Creative Journal - Assignment 1 Promotional Video by

Initial Thoughts

ethan_shillabeer — 2020-03-05 00:13:06 UTC

I am excited to delve deeper into the world of digital media via researching and creating my own promotional video for the public to view. This task is new to me but the ideas behind it of researching and promoting a message in other forms of media is not. Personally, I feel that the safety of others is the most important aspect of life and with this in mind, my idea for the promotional video is to keep drivers on the road safe by further reiterating the idea of "stop, revive, survive" and driver fatigue. However, before locking down this idea it is important to research and brainstorm other topics of interest.

Brainstorming Ideas

ethan_shillabeer — 2020-03-05 00:17:11 UTC

1. Promoting one of my previous short films on my YouTube channel
2. A promotional video for a new fictional sponge cleaner company
3. Delivering a message about driver fatigue and the importance of rest
4. Promoting my friends educational video game
5. Preview of the Adelaide crows 2020 AFL season
6. Advertisement for Stepping Stone's child care
7. Preventing alcohol abuse
8. Getting those who have been in domestic violence households to seek help
9. Informing the public of social distancing to avoid COVID-19
10. The Returned and Services League (RSL)
11. Adopting animals from the RSPCA
12. Promoting the sale of Coles fresh goods
13. An app that allows you to stream movies currently in cinema by pay-per view
14. The benefits of going to the gym and staying fit and healthy for your body and mind
15. An advertisement for a new big brother like show
16. A fictional video game rental company
17. Eastern district netball association advertisement
18. Hectorville football club application video
19. Hectorville Netball club application video
20. New medicine which provides superpowers to the consumer
21. Inspirational advert by Iron World Fitness
22. A fictional fast food store
23. The next iPhone
24. A fictional streaming application dedicated to gaming
25. Tourism ad for South Australia
26. A fictional comic book store
27. Australian Army recruitment video
28. Enjo demonstration videos
29. Campaign to raise money for homelessness
30. A new virtual reality game that allows you to walk the city streets
31. Advertising applications for UniSA 2021
32. Fictional Lego like company
33. A new video game console
34. Stop motion video for a new arts and crafts product
35. Promoting my new fictional album
36. Nordburger's new burger range
37. Fundraiser for the small businesses affected by the COVID-19
38. A fictional TV show
39. Skycity Adelaide Casino
40. A fictional airline offering live entertainment to its passengers
41. A fictional hover board brand
42. A fictional internet provider offering the fastest speeds on the planet
43. A fictional contact lens with a camera that allows you to record and replay your day to day activities
44. A VR game with a built in virtual cinema you and your friends can enjoy whilst in lock-down
45. A website which allows aspiring film makers to book out filming locations
46. A new app that allows you to track the movements of your children
47. A new app in which everyone receives ratings for everyday activities, essentially leveling up to be able to purchase more luxurious items
48. A fictional game show in which participants try to complete nearly impossible tasks for everyone's amusement
49. A new dating app that selects a partner based off your top 50 interests
50. A drone delivery service
51. New IKEA like company with easier instruction guides and construction
52. A clothes sorting machine
53. Robot butler
54. Toothpaste tube squeezer infomercial
55. A new device allowing your pets to speak English
56. An advertisement showing the various uses for the new bottle opener ring
57. Adelaide Zoo
58. Good Shepherd Lutheran Church
59. Amigos Pizzeria
60. Reusable candles to keep the house smelling fresh for longer
61. Norwood Morialta High School enrollment video
62. A new circus performance
63. Mathematics tutoring promotion
64. A reminder to students to take breaks and have fun
65. Fictional pest control service
66. New exhibit at the South Australian Museum
67. A robot that changes children's nappies for you
68. A new program which renders videos a lot faster
69. Augmented Reality live sports
70. A new bug catcher product
71. A robot masseuse
72. A new bakery specialising in sausage rolls
73. Zen Chinese restaurant
74. Terry White Chemist commercial
75. A new sports betting app that also allows you to stream the sport you are betting on for free
76. Mobile restaurant parks
77. Adelaide Airport safety and security ad
78. A subscription based game share service that allows friends to send their purchased games to a friend online
79. Promoting the annual "Purge"
80. A new alcohol that prevents hangovers

The Message

ethan_shillabeer — 2020-03-18 05:50:43 UTC

"Stop Dreaming." A short but direct message that can stick with the audience about the importance of taking a breaks whilst driving do reduce the risks of driver fatigue.

Example - Fatigue PSA

ethan_shillabeer — 2020-03-18 11:32:26 UTC

Transport for NSW (2016), Don’t Trust Your Tired Self – Metro, video, YouTube, 3 September 2016, viewed 23 March 2020, <https://www.youtube.com/watch?v=BhPhc_MTyUY>.

The ad campaigns “don’t trust your tired self.” By using narration and on-screen dialogue to describe to the audience what is occurring and why. With its short but confronting display of the effects of driver fatigue, the ad can be quickly interpreted by the viewer and open their eyes to the importance of taking breaks. In my promotional video, I will also look to present short and concise messages to the audience for easier engagement and information-gathering.

Example - Fatigue PSA

ethan_shillabeer — 2020-03-18 11:33:29 UTC

The AA (2018), Drowsy Driver, video, YouTube, 1 November 2018, viewed 23 March 2020, <https://www.youtube.com/watch?v=KwR_rwzNJ38>.

This Ad campaigns, "Stop. Take a Break." It likens the idea of driver fatigue to massage in that you are so relaxed you lose all concentration. Its use of sound and visuals further convey this idea, until the video cuts to the reality of the situation and the real world audio is heard and the audience understands what has happened. A similarity between my video and this one is that they both contain a dream like sequence and then the harsh reality is shown to the audience to express our message and its importance to the audience.

Target Audience

ethan_shillabeer — 2020-03-18 11:54:51 UTC

Although this ad can be targeted at all drivers as an advertiser it is important to direct the ad more specifically to an age group in the hopes that it can relate to them in order for audience engagement and understanding. For this reason, my chosen target audience are people who are learning how to drive those who are roughly aged 16-20. As this audience is only just starting to learn the rules of the road they may not have the understanding of what fatigue can do to a driver. I will capture their attention by using actors in their ages group and shocking them with the reality of what they can lose if they don't act against fatigue quickly. This will hopefully enforce the idea of "Stop Dreaming."

Academic Resources/Annotated Bibliography

ethan_shillabeer — 2020-03-18 23:09:38 UTC

Wang Yonggang & Ma Jingfeng 2018, ‘Automation Detection of Driver Fatigue Using Visual Behavior Variables’, Archives of Civil Engineering, vol. 64, no. 2, pp. 175–185.

This research article examines the correlation between driver visual behaviours and the different levels of fatigue over time. This source was useful as it had helped me determine how I can show a driver in my advertisement suffering from fatigue in a realistic setting to ensure my audience understands the severity of the topic. I was able to further understand the impacts fatigue has on a range of age groups to further direct accurate information to my target audience.

Fletcher, A., Mcculloch, K., Baulk, S. D. & Dawson, Drew 2005, ‘Countermeasures to driver fatigue: a review of public awareness campaigns and legal approaches.’, Australian and New Zealand Journal of Public Health, vol. 29, no. 5, pp. 471–476.

This research article explores various attempts in spreading awareness and other educational campaigns in relation to driver fatigue. It explores the methods companies use to spread their message but also list ways in which certain campaigns can be improved to ensure the audience takes action to decrease the rate of fatigue-related deaths/injuries. This information can be translated into my own promotional video, where I can implement these suggested improvements and ensure the message is received.

Tay, R & Watson, B 2002, ‘Changing Drivers' Intentions and Behaviours Using Fear-Based Driver Fatigue Advertisements’, Health Marketing Quarterly, vol. 19, no. 4, pp. 55–68.

This research article suggests that in order for your audience to more efficiently respond to driver fatigue advertisements, advertisers should use a lower level of fear-based persuasion and a higher level efficacy model as it would increase the audiences adaptive response to the situation over time. the source implies that fear-based advertisements do work however they are only a short term solution when trying to decrease the rate of driver fatigue-related deaths. The source states that I should focus on instilling more powerful recommendations for the public to decrease the death rate instead of making an effort to feature "threatening images".

Identify and Craft the Message - AIDA

ethan_shillabeer — 2020-03-25 23:20:18 UTC

Attention
I intend to engage my audience in my promotional video by using the visual sound of an alarm clock, this will introduce the narrative for the video. Throughout the video, I will play with the audience's emotion and keep them guessing about what is happening until about halfway through the advertisement in which the topic will be revealed and eventually the message I am trying to get across.
Interest
To gain the interest of my target audience my main character, the driver will be in the same age group. I will use a relatable situation of being tired whilst driving to engage with the audience to ensure they are aware of the topic and my message.
Desire
To get my message across to the audience, I will have to show them the severity of the topic by instilling sadness and fear into their hearts, creating a realistic recreation of the events and relate to the audience of what they could lose. With these emotions in my audience's mind hopefully, they will understand the message a respond to stop fatigue-related deaths on the road.
Action
After viewing my promotional video, I want my audience to feel the shock of the incident which has just taken place before them, thinking about the impacts of driver fatigue on not only themselves but the people around them. This video alone should create a response, however, a message will still be made clear at the end of the video to further this response.

Treatment

ethan_shillabeer — 2020-03-25 23:27:39 UTC

The advertisement opens to the sudden sound of an alarm ringing displaying a time in the early hours of the morning with our driver waking up to turn it off, he gets up and goes to his car looking drowsy. The driver brings down the visor and the audience sees a picture of what appears to be the young adult's family, the car starts and we see a quick couple of scenes of him driving, with these scenes showing him yawning, rubbing his eyes and closing his eyes for long periods. The lighting will remain consistent and darker in tone with the driver directly in the frame. The driver ignores the signs of fatigue after driving for multiple hours straight and with little sleep. The camera then pans to the left out the driver's window and he sees glimpses of his family with the sound of eerie music building up eventually reaching a crescendo when the screen goes black and the sound of a car crash is heard. The black screen continues with the words "Stop Dreaming." "prevent fatigue-related deaths on the road" narrated and appearing in white text contrasting with the background to stand out.

Example - Fatigue PSA

ethan_shillabeer — 2020-04-01 05:40:27 UTC

TAC Victoria (2014), Drowsy Driving. You can't fight sleep, video, YouTube, 22 April 2014, viewed 24 March 2020,<https://www.youtube.com/watch?v=WOAMYQoLpg0>

The promotional video by TAC Victoria, enforces the idea that "Fatigue kills." Its use of narration to describe what is happening and how fatigue can be resolved is clear and concise. The video uses very daunting scenes to strike fear into the hearts of its audience. Throughout my promo video I will follow on from this idea where solutions are being given to the audience on how to prevent fatigue to ensure the message is getting across.

Tone

ethan_shillabeer — 2020-04-01 22:43:45 UTC

The target audience is aware of the impact on driver fatigue, however, the message isn't engaging with everyone as driver fatigue is still related to the overall driver death toll. After viewing my video I hope my audience is truly aware of the impacts of driver fatigue but is also given the tools do deal with a similar situation if it ever arises. In order to do this, the video must be a dark and melancholic tone to show the seriousness and severity of the topic but it must reflect the situation properly in order for the advertisement to stay credible.

Typography

ethan_shillabeer — 2020-04-01 22:44:08 UTC

I decided that I would use Georgia for both my message, main text and my headings. For the headings I would use Georgia in bold with a font size of 16 and for the main text in regular Georgia I would use a font size of 12. I have chosen this font as it is simple but easy to read for the viewer so my message can be put across. I also believe it is important that I follow through with this font into my promotional video so I can build the message to ensure it is recognised by audiences.

Colour Palette

ethan_shillabeer — 2020-04-05 01:55:06 UTC

As my promotional video attempts to show the dangers and effects of diver fatigue, it is important to match the emotions of idea with the colours scheme to further convey the severity of the topic. With the use of these darker colours throughout the promotional video I hope for the audience to feel the sadness that the dark blue colours depict. With the use of white text on the black background I hope that it will make the message stand out and with the emotion the audience feels, remember the impact of the video and apply the knowledge they've learnt to their everyday life. This colour palate will also be reflected through the website to follow along with the use of emotions.

Driver Fatigue Mind Map

ethan_shillabeer — 2020-04-06 03:53:31 UTC

Mind Map Reflection

ethan_shillabeer — 2020-04-06 03:53:57 UTC

To ensure I have selected the right approach it was important to brainstorm other ways of handling the advertisement through different perspectives and approaches. In defining various ways in which my message could be presented to the audience it was clear to me that focusing on the direct impacts of driver fatigue was the most important in preventing deaths on the road. Exploring other options enabled me to find further meaning in my message and shape the building blocks for my narrative.