IDM Journal Assignment 1 by Stevens, Caitlin Amber - steca019

Initial Thoughts

steca019 — 2021-03-02 04:14:26 UTC

So far I am really enjoying this course but I haven't really made anything like a promotional video before. Ive personally only done some digital design through Adobe programs but never a video. I think this will be a good learning experience and I might really enjoy it and find a passion for making videos and brainstorming ideas.

80 Possible Things

steca019 — 2021-03-02 04:14:36 UTC

1. A hot air balloon company

2. A run for medical research

3. Restored furniture

4. A makeup company

5. Local parks

6. Parks and playgrounds in areas

7. Candle business

8. Local pride events

9. Cancel culture

10. Lego building organisation

11. Baking business

12. Local LGBT talent

13. Pet sitter

14. Sustainable farming

15. Photoshop

16. Apple cider vinegar

17. Chinese restaurant

18. Dog walker

19. Insurance companies

20. Nail tech

21. Clothing hire

22. Sustainable clothing

23. Fast fashion

24. Dog walker

25. Pet groomers

26. Hair accessory company

27. Etsy stores

28. Clay jewellery

29. Social media influencers

30. Local makeup artists

31. Start-up photographer

32. Driving school

33. Queer youth groups

34. RSPCA

35. Pottery

36. Arts and crafts fair

37. Start-up digital artists

38. Hair donation for cancer

39. Local café

40. Hair braiders

41. Board game association

42. Local safe spaces for LGBT+

43. Interior designer

44. Freelance artist

45. Landscaping company

46. Disposable cameras

47. Evolution on social media

48. Adobe products e.g., inDesign

49. Magazine company

50. Pet adoption

51. Phone cases

52. Vinyls

53. Artwork on old vinyls

54. Personalised glasses

55. Personalised alcohol

56. Drink driving

57. Cyberbullying

58. Queer entertainers

59. Poetry

60. Minimalist interior design

61. Social media trends

62. Screen time for children

63. Impact on children’s youth through technology

64. Societies gender norms

65. Misconceptions on toxic masculinity

66. Veganism

67. Impact of coeliac disease

68. Music advertising

69. Typography

70. Women in sport

71. Gender neutral bathrooms

72. Pronouns and their importance

73. Cis gender vs. transgender

74. Gender neutral dolls

75. Guide dogs

76. Emotional support animals

77. Animation

78. Catfishing

79. Women in the music industry

80. Social medias political uses

Chosen Message

steca019 — 2021-03-09 03:48:10 UTC

How teenage girls are contributing to fast fashion without knowing it and how they can prevent it.

Target Audience

steca019 — 2021-03-09 03:49:02 UTC

The main target audience would be consumers of fast fashion brands such as Cotton On, Zara, Pretty Little Thing etc. that contribute to fast fashion but don't tell their customers on the impact that their purchases are having on the environment. This is mainly women aged 15-25 as they are gaining an income and buy their own clothes and make decisions on where they shop.

Annotated Bibliography

steca019 — 2021-03-16 03:39:16 UTC

Academic Sources:
Tokatlı, N 2008, 'Global sourcing: insights from the global clothing industry-the case of Zara, a fast fashion retailer', Journal of Economic Geography, vol. 8, no. 1, pp. 21-38.
This source really goes into detail about what makes some of these brands we know fast fashion and how society has labelled them as that. I used this source just to get a better understanding on what fast fashion was in the first place and how it is such a growing issue and has been for the past 20 years. This source gave me some ideas into what brands I personally use that are classified as fast fashion brands and why we keep buying from them when it is harming the environment and ethics of other countries.

Jin, S & Aihwa, C 2018, ‘Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach’, International Journal of Retail & Distribution Management, vol. 46, no. 1, pp. 90–107.
This source really explained to me why fast fashion has happened and why the main contributors are doing nothing about it. This one gave me a lot of ideas for my promotional video as in the source they interview students and ask them if they know they are contributing to fast fashion which they were unaware of. I want to convey something like that where brands are exposed for contributing to fast fashion and they don't even know that they own clothing by those brands.

Teona, G, Ko, E & Kim, SJ 2020, ‘Environmental claims in online video advertising: effects for fast-fashion and luxury brands’, International Journal of Advertising, vol. 39, no. 6, pp. 858–887.
Because this source focuses on the digital and video advertising of fast fashion brands I was intrigued to find out how advertising can effect the way someone shops if they know that they are contributing to fast fashion. For my video I am going to focus on sustainability and letting the audience know what brands are sustainable and not contributing as much to fast fashion and how they can avoid contributing too.

Mind Map

steca019 — 2021-03-23 03:45:19 UTC

When I was doing my mind map it really helped me look at some certain aspects I hadn't thought of yet such as the ethical problems surrounding fast fashion and where our clothes actually come from. It also helped me list all of the brands I knew that contributed to fast fashion with their constant new brands and horrible quality. But this mind map also got me thinking about the good things that can come out of everyone understanding more about fast fashion such as some recent trends like thrifting and up cycling clothing on online marketplaces.

What is the message you wish to promote in your video?

The message I want to promote in my video is that there are more options other than the fast fashion brands everyone is so used to and that you can get trendy clothing that is better quality from thrift shops and anywhere that sells second-hand clothing.

How is your video ‘creative’ and different to those that already exist? (are you taking a new approach? Focusing on a new perspective? Targeting a new audience?)
There isn't really anything around that focuses on the up cycling of clothes and thrifting as it is a new online trend and not many promotional videos have been made about it there than random TikTok's of brands promoting their clothing up cycling business.

Identify the Message

steca019 — 2021-03-23 03:53:32 UTC

Attention:
Including brands my target audience will know and not know that they contribute to fast fashion will get them to watch to understand what their purchases lead to. Also looking into the trend of thrifting which my audience would have heard of and elaborating on it. Showing what either buying from fast fashion companies or thrifting and the outcomes and how they are contributing to landfill and mass textile wastage from buying cheap clothes that go out of fashion in 3 months.
Interest:
To get the audiences interest I will show them what their shopping choices can lead to which will hopefully get them to keep watching. Also making it quite relaxing and not making it seem like I'm shoving something in their face and making them do something but really just suggesting it so that they are more inclined to perceive the message in a more positive way.
Desire:
In my video I want to use people that are my target audience's age so that they can see that it is them that I am portraying this message. They can see themselves in the video and see what they are doing wrong and how they can fix it to make the world a better and less wasteful place without all of the textiles in landfill.
Action:
The action that I want my audience to do at the end of the video is to look into thrifting clothes and buying second hand clothing so that they don't end up in landfill and just show them that you can buy fashionable things in thrift stores and they should stop buying clothes every time a new trend comes around.

Similar Advertisement 1

steca019 — 2021-03-23 04:10:18 UTC

Fabric For Freedom 2018, Fabric For Freedom Launch Campaign // Sustainable Fashion, video, YouTube, 10 October, viewed 23 March 2021, .

I really like the message they conveyed in this video as they highlighted what was happening around the world and the impact of fast fashion. One thing I didn't like was that they didn't explain like how what they were wearing hadn't contributed to fast fashion but they did show the photoshoot of them selling their preloved clothes and passing them on to give it another life and not to be thrown in landfill which is definitely something I want to touch on in my own video.

Similar Advertisement 2

steca019 — 2021-03-23 04:10:29 UTC

H&M 2015, H&M Conscious: Sustainable fashion through recycled clothes, video, YouTube, 3 September, viewed 23 March 2021, .

In this video I really liked the way they left the message at the end without really any context but the audience still understood how they told the message. Talking about no rules, but just recycling is really smart because I kept watching just to find out what they were going to say at the end. Having a bold ending is what I want to attempt to do

Similar Advertisement 3

steca019 — 2021-03-23 04:10:37 UTC

Ko, A 2016, The True Cost of Fast-Fashion, video, YouTube, 20 April, viewed 23 March 2021, .

This video is good and very informative about fast fashion around the world but I don't really want something informational. I want to go for more of a artistic take to it with a message on up cycling and donating clothing over just giving statistics and a bunch of information because I don't feel like I can get a clear message across with numbers and facts.

Treatment

steca019 — 2021-03-23 04:24:05 UTC

A girl looks through her wardrobe to find something to wear but doesn't like anything she owns. She then goes onto Facebook Marketplace on her phone to look for some clothes. She finds something she likes and messages the seller. She then goes to their house to pick up the second-hand clothes. It then cuts to how much she paid for the second hand clothes then how much they were brand new. This is showing how much she had saved from buying the clothes second hand. Finally cutting to a black screen with the words "Save your money, buy second-hand"
Throughout the video there will be a peaceful track that is copyright free, there will be no talking until the end where "Save your money, buy second hand" will be read aloud.

Tone

steca019 — 2021-04-05 05:35:18 UTC

I want to create a happy tone in my video just to kind of show that what they're doing is a good thing and buying second hand isn't contributing to fast fashion and that they are making good choices. The colours that will fit the tone I want to convey would be bright orange, greens and yellows to make it really happy but also some neutrals to make it calming.

Fonts/Typography

steca019 — 2021-04-05 05:35:27 UTC

For the fonts in the video which would be at the end with the message I want it to be a serif font. It's not too loud and in your face and looks slightly professional. Some I like are Bell MT and Crimson Text. These fonts go really well with the colour theme I want to go with and will make it all cohesive. Also will be against a solid background so I don't want anything too crazy when the message itself isn't crazy. A lot of the fonts I am thinking of using are in the source below.

Shoaf, J 2021, 'Top 10 Most Popular Serif Fonts of 2021', blog post, Typewolf, 21 February 2021, viewed 4 April 2021, .

Colour Palette

steca019 — 2021-04-05 05:35:38 UTC

I have chosen these colours for the vibe of my video because they are peaceful colours and are very relaxing. I didn't want anything in your face and exciting when the video is not going to be exciting, just mellow. It also isn't too dark because there's nothing dark about the video. Hopefully these colour will create a peaceful mindset for the audience.