Digital Journal - Adopt Don't Shop by

Initial Thoughts..

trecp003 — 2019-03-07 06:54:08 UTC

- excited to get creative yet struggling for ideas
- having trouble being specific with my 80 ideas

Adopt don't shop

trecp003 — 2019-03-07 07:10:35 UTC

- layout of a dating advert
- list the personality traits of the dogs e.g. coco enjoys long walks on the beach
- essentially promoting the fact that shelter dogs have more personality than dogs in pet stores
- slow motion clips - almost romanticising the dogs
- either classical romantic music or music that changes with the personality of the dogs

80 Ideas

trecp003 — 2019-03-14 03:58:30 UTC

1. powerful women
2. adopt don't shop
3. Australian Indie bands
4. discover adelaide travel video
5. movie trailer
6. raise awareness for children with scoliosis
7. tinder for friends
8. ignite cheer and dance
9. how to stop global warming
10. save the planet tips
11. misunderstood magpies - they don't want to attack you
12. street entertainers of adelaide
13. stop the great australian bight oil drilling
14. be individual - be yourself campaign
15. quit smoking
16. drug safety
17. flu shots - stay safe this flu season
18. coat hanger jewellery
19. instant flower growth
20. pet massage service
21. university for pets
22. don't litter
23. save the ants - every second billions and trillions of ants are murdered
24. advert for a personal investigator
25. campaign to remove all Sam's
26. fancy dog hotel
27. dog Cafe
28. personalised crowns
29. teleportation devices
30. seat savers - save your seats in the uni library/cafeteria
31. clothes for birds
32. bird leashes
33. pet spa
34. subscription for one rock a month
35. trained cleaner dogs
36. alcohol safety
37. app that finds the perfect dog for you
38. hire a family
39. food flavoured chewing gum
40. water safety - how to stay safe in large bodies of water
41. register for around the world tag
42. around the world hide and seek
43. 24 hour icecream shop - limited addition flavours between 12am-3am
44. treehouse builders
45. rock pet sitters
46. call service for telemarketers to talk about their emotions
47. get someone else to type up your assignments
48. service where other people do research for your uni assignments for a small price
49. clothes that cant be stained
50. clothes that cant get crumbs on them
51. city cleaning robots that pick up rubbish
52. robot baby sitters - robots that take care of your children while you're away at work/out on town
53. repellent to keep negative people away
54. energy drink made specially to help you study
55. lollies to improve your creativity for up to 2 hours
56. anti-racism campaign
57. stop the stereotypes surrounding asian cultures
58. shoes that change colour depending on your mood
59. hire a girlfriend/boyfriend for a day
60. hire a friend for a day
61. hair ties that are indestructible
62. soundproof your bathroom
63. perfume that attracts dogs to you within a 1km radius
64. app that coordinates outfits for you every day
65. new festival dedicated completely to australian indie artists
66. app that generates excuses for whatever your issue is
67. stop childhood obesity
68. tips on how to stop procrastination
69. stop the stereotypes surrounding female beauty standards
70. prevent gun violence in America
71. encourage people to report domestic abuse
72. raise awareness for the need for more handicap facilities
73. keep the sea clean
74. campaign to prevent drink driving
75. road safety - campaign to prevent speeding
76. app with training lessons for every type of animal
77. wardrobe swap for a week with a random
78. hire a pet
79. 24 hour hour gift shop - for when you have late night emergencies
80. light up number plates

journal entry week 2

trecp003 — 2019-03-14 07:00:57 UTC

I still haven't been able to come up with 80 ideas for a promotional video, but I think that I have decided on the idea that I will be focusing on. At this point I am leaning towards doing the 'Adopt don't shop' idea, drawing inspiration from dating advertisements/apps. If not this idea, I think my back up will be 'street entertainers of Adelaide'.

Identify and craft the message

trecp003 — 2019-03-28 06:43:49 UTC

Attention - To ensure that the audience's attention is captured, I will focus my video on humour, with small hints of seriousness towards the end to get the message across. The message being "Adopt don't shop".

Interest - Most people believe that animals who have been given up to shelters are bad or behave badly. This is very rarely true, and most of the time if animals do behave badly it's usually from how they were brought up by previous owners. With this video I want to show that shelter dogs can be just as good of a choice as dogs from the pet shop. I will do this by using humor and portraying these dogs as having big personalities.

Desire - To convince the audience of my message I will deliver it through the use of humour, as although this message is serious, I want to deliver it in a lighter way that will appeal to young adults.

Action - After viewing this 30 second video, viewers should feel more inclined/encouraged to adopt pets instead of buying.

Target Audience - Adopt don't shop

trecp003 — 2019-04-04 06:25:51 UTC

The intended audience for this campaign video, is dog lovers/pet owners, mostly focused on young adults looking for a companion. I intend to convince the audience that shelter dogs, who have had previous owners, have far more personality than dogs who have been bred and then chucked in pet stores. I will show this by showing dogs of all different breeds, portraying them as having very different personalities, and likes/dislikes, as my shelter dogs. I will attempt to make the audience laugh and ultimately form a connection with these animals. My aim is that it will convince the audience to help the dogs who really need homes and love, and to stop supporting puppy mills.

Tone - Adopt don't shop

trecp003 — 2019-04-04 06:44:16 UTC

How does your target audience feel about your product before they’ve seen your video?
For many people their first thought when thinking of bringing an animal home, is to go to a pet shop. A lot of people believe that when dogs are brought to shelters, they must be bad. Usually dogs are given up to shelters when their owners are moving away, or when they can no longer take care of their dog etc. money issues. Very rarely dogs are given up due to behavioural issues, and if they are then its usually due to how their owners have cared for them.
How do you want them to feel after they’ve seen your video?

After this video I want the audience to feel a little sympathetic towards these animals, but more so I want to convince them that adopting from a shelter is the better choice.

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

I will mostly be using humorous tones to make the audience laugh, as all though this is a serious issue, I don't want to give them a sad story. I think by using humor in this advert, it will make this video more memorable, and it may be more appealing to the younger audience that I am aiming for.
Which colours best represent these emotions? Why?
I think that by using the colours orange and blue, it will best represent the emotion for this video. Orange is a colour that represent enthusiasm as well as creativity, whilst blue can represent calm energy, but also this colour can communicate significance and confidence without creating somber feelings.
https://www.bourncreative.com/meaning-of-the-color-blue/

Which fonts best represent these emotions? Why?

I think the fonts that best represent these emotions would be a mixture of fun fonts and formal fonts, for functionality but it also portrays my videos emotions as its a fun video but it also has a serious message behind it. Fun fonts for the titles and names of these dogs, but then a more formal font when listing the dogs attributes/likes e.g Coco enjoys long walks on the beach.

Colours and Font

trecp003 — 2019-04-04 06:45:12 UTC

Orange and blue

Academic sources/Annotated bibliograph

trecp003 — 2019-04-04 06:54:35 UTC

Sill, K 2013, Do The Right Thing, Adopt Don't Shop!, National Sheriff's Association, viewed 2 April 2019, <https://search-proquest-com.access.library.unisa.edu.au/docview/1556427441?rfr_id=info%3Axri%2Fsid%3Aprimo>.

This article is written by Kim Sill, Former Animal Activist and Forever Animal Advocate, who has opened an animal shelter called 'the Shelter Hope Pet Shop'. In this article she talks about how a former marine who was disabled came to her with a dog, he was no longer able to take care of the dog due to money and living issues. They were able to find the dog a good home with a loving family. A quote that I found related to my aim for this project was, "we fight the battle to help America see shelter pets in a safe friendly place and where adopting is the only option." Ultimately this is the outcome that I aim for, but not just in America.

Burger, K 2013, Solving the problem of puppy mills: why the animal welfare movement's bark is stronger than its bite, Washington University Journal of Law & Policy, viewed 2 April 2019 <https://heinonline-org.access.library.unisa.edu.au/HOL/Pagecollection=journals&handle=hein.journals/wajlp43&id=268&men_tab=srchresults>.

This article talks about the history of puppy mills, and explains the efforts to eradicate them. This just gives my video some background knowledge of where many pet shop dogs come from.

Scott, Jong, Hazel, Mcarthur, 2018, Follow-up surveys of people who have adopted dogs and cats from an Australian shelter, Applied Animal Behaviour Science, viewed 6 April 2019, <https://www-sciencedirect-com.access.library.unisa.edu.au/science/article/pii/S0168159118300054>.

This article speaks about the follow up surveys of people who have adopted animals from Australian animal shelters. This helps me with background information for my video as I can see if what I'm promoting is true, and that people are having success experiences with shelters.

mind map

trecp003 — 2019-04-04 07:08:24 UTC

FINISH MIND MAP
reflection on mind map

trecp003 — 2019-04-04 07:08:57 UTC

The Point with Ana Kasparian 2015,

'Date' A Dog With This App!, video, YouTube, 30 November, viewed 3 April 2019, <https://www.youtube.com/watch?v=SIyGX2aKTVc>.

"Bark’N’Borrow allows people to search for dogs in your area, arrange a meet-up and voila! Users have to pass a background-check and explain why they want to hang out with a dog. "

This video talks about an app for meeting up with dogs in your area. You can rent a dog, and go on an outing. This applies to my video as I want the idea for my video to be similar to a dating profile, where the dogs personality and likes are listed and then you can adopt who you like.

trecp003 — 2019-04-08 01:08:44 UTC

Huffpost Live 2015,

Tindog Connects Pet Owners With Matches, video, YouTube, 25 July, viewed 5 April 2019, <https://www.youtube.com/watch?v=90Bj6JNUgxI>.

This video is an interview where they speak about an app called Tindog. This video talks about an app for dating/meeting up, but with using pictures of your dogs. This applies to my video as I want the idea for my video to be similar to a dating application, but for people who are looking to adopt dogs.

trecp003 — 2019-04-08 01:16:28 UTC

K'eyush The Stunt Dog 2019, My Husky's Funny Dating Profile - Happy Valentines Day, video, YouTube, 13 February, viewed 25 March 2019, .

This video is very similar to my idea for my video, except for my video I want to include multiple dogs instead of just one.

trecp003 — 2019-04-08 01:23:27 UTC

www.teamjimmyjoe.com/wp-content/uploads/2015/11/funny-dog-bow-tie-table.jpg?resize=550%2C740

trecp003 — 2019-04-08 13:16:28 UTC

Mind Map

trecp003 — 2019-04-08 14:08:30 UTC

This is a mind map to explore the concepts and details of my video.