The Avozilla is a new to the fresh food product category from South Africa, and it arrived in Bungundarra located in Central Queensland Australia. As it was a new product, not many people knew about it except for some news reports. And it is five times the size of the regular variety, each weighs about 1.2 kilogram on average. Some can even reach 1.8Kg.
Avozilla is a mixture of different varieties of avocado. It was brought to Australia by the Groves family in 2018. And they are currently the only Avozilla producers in Australia.
These special avocado cost between$9 to $12. So is in direct competition with regular avocado which have a Lower price. But Australian consumers are often open to trying to products.
Objectives
Because Avozilla is the new product, so we first need to bring the product to the Australia consumer. To create perceptions, catching the audience’s eye and let them know about new products in the market. After getting potential users to try the product, they might repeat purchases the product.
Target Audience
Avozilla is targeted towards young people and health-conscious families as well as vegetarians. And they should value healthy but affordable eating options, the average monthly income. is over $2000. These people generally like avocados.
it also aimed at consumer who want to try something new. Especially Australian consumer like to try new things.
Lastly, Avozilla is more suitable for a family purchase than a single person, because Avozilla is really bigger than regular avocado, it can lead to waste food.
Single Minded proposition
“Godzilla” in avocado, king of the fruit monster :0
Substantiation
Avozilla is 5 times the size of a regular avocado.
it is new type and like Godzilla is mutated by lizards.
Godzilla is king of the monster, Avozilla is king of the fruit, because it not only have big size but also have good taste. (they are a very good eating fruit.) Mr Groves 2018)
Tone of voice
The mood should to be serious and gives people a sense of shock. Like an actions movie poster.
Media Requirements
The advertisement will be produced using an A4 print/web advertisement .(210mm x 297mm 300dpi).
Mandatories
Mandatory elements should have logo, Godzilla and avocado. And you should show audience where can you get it. (like you can get it in Coles)
This AD around the grime on the plate became a monster. it is a usual day, the stubborn grime on the plate changed into a ferocious monster. This frightened the boy in the house.
So he ran back inside and decisively chose the “Earth choice dishwashing liquid ” as his “weapon”. The weapon expectations and easily destroyed the monster. It also eliminates the grime on the plate!
I use the overcoming monster to create a story. For more originality and elaboration, I can add some product advantages and brand stories when the man sees the earth choice dishwashing liquid, to highlight the advantages of the product.
STEP 2TARGET AUDIENCE
Dishwashing liquid is a necessity of life, because everyone needs to wash the dishes. So this product targeted at EVERYONE living in Australia. The audience pays attention to the cleaning ability of dishwashing liquid, but conscious of their budget and typically spend between $5 to $10 per mouth on this products.(because this product is really cheap)
Age group: all ages
Income: all levels
STEP 3 SMP
The single minded proposition for Earth Choice enforce consumers trust the brand.
“Earth choice, your best choice.”
STEP 4 Adding in the SMP
To incorporate the single minded proposition into the story board, I will add some other weapons(like guns….)as option when the man is chased by the monster. But he decisively gave us the other weapons, choose the Earth Choice. This is used for emphasis the Earth Choice is best choice.
At the end of the story, I will add a new scene. Tidy dishes were neatly placed in the cupboard and the man was contentedly watching TV. To reinforce that Earth Choice make life more comfortable, it is easy to clean dishes with it.
Step 5 Multiculturalism in Australian advertising
Australia is a multicultural country, there are different RACES and different faiths. And Earth choice is face to family, there are different gender and age in the family. So advertising should meet the diversity of culture, can attract different people. That is something we need to improve.
This AD around the grime on the plate became a monster. it is a usual day, the stubborn grime on the plate changed into a ferocious monster. This frightened the boy in the house.
So he ran back inside and decisively chose the object as his “weapon”. The weapon expectations and easily destroyed the monster. It also eliminates the grime on the plate!
Archetype (Sparkol 2015):The Hero
“The hero’s main motivator is to prove their worth” (Sparkol 2015)
This week’s goal is to look at the differences in commercials in different countries.
In Hofstede’s six dimensions model, we can see how distinct culture values makes the ads different.
The two ads I chose are both fast-food ads, one is from China and another one is from Australia. After watching both ads I noticed a major difference is individualism. In the McDonald ad from Australia, the ad is based on a very small group. A touching story within the family, referring to small and personal group. In individualist societies people are supposed to look after themselves and their direct family only. The score for Australia is estimated at 90 which is very high compared to China.
The KFC ad from China is much less individual. In the subway station there are many people, and the camera captures all kinds of people interacting with the KFC exhibits. China scored a 20 and that indicates it is a highly collectivist society.
This ads is really simple, but it is mind-blowing and Touching. Nike uses a few simple words to describe Kobe Bryant’s entire basketball career. From high school to the NBA, he won the first championship, get 81 points in a single game, won the fifth championship and Finally Mamba out. The ads uses live sounds of these moments as background music, let us fall into memory involuntarily. let the audience pay attention to Nike products.
Originality score:5/5
Simple as it seems, the advertisement tells a great story with only a few simple words. the ad is a surprise.
Flexibility: 4/5
This AD focuses on Kobe Bryant, it doesn’t have much to do with commodities, but I think Kobe’s basketball career is linked to Nike, especially is Mamba LOGO and Nike LOGO.
Elaboration : 5/5
The advertisement is very well done. it is described in chronological order, the important moments of the Kobe’s career are included in the ads. it contains a lot of details.
Synthesis : 4/5
The whole AD makes sense, but because it focuses on description, it doesn’t integrate the product.
Artistic Value : 5/5
Every word and every sound in the advertisement deeply attracted me. Each piece of live sound is cleverly combined with the text.
The AD was specially shot by Nike for the Chinese market during the spring festival.
The ads presumably revolve around a traditional behavior during the Chinese New Year. During the Spring Festival, relatives visit each other, and adults give red envelopes to children to symbolize greater happiness in the coming year. But Chinese people are very humble, so when they receive a red envelope, they politely refuse it.
The child in the advertisement chooses to run away after many rejections, and her elders chase after her. The children’s shoes were highlighted to the audience several times during the run. As a result, the elder used the popular network red envelope, which made the whole story very interesting.
At the end of the story, the grown girl gives a red envelope to the elder. The camera shows the shoes the old man is wearing, and the old man starts to run away.
The whole advertisement is accompanied by relaxing background music and very plain lines.Let the audience watch the whole advertisement with ease and pleasure
New Associations
,The AD keeps emphasizing the red envelope and “take it” ,I was very impressed with the whole advertisement.
‘[Advertising creativity] may be best described as the forming of a new association of words, images, meanings or events to produce an original communication intended to modify buyer behaviour in some way’ (Ewing, Napoli & West, 2001, p. 161)
Unexpected but relevant
The AD cleverly links Nike’s sports shoes with traditional customs during the Spring Festival,and very interesting and creative.Such ads impress audiences, especially In China
‘Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way’ (Drewniany & Jewler 2014, p.2)
Attention grabbing
In the advertisement, the scene of my aunt giving red envelopes to little girls every year caught my attention,the same story repeats itself every year.And the little girl’s sudden escape is also very remarkable.
‘Only when the execution of the commercial “grabs” them, whether through pathos, an unexpected laugh, or a sudden “snap”, do people pay attention to or think about advertising (West, Kover & Caruana 2008, p.42)
Surprise and regularity
At the end of the story, the grown girl gives her aunt a red envelope. The scene cuts to the Nike sneakers worn by her aunt, and the girl starts chasing her aunt.Role reversal with the beginning of the advertisement.I found it very surprising and interesting.As if the whole story wasn’t over yet.
…creativity emerges from the basic elements of surprise and regularity. An appropriate balance between the two elements underlie creative ads’ (Goldenberg & Mazursky 2007, p.284)
Reference List Ewing, M, Napoli, J & West, C 2001, ‘Creative Personalities, Processes, and Agency Philosophies: Implications for Global Advertisers’, Creativity Research Journal, vol. 13, no.2, pp. 161–170.
Drewniany, B & Jewler, A 2014, Creative Strategy in Advertising, 11thedition, Thomson Wadsworth, Boston.
West, D, Kover, A & Caruana, A 2008, ‘Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?’ Journal of Advertising, vol. 37, no. 4, pp. 35–46.
Goldenberg, J & Mazursky, D 2007, ‘Advertising Creativity: Balancing Surprise and Regularity’, in Tellis, G & Ambler T (eds), The SAGE Handbook of Advertising, SAGE, London.
The last assessment is make a podcast. Firstly, I should understand what is the podcast and the process of it. For this question, I searched through the google, and is to create your own sound program and upload It to the internet to share with the majority of users. Can be understood as playing audio. In class the teacher told us about the basic step of podcasting. It is introduction, main idea and conclusion, and put music in between with them. After that, I focused my attention on the assessment instruction. Read the assignment topic carefully. Finally, I decide to make a podcast about
How has the rise of social media impacted contemporary politics? And find the academic resource for this podcast.
By searching for academic articles, I understand the question in more detail. According to Kwak, N., Lane, D.S., Weeks, B.E., Kim, D.H., Lee, S.S. and Bachleda, S., 2018. Perceptions of Social Media for Politics: Testing the Slacktivism Hypothesis. Human Communication Research,Social media are the interactive computer-mediated technologies that would make possible the sharing and creating information and ideas via virtual networks and communities, which mean is social media can effect the politics. For example, The social media has been successful to predict the result of votes(ThoughtCo. (2020). Social Media in Politics – Twitter and Facebook as Campaigns Tools.) and according to Sysomos. (2020). How Social Media Affects Politics, the politicians are also able to contact with the common people through social media. For example, Trump won the last us presidential election because of his frequent use of social media, like twitter and facebook. Next, I got many rumors have been spread through social media, disrupting the lives of many ordinary people. This idea from Lakkysetty, N., Deep, P. and Balamurugan, J., 2018. Social media and its impacts on politics.
The next step in getting the academic article together is write the script. I decide to use the traditional process which is opening, describe the problem and some example as well as con conclusion.
In the opening is simply introduce myself and the question. And use a suitable piece of music, it is hard for me to find the right assignment requirements and good music. So, I chose one of my favorite anime background music. It is from Naruto, that is really good anime. I often have some trouble recording, like when I record, my roommate always produce some noise:) and the recorded sound is not clear enough. So I try it many time. And the app which is named audacity is not work on my computer. I can download it but I can not open it. Thus I use imovie to make it as well as export the only sound. When I finish recording the content, I just going to perfect the audio, such as adjust the volume and background music and the opening. This is my first time to make podcast, so I am not clear about what should I say in end of it as well as I decide to use cliched endings and make a simply conclusion. For high quality of audio, I decide to upload the wav.
This assignment is to make a seven-minute video, which is a challenging work. And more academic materials will be used in this assignment. Thus before I started my homework, I didn’t have much confidence in myself. After all, this assessment weighed a lot of mark. As well as I read the assignment instruction carefully. And in the class, the teacher explained to me the meaning of several topic and what should include in my video. Because my selected topic is new ways of watching: surveillance, so in this video my video topic is A balanced perspective is the key to understanding the contemporary surveillance society in which we live.
Surveillance does bring many benefits to our lives, like make our live safer and more convenient. But in today’s cities, there is lots of surveillance, camera surveillance, sound monitoring and online monitoring. It continues to invade people’s privacy. And I decide to focus on balance between “privacy” and “ security”. Then I inquired about surveillance and privacy academic materials, such as academic article, news, forums and videos. Finally, I found two academic book and news as well as video for each. However, I am not very clear about the forums, so I send a email to my teacher Bob, to get some help. And I continue to make summary from academic sources. According to “the information society writing by Michelle Cayford and Wolter Pieters in 2018, I understand surveillance technology leading to fierce debate between proponents and opponents. Because proponents arguing that it increases security, and opponents decrying its invasion of privacy. And some basic information about Edward Snowden. Even something about how the government cracked the data.
In the book “journal of cyber policy” writing by Paul Bernal(2016), I got lots of information about the importance of privacy in our live and the cost of so-called security. For example, the book shows the idea of a balance between privacy and security is a mislead-in idea. This is a good point in my video to show relationship between surveillance and privacy. In addition, I found a news article related to the subject. In the news, there are stories about schools monitoring student’s emails and even social media. For keep student safe and invasion of student’s privacy. As well as campus surveillance system is huge cost. Lastly, I searched in youtube for videos made by former students. And I usually hear a name “Greenwald”. Hence, I found his ted talk and watch it carefully. Understand why people value privacy so much.
Second step is planning. In this step, I need makesure what should I shot in video and the process of video. Finally, I use the traditional process which is opening, content and ending. In main content, I decided to use a short stop-motion animation to lead to something else. Then describe the relationship between privacy and security as well as how surveillance invasion of our privacy.
Next step is to make video. I got some inspiration when I watching former students video. Like I found one website which can make short video and named powtoon. But I made a big mistake that is I didn’t see is 220 US dollars per year and I need pay yearly, I only see price is 19 dollars per month. And because I exported on video, so they can not return money for me…
I also took some surveillance photos when I go to lunch. After that, I just realized there was so much surveillance going on. And I took some video when I take uber, and use hyperlapse, this is a great way to add some narration. When I took these photos and video, I think passerby will think I am freak, because I keep the camera on the surveillance:0 I also shot me self-description shots in the video, it makes me feel more involved. And I added some simole subtitles during the description. When I made stop-motion animation, my friend recommend me a app named stop motion( it cost me seven dollars). I just need design a simple storyline and took some photos. I shot it with my lego, the main content is ta=hat the police through surveillance caught a bad guy into someone’s home. Lastly, my teacher help me to understand what is the forum and recommend me a website named Reddit.
For background music, is hard to find one music is creative commons and fit for my video. I think next time I can try make music by myself.
First of all, since I chose the video with the subject of surveillance, I want to describe the ubiquitous presence of surveillance in our lives，He is a very common thing in our modern life. Because of this, he has brought both positive and negative impacts on our lives, so I want to study its advantages and disadvantages.In the video, we can also know that although surveillance has brought convenience and security to our lives.
Secondly,There were a lot of decisions to make in this video.Before I start the video, I have to determine what I want to express in the video.After identifying the benefits and disadvantages of surveillance, I need to start querying and thinking about its benefits and disadvantages.So I decided that its benefits are that when we are at home, we can easily observe who is coming in and make our lives safer.In this assignment we need to have an academic research in the video, so I decided to search Google Scholar for some academic research on surveillance.So I found an academic article that described in detail the impact of surveillance on society.Then I sorted out this information and started the process of planning the video.The video uses a very simple process, first the opening, then the surveillance in life, then the pros and cons of describing it, and finally the music and pictures used in this video.Eventually I found useful photos online and recorded footage in cities and homes.When recording the access control, I used a delivery process to describe the security and convenience of surveillance.You can clearly see what kind of person is at the door at home, and you can talk to him, and finally choose whether to open the door.When recording a video, I chose surveillance in a variety of places to highlight surveillance everywhere.When choosing background music, I want to try very rhythmic music, but it does not work well with videos.So I searched for a piece of music from my favorite Japanese anime Naruto. It has a beautiful melody and makes the video softer.In the video, I used the way of self-description to avoid shortcomings.And I recorded a video of the street and quickly played it to show modern society.
There are also many difficulties in this assignment.When searching for academic materials, it was difficult for me to find a suitable academic article or video, so I changed a lot of search keywords, and finally found a suitable article in Google Scholar. The article detailed the impact of surveillance.Finding background music is also very difficult, because many music is not allowed, which results in very few alternative music. And most of these selectable music are not downloadable. In the end I remembered that the teacher can use mp3 conversion.Finally solved the problem of background music.When the video was almost complete, something went wrong with my computer, and it suddenly shut down automatically. I was very panicked because my video disappeared when I turned on the computer again.But I found it after a patient search, which taught me to be careful and patient
Reference list:
Mubashirnoor “enhanced public surveillance :the pros and cons” 2018
Felix & MY 