Journal by Ellen Ramke https://padlet.com/ellen_kr/i4cgil32mg8s Promotional Video Development en-us 2018-02-27 04:55:40 UTC 2018-04-13 07:40:25 UTC hello@padlet.com THE POSSIBILITIES... ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/235731731 ·    Promoting a small South Australian business. Perhaps:
     > 'LP Handmade'
     > 'You and Eye'
     > 'The Grind Thief'
     > 'Made by Amy'
     > 'Graze. Gourmet Platter Co.'
     > 'Annabelle J Makeup Artist'
     > 'Rob my Robe'
·    Creating a tourism scheme for a town or region, such as:
     > Victor Harbor
     > Port Elliot
     > Middleton
     > Goolwa
     > The Fleurieu Peninsula
     > Second Valley
     > Rapid Bay
     > Normanville
     > Carrickalinga
     > Aldinga
     > Mt Lofty
·    Advertise a not-for-profit organisation, such as:
     > The Smith Family
     > Youth Off the Streets
     > Aboriginal Family Support Services
     > Youth Opportunities
     > CanTeen
     > Australian Refugees Association
·     Advertise my home in Middleton as a holiday house
·    Advertise a set of headphones
·    Advertise a watch 
·    Promote healthy eating 
·    Promote an active lifestyle 
·    Promote a fitness bootcamp 
·    Promote veganism 
·    Promote the removal of plastic bags from shopping facilities
·    Promote organic shopping ]]> 2018-02-27 05:01:59 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/235731731 INITIAL THOUGHTS ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/235733637 I am quite excited to begin this course. I am currently studying Journalism & Professional Writing, however I am particularly interested in digital content creation, more specifically photography and videography, hence I selected this course as my second year elective. I imagine the assignments will be difficult, as they will require me to activate my most creative instincts and be completely original, but this excites me as I don't necessarily have this opportunity with any other course I will study throughout my degree. 

I find humour to be one of the most effective methods of appealing to an audience, so I hope to focus primarily on this technique throughout my work. I have a very clear idea of the video I hope to create, the challenge will be to execute the project to my satisfaction with a minimal budget and little editing experience. ]]> 2018-02-27 05:23:32 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/235733637 PROMOTIONAL MESSAGE ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/238453613 The Bose 'Noise Cancelling Headphones' are not just a pair of speakers, they're an escape from reality.  ]]> 2018-03-06 05:00:31 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/238453613 TARGET AUDIENCE ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/238453984 Traditionally, Bose advertise to the technologically savvy young adults, but I want to pitch this product to an older age demographic, with alternative intentions. This advertising scheme will be specifically targeted towards parents, of children young and old: this is not in hopes of convincing the parent to purchase the item for the child, but instead, for themselves as an attempt to escape the children. ]]> 2018-03-06 05:04:13 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/238453984 ANNOTATED BIBLIOGRAPHY ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/250971408 Chung, H & Zhao, X 2003, ‘Humour effect on memory and attitude: moderating role of product involvement’, International Journal of Advertising, vol. 22, no. 1, pp. 117-144.

Summary: This journal article outlines the effects of humour on the memory attitude, specifically in relation to advertising. This is conducted using of a multi-year survey, which recorded the responses to commercials shown during the Super Bowl from 1992-1997. This study showed that humour is, in fact, the most effective method in terms of ensuring consumers remember the product and formulate a positive attitude towards it. By analysing the cognitive behaviour of the subjects, the researchers found that increasing positive arousal enhances the individual's information processing capabilities and creates more favourable judgements. This article also outlines when humour is appropriate in advertising and when it is not: stating it is most appropriate when the product or service being sold is inexpensive and its purchase will not cause major ramifications. If used inappropriately, humour can become counterproductive.

Critique: This article confirmed my assumption that humour would be the most effective and appropriate mechanism when advertising my chosen product, and supported this notion with evidence which takes expense and consequence into consideration. The study may be slighty outdated, however, it is based on the foundations of human nature, which I can assume has remained constant since this article's publication date. It does not, however, give any indication as to what form of humour would best suit a device of the 'Noise Cancelling Headphone's' expense. Overall, this source proved relatively useful in terms of outlining how the theme of my advertisement would influence the outcome, but it provided a stronger foundation for my research, highlighting concerns which require further consideration.

Forster, K & Brantner, C 2016, ‘Masking the Offence? An Ethical View on Humor in Advertising’, Journal of Media Ethics, vol. 31, no. 3, 146-161.

Summary: This article outlines ethical concerns associated with advertisement and describes how humour is often used to mask these immoralities. It introduces some themes to avoid, as they have proven extremely controversial in the public eye, this includes: sexual practises, racial or religious prejudice and anti-social behaviour. The most frequent complaints made by consumers are often regarding advertisements that include: images or words unsuitable for children, innapropriate language, portrayed or implied violence, sexual themes and nudity, sexism, stereotypes, and prejudice. This article concludes by stating consumers are much more likely to be offended by manner (themes) rather than matter (the product).

Critique: ‘Masking the Offence? An Ethical View on Humor in Advertising’ proved mildly useful in terms of planning my approach. While it reitterates the themes to avoid, much of what this article stated is common sense and simple morality. This article discusses how unethical themes are often masked by the use of humour, rather than explaining how some ethical issues may be distastefully used as a form of humour, which is not as relevant to my project. I plan to film a scene in which a mother locks herself away from her fighting children, so they are out of sight, hence, the intetion of this research was to discover whether this particular scene will provoke ethical concerns regarding child abandonment and parent ignorance. Unfortunately, these subjects were not covered in this article.

Beard, F 2007, ‘Advertising and Audience Offence: The Role of Intentional Humor’, Journal of Marketing Communications, vol. 14, no. 1, pp. 1-17.

Summary: ‘Advertising and Audience Offence: The Role of Intentional Humor’ considers humour to be a relatively risky form of advertisement strategy as it has the potential to offend. It states that humorous advertising is becoming more and more difficult to create; this is essentially due to consumer complaints being, more often than not, associated with this form of advertising. When humour fails, it often results in annoyance and negativity, and televised media outlets are much more vulnerable to this scrutiny than print media. This article lists and decribes the three types of humour mechanisms, which include:
  ·  Incongruity Resolution: a form of humour which is a result of two contrasting personas working in opposition to obtain the same goal.
  ·  Arousal-Safety: which involves the inducement of anxiety or uncertainty in a situation where the consequences are insignificant.
  ·  Humourous Disparogment: this includes behaving negatively in a situation which belittles another being.
It is blatant to see how each of these could inflict offence, however, advertising agencies often use more than one of these mechanisms in one promotional scheme. The study was inconclusive as to which mechanism was most likely to provoke negative reactions.

Critique: While this article did not discuss the themes I am potentially including in my promotional video, it did aid me in the judgement of their appropriateness. It has informed me that any form of humour I use has the potential to offend, but the degree to which I plan to portray the potenntially unethical notions (see previous critique) is relatively safe. I hope to appeal to my audience's sense of relatability - rather than irritability - and evoke a humourous reaction this way. I feel the unrealistic plot line (see plot summary) will also remove the risk of serious offence.

Best Ads Channel 2016, Bose ad Quiet Comfort 35 Headphones Get Closer, video, YouTube, viewed 5 April 2018, https://www.youtube.com/watch?v=OWFoDkef1Gs.

Critique: This video was created to advertise a similar set of headphones I plan to promote. It also obtains a similar promotional message to mine: that these headphones are an escape from reality. In this video we witness a young girl dancing through a street, with no visible sign of another life elsewhere, when suddenly, upon the conclusion of the video, an image of the reality is shown, where dozens of people crowd the vacinity, but she is oblivious to it all. I wish to create a similar ideal in my promotional video: with the woman's children seeming to disappear and she is taken to an alternate environment with peace and tranquility. While my video plot displays many similarities to this one, its most distinctive difference will be the subject and target audience. This video is of concern to the younger generation, I hope to appeal to a slightly older demographic, specifically including: parents.

TVCommercials 2017, Bose – Get Closer UK Commercial, video, YouTube, viewed April 5 2018, https://www.youtube.com/watch?v=tQRC6UcUtvc.

Critique: This is a professional advertisement designed to promote a similar product to the one I intend on presenting. Similarly to my proposal, this advertisement portrays these headphones in a manner which allows the consumer to believe that they will provide an escape to whatever they may be going through. This video depicts a young ballerina, in obvious pain, but the headphones have allowed her to escape to with a blissful mindset. While the plot line of my video displays similar ideals, I plan to create an enhanced version of the escape. My video will not only display a shift in the mother's mindset, but it will also display a fantasy in which she seems to have completely left the environment in which her physical self remains. The subject of this advertisement is also much younger than the audience I hope to appeal to.

 
SYDNEYOC 2007, Ultra Tune Kids, video, YouTube, viewed April 5 2018, https://www.youtube.com/watch?v=khCgwQDGHU0.

Critique: This iconic Australian advertisement presents a similar theme to the one which I plan on using. It poses no similarities in terms of messages or matter, however, the use of fighting children and irritated parents is the exact storyline I hope to create, although I plan on allowing the parents an escape. While this video does not display many similiarities to mine, it has posed very useful in reassuring my method. Upon researching humour in advertisement, I became very sceptical of the ethics my content will present; however, this advertisement was very well recieved by the Australian public when it came to air, so I do not believe my video should be of concern. 
]]> 2018-04-12 01:43:16 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/250971408 MIND MAP ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251432689 Prior to making this mind map, I was so certain of the video and plot I plan to create, but this exercise made me push my creative boundaries and think outside my pre-formulated ideals. Upon consideration of other consumer demographics, I was able to create different approaches to to suit different character types. I would have never imagined the possibilities without applying this form of creative thinking. I have now questioned my entire approach to this promotional scheme. ]]> 2018-04-13 06:12:59 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251432689 DEFINING MY BRAND ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251435727 Many of the advertisements surrounding the Bose 'Noise Cancelling Headphones' have created a similar message to the one I am planning on delivering. However, the notion, that will set my video apart from the rest, is appealing to an age demographic that is not typically associated with this brand. I also hope to use a form of humour within my video. This mechanism is one of the most effective in the advertising industry, but has not been used in this brand's professional promotions yet. This should strengthen my appeal and set me apart from the brand's traditional advertisements. ]]> 2018-04-13 06:35:16 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251435727 PLOT SUMMARY ellen_kr https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251438033 The video begins with a visual of two children fighting and screaming. They yell for their mother, who races to see the chaos, but as she sees the dilemma in front of her, she does not attempt to resolve the situation, instead she shuts and barracades the door and leaves the children to fend for themselves. The mother walks away, sits down on the lounge adjacent to the room and picks up her pair of Bose noise cancelling headphones the 'QuietComfort 35'. She picks up her phone, turns on some music, closes her eyes and immediately she is transported into an alternate reality: a tranquil and peaceful environment which matches the tone of the song she is listening to. Warmth and light fills the screen. She is filmed enjoying her blissful state, relaxing. Then, the footage cuts back to her actual reality. She is blissfully oblivious in the foreground, while her children are attempting to break the barracade keeping them locked inside the room in the background. The slogan 'Bose QuietComfort 35: not the escape we deserve, but the escape we need' is then written across the screen and the advertisement concludes. ]]> 2018-04-13 06:47:03 UTC https://padlet.com/ellen_kr/i4cgil32mg8s/wish/251438033