IDM Journal - Assignment 1 by Stewart, Tom - stety027

Initial thoughts and feelings

stety027 — 2021-03-05 05:11:45 UTC

I am both eager and the slightest bit uncertain and nervous for not only the course, but meeting classmates and tutors. I am eager to begin the first assignment and start thinking of possibilites for products or a message which I can promote through my video.

80 Possibilites

stety027 — 2021-03-05 05:11:58 UTC

1. Optimum racing tips

2. Underage gambling message showing the impact that gambling and becoming addicted to gambling can become an issue

3. Gambling help service

4. Safe driving message (e.g. no drinking & driving)

5. Effects of smoking on family and those close to you

6. Motorsport events

7. Local sports teams or competitions

8. Carnivore Diet

9. Do it yourself excel daily schedule spreadsheet template

10. Self-help book review platform

11. Horse racing behind the scenes interviews

12. Benefits of certain fitness supplements

13. Benefits of specific gym training programs

14. Vintage clothing stores

15. Online clothing stores

16. A website which allows aspiring sports commentators to commentate fictional sports

17. A website which reviews products for uni students

18. Front Page Café

19. Clarken Racing

20. Magic Millions

21. Once & Again Book Café

22. Goodlife Health Clubs

23. Cellerbrations Bottle Shop

24. Fictional radio scholarships

25. Search engine for all taken thoroughbred racing names

26. One search engine for tickets to any event within each state

27. A website with a 3d tour of supercars

28. Market place for all small clothing stores (online)

29. Streaming service which streams all sporting events from major leagues via a paid per month subscription

30. Online contact list for all journalists and other media

31. Fictional Bluetooth headset earphones

32. Portable charger, which charges all phones and devices at once

33. Online platform to share information about your cars, gain inspiration from others and meet people with similar interests to yours

34. Website where all TED talks are available by topic, or similar videos like TED talks

35. Promoting any new device that has been released

36. Racehorse ownership scheme

37. Deep clean service of cars, etc.

38. The fringe or other social events

39. Promote clubs and bars in town

40. The AHASA awards

41. Live festival music streaming for those who aren’t attending

42. Online outfit stores that sell brands started by teenagers

43. App which compares all fuel prices and provides the cheapest and closest option

44. Map service which provides the quickest route to chosen destination through backstreets during peak hour traffic

45. Tutorial videos on correctly making healthy recipes

46. Online games review for all platform games

47. Deep shoe cleaning service

48. Clothing and shoe store online which installs discounts and sale prices automatically

49. Car repair tools for those with limited car knowledge

50. Online service to teach people the basics of car repairs and cars

51. Service to educate those on certain sports outside their country

52. Coding educational video series

53. Healthy drinking

54. Promote the best ways to start going to the gym

55. Promote how to create good habits at younger ages

56. Ways of sleeping easier

57. Online platform to help people struggling to complete sections of games

58. Website which provides lo-fi study music in one place (multiple artists etc in the one spot)

59. Lo-fi radio station

60. Paperweights and the importance

61. Grow your own plant kit

62. Indoor veggie patch kit

63. Book or online videos of easy stretches to do everyday

64. Promote importance of standing desks

65. Desk LED figures or plants

66. First time pet owners grooming and feeding kit

67. Grill kit

68. Meal prep containers

69. Healthy portable snack maker

70. Easy at home manicure or pedicure kit

71. All in one travel wash bag, with refills

72. Unley Mercedes Jets
73. Plympton Football Club
74. Mercedes College
75. Adelaide Crows Football Club
76. Sturt Football Club
77. ORTC
78. Country Road
79. Rodd and Gunn
80. Abercrombie & Fitch

Promotional Message Summary

stety027 — 2021-03-12 04:45:27 UTC

Promotional Message: Gamble Responsibly

The message being promoted through the promo video, is to gamble responsibly and think of those around you and the effects your gambling has on them.

Target Audience

stety027 — 2021-03-12 04:45:36 UTC

Target Audience Research Question: What do my target audience currently already know, think and feel about gambling responsibly?

The specific target audience for this promo video, will be those aged 18 to 35 year olds, who regularly spend large amounts of their days gambling. I am choosing this target audience because, this age group is regularly associated with having a gambling problem, and regularly not gambling responsibly. Those aged 25-35 have a larger risk of effecting those around them and losing assets.

Affects of Gambling Ad

stety027 — 2021-03-12 04:45:45 UTC

Victorian Responsible Gambling Foundation 2015, It’s Not Just Gamblers Who Need Support (How Gambling Affects Family And Friends), video, Youtube, 24 November, viewed 12 March 2021,

< https://www.youtube.com/watch?v=MG5iCMvPxro>.
This ad highlights the long lasting impacts both mentally and financially that irresponsible gambling can have on those closest to you. After watching this ad, and similar ads to this, I realise I want to do something similar for my video and create a sense of empathy and understanding of what your actions have on those closest to you.

Research Question

stety027 — 2021-03-12 04:51:44 UTC

What visuals do I need in my promo video, which will persuade my audience to gamble responsibly?

Love The Game, Not the Odds

stety027 — 2021-03-25 03:59:52 UTC

Victorian Responsible Gambling Foundation 2016, Love The Game, Not The Odds (TVC), video, Youtube, 20 September , viewed 12 March 2021,

<https://www.youtube.com/watch?v=9DnC2DF1SSM>.

This advert shows the impact that when a senior figure in a young Childs life spends their time gambling and continually chases their losses, the children start to become more addicted to gambling and wanting to follow in those footsteps. This ad also highlights the importance of loving the sport or game you are competing in or following and disregarding the odds and gambling aspect of all sports.

Take Action Ad

stety027 — 2021-03-25 04:00:42 UTC

NCPG Singapore 2016, Don’t Let Gambling Become A Problem. Take Action Now., video, 9 June, viewed 19 March 2021,

This advert provides a different aspect of when gambling becomes a problem, and the snowball effects this has on your friends. This ad also shows the impact of over trusting someone with money, and how they will repeatedly use you and your money to fuel their addiction to gambling.

Scholarly Articles - Annotated Bibliography

stety027 — 2021-03-25 04:04:16 UTC

Dowling, N A, Dowling, N A, Suomi, A, Suomi, A, Jackson, A C, Jackson, A C, … Lavis, T 2016, ‘Problem Gambling Family Impacts: Development of the Problem Gambling Family Impact Scale’, Journal of Gambling Studies, vol. 32, no. 3, pp. 935–955.

This article explores the impact that irresponsible gambling has on the relationships with family. This research source was useful because, it helped to outline the significant impact that gambling addiction can have, and how irresponsible and constant gambling draws families apart and promotes larger scale arguments, and can lead to violence. From this source, I am able to determine the long lasting impact that gambling has on close family members, the impact the promoting responsible ways of gambling can help to reduce these impacts.

E. Miller, Helen & L. Thomas, Samantha 2018, ‘The problem with 'responsible gambling': impact of government and industry discourses on feelings of felt and enacted stigma in people who experience problems with gambling’, Addiction Research & Theory, vol. 26, no. 2, pp. 85–94.

This research article, looks at the on going problem regarding responsible gambling, and the impact that the government and the gambling industry have on this message, and the feelings felt by those who experience gambling problems. This source, is useful because it researched the gamble responsibly message, and the negative way it is portrayed by industry agencies, and how these ads promote limit setting and self monitoring in a glamorous manner. This source, was also helpful, because it detailed the impact which the government and other organisations and authorities have on problem gamblers, and the lack of support or guidance given by these authorities. From this article, I am able to determine how to portray the gamble responsibly message in my advert, and the specific aspects which can promote problem gamblers to continue gambling irresponsibly.

Landon, Jason, Landon, Jason, Grayson, Elizabeth, Grayson, Elizabeth, Roberts, Amanda & Roberts, Amanda 2018, ‘An Exploratory Study of the Impacts of Gambling on Affected Others Accessing a Social Service’, International Journal of Mental Health and Addiction, vol. 16, no. 3, pp. 573–587.

This research analyses the affects of problem gamblers on those people beyond the gambler. This article explores how those who are in low socio-economic communities rarely seek help. This source was useful as, it outlined how people can be affected by someone else’s gambling problems. This source was helpful, as it also provided me with detail and evidence of which age groups and genders are commonly presenting for social support for their gambling addiction. From this article, I can utilise some of the data to help strongly identify the target audience for my advert, and how promoting a gambling help service, can strongly impact those who are around problem gamblers.

Anti Gambling agencies make gambling addiction more real by calling it a disease.

stety027 — 2021-03-25 05:40:56 UTC

Geckoandfly 2021, Image of Anti Gambling Addiction Quotes, Geckoandfly, viewed 16 March 2021,
.

Well known gambling agencies could influence gamblers through their promotional responsible gambling adverts

stety027 — 2021-03-25 05:49:51 UTC

Tabcorp 2014, Image of Is Gambling A Problem For You?, Tabcrop, viewed 16 March 2021,
.

Treatment

stety027 — 2021-03-26 05:03:03 UTC

This advert will portray the effects that a gambling addiction has on those around you, and the impacts of not gambling responsibly.

The ad starts with a black screen fading into a group of male friends sitting around watching sport on multiple tvs and monitors. The camera will pan around the room, with the group talking and laughing in the background. The pan shot will move into a wide angle shot showing the whole room, which will slowly fade into all of the monitors and TV’s being taken, and a couple arguing in the front of the shot. The chatter, and laughter will fade out with this shot, and the couple’s argument will be muffled, as all of the items in the room are repossessed. You will hear those taking the items from the room speaking softly in the background, and the scene will be dark and eerie with no background audio track.

The end of the ad, will stop on the arguing couple, with a narration over the top, calling for those with an addiction or those not gambling responsibly to utilise the Gambling Help Service.

AIDA - Creating the message

stety027 — 2021-03-26 05:03:11 UTC

Attention:
I will grab my audience’s attention by creating a scene, where a group of friends are sitting around the TV gambling on live sports. During this scene, all the characters sitting around will be surrounded by TV screens, laptops, iPads etc, to show the level of addiction by each character. I intend to create a warm and pleasing environment during the first half of the ad, compared to the second half which shows portrays the environment in a dark and dingy environment which shows the stark reality of gambling addiction.

Interest:
I will portray a relatable situation which most men will have experienced whilst gambling, which will be watching and gambling on sporting events with their friends. This situation will capture the target audience’s attention, before portraying the reality of gambling when couples are arguing of money and furniture and other items are being removed from the background.

Desire:
A familiar setting will be established, with the scene setting on a living room of a few friends sitting around screens gambling and watching sports. This scene will be fun and warm but dim, as the setting of a normal Saturday gambling is portrayed but the reality of addiction shows through.

As the scene is established, the reality of gambling addiction will start to become more evident, and the environment and mood will change to dark, raw and scary, whilst showing the truth of what can happen when gambling becomes a problem.

Action:
Following the advertisement, the audience will understand the repercussions of gambling addiction, and be stunned by the harsh reality of gambling. This will be followed by promoting the Gambling Help Service in the last few seconds of the ad in bold text, to show the target audience that action can be taken, and they should not be ashamed to admit their addiction.

Mindmap Reflection

stety027 — 2021-03-31 22:20:01 UTC

The mind map which I created, helped to expand on my ideas about what I could produce for my promotional video. Including different ways of gambling, and the years and ages when some people are introduced into gambling or the notion of gambling, gave me strong ideas on what I could include for my video. The placing of bets and placing of money, and the way in which other advertisers show this, is something I also want to delve deeper into.

Tone

stety027 — 2021-03-31 22:20:45 UTC

How do you think your target audience feels about your product before they’ve seen your video?
I think that my target audience feel that the Gamble Responsibly message is an important message to promote, and that they are acutely aware of the risks that are associated with gambling. At the same time I also think that my audience feel overwhelmed and unsure by the message, as all gambling ads do try and promote the responsible and safe gambling message but never offer a way of helping those who are struggling to keep limits on their gambling, and these ads do not show how to seek help.

How do you want them to feel after they’ve seen your video?
I want my audience to feel like they have a voice, and they can speak up about their addiction and problems they face when gambling constantly, along with feeling like they are not alone during this process and there will always be someone to talk with. The ad will hopefully enable those who have an addiction to speak out, and utilise the gambling help service and find a way to stop obsessing over gambling.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?

I will need to convey an eerie and warm tone from the video, in order to surprise the audience with how quickly things can change when gambling. I will also need to convey emotions that will show the audience the impact gambling has, and allow the audience to empathise will those they know who are gamblers. I will need to convey harsh emotions which will hit home for the audience.

Colour

stety027 — 2021-03-31 22:59:03 UTC

I chose to utilise the green and blue colour scheme, as they are the most common colours related to Gambling. These colours also express the positives of gambling, whilst also drawing upon the need to be responsible and gamble within limits. These colours are similar to those used in responsible recycling ads, and gambling ads produced by TAB and other major gambling agencies. These colours will provide a stable and inviting look onto my page, and show that the gambling help service message which is being promoted is trustworthy, and the contrast will stand out between these two colours.

Fonts

stety027 — 2021-04-02 04:33:32 UTC

I have chosen to use Chunkfive Ex for my headings font, as this font is bold and easy on the eye and will draw the audience. I am using Grand Cru for my sub heading as its light and simple, and Chapaza for the main body text, as this font is neat and will keep the viewer engaged throughout. These fonts portray that Gambling Responsibly is extremely important, but using the Grand Cru sub heading font, show that there are ways around addiction, and not feel like all gamblers are alone.

Mind Map

stety027 — 2021-04-04 04:59:03 UTC