The avozilla is new to the fresh good 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.). The avozilla brand will reflect the attributes of the warrior archetype, as it has benefits for those with an ‘alpha’ out look who work hard at saying on top of their busy, health-focused lives.
Objectives
To raise awareness of this new product, association with health, encourage trial and repeat purchase.
Target audience
Men and women aged 25 to 40, commonly in a relationship, who lead an extremely active and healthy lifestyle. They are fitness fanatics who getup early every morning for the gym, yoga, jogging, swimming. They are likely to play team sports and do marathons. Members of this target audience often work as professionals and are university educated. Some in this audience have young families.They are high use avocado consumers, health-focused eaters and dedicated meal planners. They are aware of the vitamins and healthy fats contained in avocados. They are open to trying to new products, particularly if they feel there will be a health benefit.
In what ways have socially and politically marginalized individuals and groups pushed back against systemic power structures to create powerful online identities and communities?
Social media in China serve as “a double-edged sword,” which offers the government new communication opportunities with citizens but also allows citizens to access alternative information and connect among themselves in unprecedented ways (Masterson, 2015, p. 238).
When discussing media and politics in China, Hadland (2015) noted that China is a prime example of “the enduring importance of the state in human affairs” (p. 129). On the other hand, Marolt(2015) commented that “the dichotomy of control vs. freedom” did not fully capture the dynamic relationship between Chinese politics and new media(p. 5). As long as Chinese citizens did not challenge the political status quo, they could enjoy the new conveniences of life made possible by new media technologies. Furthermore, WeChat was empowering in that the new social medium brought Chinese together in mediated communities and offered new opportunities for a sense of agency and social advocacy in and outside China.
Completed with ZISHAN WANG
Reference list
Zhang, M 2016, ‘A rhetorical analysis of Chinese WeChat messages among midlife adults’, China Media Research, vol. 12, no. 3, pp. 7-16.
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.).
Target Audience:
Trendy millennial, vegans, vegetarians and health-cautious people who aims to eat healthy, getting awareness of healthy eating and to protect animals or cater the lifestyle.
Young demographic of 20-28 year olds who have modernistic lifestyle and value a health- cautious and environment surroundings are highly likely to buy these product.
Objectives:
To get people to eat more healthy fruits such as avocados and keep up the avocado trends for example,”Arvo Toast for Brekkie”.
Tone of Voice:
Instagram influencers, celebrities using avocados in their daily healthy food routine and more on the food lifestyle to be healthy. With the twist of keeping the avocado trendy with memes and music video on people who use them.
SMP:
People said that ” An Apple a day keeps doctor away” but for me is “ARVOS”
Market Conditions:
Avocados are a growing niche market, especially in the trends of society, there are more than one way to use an avocado. There are many competitors and businesses selling avocados, however, not as many selling the ‘avozilla’. In addition, the company should do marketing in supermarket, set stalls for the consumers who can try the taste of avocado. Allowing the consumers directly test the quality of product is the best way to persuade someone buy any product.
Substantiation:
The avozilla is 4x bigger than regular avocados, meaning 4x more nutrition in just one purchase.
Avozillas size is unexpected and attention grabbing.
Avocados are rich in monounsaturated fat. Today we call this kind of fat “good fat.”
Myanmar, formally known as Burma, has a rich history of food, culture, jewellery and many more. Myanmar is one of the ASEAN countries and located between Indian and Thailand. Yangon, Mandalay, Bagan and Ngapali are the tourist hot spots that many people are in awe and love the scenarios and vacation spots to travel. The country boasts a unique lifestyle, political interest, traditions and architecture.
To describe the unique culture of Myanmar, one of Myanmar’s ethnic race/ state has a Guinness Records of having the most extended neck in the world which is 40 cm (15.75 in). This tribe is known as the “Padaung” or “Kareni”. Their reason for why they do it is the sign of beauty to symbolize wealth, position and beauty. By wearing brass coils—not rings—around their necks, coils can stretch their necks over a foot and weigh over 20 pounds.
Myanmar is a Buddhist country which has four millions of pagodas. The most unique and exceptionally ancient pagoda is “Shwedagon Pagoda” which is the landmark and Myanmar’s Treasured Icon—located in the heart of Yangon City. Like Shwedagon, we have many pagodas, not just in the city around the country.
Another one of the Myanmar tourist attractions is “Inle Lake” which is in the Shan State in Myanmar. The exciting part of the place is for its scenic beauty and the unique leg-rowing of the Inthas, the native lake dwellers.
Lastly, Myanmar have great selections of food and cuisines since the country have eight ethnic groups. This picture has shown that the Myanmar Traditional dish is pickled tea leaf served with nuts and beans. Once you are in Myanmar, it is a must-try dish cause it is one of the national dishes.
Myanmar is not one of the popular Asian countries to visit, like Thailand, Indonesia or Vietnam. However, the country has fantastic food dishes and views, and it is the best country to explore the nightlife, understand the way of a simple life and traditional culture to adventure.
To add more originality and flare to the story, I would love to turn into animation which everyone could relate and put some manga reference to make it more interesting.
Target Audience
This ad is aimed at a young demographic, perhaps children in middle/primary school and young adult. People who love animation.
Ages: children to Young adult
No income or causal job income or part-time
Middle / primary school, high school, college and uni student
Would use this product in their snacks
SMP: SINGLE MINDED PROPOSITION
“Taste like Childhood but Gourmet Taste”
Goal: Make the consumer laugh and crave Vegemite and Vegemite-related product.
Australia have a multiculturalism and been a great advocate for this. We known the “Vegemite” as Australian Icon of food. Surely, there is many Vegemite related snacks to encourage people from other countries to love Vegemite as much as the Australian.
Baker’s adventures to make new recipes for his bakery. So on, he works hard for unique baking goods but fails to make interesting food. However, He remembers that he has never tried with Vegemite. Hence, creating Vegemite bagel crisps for his bakery.
Brand archetype:
I used ” The Creator” archetype among the 12 brand archetypes . According to Sparkol, “The creator” is driven by their desire to produce exceptional and enduring works, and they are most afraid of mediocrity.Creator types are a difficult category to appeal to, but successful creator brands often develop a devout fan base.
Creator brands promise authenticity. Creator brands often position themselves as the key to unlocking a creator’s creativity. The worst thing a creator brand can be perceived as is inauthentic or ‘sell-out’.
Universal story plot:
I used “The Quest” story plot; the baker is challenging himself to make a quest of his bakery’s good to have a good delicious food for his customers.
On every social platform, video is the dominating mass medium of media to create, post and share online.#ALM102DC.
This is my second time uploading my video on YouTube. However, I still feel like I am doing it for the first time.
Since I am doing my self-introduction video, I have a clear vision of what I am going to put and shoot. I want to reflect the video of what I like and what I love and talking small details of my self. Throughout making and creating video, I find ups and downs experiencing issues, troubles and the unexpected.
I experience and encounter a lot of problems from filming myself, lack of necessary equipment to shooting b-rolls. It’s not a terrible problem of not having excellent sound equipment to shoot with. Due to the emerging virus “COVID-19”, I cannot go outside too much, but I did filming in my apartment. Luckily I have videos when I went out for concerts, festivals and photos that I took throughout the years and before the quartine.
I had two main problems that I had to deal with; one is the lighting as I don’t have great professional light and a good sound recorder. The second main problem is I have to make use of the videos that I had when I was outside.
In every video, there should be a piece of background music to spice up or have a character to the video. Trying to get copyrights music for my video is complicated and hard as finding the right music is crucial to make my video great. I don’t want to demonetize if I don’t give credit as well. Nevertheless,I make it work by looking and mimicking at how other YouTubers do their content video.
Decisions about what kind of videos I wanted to convey about is more on what I love to do and show some aesthetic by showing the way I edit.
I put by my video about coffee making since i genuinely enjoy making and drinking coffee as presenting a coffee addict side of me. Another clip of my video is photos of food, who doesn’t love food and try different food out there in the world. Content of concerts and EDM( Electric Dance Music) festival Like EDM, I enjoy and going out with my group of friends and supporting music creators and song artists that I admire and feel the moment. Lastly, going clubs scene is great to show off that I am fun and out-going person in general. I think it’s a great way of showing a little bit of who I am.
In the end, I like out it turns out with the video and hopes that everyone enjoys my video. Even though its a minute video, I hope viewers will see the glimpse of who I am. I learn a lot by learning by doing which it scripting, what video to shoot and upload and finding music for hours. Can’t wait for edit and upload the next video.
Advertising in different countries are fairly contrasting due to the countries’ culture and society. We will be comparing Makeup advertisement from Australia and Japan.
The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among its members. It has to do with whether people ́s self-image is defined in terms of “I” or “We”. In Individualist societies people are supposed to look after themselves and their direct family only. In Collectivist societies people belong to ‘in groups’ that take care of them in exchange for loyalty. (Hofstede insights, n.d.)
For this category or dimension, Australia scored 90 which shows the country is highly Individualist culture. On the contrary, Japan have very low score of 46.
According to Hofstede insights, Australia is a loosely-knit society in which the expectation is that people look after themselves and their immediate families and are self-reliant and display initiative.
Japanese society norms have characteristics of a collectivistic society; for examples, putting harmony of group above the expression of individual opinions and have a strong sense of shame for losing face.(Hofstede insights, n.d.)
Indulgence
This dimension is defined as the extent to which people try to control their desires and impulses, based on the way they were raised. Relatively weak control is called “Indulgence” and relatively strong control is called “Restraint”. Cultures can, therefore, be described as Indulgent or Restrained.(Hofstede insights, n.d.)
People in societies classified by a high score in Indulgence generally exhibit a willingness to realize their impulses and desires with regard to enjoying life and having fun. (Hofstede insights, n.d.)
Again, seeing Australia with a high score of 71 and Japan, with a low score of 42 on Hofstede insights.
Japan is shown to have a culture of Restraint and people with this orientation have the perception that their actions are Restrained by social norms and feel that indulging themselves is somewhat wrong.(Hofstede insights, n.d.)
Compare to Australia the polar opposite to Japan is an Indulgent country which means exhibit a willingness to realize their impulses and desires with regard to enjoying life and having fun ,possess a positive attitude and have a tendency towards optimism. In addition, they place a higher degree of importance on leisure time, act as they please and spend money as they wish.(Hofstede insights, n.d.)
Analysis of two advertising
Australia
Nude by nature promotes makeup by focusing the enhancement of the face as they claim that they use natural product for the formula of the makeup. Hence, they voice over the advertisement.
The advertisement consist of very good look blonde hair girl( which is the standard of western beauty) and more of them enjoying and modeling through camera in the environment such as beach, desert, forest and so on.
The main message is that by using the product, not only that we will look good, it enhance the face and no effect of using but gain benefits of what the ingredients produce the makeup.
Japan
Shiseido’s ad took a creative side which is very different how typical makeup is by using music and high-theme which Japan’s culture is very known through manga and anime.
The editing and shots of the video are very stylish and aesthetic vision and the background music change from the soft cute and girly sound theme for the girl part into very rock, the boyish sound theme to showcase the guy part.
The ad don’t show the stereotypical ad like showing or endorsing celebrity or model to tell their customers to buy the product.
Flexibility
The video showcase the unique way of how makeup is very powerful tool to transform the face and selling their product at the same time.
Elaboration
The scene of the ad give a sense of familiarity and give a very Japanese- High school theme targeting young-girls and the selection of music is very cute for the girl version and generic rock music for the twist in boy version.
Synthesis
At first, the audience will feel and think that they are watching very Japanese makeup ad but when there was the deconstruction of the make up put on to these people. They are not girls but guys.
Artistic Value
The camera edit and work consist of time-lapse and frame by frame shot how they remove the makeup. Another aspect of this ad use is the music when the camera stop at the book, the background music turn from very Japanese girlish music into pop- rock music and sound.
moon.wysl 