In response to Grace’s brief: https://moonwysl998photography.photo.blog/2020/03/31/week-5-workshop-part-1-creative-brief-strategic-objectives/

Draft:

Final Design:

Background

The avozilla is new to the fresh food product category and, aside from some news coverage, there is very little awareness. The product is in direct competition with regular avocado varieties, which have a lower price point. Potentially the concern may arise that a bigger avocado might not taste as good as well-known varieties. It should be noted that Australian consumers are often open to trying to products, i.e. they have a low risk avoidance (Hofstede Insights n.d.).

Avozilla is a new brand. In my own opinion, I think the archetype of this brand is “the idealist or innocent”, and McDonald’s also chooses this kind of archetype. As a new brand of the food industry, Avozilla needs to give people the impression that this brand provides fresh avocados. This will make the customers feel that Avozilla is a trustworthy brand, and it will also make them love this brand.

Objectives

To raise awareness of this new product, encourage trial and repeat purchase. I will create some cartoon avocado images and use Avozilla as the logo to attract young teenagers and children’s attention.

Target Audience

My target audiences are young teenagers and children, who are mostly students that are studying at school. They may not have income, but they can ask their parents to buy the avocado made by Avozilla for them. I think the value to young teenagers and children with regard to Avozilla is that it can help them increase nutrition and enhance their physical fitness.

SMP

Keep healthy and enhance physical fitness.

Substantiation

1. Avozilla offers avocados that are five times the size of regular avocados.
2. Avocados made by Avozilla is nutritious.
3. Not only children but also everyone in different age groups can enjoy the avocados provided by Avozilla.

Tone of voice

The mood of this advertisement should be relaxing, and it can use cheerful music as the background music.

Media requirements

A4 Print advertisement

Mandatories

The logo of Avozilla and also the web address.

Link to my photo story from last week：https://675.photo.blog/2020/03/22/week-3-workshop-ala102dc/

Step 1: Originality and Elaboration

My photo story from last week is actually really normal, and it lacks creativity. In order to make it be better, I decide to add more details. The story from last week describes how I found my room card by drinking a bottle of coconut milk. However, the photos taken really makes my audience feel strange, because it seems that these photos are not logical. So I think I can add more details, such as how I lost my room card and when I found it has been lost. Then I felt angry when I could not find out where my room card was. So I decided to sit down and drink a bottle of coconut milk. The milk made me feel calm so that I could think about the places I passed by when I went home and where my card might be lost.

Step 2: Target audience

This ad is aimed at people with different age groups. The target audiences can be students and office workers.

Age between 10 and 60

No income or have general income

Students and office workers

Will drink this product when they need to calm down or feel thirsty

Students that are studying and office workers that are doing jobs

Step 3：SMP

This kind of coconut milk can help you feel calm when you are in a bad mood.

Step 4: Adding in the SMP

Beginning

A girl loses her room card after using it to open the gate of the dorm, but she does not notice that.

Middle

She finds that the room card is lost when she needs to use it to open her room gate. She feels angry and decides to drink a bottle of coconut milk to calm down.

End

Then she finds where the room card is lost after drinking a bottle of coconut milk.

Step 5: Multiculturalism

Australia is a multicultural country, and it has immigration policies. Some of the Australian ads show the individualism, and some of them show the multiculturalism.

I went to the supermarket to buy some food on Sunday, and then I went home. I live in the student dorm, so I need to use a room card to enter. After I arrived home, I went to the kitchen and put the food that I bought into the fridge. Then I wanted to enter my room but I found that I lost my room card! I walked around almost everywhere in the dorm but I did not find my room card. Then I decided to sit down and have a bottle of coconut milk to calm down and try to remember where I lost my card. After I had the whole bottle of milk, I felt that I was calm. Then I walked to the door gate of the dorm and found that the room card was on the floor! Finally, I entered my room.

“Hero customers value quality and efficiency in their products. They like to think their consumer choices will put them ahead of everyone else, and aren’t likely to be swayed by cute or funny adverts.” (Sparkol 2015)

“A comedy is a light-hearted story which centers on some confusion (often involving misunderstandings or mistaken identities) leading to conflict before a happy conclusion and celebrations.” (Sparkol 2019)

Reference List

Sparkol 2015, “The 12 brand archetypes all successful businesses are built on”, Sparkol , retrieved 22 March 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.

Sparkol 2019, “The 7 universal story plots that still entrance audiences”, Sparkol , retrieved 22 March 2020 , <https://www.sparkol.com/en/blog/the-7-universal-story-plots-that-still-entrance-audiences>.

These two ads are from two different countries, which are China and America, but they are all produced by Nike, which a famous sports brand. In these two ads, they show the audiences two differneces in culture and values. This blog will concentrate on talking individulism and indulgence by using the six dimensions model by Hofstede Insights.

The first difference between these two ads is focusing on the individulism. In this dimension, individulism can be defined as a social framework in which individuals are expected to take care of only themselves and their immediate families (Hofstede Insights 2019). For example, in the first ad from China, it shows a Chinese tradition, which is the red envelope. In Chinese tradition, the older people need to give younger children red envelope in Chinese Lunar New Year. In the Chinese ad, Nike is introduced by personal feeling. However, in the American ad, Nike is introduced by a group, such as athletes.

The second difference between these two ads is concentrating on the indulgence. Indulgence repersents a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun (Hofstede Insights 2019). In the Chinese ad, it seems that it lacks this kind of dimension. In contrast, in the Australian ad, indulgence is mentioned clearly. For example, it mentions gender equality. The ad tells the audience that women can also have a dream to win a sports champion, and there should be no gender inequality. This kind of ad can make female audience feel comfortable when they are watching it.

Reference List

Hofstede Insights 2019, ‘National Culture’, Hofstede Insights, retrieved 22 March 2020, <https://www.hofstede-insights.com/models/national-culture/>.

Lunar New Year: The Great Chase | Nike 2020, YouTube, Nike, 14 January, retrieved 22 March 2020, <https://youtu.be/Fu8T-7Ct6Oc >.

Dream With Us | Nike 2019, YouTube, Nike, 12 May, retrieved 22 March 2020, <https://youtu.be/IHcWPVbDArU >.

Originality: 2

Flexibility: 3

Elaboration: 2

Synthesis: 3

Artistic Value: 4

This ad is produced by Taobao, which is similar to JingDong. It is also an online shopping website. The most important point of this ad is its background music and its lyrics. The lyrics of the background music shows that the customers can buy almost everything they want in Taobao website. This kind of advertisement based on song and dance is very suitable for young people to watch.

Reference List

淘宝-1212淘游记 2018, YouTube, guo lucky, 9 March, retrieved 22 March 2020, <https://youtu.be/dhYj0ZaxovU >.

This ad is produced by JingDong Company from China, which is an online shopping website. It sells items including computers, mobile phones and other digital products, home appliances, auto parts, clothing and footwear, luxury goods, home and housewares, cosmetics and other personal care products, food and nutrition products, books and other media products, mother and baby products with toys, sports and fitness equipment, and virtual goods. This ad promotes the Jingdong website in an innovative way.

New association: The dog in the advertisement is the company’s mascot, so the advertisement can not only be used to celebrate Chinese New Year, but also to promote the Jingdong website.

Attention grabing: This ad is created by animation，which is different from general ads. Using animation can grab audiences’ attention because it can produce something that doesn’t exist in reality，such as dragon in this ad.

Surprise and regularity: This ad does not have any verbal description, the whole process of this ad is shown in the form of animation. This ad promotes JingDong by showing Chinese unique scenery，which can make the audiences feel surprised.

Reference List

Forbidden City Celebrates Its Chinese Festival Online with JD 2020, YouTube, JD.com, Inc., 1 January, retrieved 22 March 2020, <https://youtu.be/ayZrCguayMs>.