‘Here’s what a Korean boy band can teach us about globalization’ World Economic Forum https://www.weforum.org/agenda/2018/12/here-s-what-a-korean-boy-band-can-teach-us-about-globalization/ (accessed 17/03/21) 

This article goes into the history of globalisation and focuses on the immense impact kpop has had/is having  in globalising Korean culture + music. This helped me grasp a greater understanding of my video topic by putting the message I am promoting in context with its roots (globalisation). This will enable me to deliver a clearer, more persuasive message.
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Tellis, Gerard J 2003, Effective Advertising, SAGE Publications, Thousand Oaks. https://ebookcentral.proquest.com/lib/unisa/reader.action?docID=996546&ppg=14
Information from certain chapters of this book, specifically 1 & 10, have helped me to understand the impact of emotion in advertising; compared to logic and facts. This source highlights that by drawing on viewers' emotions you are able to distract them from any obvious intention to persuade them, and instead subconsciously persuade them through emotion. Emotion also requires less effort from the viewer and is proven to be more interesting. Hence, I aim to evoke emotion from my viewers through my promotional video.
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Lee, SoJung, Song, HakJun, Lee, Choong-Ki & Petrick, James F 2018, ‘An Integrated Model of Pop Culture Fans’ Travel Decision-Making Processes’, Journal of Travel Research, vol. 57, no. 5, pp. 687–701.
This source identifies that pop-culture fans are driven by their emotional connection with the music/idols/movies that they love etc. Meaning that people are more likely to take interest in music, artists, series etc, if they feel an emotional connection. It explains that emotion has a major influence on pop-culture fans' behaviours and decisions. This further solidifies my decisions to take an emotion focused approach for my video.
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Teixeira, T.S., 2014. From TV to Web: Content Strategies for Ads That Drive Online Sales. IESE Insight < https://www.hbs.edu/ris/Publication%20Files/Teixeira%20(2014),%20Strategies%20for%20TV%20ads%20to%20Drive%20Online%20Sales,%20IESE%20Insight_11f639d0-b73e-43a9-8e6d-255ff606ceba.pdf >
This report highlights the four main categories of advertising and explains that the most effective is the 'Action-focused' strategy (according to their research). This strategy emphasises the call to action and and generates the most website traffic and sales. Hence, I will implement this 'action-focused' strategy in my video, through text and dialogue, to encourage viewers to check out k-pop. This source also talks about the 'imagery-focused' advertising strategy, in which strong visuals and sound are used to promote the message; this is effective for brand building. Hence, I will also adopt this strategy when creating my video.
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SIMILAR VIDEOS (links separately in padlet):
INSPO VIDEO 1: My video will be heavily inspired by this video, in terms of topic (kpop), style/technique and tone. I want my video to communicate an extremely strong, exciting and enticing tone and emotion like this video. After seeing how effectively the strong and satisfying editing is in this video, paired with the hype, upbeat music, evokes excitement, I plan on definitely using these techniques.
INSPO VIDEO 2: This video is again obviously similar topic and content wise to what I envision my video will be like. However, I specifically liked the use of colour in this ad and the large bold text at the start saying 'LET'S KCON', which takes an action-focused approach, encouraging the viewers to join in. I want to convey this enthusiastic tone in my video.
INSPO VIDEO 3: This video is in a similar field but not exactly the same market, however I want to adopt the montage like editing style of this video. Also, I love the effect and impact of the editing moving perfectly in time with the music, I want to do this in my video to create an impressive and satisfying ad for the viewers, and as a result, leave them with a better impression of my message and topic.

The k-pop fan demographic of my target audience already have a strong fondness and love for my product/message. Whereas those that aren't kpop fans yet might either be curious about it and want to learn more about it or have no idea and perhaps have a stereotypical judgement in their heads.

I want the k-pop fans to feel excited, happy and proud that kpop is gaining ground and awareness in their city. For the not-yet-kpop fans, I want them to feel impressed, intrigued and excited about this new music genre, community and culture, and be enthused to go listen to or watch it or come to an event.

I will convey an exciting tone that energises, impresses and intrigues the audience - making them believe that if they are not yet into kpop, they should definitely check it out. And those that are already kpop fans, I will convey excitement to encourage them to come and support their community in Adelaide

- The colour orange conveys confidence and cheerfullness and hence i want to use a bright, aesthetically pleasing orange in my video for either text or backgrounds to attract the eye and arouse those emotions for my audience. 
- I also want to use yellow as another bright and happy colour that promotes optimism.
- I really want to use light and bright purples and pinks as they are stimulative and trigger creativity and imagination, and are also aesthetically pleasing. HOWEVER, these colours are stereotypically known as feminine colours and hence this could limit my target audience as it may not appeal to some boys.
- White and black will also be used as statement colours to contrast and make text eye catching

Bold, sharp and strong fonts best represent these emotions as they influence confidence, assertiveness and power. These qualities will all make the viewers believe the message and trust that the brand knows what they are doing, hence should be listened to.