IDM journal by James Bennett

Initial Thoughts

benjs006 — 2021-03-05 05:11:35 UTC

When first reading about this project, I was both excited and quite stressed. I was a little bit worried because I'm inexperienced when it comes to marketing products and/or messages. Additionally, I was a little overwhelmed after seeing prior students work and how much time and effort had been put in to this project. Therefore, I was concerned that this project was going tot take up an excess amount of time for me to complete. However, I was also very excited to be able to do research for a product or message that I was passionate about. In addition, I was looking forward to being able to make an advertisement about my idea because I'm very passionate about filmmaking. Also, I had never created a website or used HTML at all, therefore I was looking forward to learning this as a new skill.

Initially, I believed that my advertisement would target children because for the advertisement I could create a bright, colourful ad that would be used to grab attention in the first five seconds. However, after researching soft drinks advertisements I found that many of they used this colourful aesthetic in order to gain attention very quickly. Instead, I decided to not go this route in order to differentiate from a regular soft drink advertisement. Due to this, I didn't know how else to create an advertisement for children which had a unique style. Therefore, I began to brain storm ideas for who else to create an advertisement and found the idea of creating an advertisement for adults, in particular parents. through this change I can in turn change parents perception on soft drinks and thus they can ensure that their children reduce their soft drink intake so that they can become healthier. Therefore, my new idea for this advertisement targeting adults will focus on making them feel disgusted to some extent. Thus, through viewing my advertisement I can hopefully make parents think that their children will be better off drinking Kombucha which is far healthier.

80 possible things

benjs006 — 2021-03-05 05:11:56 UTC

1 fictional blockbuster film
2 mental health awareness
3 drug and alcohol abuse awareness
4 commercial for a fictional miracle product
5 YouTube channel
6 Volleyball club/team
7 toxic masculinity/suicide among men
8 why you should study film/television
9 stretchy key chain thing ad
10 an ad for something very old that has been made to look modern (presented as being modern)
11 An obscure board game ad
12 why we should follow covid protocols
13 Why everyone should own a pet of some sort
14 Why people should play a sport of some sort and why that's beneficial
15 An Ad to watch Daniel Sloss' Jigsaw and why it will improve your life
16 Why you shouldn't drink soft drinks
17 plastic pollution awareness
18 climate change awareness
19 Why social media can be harmful
20 Why the Oscars are pointless
21 benefits of 8 hours of sleep every night
22 choosing a random supermarket product and making the most interesting ad about it that I possibly can
23 Why Michael Jordan is the greatest basketball player of all time
24 Ad for D&D and why you should play it
25 benefits of learning an instrument
26 made up instrument
27 promote fictional clothes brand
28 Why we should reduce the amount of plastic
29 Why you should recycle
30 Why media outlets should be distributed more evenly
31 Don't drink and drive
32 Increase taxes on rich people
33 Why AI is bad and we shouldn't try to make it
34 Solar powered electric skateboard
35 automatic drink refiller
36 Machine to exchange notes into coins and coins into notes
37 cable management
38 Free wifi everywhere
39 A space ship similar to a cruise
40 why the mandalorian is the best star wars media
41 watch batteries to be sold in convenience stores
42 bulletproof napkin
43 backpack to fit all of your filming equipment
44 drawing tablet attached to laptop/desktop
45 audiobooks and why they're great
46 portable earphones holder
47 device to untangle ear phones
48 portable pen holder
49 retractable pencil/pen
50 portable phone charger
51 water filter built into water bottle
52 drone that can pick up food
53 a very good budget phone
54 wireless earphones with a good battery
55 movie idea generator
56 cinematic universe generator
57 squarespace
58 a good text/grammar checker/editor
59 How apple is stupidly overpriced sometimes
60 why you should watch anime
61 a healthy chocolate
62 instant couch/carpet cleaner
63 portable seat for any occasion where you want to sit down
64 spray on shoes
65 Why everyone should own a 3d printer
66 car cupholders that can change to fit the size of the cup
67 a teleporter
68 why glamourizing alcohol and drug abuse is dangerous
69 the perfect filming camera which is cheap
70 why the original teen titans should be brought back
71 why the daredevil tv show should be brought back
72 random generator to give you 80 ideas
73 emotional benefits of music?
74 machine that makes your old socks feel brand new
75 automatic machine that irons all of your clothes
76 good fonts random generator
77 why you should read comic books
78 why YouTube is a bad platform for creators
79 why Zelda BOTW is a great game and worth buying
80 Why NBA 2k is not worth buying every year

Summary of Promoted Message

benjs006 — 2021-03-12 04:46:17 UTC

Kids and adolescence should not drink soft drinks due to them being extremely unhealthy and they should instead drink Kombucha which has many health benefits. Therefore, any child is much better off drinking something like Kombucha. This is a much better reality than drinking soft drinks from an early age where they're likely to develop health problems as the person grows older.

Identify the Target Audience

benjs006 — 2021-03-12 04:46:42 UTC

My target audience is parents. I chose to target parents due to the fact that they have the most power over their kids diet. Thus, I could potentially influence parents to ensure that their children are healthier by limiting or even stopping their children from drinking soft drinks.

Academic Sources

benjs006 — 2021-03-17 06:51:04 UTC

Beal, Ty, Morris, Saul S & Tumilowicz, Alison 2019, ‘Global Patterns of Adolescent Fruit, Vegetable, Carbonated Soft Drink, and Fast-Food Consumption: A Meta-Analysis of Global School-Based Student Health Surveys’, Food and Nutrition Bulletin, vol. 40, no. 4, pp. 444–459.
This source is about the diet of adolescence and directly looks at how often they drink soft drinks as well as other food categories. This study also explains possible health risks and potential dangers in regard to adolescence soft drink intake. This source is useful because it has some great statistics on how much on average adolescence are drinking soft drinks. This is particularly important for me because I will use this information in my promotional video.

Dufresne, C & Farnworth, E 2000, ‘Tea, Kombucha, and health: a review’, Food Research International, vol. 33, no. 6, pp. 409–421.
This article reviews how healthy the popular drink 'Kombucha' is. It goes into great detail about the great health benefits of Kombucha and it even discusses potential side effects. This was useful to me because I wanted to find a drink which I could offer in my 'call to action' in my promo video. Through reading this article, I found that Kombucha has some amazing health benefits and I've seen Kombucha in most convenience stores and supermarkets that I've been to. Therefore, I can recommend an alternative drink to soft drinks which is healthy and convenient.

Halkjelsvik, Torleif & Rise, Jostein 2015, ‘Disgust in fear appeal anti-smoking advertisements: The effects on attitudes and abstinence motivation’, Drugs : Education, Prevention & Policy, vol. 22, no. 4, pp. 362–369.
This source is a study into the effects of anti-smoking ads and the effect that they have on smokers and non-smokers. The study found that most people who watched smoking ads were more likely to quit or discourage potential users. This was useful for me because of the anti-smoking video (Centres for Disease Control and Prevention (CDC) 2014) which I found and how it has greatly influenced me. Therefore, I wanted to discover whether ads such as these work because I wanted my video to have a similar effect. Therefore, by creating an advertisement similar to anti-smoke ads, I have a good likelihood of parents monitoring their kids soft drink consumption more closely.

Inspirational Videos

benjs006 — 2021-03-23 00:23:55 UTC

Centres for Disease Control and Prevention (CDC) 2014,

CDC: Tips From Former Smokers - Terrie H.: Surgeon General Ad, video, YouTube, 1 February, viewed 26 March 2021

.
After finding the previous advertisement, I decided to find another one which shocked me . This ad focus on one person who began smoking quite young and followed the impact on this person throughout their life. This advertisement inspired me to make mine very statistic driven in order to get my point across. From this, I decided that I would explain exactly what health problems arise later in life which occur due to soft rink intake. However, this advertisement is more like a slideshow, which is something that I do not want to do. I want my video to have more movement.

Coca-Cola 2021, Open that Coca-Cola, video, YouTube, 22 February, viewed 26 March 2021.
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In this ad, people dance to a pop song while enjoying Coca-Cola whilst wearing bright coloured clothing. This particular advertisement to me seems like the 'default' soft drink advertisement with bright colours and nice music in order to draw people in. This was very useful because it showed me exactly what I did not want to achieve and gave me the idea of doing something that did the exact opposite. It's a great advertisement for coke however it does not work for what I'm going for because I do think parents would be attracted to an ad like this.

My Pale Skin 2015, YOU LOOK DISGUSTING, video, YouTube, 2 July, viewed 26 March 2021.
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In this ad, it literally shows how people respond to people who are wearing makeup and people who are not wearing makeup. The 'call to action' essentially tells people that they are beautiful regardless of what people say. This advertisement was very shocking to me and helped to give me inspiration for what I wanted to achieve. The colour style was very simple, yet it allowed the message of the advertisement to stand out further. After watching this advertisement, I came up with the idea of trying to accomplish this same feeling from my own promotional video. my video will be different to this because I want to use a colour palette that is less dark. Also, I want my advertisement to be more informative based on statistics. This advertisement did use some statistics, however I want to use statistics more heavily.

benjs006 — 2021-03-26 05:08:15 UTC

Attention
I am going to capture my audiences (parents) attention by starting off the advertisement by talking directly to them as adults by saying something like "did you know your child is likely to...". In a introduction sentence such as that, I would discuss the health risks found in the 'A Meta-Analysis of Global School-Based Student Health Survey' (Beal, Ty, Morris, Saul S & Tumilowicz, Alison 2019).
Interest
I would capture their interest through discusssing the health risks which children and adolescence are likely to face as they get older. I would also capture their interest by discussing how many teaspoons of sugar are in a can of coke for example.
Desire
Based on the figures I have given, I would hope that parents at least think about regulating the intake of how much soft drink their kids drink.
Action
My desired action would be that they do end up regulating their kids soft drink intake and maybe even have them discover an alternative drink such as Kombucha.

tone

benjs006 — 2021-03-26 05:17:21 UTC

I am going to make my tone fairly light and casual, I do not want to make the tone too serious that people are put off. Therefore, I would like to make my tone fairly light so that it's comfortable whilst discussing subjects which are quite disgusting but also very relevant for parents.

benjs006 — 2021-04-02 13:41:38 UTC

Treatment

benjs006 — 2021-04-02 14:03:31 UTC

My video will focus on me talking directly to parents specifically by saying things such as "when your child...", this will hopefully allow parents to understand that this advertisement is for them and keep them watching. Hopefully this will trigger an emotional response by offering advice for their kids health, which they are likely to listen to.
I will talk about how much how much soft drink teens/kids drink, how much sugar is in a can/bottle of soft drink in tea spoons and then I will discuss the health issues people will face directly related to soft drink intake. All while using language such as "your children..." to keep the parent invested in the advertisement.
At the end of the advertisement I will discuss Kombucha, its health benefits and why it is a much better alternative.
I may or may not have some fairly quiet music. I will have to experiment with different songs that I find, but for now it is undecided. Visually, I would like it to be quite simple, I would rather not make a modern soft drink advertisement which is incredibly fast paced and colourful.
Instead, the video will jump from different locations and I will use simple transitions to do so. In my frame, I would like there to be enough room for me and some lettering within the frame. This text will basically 'dot point' what I've been saying. This will allow people to hear me say the information and then it will be displayed visually in a simple and accessible way. I will to make this text somewhat interesting but I also do not want it to take too much attention away from the words themselves or what I am saying.

fonts/typography

benjs006 — 2021-04-02 14:30:45 UTC

I found all three of the options below to be very appealing. I found them to be appealing due to them having good legibility, kerning, leading and tracking. All three of these fonts also have a light tone which is something that I feel is necessary to make sure that my target audience feels comfortable in some way. Since the subject I will be talking about will be quite dark.
However, I have chosen Louis George Cafe because it seems very simple, great legibility and it seems very light.

benjs006 — 2021-04-02 14:35:13 UTC

benjs006 — 2021-04-02 14:35:31 UTC

Colour Palette

benjs006 — 2021-04-02 14:44:26 UTC

My colour palette will exhibit cold colours, colours, as shown in the images below. My aim of this is to have attractive colours so that audiences enjoy looking at things within this project. I would also like to have this particular colour palette work within my promotional video so that my colour palette is consistent in everything. However, that all depends on the locations I decide to film my video and if they have these desired colours.

benjs006 — 2021-04-02 14:50:04 UTC

benjs006 — 2021-04-02 14:50:05 UTC