I want to target the people who don't understand the  importance of their cybersecurity because these people have the highest risk of being affected by cyber crimes like scams or stolen bank details.

Florencio, DF, A Large-scale study of web password habits, Digital Library, 3/04/2021, https://dl.acm.org/doi/abs/10.1145/1242572.1242661

Statistics about people's password habits that put them at risk such as using the same password multiple times and using passwords that are easier to guess. This will be useful as I am thinking my add will be about risky password habits.

Hanson, SH, Implant ethics, 3/04/2021, https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1734218/pdf/v031p00519.pdf 

Discusses the ethics of brain implants. This will be useful as I am using brain implants as a metaphore for technology being our life. 

I chose this advertisement because I thought it was funny and shows how you can attract the viewers attention and still have an unbroken shot of your logo for the majority of the add.

2006,

I selected this advertisement because I really enjoy it and think its pretty funny and monkeys are cool too.

2012, Dumb Ways to Die, video, Youtube, 15/12/2021,  3/04/2021, https://www.youtube.com/watch?v=IJNR2EpS0jw&ab_channel=DumbWays2Die

I chose Dumb Ways to Die as it uses a similar style I want to use to express my message. Basically telling people don't die like this - it is dumb. My add will also tell people they are dumb for using a weak password.

I will keep the viewer's attention by having a short humorous moment at the start of the advertisement to stop people from skipping the advertisement. If the viewer is bored in the first five seconds they will not stay around to view the message. I want to use humor because I think my target audience of people with low computer literacy skills aren't going to want to watch a video telling them statistics, they are likely to lose interest or feel like they're being talked down upon.

Interest

I will keep my target audience of people who don't understand the risks of having weak passwords by keeping the message easy to understand and have the message portrayed in a humorous tone.

I will use humor and fear to convey my message. Humor to keep the message enjoyable and memorable and fear to create a strong desire to change their behaviour and use a strong passwords.
 

I will motivate my audience to take action by adding an end card which reinforces the message in an understandable manner and gives clear directions on how they can take action to protect themselves. The tone will shift to be more serious at the point of the call to action to scare them into changing their password.

Intense music starts playing and we see a close up of the hacker pushing his sunglasses up and stretching his hands. The hacker then starts hacking into the CEO's Brain +. The hacker then stops when he is asked for a password. He stops for a second and then he enters the Password as 1234. Suddenly we get a shot of the CEO as his Brain + malfunctions and electricity sparks and the CEO dies. The hacker is gasping as he didn't expect the CEO to have such a weak password.

The advertisement will then cut to text which reinforces the message. The text will say:  Technology is part of our lives, Don't let a weak password ruin yours.