Contextual Essay
In producing this 1 minute digital artefact, there was a time constraint of 1 minute according to the assignment, so I had to deliver as much vital information as possible. For the first introductory part of the video, I presented a few facts about loneliness in order to emphasize the problem to the viewers and to let them know the severity of the social issue nowadays.
This allowed me to build a logical connection towards the main product I would be selling as a solution to investors in considering this product against social issues. I had intended to include more data more about the auxiliary benefits, but within the time limit of 1 minute, I had to only include the essential information while also maintaining a clear readability to the audience.
A few scenes present in my video come from real world examples, mixed with media such as Detroit: Become Human(2018) and Robot & Frank(2012). The purpose of these are to showcase what the design or functions of the product would look like. It was necessary to present multiple cultural media material from video games in order to give the most accurate portrayal of our product, so that our claims can be backed up with some visual ideas. Notice that the above figure of our product design has a humanoid structure, which led me to believe that using humanoid robots as models for our work is the best way to show our product.
As many advertisements nowadays are about 15 or 30 seconds long, with short promotional videos lasting up to 1 minute usually. This advertisement trend makes me feel that my 1 minute digital artefact is similar to that of a promotional video, and so I wanted it to encompass an impactful feeling as I edited the video transitions to be consistent with the melody of the background music. Let’s take this promotional video by Adidas as an example, which lasts about 1 minute.
Let us take this video as a brief reference to the structuring of my video. Consider how this promotional video has a slow build-up from the first 20-30 seconds, but changes to an exciting music afterwards. This video is a role model for me with its staggering 44 million views. My promotional video is also designed similar, and I believed following the example of successful marketing structures like this would be the most effective way to do the 1 minute video. There is not an information overload in my video, but timed enough for a general audience to follow with a clear and consistent message throughout a video. I also made most messages have a black or white background to follow, in order to contrast the text with the background and clearly present it.
Clarity of message and an impactful way of delivery has been my main focus in producing the digital artefact. Though it cannot fit much information, the purpose of a promotional video is to make the viewer interested enough to search more on the product or is redirected towards the product’s website. In that respect, I believe my digital artefact has been effective in delivering its intent.
References
adidas | Ready for Sport. 2022. [online] Available at: <https://www.youtube.com/watch?v=Rwk5PdpTxSU> [Accessed 24 March 2022].
World Economic Forum. 2018. The curious truth about loneliness, revealed by recent surveys. [online] Available at: <https://www.weforum.org/agenda/2018/10/loneliness-survey-research-findings-bbc-2018/> [Accessed 24 March 2022].
Who.int. 2021. Social Isolation and Loneliness. [online] Available at: <https://www.who.int/teams/social-determinants-of-health/demographic-change-and-healthy-ageing/social-isolation-and-loneliness> [Accessed 24 March 2022].
Robotics, S., 2021. Robots for Healthcare. [online] Youtube.com. Available at: <https://www.youtube.com/watch?v=2TcmjL6ZQzc> [Accessed 24 March 2022].
En.wikipedia.org. 2012. Robot & Frank – Wikipedia. [online] Available at: <https://en.wikipedia.org/wiki/Robot_%26_Frank> [Accessed 24 March 2022].
En.wikipedia.org. 2018. Detroit: Become Human – Wikipedia. [online] Available at: <https://en.wikipedia.org/wiki/Detroit:_Become_Human> [Accessed 24 March 2022].
World Economic Forum. 2018. This is why loneliness is bad for your health. [online] Available at: <https://www.weforum.org/agenda/2018/02/loneliness-is-bad-for-your-health> [Accessed 24 March 2022].
Youtube.com. 2022. Gatebox – Concept Movie 3rd “WAIT”_english. [online] Available at: <https://www.youtube.com/watch?v=5k7-PA9oXXA> [Accessed 24 March 2022].
Youtube.com. 2021. Human looking robot ‘wakes up’ in incredible footage. [online] Available at: <https://www.youtube.com/watch?v=Yj-fFgff1fU> [Accessed 24 March 2022].
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