81. Fictional fashion website - Allows user to search by what they DONT want

82. Social message: Promoting Body positivity in men

83. Concept,  Self advocacy: In a medical environment

85. Social message "buy less" . Inspired by sustainable fashion influencers namely Vivian Westwood

Partway through this week I realised I hadn’t been using the course website properly. This revelation created some real panic, I felt I was already behind and it was only half way through the first week of the degree. Thankfully, the panic was short lived and replaced with a sense of relief. I now knew that there was much more information and guidance available to me than I had thought, and I wouldn’t have to bumble through this degree on my own. 

I am now caught up with my reading and the assigned tasks for the week and am feeling confident that I can keep up with what is required of me in this course. I am, however, still feeling daunted by the assessment tasks. I have no experience in video creation or promotion (Sans one marketing course I did at uni a decade ago and have absolutely zero recollection of).  
However, I am determined not to let the woe compile and gum up the works. For now, I will approach this course one activity and one reading at a time. I trust that when the time comes to be putting my video and website together I will have built an appropriate skill base to tackle them.  

Reflecting on my list of 80 ideas and the subject of my promotional video I did find it exceptionally hard to get the cognitive wheels in motion. Before embarking on the list of 80 I sat down to do a mind map to simply identify general concepts I might like to promote.  
Genuinely, I sat at a black computer screen hands poised above the keyboard with zero ideas forthcoming. It has been a long time since I exercised my creative thinking faculties and found that my experience of the task was vastly different to that described by Katrina. For me, the first 20 ideas were laborious, the next 40 were steady but required a lot of looking for inspiration, the last 20 flowed easily. 

I found that most of my ideas came from things that I would personally like to exist in the world and things that were physical/practical manifestations of my values. There are a few outliers of course but I think for the video and website I will focus on something that I am connected to through my values and would be excited to have access to if it existed in the real world. I think a personal connection to the task will help me extrapolate my chosen idea into a compelling end product.

My target audience will have not considered learning AUSLAN. They will view AUSLAN as something they have no need for in their life and that will not ever be of use to them 

After viewing my video I want my target audience to feel both shocked an empowered. I wan't them to ave a realisation that not only is this something that may suddenly become applicable to them but that they also have the power and tools to take action. 

In the early part of my video I intend to utilise red 
to evoke youthfulness and fun.
I will not carry this element of colour design
through to the website. 
When I change the tone of the video to shock the viewer 
I am not aiming for a visceral reaction but a cold shock. 
A realness that brings them to their senses. 
In this part of the video I will implement the cold tones 
of blue used in my colour scheme, colours of authority 
that also utilise the cold neutrality of a grey palate.

Finally I will offer the audience hope and optimism. 
A plan of action and a way to connect with AUSLAN. 
I will use yellow.

In my website I will focus on Trustworthiness, Authority and optimism 
  

A smart phone clad in an industrial shock proof “tradie” style case displays an Instagram style photo of two young men. They have terrible sunburn, tattoos, and are standing on what looks to be the world’s filthiest beach. The two hold aloft extravagant cocktails and strike poses mimicking glamourous Instagram influencers. Hashtags along the bottom of the screen read #weorderedbeers #worstholiday #languagebarrier. 

The screen swipes to reveal another photo in which one friend is taking a selfie in a dodgy motel room, he holds a bottle with a picture of a sun and random English phrases like “Fun” and “Best Beautiful” on the otherwise foreign language label. His friend is in shot behind him splayed, half upright, on the bed, red hot sunburn is prominent against the dull greys and browns of the room. An assortment of frozen food is resting on his skin in an attempt to cool down. The hashtags along the bottom of the picture read #thisWASNTsunscreen #poorbugger #languagebarrier. 

The screen swipes again and shows a very recent tattoo, still covered with plastic film, on the lower back of one of the young men. The tattoo is a cross shape. Raucous laughter cuts through the low frequency, distorted conversation. The hashtags along the bottom of the picture read #SouthernCross #Languagebarrier #FML.

A group of young men sit around a pub table in high vis uniforms, just having clocked off work. The two men featured in the video are there. One of their friends cracks a wide smile and signs while teletext at the bottom of the screen reads: You two crack me up. 

The screen cuts to white. A tag line appears “Imagine living in a world where no one understood you”.  A voice over states “one in six Australians are affected by hearing loss. Be a mate, Learn AUSLAN”.   

Robertson, & White 2011 ‘Tackling men’s health: A research, policy and practice perspective’ Public Health, Vol. 125, no. 7, pp. 399-400.
< https://ac-els-cdn-com.access.library.unisa.edu.au/S0033350611001478/1-s2.0-S0033350611001478-main.pdf?_tid=6cab1038-0cde-45e7-9b02-59e0078780e1&acdnat=1549785723_78cd4934c9663243ab13068334ae2f5d >
 
 

Bauman, H., Murray, J., & Skutnabb-Kangas, T. (Eds.) 2014 ‘Social Gains’, in Deaf Gain : Raising the Stakes for Human Diversity,  Minneapolis: University of Minnesota Press, pp. 17-21.
< https://ebookcentral.proquest.com/lib/unisa/reader.action?docID=1833637 > 
Deaf gain explores the advantages that people who are deaf gain through their unique approach to the world. Social gain is of particular worthiness to my video as social connection will be my central theme. 

 

Snoddon, K., Small, A., & Murray, J. 2014, Telling Deaf Lives : Agents of Change, Washington: Gallaudet University Press.
< https://ebookcentral.proquest.com/lib/unisa/detail.action?docID=3010933 >

Telling Deaf Lives: A collection of Biographies about deaf people written by deaf people. 
This text contextualises important emotional connections that I will have to make in order to convey my message. 

Friedner, M., & Kusters, A. 2015, It's a Small World : International Deaf Spaces and Encounters, Washington: Gallaudet University Press.
< https://ebookcentral.proquest.com/lib/unisa/reader.action?docID=4435593
It's a small world: international deaf spaces and encounters: This book focuses on debunking the notion of “deaf-same” a term to represent the segregating of deaf peoples in society by their disability. This encouraged me to think of deafness differently and the different people who may be affected by hearing loss. 

Cawthon, S., & Garberoglio, C. 2017, Shifting the Dialog, Shifting the Culture : Pathways to Successful Postsecondary Outcomes for Deaf Individuals. Washington: Gallaudet University Press.
< https://ebookcentral.proquest.com/lib/unisa/reader.action?docID=5085080 >
This book is a discussion of the elements of success for deaf people transitioning into postsecondary education such as employment and further training. This book will provide insights onto the system in which hearing impaired people need to exist and examine resiliency in those lose their hearing.  This encouraged me to think of what outcome I wanted for people viewing my video. The discussion of resiliency was an important takeaway from this book as the authors concluded that having an effective support network vastly increased chances of adapting well to life after hearing loss.  

Schembri, A., & Lucas, C. (Eds.) 2015, Sociolinguistics and Deaf Communities Cambridge: Cambridge University Press. doi:10.1017/CBO9781107280298
This text examines international use of sign language, attitudes towards sign language and sign language policy and procedure. This text provides insight into bilingualism concerning sign language and spoken word/written word and multiple other variations on how sign language is used in different societies. 

 

Mellon, N., Niparko, J., Rathmann, C., Mathur, G., Humphries, T., Napoli, D., Handley, T., Scambler, S., Lantos, J. 2015, ‘Should all deaf children learn sign language?’, Paediatrics, Vol. 136, no. 1, pp. 170-176.
< http://pediatrics.aappublications.org/content/pediatrics/136/1/170.full.pdf >
An article looking at the unique relationships of deaf children born to parents with hearing. This article discusses the different options available to families in this situation and is clearly in favour of those with the means to learn sign language to do so. 

Yan, Ming, Pan, Jinger, Bélanger, Nathalie N., & Shu, Hua. 2015, ‘Chinese Deaf Readers Have Early Access to Parafoveal Semantics’,  Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 41, no. 1, pp.  254-261.
< https://oce-ovid-com.access.library.unisa.edu.au/article/00004786-201501000-00017/HTML >
A study showing that deaf readers, who in most cases struggle in comparison to hearing readers, develop a type of semantic processing before their hearing peers. This text provides an interesting argument for the benefits signing and the possibility of different neural connections. 

Toofaninejad, E., Zaraii Zavaraki, E., Dawson, S., Poquet, O., & Sharifi Daramadi, P. 2017, ‘Social media use for deaf and hard of hearing students in educational settings: A systematic review of literature’, Deafness & Education International, Vol. 19, no.3-4, pp. 144-161.
< https://www-tandfonline-com.access.library.unisa.edu.au/doi/citedby/10.1080/14643154.2017.1411874?scroll=top&needAccess=true#aHR0cHM6Ly93d3ctdGFuZGZvbmxpbmUtY29tLmFjY2Vzcy5saWJyYXJ5LnVuaXNhLmVkdS5hdS9kb2kvcGRmLzEwLjEwODAvMTQ2NDMxNTQuMjAxNy4xNDExODc0P25lZWRBY2Nlc3M9dHJ1ZUBAQDA>
This article discusses social media as a learning benefit to deaf peoples of school age. This study uses connectedness as one metric to determine Social Medias positive impact. As connectedness is the core theme that I want to explore in this assignment this text provides legitimacy to the message of my video. 

Schuler, G., Mistler, L., Torrey, K., Depukat, R. 2014, ‘More than signing: Communicating with the deaf’, Nursing Management (Springhouse), Vol 45, no. 3, pp. 27-28.
< https://oce-ovid-com.access.library.unisa.edu.au/article/00006247-201403000-00006/HTML >
More than signing: Communicating with the deaf: This article discusses communication with deaf and hard of hearing people in a medical environment. It focuses on the need for health care providers to improve their standard of communications with deaf peoples to reduce unnecessary distress and hardships to patients.  I believe the information in this text will have applications to my chosen topic with a wider world view.
 

Papagno, C., Cecchetto, C., Pisoni, A., & Bolognini, N. 2016, ‘Deaf, blind or deaf-blind: Is touch enhanced?’ Experimental Brain Research, Vol. 234, no. 2, pp. 627-636.
< https://link-springer-com.access.library.unisa.edu.au/content/pdf/10.1007%2Fs00221-015-4488-1.pdf >
A paper looking at sensory enhancement in deaf people and people who are both deaf and blind. This is important reading for a more educated and sensitive viewpoint of existing in the world as a deaf person. This study concludes that social touch is of great importance to humans. This again links to my core concept of connectedness. 

Timmins, P., Granger, Oliver, Safe Work Australia & Australian Department of Health Ageing. Hearing Loss Prevention Program 2010, Occupational noise-induced hearing loss in Australia: Overcoming barriers to effective noise control and hearing loss prevention, Safe Work Australia, Canberra. <https://www.safeworkaustralia.gov.au/system/files/documents/1702/occupational_noiseinduced_hearing_loss_australia_2010.pdf >
A government report discussing the scope of industrial hearing loss. This report offers figures on populations effected noting that the instances of self-reported hearing loss increased with age. Whilst acknowledging the physical effects of deafness and particularly industrial hearing loss, this article discusses the adverse psychological effects of prolonged exposure to loud noise and resulting hearing loss. This report acknowledges the difficulty of accurately assessing industrial hearing loss due to the time delay between damaging industrial noise and noticing reduction in the quality of hearing. 
 

Wiseman, F. (Dir.) 1986, Deaf, Zipporah, Streaming video, Kanopy.
< https://unisa.kanopy.com/video/deaf >
A video with a “day in the life” perspective of children at a school for the deaf in Alabama. 
This video is heavily biased by emotion. It does a good job of putting the audience into the shoes of those effected by hearing loss and navigating the bureaucracy of the school system with a disability.  

Smith, H. (Dir.) 1977, Yucatec Maya Deaf Sign, Documentary Educational Resources, streaming video, Kanopy.
< https://unisa.kanopy.com/video/yucatec-maya-deaf-sign >
A documentary of a remote village whose inhabitants all sign. This is a wonderful example of what could be achieved with implementation of large-scale uptake of AUSLAN. 

Overton, C. (Dir.) 2017, The Silent Child, Network Ireland Television, streaming video, Kanopy.
< https://unisa.kanopy.com/video/silent-child > 
A Fictional short film. This film presents a child whose parents view her deafness as a problem to be fixed. The film then challenges that presumption through the emotion of the child themselves to convey to the audience that there is nothing to be fixed, only to be embraced. This is a wonderful short, however I feel this representation is a bit “done” I feel to convey my message accurately I must not only tap into a similarly uplifting story but be careful not to repeat a cliched story.

 

Baker, P. (Dir.) 2017, Does love last forever, Cochlear, Streaming video, Youtube.  < http://gluesociety.com/cochlear-hearing-test-in-disguise/ >
Short film, made for Cochlear by CHE proximity, designed to have one ending for people without hearing impairment and another for people with hearing impairment (who may be in denial and relying on other abilities such as lip reading). Aimed at an older demographic. This campaign uses the "social awareness" in disguise tactic in order to get the audience to engage with the material. I also want to use this approach to engage my target audience who may otherwise disregard a social awareness and health message. 

 

Deaf Children Australia 2012, 150 years of Deaf Australia, [Advertisement on Commemorative Mailer], viewed 29 January 2019.
< http://www.campaignbrief.com/2012/09/deaf-children-australia-celebr.html >
This campaign shows what I consider to be a tired approach to social awareness advertising. It shows a young boy and an old man which are both demographics heavily featured in marketing campaigns related to deafness and hearing loss. There is no call to action or attention-grabbing graphics or information. This advertisement is an example of what I want to avoid in making my video. 

Royal Institute for Deaf and Blind Children, 2013, We need your help: Deaf and Blind Bear Campaign, [Advertisement on Posters], viewed 29 January 2019.
< http://www.campaignbrief.com/2013/05/common-ventures-creates-pro-bo.html >
This advertisement has a simple call to action: Donate Unclear target demographic, using toys to evoke thoughts of children, most likely to garner sympathy and encourage people to donate. I feel this is ineffective as it does not draw any sort of connection to those who are unaffected by deafness or hearing loss.

National Foundation for the Deaf (NFD), 2010, Power tools can cause hearing damage after only 30 seconds, [ Advertisement on Unknown], viewed 29 January 2019.
< http://www.campaignbrief.com/2010/07/ddb-nz-print-ad-for-national-f.html >
Ad campaign run by the National Foundation for the Deaf in New Zealand. I found this advertisement only in an archive discussing Caxton nominations. It is hard to make an assessment without knowing what media the campaign was run through, however given the graphic I assume this would be a print media, perhaps magazine or poster. Clear visual messages and a simple direct message make this a very effective way to reach the target audience with the use of a power tool in the imagery to signal to trades people that the advertisement is for them. 

National Broadband Network (NBN), 2016, Silent Reunion, [ Advertisement on Free to Air TV and various Social Media platforms], viewed 29 January 2019.
< https://www.bestadsontv.com/ad/81109/nbn-Silent-Reunion >
Add for NBN, not directly addressing deafness but representative of how deafness is treated in the media. Great use of silence. I feel that I am so accustomed to hearing music in ads that the lack of anything but natural background noise was attention grabbing. Heart-warming ad with a nice twist when it is revealed this ad wasn't specifically for deaf services. 

 

Old Spice, 2010, The man your man could smell like, [Advertisement on TV] viewed 1 February 2019.
< https://www.wk.com/work/old-spice-smell-like-a-man-man >
This is a famously successful comedic TV ad with the same target demographic as mine. I particularly like the fast, bizarre scene changes that keep audience attention. This is an example of how humour can be used to engage a young male audience without necessarily being directly related to the promotional topic. 

 

BMF, 2010, Barra: XXXX Gold, [Advertisement on TV], viewed 1 February 2019, Streaming Video, Youtube.
< https://www.youtube.com/embed/7b3S6tqiHHU > 

Successful TV ad with the same target demographic as my video. Using an Australian style of humour. Heavy emphasis on the concept of "Mateship".

 

 

Budweiser, 2014, Friends are Waiting, [Advertisement on Youtube], Viewed 1 February 2019, Streaming Video, Youtube.
< https://youtu.be/vNquyAXAFeE >

This is a fantastic campaign. It engages the audience with the promise of summer long fun with mans best friend before flipping the narrative and letting the audience believe for a moment that the dogs’ best friend is never coming home. As a viewer the sense of relief is palpable when the human protagonist walks through the door after choosing to stay at a friend’s house instead of drink driving.  I would describe this as an “aah huh” moment when the viewer connects with the message of the add. This add has a similar target demographic to mine and is an excellent example of how to connect to and audience of young men. 

Abett 2015, Crunchy Biscuit Guitar,  freesound online streaming, Freesound.org

Basir R n.d., Sunset through palm trees on beach, Pixabay, Viewed 24^th February 2019,

<https://pixabay.com/photos/sunset-beach-palm-beach-sunset-1755732/>

Breviceps 2018, Tinnitus Sound, freesound online streaming, Freesound.org

MaxPixel 2016,  Hand Man Android Lg holding App Deezer G3 Music, MaxPixel Viewed 11^th of March 2019,

< https://www.maxpixel.net/Hand-Man-Android-Lg-Holding-App-Deezer-G3-Music-2941165>

 

Carrillo – Gonzalez S 2016, Blue lounges on beige balcony beside the sea, Pexels, Viewed 24^th February 2019,

<https://www.pexels.com/photo/blue-loungers-on-beige-balcony-beside-sea-landscape-photography-1662549/>

Instagram 2019, Instagram screenshots, Instagram, Viewed 4th March 2019, 
<https://en.instagram-brand.com/assets/icons> 

Kangaroovindaloo 2013, Busy Dining Room Atmos, freesound online streaming, Freesound.org

Lonemonk 2007, Bar Crowd - Logans Pub, freesound online streaming, Freesound.org

Yi Sk Date Unknown, Untitled white hotel beds, Unsplash, Viewed 24^th February 2019,  

<https://unsplash.com/photos/i7-zqldb2os>