Creative Journal - Assignment 1 by Lachy Pittendreigh

Initial Thoughts

lachyuser — 2021-03-02 01:19:29 UTC

I am excited thinking about the possibilities of my final product. Nervous about my abilities to make something that lives up to my idea and expectations. And anxious that I might pick the wrong thing to research and end up making things too hard for myself.

Ideas

lachyuser — 2021-03-02 01:25:07 UTC

1. Ad for electric skateboard
2. Ad for friends band
3. Personal ad
4. Ad for E-bike
5. Ad for ski resort
6. Tourism ad
7. Ad for bar
8. Ad for specific cocktail
9. Ad for made up beer
10. Endorsement for ducks
11. Anti-Summer ad
12. Why Skiing is better than snowboarding
13. Anti anti-gaming ad
14. King Gizzard ad
15. Why we take concrete for granted
16. Why it's a good idea to chop off your toes
17. House plant infomercial
18. 'You don't need glasses' why bad eye sight is all in your head
19. Why your music taste sucks
20. Ad for new kind of sock that uses 50% less fabric
21. 'Fight rings' rings that are made for punching
22. Everything wrong with bean bags
23. Vinyl appreciation society
24. The quad cap ad
25. Smart TV that is actually smart
26. Anti-gambling ad
27. Why small trees hate you
28. Why big trees don't care about you
29. Shut up ray gun ad
30. Fake invention video of the wheel
31. Anti-smoking ad
32. Sushi appreciation video
33. Anti-litter ad
34. Helicopters: why they shouldn't be possible
35. Wireless vs wired headphones
36. Why animated shows are superior
37. Jeans vs chinos
38. Pro recycling video
39. The importance of grip tape; from skateboards to stairs
40. The importance of sunglasses
41. The perfect Laptop case
42. **Bluetooth Speaker ad**
43. Ad for a chair
44. Shoe ad
45. Novelty shower curtain ad
46. Head phone ad
47. Nock off IKEA furniture called AKIA
48. Wallet of the future
49. Bio-degradable soy sauce packets
50. Universal Power plugs
51. Fictional energy drink ad
52. Why we take light bulbs for granted
53. Fictional drink bottle ad
54. Super coffee ad
55. Nap room ad
56. Invisible shoe laces
57. The wrong trousers ad
58. Tug'o'war exercise machine
59. Why all plants should be made of plastic
60. TV-ception. TV in yo TV
61. Magic Bin
62. XYZ News. (Rival to ABC)
63. Why the sun is a lie
64. Fictional whiskey ad
65. Toe-Nail clippers infomercial
66. Laptops vs PCs
67. Universal bank ad
68. Tequila brand ad
69. "Nice" - How to pronounce 'Nice' in different languages
70. Anti-plastic ad
71. Reusable items awareness video
72. Fictional streaming service ad
73. Printers and their many uses
74. Fictional Carpet store ad
75. Fictional Gaming console ad
76. Water - Why its important
77. Sentient Russian Nesting Dolls ad
78. Universal charger for all electronics
79. Bottomless bag ad
80. Fictional clothing brand ad

Summarised Message

lachyuser — 2021-03-09 01:03:01 UTC

Music is enjoyable and you should be able to listen to it where-ever you are.

Target Audience

lachyuser — 2021-03-09 01:13:21 UTC

My main audience for this advertisement would predominantly be young and adventurous people. The main draw of the product is the durability and portability. These two characteristics are attractive to people with an active life style.
People who go on driving holidays, go to the beach, hiking, skiing, water skiing, picnics, fishing, casual sports, bike riding, etc.

My second and less prominent audience for the advertisement is teenagers. Speaking in general terms, teenagers are attracted to the idea of having as much fun as possible and having the new and trendy gadgets (newest iPhone, currently trendy shoe, etc). Showing them what they might be missing out on by not owning this product would be a profitable idea.

Sony EXTRA BASS™ Wireless Speaker SRS-XB33 Official Product Video

lachyuser — 2021-03-17 04:04:29 UTC

Advertisement by Sony™ for the SRS-XB33 EXTRA BASS™ Portable BLUETOOTH® Speaker. Video, YouTube, 12th May 2020 ~ Viewed, 17th March 2021

SoundLink® Mini Bluetooth speaker: Take your music everywhere

lachyuser — 2021-03-17 04:22:21 UTC

Advertisement by BOSE™ for the SoundLink® Mini Bluetooth speaker. Video, YouTube, 5th June 2013 ~ Viewed 17th March 2021

WONDERBOOM 2

lachyuser — 2021-03-17 04:24:01 UTC

Advertisement by Ultimate Ears™ for the WONDERBOOM™ 2. Video, YouTube, 4th June 2019 ~ Viewed 17th March 2021

Critique

lachyuser — 2021-03-22 12:12:45 UTC

This ad runs for 1 minute and 10 seconds so In my opinion is a bit long. It does a good job of showing off the capabilities of the speaker but could show them off quicker. The use of big bold white text telling the viewer functions and statistics of the speaker is effective. I am also a fan of the shots where the 3D designs of the speaker are dissected. The last thing I would say about this ad is that the staged group dance parties where everyone is smiling but not dancing very hard are very cliché and a bit cringe. I would definitely leave them out. There are other ways of showing people having fun.

Critique

lachyuser — 2021-03-22 12:23:31 UTC

This ad runs for 40 seconds and shows everything it needs to without wasting to many shots. Again the use of big bold white text makes the useful information stand out for the viewers. The capabilities of the speaker are not just told to the viewer but are also shown by including the shots of the speaker being clipped to belt the loop and the backpack. Again this ad uses the unrealistic shots of a group outdoor dance party. Who hangs out and dances at a shipping dock? It's not relatable to anyone.

Critique

lachyuser — 2021-03-22 12:37:51 UTC

This ad runs for exactly 1 minute. It doesn't have many unnecessary shots and no unrealistic dance parties which is nice. It is however the first speaker ad I came across that chose to do a voice over instead of playing music which I can't say was a good decision. While still maintaining the white text, they did not go for the bold or all-caps look which definitely takes a bit of punch of of the wording. The last thing I would say about this ad is that they needed to do a little less telling and a lot more showing. Telling the viewers that the speaker includes "High-Efficiency Transducers" and "Dual Passive Radiators" means absolutely nothing, because 98% of people have no idea what those words mean. They've tried to make it sound smart and complicated but what they've really done is just alienate most of their viewers.

Identifying and Crafting the Message

lachyuser — 2021-03-23 00:55:45 UTC

Attention - To grab the audience's attention I will first open with fun music and a shot of a young adult who is happy and doing something popular (going to the beach). By showing someone who looks kind and happy whilst playing a largely popular genre of music I hope to catch the audience's attention and elicit the same emotion happiness in them.

Interest - To capture my audiences interest I will firstly make sure that I am advertising to the correct demographic. By not showing my product at the start of the promotional video I will create intrigue within my audience. When showing young adults a video of someone who reminds them of someone their age whilst playing popular music, but not making it clear it is an advertisement at first it creates a sense of wonder and curiousness. (ie. "I like and relate to these things. What's this about?")

Desire - To create desire for my product I will make the audience feel as though they are missing out. Fear is a powerful emotion and to elicit it in the form of missing out on my product I will create a strong level of desire.

Action - To create action/get people to go and buy my product, I will give them everything they need to find out more about the product. Due to the short nature of the ad I won't be able to say everything about he speaker. By putting social media and website details on the end card of the promotional video I am letting the audience know exactly where to go to get their hands on the product or more information.

Treatment

lachyuser — 2021-03-23 01:17:51 UTC

This short film is a fictional advertisement that will showcase a portable bluetooth speaker and a fictional brand.

The film opens with with fun music most likely pop music and a shot of an unnamed girl driving her car with the roof down. a few quick shots of the speaker, the radio, and her phone subtly tell the viewer that the music playing is coming from her phone. The included sound effects of the engine and wind blowing over the car also make it clear that she is listening to the music. After a few turns she then arrives at her destination. The beach. She shuts off her car and in turn stops the music. she grabs her things from the passenger seat. The audience can now hear everything so clearly without the music. As she walks to the beach you hear the waves and her feet moving through the sand. she quickly pulls out her phone and turns on bluetooth. all of a sudden the audience can hear music again. It is the same song that she was playing in the car before it was interrupted. the next shot is low to the ground. The audience can see the sand, the ocean, and the sky. She lays out her towel and drops her bag right by the camera. They are in frame but not blocking the view. She then drops the speaker. It lands in front of the camera and splashes a small amount of sand. It is still playing music. As the audience gets a good view of the speaker you see the unnamed girl running into the water in the background.

A bright blue screen appears with an impactful sound effect. The blue is something similar to the colour of the ocean. The Blue screen contains the fictional company logo, company name, and product name (SharkTooth Portable Speaker). At the bottom of the screen there are a list of web addresses and social media handles. Above those in big bold letters are the products punchlines. They read; Water Proof, Life Proof, BlueTooth, SharkTooth.

Academic Resources / Annotated Bibliography

lachyuser — 2021-03-23 01:58:40 UTC

- Bao, Yeqing & Shao, Alan T 2002, ‘Nonconformity advertising to teens’, Journal of Advertising Research, vol. 42, no. 3, pp. 56–65.

This research article talks about teenagers attempts at nonconformity and how advertisements can use this to their advantage. This article is useful to my assignment as it explores how young adults and teenagers react to unique products that stand out and don't conform. By making my advertisement different, I can in turn make my product seem different and hopefully make my advertisement more attractive to teenagers.

- Hodkinson, Chris 2019, ‘'Fear of Missing Out' (FOMO) marketing appeals: A conceptual model’, Journal of Marketing Communications, vol. 25, no. 1, pp. 65–88.

This research article explores how the affects of FOMO (Fear of Missing Out) can effect a consumer's response to certain advertisements. This article is useful to my assignment as it goes in depth with what FOMO is and how it effects young people. From this article I was able to understand more about FOMO and the affect it has on consumers and their reactions to advertisements. I could use these techniques in my own advertisement to make it more persuasive.

- Allan, David 2015, This note's for you, First edition., Business Expert Press, New York, New York (222 East 46th Street, New York, NY 10017).

This book talks about the importance of pop music in advertisements and how popular and catchy songs can make a promotional video be memorable to the audience. This book is useful to my assignment as it breaks down what makes or breaks a successful add in terms of music. By utilizing the techniques used in the book I will have a better understanding of what makes my add stand out in terms of the music.

Tone

lachyuser — 2021-03-30 00:22:41 UTC

Before seeing my promotional video I feel as though my target audience has a positive idea of what my product is like and what they can expect. After seeing my video I want the audience to feel like my product is the kind of thing that is fun and worth having. The ideal main tone of the video is fun. By showing the audience that my product is fun and exciting I hope to create a sense of desire in them.

Portable Speaker Mind Map

lachyuser — 2021-04-04 06:22:51 UTC

Reflection on Mind Map

lachyuser — 2021-04-04 06:27:33 UTC

The mind map above that I have created has help me expand on my thoughts and ideas towards my product. While many feelings and ideas about my product have stayed the same it has allowed me spread out my thoughts and get them in writing. By creating this mind map I now have a better understanding of the aspects of my product that I should focus on and the feelings I should try to elicit in my target audience.

Font / Typography

lachyuser — 2021-04-04 06:38:41 UTC

The final product of my promotional video depends largely on the effect my chosen font has on the audience. Too small and they can't read it. Too large and its going to take up to much of the screen and ruin the composition. Too wacky and no one will take it seriously. And too standard it'll look like every font on Microsoft word. The right font should fit well and have a shared characteristic with my product. It should be easy to read, stand out, and emphasis the promotional video and the product.

Colour Pallet

lachyuser — 2021-04-04 06:38:46 UTC

As my setting is at the beach. The colour pallet that I have chosen is one that matches the colour of the setting and the colour of the product in the promotional video. '11A9DC' will represent the sky and the water of the ocean. 'FFE96A' will match the pale yellow of the beach sand. And 'EE0060" will match the colour of the product. By matching my primary colours with the setting and product it will create subconscious links for the audience between the promotional video and the website, allowing the viewer to know that they're in the right place when arriving at the home page.

Couture

lachyuser — 2021-04-04 18:51:07 UTC

This font has strong bold lettering, it is easy to read and does a good job of grabbing your attention. It is sleek and professional but could be considered boring. The amount of negative space within the letters could make this font less bold than other fonts.

Moon Get

lachyuser — 2021-04-04 18:56:58 UTC

This font has dark bold letters but falls short on a few aspects. The letters are not all capitals making it less impactful. The letters are not spaced out evenly as you can see in the 'lu' and 'ak' making the words feel cramped. Lastly some letters are just ugly and unprofessional evident in the 'e'

Big Noodle Titling

lachyuser — 2021-04-04 19:02:48 UTC

This font is aesthetically pleasing as all letters are the same width. The letters being capitals ads impact and makes them stand out as they are larger. The only negative with this font is that It could be considered to uniform and 'type writer-ish'.

Heavitas

lachyuser — 2021-04-04 19:07:44 UTC

This font is strong and bold. It uses all capitals and the letters are spaced evenly. The amount of negative space within the letters is kept to a minimum without making the letters so bold that they appear chubby and difficult to read. The rounded corners of the letters create a slightly softer feeling that the previous sharp fonts but are not so curved that it is overly noticeable or distracting. This is a good font.