional 2-in-1 coloured shampoo and conditioner
Fictional fashion line for men's dresses
Fictional tarot reading app
Fictional colour changing press-on nails
Fictional cordless laptop charger
Fictional bug spray that removes bugs from the house without harming them
Warning against smoking/vaping
Promotional video for Blackforest Vet
Fictional music video promotion
Fictional promotion for new digital illustration software
Fictional promotion for a new art club
Promotion for national pet adoption month
Awareness of plant neglect
Sun safety awareness
Heart attack awareness
Fictional free animal health care promotion
Warning against littering
Fire danger season campaign
Awareness of unsafe bike paths
Fictional house for sale
Promoting Petspiration Foundation
Promoting raffle for local animal rescue
Promoting UNISA's Student Support Services
Fictional promotion for pain relief in chocolate form
Promotion for Purrfect Paws rescue
Awareness of gender inequality in workspaces
Fundraising for Ukraine war efforts
Promoting animal microchipping
Fighting against fast fashion
Fictional activewear brand for women
Fictional automatic laundry folder
Fictional app to match pets in need of homes to potential adopters
Fictional device to change colour of clothes
Awareness of pet food ingredients and how to choose food best suited to your pet
Fictional air vacuum to remove pet hair and dust
Awareness of coral bleaching
Promoting human/animal blood donations
Promotion for Share the Dignity
Raising awareness for visually impaired animals
Campaigning for free lunches in schools
Awareness of deforestation and effect on wildlife
Fictional low-carb smoothie
Fictional app for book recommendations
Fictional teleportation device
Fictional app that generates recipes based on ingredients you have at home
Fictional crochet pattern generator

Refining My Chosen Idea

eziic001 — 2023-03-10 04:22:06 UTC

Idea #22: Raising awareness of poor fish-keeping practices
Through working in a pet store, I've come to learn that many media portrayals of pet fish are harmful. In particular, I find that many customers want to house goldfish in ill-suited tanks, due to the media stereotype of goldfish being kept in bowls. I'm interested in deconstructing these harmful portayals in my promotional video.

Promotional Message Summary

eziic001 — 2023-03-24 01:51:24 UTC

Raising awareness of ethical goldfish-keeping practices in Aussie family homes.

Target Audience

eziic001 — 2023-03-24 01:53:46 UTC

My promotional video will target Australian middle-class families with an interest in owning goldfish, particularly millenial parents between the ages of 30-40 and children between the ages of 5-12.

I have chosen to pursue this demographic based on findings that indicate millenials are the largest group of pet owners (APPA, 2022), and fish ownership is closely distributed between men and women (Statista, 2016). Fish are typically viewed as low cost, low maintenence pets, and thus are seen as ideal pets for many working or lower-income families.

Annotated Bibliography

eziic001 — 2023-03-24 01:57:10 UTC

Braithwaite, V 2010, Do fish feel pain?, Oxford University Press, .
In this book, Braithewaite identifies that "we tend to feel less empathy towards fish" (p.136) compared to other animals, and as a result, their suffering is often overlooked. Braithewaite found that fish indeed had nociceptors (pain receptors), and exposure to bee venom and vinegar caused stress and an increase in breathing rate. Further experimentation found that fish who were given saline and then shown a novel object adopted strong avoidance responses to the object - later, fish that were treated with vinegar, followed by morphine for pain relief, showed a more typical avoidance response.

Ultimately, the experiments conducted by Braithewaite strongly evidence that fish can feel pain. She also suggests that preconceptions of fish being insentient in comparison to other common pets (such as dogs and horses) may contribute to our lack of emapthy for fish. Thus, to best communicate my message and evoke empathy from my audience, I should aim to portray goldfish as sentient and capable of feeling pain.
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Yeates, J 2019, Companion animal care and welfare: the UFAW companion animal handbook, Wiley-Blackwell, Hoboken, NJ, pp. 467-476, .
This book was crucial in informing my understanding of goldfish care, and in particular outlines the tank and water conditions best optimised for goldfish. Yeates also delves into the common health problems for goldfish and their causes - for example, overcrowded or polluted tanks can cause respiratory stress. Understanding the conditions goldfish need to thrive will allow me to portray the stark difference between a viable and unviable tank in my video. Furthermore, I can reference this source to help guide my audience towards ethical fishkeeping practices.
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Thomas, SL, Olds, T, Pettigrew, S, Yeatman, H, Hyde, J & Dragovic, C 2014, Parent and child interactions with two contrasting anti-obesity advertising campaigns: A qualitative analysis, BMC Public Health, .
This research article explores the differing interactions of parents and children across two anti-obesity campaigns. One of the videos shown in the experiment was unable to stimulate parents to make changes to their health and weight, especially due to the video not suggesting action. Opposingly, the children found the video to be confronting and motivating, and felt that their parents should take action if they "loved their kids".

I can apply this knowledge to my own video by taking into consideration the differing perceptions of parents and their children. Appealing to children's sense of responsibility could encourage them to advocate for appropriate fish care. Meanwhile, providing examples of proper fish maintenence may stimulate parents to take conscious action.

Treatment

eziic001 — 2023-03-24 01:57:25 UTC

This 30-second promotional video will highlight the cruelty of keeping goldfish in bowls and demonstrate proper practices.

An empty fish bowl full of water is shown in front of a blue backdrop, positioned to the left of the shot. A 'plop' is heard as a cartoon goldfish is dropped into the fishbowl, animated in a childish, crayon style. A close-up shot shows the goldfish's cartoonishly large eyes and exaggerated expressions, portraying its initial excitement to be in a new home. Light, joyful music will accompany the scene.

Time passes, as shown by shadows moving across the bowl and shifts in lighting, and the golfish is seen slowly outgrowing the bowl. The colours desaturate and the music becomes sadder, creating a darker scene as the goldfish begins to lose hope. As the video draws to a close, a larger tank is placed next to bowl, demonstrating suitable living conditions for the goldfish. As the fish is transferred to the new tank, it regains its colour and spark.

The final shot will pan above the bowl and tank, as text appears to restate the cruelty of putting goldfish in bowls, and offer educational resources.

eziic001 — 2023-03-31 03:38:43 UTC

#1 "Somewhere" (Animals Australia, 2021)
"Somewhere" is a highly effective anti-animal cruelty as that uses animation technology create the effect of barn animals singing the song Somewhere. This humanisation of the animals generates a response of empathy and guilt from the audience, promoting action against animal farming. Although I want the tone of my video to be lighter to suit younger audience members, I am very inspired by the humanisation of an animal being used as a device to connect with a more mature audience.

Mind-Map

eziic001 — 2023-03-31 03:39:01 UTC

By creating this mind-map, I was introduced to new ideas and perspectives surrounding my topic. Along with the media portrayals of goldfish in bowls, I considered other common misconceptions, such as goldfish having a 3-second memory and short lifespan. I also considered a perspective on goldfish farming, as it is a cruel industry that rarely gets media attention. Inappropriately housed fish are prone to painful diseases that many fish owners are ignorant of.

This excercise has helped me to define my video to tackling the misconception that goldfish can thrive in bowls, as this myth is related to idea that goldfish are low-maintenence and ornamental. Creating discussion about these misconceptions will consequently help generate awareness of other facets of fish cruelty.

De Bono's Six Thinking Hats Process

eziic001 — 2023-03-31 03:39:26 UTC

🟥 Red Hat: I'm aiming to deconstruct the audience's misconceptions of goldfish care by evoking guilt and empathy for the often overlooked creature. I hope to present a new perspective that inspires the audience to engage with proper goldfish care, and recognise that goldfish deserve respect.

🟦 Blue Hat: I will need physical materials such as a backdrop and fish bowl to create the setting of my video. I will need to organise a proper fish tank for my set, as this is something I don't own. I will also need to arrange a space for filming that has suitable lighting.

🟩 Green Hat: I want to employ a mixed media style for this video by overlaying hand-drawn animation onto a live background. This will provide opportunities for me to be creative with my art style, especially as I want to emulate the art style of a child. I would also like for my animations to 'interact' with the setting, for example, causing the water to splash or ripple.

🟨 Yellow Hat: My promotional video will have benefits such as greater awareness of fish cruelty in family homes and education surrounding fishkeeping. My video may also encourage children to take interest in marine life and animal welfare.

⬛ Black Hat: In making my video, I need to be cautious about appealing to a family audience, therefore ensuring my video is age appropriate and will not cause distress. Additionally, if my video is unable to catch the attention of my audience, the first few seconds may inadvertently perpetuate the misconception that goldfish can live in bowls.

🔲 White Hat: I need to research which software will be most efficient for me to create my animations in, as I have very little experience with 2D animation.

AIDA Process

eziic001 — 2023-03-31 03:39:38 UTC

Attention: A 'plop' sound effect as an animated goldfish drops into a fish bowl will grab the audience's attention within the first seconds of the video. The contrast of the live background and childishly drawn goldfish will create comical interest, suggesting a light-hearted tone to the video.

Interest: The interest of my audience will be retained as the video takes on a slightly darker tone, showing the goldfish in worse conditions and unhappier than before. This will help to gain the empathy of my audience, and encourage them to take interest in how to properly care for goldfish.

Desire: As the audience are confronted by the sadder themes of the video, accompanied by the emotive music, they will be persuaded into reflecting on their own perceptions of goldfish. This may also begin discussions surrounding goldfish welfare within families, sparking action.

Action: By understanding the ramifications of poor goldfish-keeping practices, the audience will feel a greater sense of empathy and understanding for goldfish. This could compel the audience to take action by expanding their fishkeeping knowledge, advocating for goldfish, or enact an informed and ethical approach to caring for pet goldfish.

Tone

eziic001 — 2023-03-31 03:40:05 UTC

As I want to target my video to a family audience, I want the initial tone of my video to be bright and fun, capturing the attention of young children. Through this, I want to foster children's interest and compassion for goldfish.
As the video progresses, I want to reveal a darker underlying tone, bringing attention to the cruelty of keeping fish in bowls. This shift in tone will engage the attention of parents, and aim to create reflection and empathy.

Analysis of Promo Videos

eziic001 — 2023-04-01 13:20:01 UTC

eziic001 — 2023-04-01 13:34:01 UTC

#2 "Department of Family Travel" (Buck, 2019)
Although the content of this commercial is different to the message I will be promoting, I find the style of overlaying 2D animation on 3D objects to be visually interesting, and potentially eyecatching to both parents and children. I would like to employ a similar mixed media style in my video to generate a similar effect, although I am considering using a pencil- or crayon-like brush to better reflect my audience.

Reference List

eziic001 — 2023-04-02 10:08:02 UTC

Adobe Color, (n.d.), Create, .

American Pet Products Association, 2022, APPA Generational Report Volume 4, .

Animals Australia, 2021, Join the evolution – help create a kinder world!, .

Art Projects for Kids, 2022, Easy How to Draw a Goldfish Tutorial and Goldfish Coloring Page, .

Braithwaite, V 2010, Do fish feel pain?,
Oxford University Press, .

BUCK, 2019, Department of family travel, .

Dou Movix, 2013, Cesar love them back 2013 advert, .

Google Fonts, (n.d.), Pangolin, .

Reddit, 2020, Crowded tank, .

Statista, 2016, Pet ownership Australia 2015 by gender, <https://www.statista.com/statistics/672746/australia-pet-ownership-distribution-by-gender/>.

Thomas, SL, Olds, T, Pettigrew, S, Yeatman, H, Hyde, J & Dragovic, C 2014, Parent and child
interactions with two contrasting anti-obesity advertising campaigns: A
qualitative analysis,
BMC Public Health, .

Titanic Fandom, (n.d.), Rose’s pet fish, <https://titanic.fandom.com/wiki/Rose%27s_Pet_Fish>.

Yeates, J 2019, Companion animal care
and welfare: the UFAW companion animal handbook,
Wiley-Blackwell, Hoboken, NJ, pp. 467-476,
.

eziic001 — 2023-04-02 13:54:11 UTC

Rose's goldfish in a bowl in the 1997 film Titanic.

eziic001 — 2023-04-02 14:12:52 UTC

#3 "Love Them Back" (Cesar, 2013)
Love them back follows the simple yet fulfilling life of an elderly man and his dog after his wife's passing. The gentle piano music perfectly sets the scene, defining the tone of this bittersweet video. The sepia colour grading contributes to the ad feeling nostalgic, reminding the audience to seek comfort from our loved ones even through hard times. I found this video particularly inspiring in its ability to utilise the aforementioned film techniques to evoke sincere emotion from the audience.

Colour

eziic001 — 2023-04-03 10:20:22 UTC

I've chosen a bright, saturated colour palette of complementary blues, orange, and yellow. As I want to partially animate my video, I decided that bright colours that would translate well into a cartoony style and catch the attention of my younger audience.

Blue has a strong association with water, which will reflect the aquatic theme of my video. The orange/yellow will reflect the iconic colours of a goldfish, and also portray the initial health of the fish inside the bowl. Desaturating the colours as the video progress will visually represent goldfish's fading life, hinting at the darker themes and underlying message.

Typography

eziic001 — 2023-04-03 10:37:59 UTC

When searching for a font, I wanted to pick something that would suit the hand-drawn look of my video, whilst also being legible for children. Additionally, I needed the font to be somewhat professional to appeal to a parental audience.

I found that the Pangolin font from Google Fonts perfectly accounted for these requirements. The lettering style is simple to read and not overly stylised, yet still has some texture to suit the tone and characteristics of my video. This font is also free-to-use for commerical purposes.

eziic001 — 2023-04-03 11:26:15 UTC

Overcrowded and improperly maintained goldfish tank.

eziic001 — 2023-04-03 11:30:00 UTC

Goldfish drawn with black marker and crayons - similar to the style I want to emulate.