Posts tagged storytelling

The “Fear” Approach

January 15, 2011 · Filed under Marketing & Advertising · Tagged , , , ,

  
Read the assigned LaTour, Snipes and Bliss article, then find an example of an ad that uses a fear appeal, either online or in a magazine. Describe the ad. What attitude component is the its sponsoring organization focusing on? What theory makes this reasonable? Does this ad raise any ethical concerns? Post the ad or provide a link if you can. Everyone must choose a different ad.
  
Utilizing the appeal to fear in advertising has often been criticized. However, “despite its criticism, the use of fear appeals is quite common in many types of marketing communications today. The primary reason for their growing popularity is that advertisers have found them to increase the interest and persuasiveness of individual ads (Bliss, LaTor, & Snipes, 1996).”
 
Because emotions have been shown as being an important role in advertising effectiveness, marketers capitalize on the use of fear as one of the chosen emotion to provoke. The authors go on to make such the point: “empirical studies indicate that subjects better remember and more frequently recall ads that portray fear than they do warm or upbeat ads or ads with no emotional content (p. 1).”
 
The ad [attached: Sharp and Wade, 2009] was developed and distributed by MTV, obviously in this case targeted to a GenX & GenY, Latina target audience. Nonetheless, the advertisement displays a powerful visual graphic that utilizes a fear appeal in the cause for safe sex. The visual speaks for itself, powerful enough to stand alone against a cold, dark background—setting an incredibly serious, potentially distasteful display of shock/fear advertising.
 
The words shown at the bottom right of the page, in contrasting white lettering above the branding MTV logo says: Meninas tenham cuidado, exijam que os vossos parceiros usem preservative. English translation:
 
“Girls, protect yourself. Demand your partner wear a condom”
 
Often, fear appeals are utilized most widely when dealing with messages of intense, serious matters—especially those with potentially extremely negative consequences, such as this. Marketers in this instance use a combination of cognitive, effective and behavioral attitude components for the advertisement. In essence, the messaging and imagery portrayed in the advertisement were strategically developed to play on what the viewer thinks, feels and does in reaction to viewing:
 
”No matter what situation you are in you always have certain thoughts about it. You also have an emotional response to it, and you behave a certain way in it. To begin changing your attitude you either change your thinking, the way you act, or the way you feel. Two of these choices are easier to influence than the third (Johnston, 2009).”  The marketers of this ad are relying heavily on the negatively associated ‘think’ and ‘feel’ emotions to motivate toward the desired behavior.
 
Fear, as an advertising tactic has been known to raise ethicical concerns, but more than that is that the ad and the ad’s message, are inherently sexual in nature—which has a higher potential to raise ethical concerns among certain societal groups. While obviously sex is an overt aspect of the ad and the message in itself, some critiques disagree on the necessity of such a direct use of sexually depicting imagery.
References:
Johnson, Dan (2009). What Is An Attitude? Retrieved on November 10, 2009 from website: http://lessonsforliving.com/what_is_an_attitude.htm
LaTour, M.S., Snipes, R.L., & Bliss, S.J. (1996). Don’t be afraid to use fear appeals: An experimental study. Journal of Advertising Research, 36, 59-67.
Sharp, Gwen and Wade, Lisa (2009, June 18). Retrieved on November 10, 2009 from website: http://contexts.org/socimages/2009/06/18/safer-sex-psas-conflate-the-penis-with-a-firearm/

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What to Say? What to Do?

September 30, 2010 · Filed under Digital Storytelling · Tagged , , , , , , , , , , , , , , , ,

Week Six: Writing the Script

  • Submit a script for your project
  • Submit a storyboard for your project – can be viewed here: YMCA STORYBOARDS

The Audio/Visual Approach to scriptwriting is simplistic, traditional and structurally easy to follow. While the Narrative Approach might be better from the actor’s point of view, the Audio/Visual style seems that it would read more straightforward from a technical/camera point of view.

Shooting Location:  YMCA, Charleston & Teays Valley

Director(s):  Carrie Bowe

Title: “Find Your Why” 

Length: TBD

VIDEO AUDIO
Act 1, Scene 1GRAPHIC screen with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility. The CAMERA PANS OUT to show a facility shot. Start wide; zoom in; end on medium shot.  VO: “Since 1907, the YMCA of Kanawha Valley has been dedicated to providing community service to our area…”
 CAMERA fades in and out to a variety of Steadicam shots of facility photos and preview scene shots.   VO: “Now, more than ever, the YMCA has recommitted itself to our community. The YMCA has developed new initiatives and goals to revitalize the places we live, work and play. Now is the time to become a member of the YMCA of Kanawha Valley, there are so many reasons : to join, to volunteer to give—it’s time for you to find your reason why (Y).”
Act 2, Scene 1Young adult male & group of school-aged male and female children. Man as teacher; children in classroom setting.

CAMERA CUTS TO “looking into” a school/homework scene. Backpacks, papers and notebooks are visible with a clear look of school work and socializing involved. The man moves about the room, bending and kneeling beside children who raise their hands for assistance. The children go about various tasks—some reading, some writing, some with calculators, etc. The man is very bright and cheerful; the children are receptive and attentive.

 

   

 

VO: “We believe the values and skills learned early on are vital building blocks for life. Because of the Y, more young people in neighborhoods around the nation are taking a greater interest in learning and making smarter life choices. At the Y, children and teens learn values and positive behaviors, and can explore their unique talents and interests, helping them realize their potential. That makes for confident kids today and contributing and engaged adults tomorrow.”

 

 
CAMERA CUTS TO a “Why I volunteer” and “Childcare, Education & Leadership, Swim, Sports & Play and Camps” GRAPHIC on screen of still shot. 
CAMERA CUTS TO same man facing camera and smiling.  Man: For youth development!
GRAPHIC logo and “For Youth Development” treatment on bottom-center of the screen. 
Act 2, Scene 2A middle aged woman and young adult woman. Gym scene; gym clothes

CAMERA CUTS TO “looking into” a fitness scene with two women, side by side on treadmills and moving around to various work out scenes, involved in conversation, smiling, laughing and working out.

 

  VO: “Being healthy means more than simply being physically active. It’s about maintaining a balanced spirit, mind and body. The Y is a place where you can work toward that balance by challenging yourself to learn a new skill or hobby, fostering connections with friends through our lifelong learning programs, or bringing your loved ones closer together through our many family-centered activities. At the Y, it’s not about the activity you choose as much as it is about the benefits of living healthier on the inside as well as the outside.” 
CAMERA CUTS TO a “Why I joined” and “Family time, health, well-being & fitness, sports & recreation and group interests.” GRAPHIC on screen of still shot. 
CAMERA CUTS TO same women facing the camera, smiling.  Women: For healthy living!
GRAPHIC logo and “For Healthy Living” treatment on bottom-center of the screen. 
Act 2, Scene 3Older adult man in a suit with children, both male and female with basketballs, behind him.

CAMERA CUTS TO “looking into” a gym scene in the background with the group of children/teens, and man in the foreground. CAMERA focuses on the basketball court below; man watching, smiling and cheering.

  VO: “We know that when we work as one, we move people and communities forward. That’s why we are committed to providing support to our neighbors and opportunities for kids, adults and families to give, join in or advocate in the name of stronger communities.”
CAMERA CUTS TO a “Why I give” and “Social services, Global services, Volunteerism & Giving and Advocacy.” GRAPHIC on screen of still shot. 
CAMERA CUTS TO same man facing the camera, smiling.  Man: For social responsibility!
GRAPHIC logo and “For Social Responsibility” treatment on bottom-center of the screen. 
Act 3, Scene 1CAMERA CUTS TO a white screen with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility and site: ymcawv.org GRAPHICS.

 

  VO: What will your reason be?
CAMERA CUTS TO half-screen YMCA facility scene with President John Giroir [or familiar, available talent], with three main characters behind/around him; half white screen with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility and site: ymcawv.org GRAPHICS.   JG: “Visit: ymcawv.org to find your reason why today.”

 

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Act Two, Scene 3: And….action!

September 23, 2010 · Filed under Digital Storytelling · Tagged , , , , , , , , , , , , , , , ,

Week Five: Scene Descriptions

  • Write a series of short scene descriptions
  • Group scenes into acts and follow the percentage guidelines: 25% Act I, 50% Act II, 25% Act III)

Scene description is the second most important part of a script. While the dialogue is where the writer opens up and can explode with creativity, the scene description is where economy of language is most important…

…scene description sets up what the characters are doing physically, and how they interact with each other and their physical surroundings. Because the reader is trying to imagine the film the writer is telling, scene description should be lucid in description without being too detailed. Details tend to slow the reader, breaking the fluidity of the imagination (YankeeClassic.com).

Shooting Location:  YMCA, Charleston & Teays Valley

Director(s):  Carrie Bowe

Act I—Introduction

Scene 1—

Begin with GRAPHIC screen with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility. The CAMERA PANS OUT to show a facility shot.

VO: “Since 1907, the YMCA of Kanawha Valley has been dedicated to providing community service to our area…”

CAMERA fades in and out to a slideshow of facility photos and preview scene shots with VOICEOVER.

VO: “Now, more than ever, the YMCA has recommitted itself to our community. The YMCA has developed new initiatives and goals to revitalize the places we live, work and play. Now is the time to become a member of the YMCA of Kanawha Valley, there are so many reasons : to join, to volunteer to give—it’s time for you to find your reason why (Y).”

Act II—Meet the Characters

Scene 1— Adult woman & group of male and female children —For youth development

                      Woman as teacher; children in classroom setting

CAMERA CUTS TO a school/homework scene. Backpacks, papers and notebooks are visible with a clear look of school work involved. The woman moves about the room, bending and kneeling beside children who raise their hands for assistance. The children go about various tasks—some reading, some writing, some with calculators, etc. The woman is very bright and cheerful; the children are receptive and attentive. Scene is continued with VOICEOVER.

VO: “We believe the values and skills learned early on are vital building blocks for life. Because of the Y, more young people in neighborhoods around the nation are taking a greater interest in learning and making smarter life choices. At the Y, children and teens learn values and positive behaviors, and can explore their unique talents and interests, helping them realize their potential. That makes for confident kids today and contributing and engaged adults tomorrow.”

CAMERA CUTS TO a “Why I volunteer” and GRAPHIC “Childcare, Education & Leadership, Swim, Sports & Play and Camps.”

CAMERA CUTS TO same woman facing the camera, smiling says, “For youth development”.

Scene 2— Two women—“For healthy living”

            Gym scene; gym clothes

CAMERA CUTS TO a fitness scene with two women, side by side on treadmills. Both are clearly involved in good conversation, smiling, laughing and working out with VOICEOVER.

VO: “Being healthy means more than simply being physically active. It’s about maintaining a balanced spirit, mind and body. The Y is a place where you can work toward that balance by challenging yourself to learn a new skill or hobby, fostering connections with friends through our lifelong learning programs, or bringing your loved ones closer together through our many family-centered activities. At the Y, it’s not about the activity you choose as much as it is about the benefits of living healthier on the inside as well as the outside.”

CAMERA CUTS TO a “Why I joined” GRAPHIC “Family time, health, well-being & fitness, sports & recreation and group interests.”

CAMERA CUTS TO same women facing the camera, smiling and saying simultaneously, “For healthy living”.

Scene 3—Older adult man in a suit and a sports team of teens, both male and female —For social responsibility

CAMERA CUTS TO a gym scene in the background with the group of children/teens, and business man in the foreground. CAMERA PANS TO teens playing basketball on the court below with the man watching and cheering them on with VOICEOVER.

VO: “We know that when we work as one, we move people and communities forward. That’s why we are committed to providing support to our neighbors and opportunities for kids, adults and families to give, join in or advocate in the name of stronger communities.”

CAMERA CUTS TO a “Why I give” and GRAPHIC “Social services, Global services, Volunteerism & Giving and Advocacy.”

CAMERA CUTS TO same man facing the camera, smiling and says, “For social responsibility”.

Act III—Conclusion/Call to Action

Scene 1—

CAMERA CUTS TO a GRAPHIC screen with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility and site: ymcawv.org

VO: What will your reason be?

CAMERA CUTS TO half-screen YMCA facility scene with President John Giroir [or familiar, available talent]  and half-screen GRAPHIC with YMCA logo and areas of focus: For Youth Development, For Healthy Living, For Social Responsibility and site: ymcawv.org

JG: “Visit: ymcawv.org to find your reason why”.

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The Situation – Not the Jersey Shore Kind.

September 7, 2010 · Filed under Digital Storytelling · Tagged , , , , , , , , , , , , ,

Week Three – Script Treatment      

• Write a 2-3 page treatment—the treatment is the story written in text.      

• Should explain the basic story idea and plot, describe major scenes and develop main characters.    

Essentially, the script treatment provides a rough overview of the script and is stylistically similar to a short story—a summary, or synopsis of the script. 

According to one source (Scriptologist, 2006), when outlining your script treatment, you should list and describe the most important elements of your story, which are—     

a. The main conflict.   

b. The person, place, or thing that is the subject of your story.   

c. Each action sequence.   

d. The main characters.   

e. The climax, which is the confrontation between the hero and the villain.   

f. The resolution of the main conflict.   

Working title: Here for You   

Working tagline: Here…For Youth Development. For Healthy Living. For Social Responsibility…for You.   

Working call to action: Won’t you be here with us?      

      

a. The main conflict. Describe the problem faced by the characters.   

There are several initial possibilities for story conflict for the YMCA of Kanawha Valley—funding, volunteers needed, membership, overall involvement, brand loyalty, organizational teamwork and/or community involvement.At this point, the overall focus of the script is to evoke emotion and create a connection between the narrators and the viewers—to motivate participation with the YMCA.   

b. The person, place or thing that is the subject of your story. Define the subject of your story by asking yourself whether the main characters in your story experience conflict as a result of a person, place, or thing.    

The situation that is the subject of the story is the premise that without funding, support and community involvement, the future of the YMCA is unsure. The conflict arises in the need to interact with the public and motivate action toward programs and services without speaking in a desperate or needy voice. Ultimately, the YMCA must effectively communicate the importance of the YMCA in the community and for the community—and form and develop the relationships that will further the YMCA.    

c. Each action sequence. Define each main action sequence by describing the action that takes place, the location of the action, the characters involved, and the conflict.   

Overall, the conflict in the three scenes is the need for the main character to connect with and relate to the viewer by sharing personal experiences and positive associations with the YMCA. Essentially, the script is written as a PSA—an informative and engaging piece about the YMCA and its need for community support.   

  1.  
    1. For Youth Development—Child introduction, narrative with YMCA facility and programs in background. Foreground shows main character giving a 10-15 second monologue about the impact of the YMCA on their life. Scholarships and youth programs are the focus of this scene.
    2. For Healthy Living— Adult introduction, narrative with YMCA facility and programs in background. Foreground shows main character giving a 10-15 second monologue about the impact of the YMCA on their life. Coaching and sports leagues are the focus of this scene.
    3. For Social Responsibility— Senior citizen introduction, narrative with YMCA facility and programs in background. Foreground shows main character giving a 10-15 second monologue about the impact of the YMCA on their life. Community service and volunteerism are the focus of this scene.

d. The main characters. Define the main characters by describing their physical appearance, the way they interact with other characters, the role they play in the story, and their family history.    

  1.  
    1. For Youth Development—Child Narrator. Female. Age 6-8. Red hair. Freckles. Quirky smile. Missing front tooth. Funny and energetic. Single-parent family.
    2. For Healthy Living— Adult Narrator. Male. Age 22-30. Brown hair, athletic build. Attractive and charismatic. Popular with friends. Oldest of 3 brothers.
    3. For Social Responsibility— Senior citizen Narrator. Female. Age 65-75. Gray or graying hair. Soft spoken and kind hearted. Approachable, experienced and pleasant. A retired widow with 3 children and 5 grandchildren.

e. The climax. Define the climax by describing the action sequence in which your hero and villain have a final confrontation with each other. The confrontation can be a physical and/or verbal battle. (Luttrell, n.d.)    

The style of the script makes it slightly difficult to outline a definite climax.   

In relation to the YMCA PSA-style script, the climax of the script will be the introduction and process of learning the characters lives and involvement with the YMCA.   

The script will play out with each narrator intermittently sharing their stories and personal interactions with the YMCA.   

f. The resolution. Define the resolution by describing what happens to your main characters after the climax.    

Again, the style of the script makes it a bit difficult to outline a “climax” and resolution necessarily. Since the goal of the script is to inform and involve, the resolution will ultimately be in the call to action portion of the film.   

A website and phone number will be featured as methods of communication between the viewer and the YMCA. Ultimately, measurement and effectiveness can be evaluated by rate of response.

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Character Counts

September 2, 2010 · Filed under Digital Storytelling · Tagged , , , , , , , , , , , , ,

Week Two – Character Analysis

  • Select a final client. Develop the client as a “character”.
  • Unlike what is often the case in the real world, it helps to be familiar with and/or interested in the client’s needs.
  • The client can be as firm or as, for example, Lorillard (a tobacco company established in 1760) or as indeterminate as a socially-conscious topic.

Answer as many of the following as possible (if you can’t, leave it blank) 

Client name: YMCA of Kanawha Valley 

Established: YMCA of Kanawha Valley established itself as the Charleston YMCA in 1907 

Current branding: 

  

Related clients/associations:  The YMCA of Kanawha Valley has no formal clients—instead those that interact with the YMCA are program participants, volunteers and employees. The YMCA is involved closely with non-profits and organizations throughout the area including, but not limited to: United Way,  City of Charleston, Greater Kanawha Valley Foundation, Volunteer WV and Kanawha County Parks and Recreation. 

If part of a larger organization, position in structure: The YMCA of Kanawha Valley is a localized franchise of the YMCA of the USA. The YMCA is a national organization with a long history of commitment and success for the nation’s communities and families. 

Position in society (wealth, influence, etc): Middle class, blue-collar worker with moderate influence but a genuine desire to help those less fortunate. 

Client’s service (what they do, believe in, or are interested in): The purpose of the service of the YMCA of Kanawha Valley is to serve and enhance the well-being of children and families in the surrounding areas by providing programs and services to over 10,000 people in the community. 

Where is client based and what is their reach? The YMCA of Kanawha Valley is based in Charleston, W.Va., serving an eight county radius that includes Kanawha, Putnam, Boone, Clay, Fayette, Roane, Jackson and Lincoln counties.  The two main facilities are located in Charleston and Cross Lanes. 

Mission statement, operating procedures, etc.: To enhance individual health and well being, strengthen personal and family relationships and develop strong leaders and followers, which ties directly to the YMCA motto, “For youth development. For healthy living. For social responsibility.”  The YMCA associates with people of all faiths, abilities, ages, and incomes and never turns anyone away for the inability to pay. 

Stance on their competition: The YMCA does not see others in its service market as a direct threat, necessarily—the insecurities that the competition causes for the YMCA stems from the fact that its members and those in the community are not made adequately aware of the services and programs, as much as those that provide similar services as the YMCA. 

Ambitions or desires for the future: The desires of the YMCA stems from its deep desire to see the greater Charleston area succeed and thrive. The ultimate goal for the YMCA would be to make adequately available reasonably priced childcare and sports/development programs to every child, man and woman in the area.  The future would be made possible by developing lasting partnerships with school districts, hospital systems and state agencies in the area. 

Chronology/milestones of important events in the client’s development: 

    • YMCA of Kanawha Valley established itself in Charleston, WV in 1907
    • The original YMCA, in downtown Charleston now known as Davis Park, was dedicated in 1911
    • The YMCA purchased its first home in 1979
    • During the 1980’s, the YMCA struggled financially
    • In January of 2003, the YMCA had a renovation including a 5,000 square foot fitness center, gymnasium, kid’s gym was added—and included a variety of other sports venues
    • The YMCA expanded its services and programs to the Upper Kanawha Valley in 1999 in the greater service areas of Montgomery and East Bank
    • Expansion moved westward in 2004 as the YMCA purchased a second home located in Cross Lanes
    • In 2005, the YMCA opened a daycare in the downtown Charleston business area in collaboration with the law firm Pullen, Fowler and Flanagan

Are there current changes/developments in their story? If so, what? How? Beginning in July, the YMCA has undergone an identity transformation [re-branding] initiative. YMCA’s new look is playful, friendly and fun—kid friendly and light-hearted. The YMCA’s style is colorful and bright with a clean, confident look. 

How do they publicly present themselves? The YMCA is a familiar friend to the general public. Through annual fundraising campaigns and year-round programs, the YMCA is consistently involved in the community. The YMCA is involved in community and public relations as a result of continuous communication and valuable interactions. 

Do they utilize a recognizable spokesperson? If so, who? If not, who (if there could be only one) would best fit the client? Currently, the YMCA does not have an official spokesperson—the only people who speak on the YMCA’s behalf is a business employee and marketing partner. For the time being, in the midst of the image transformation, it seems that the most appropriate spokesperson should remain as it is.

Does the client have a masculine or feminine, quality of voice, mannerisms, manner of speech, personality, etc.? The YMCA has a masculine quality of voice, with a charismatic nature and mannerisms that attracts men, women and children alike – a Mr. Rogers personality with a George Clooney appeal. The manner of speech and personality are lively, vivacious and highly energetic with an entertaining quality.

  Now really think of your client as a character and get creative. Try to answer these questions: 

What is the character’s favorite color? Food? Season? Composer, author, and/or artist (if any)? Blue and green. Summer/Fall. Dr. Seuss, Beverly Cleary and Stephenie Meyer. 

Do they like animals? What kind? The YMCA likes all animals—mostly appreciates watching animals in the wild and has a white and black dog named Spot. 

Are they happier indoors or out? The YMCA enjoys the outdoors in the Spring, Summer and Fall months—playing outdoor sports like football and ultimate Frisbee. Colder months allow indoor time for aerobics classes, tennis and basketball. 

Do they enjoy physical labor? Mental gymnastics? The YMCA enjoys exerting most of its physical energy on team sports—physical activity is as important as mental activity. The YMCA is focused on a healthy balance of physical and mental exercise. 

Are they self-loathing? The YMCA is not self-loathing, rather, loves itself, what it has to offer and has dedicated itself to the betterment of those in the community, and encouraging everyone to encourage and support one another. 

What does the character admire in others? Two characteristics that the YMCA admires most in others are compassion and teamwork. 

Do they aggressively exist solely for profit and fiction is fine or do they view themselves as on a mission? The YMCA is mission-minded and exisits to serve that mission, committed to the service and growth of the community in which it resides. 

What is the client ashamed of? Not necessarily ashamed of anything, the YMCA has room for improvement in its promotional efforts. Many of those in the community still have yet to realize the programs and services available to them.

What are the client’s weaknesses in character? What are their strengths?

Weaknesses: Passive, timid, shy, lack of internal spirit, unstructured

Strengths: Popular, generous, kind-hearted, community-minded, accepting, understanding, compassionate

What holds character back from realizing their ambitions? The two major struggles that face the YMCA of Kanawha Valley is lack of financial availability and the need for a more effective team-oriented work ethic.

Does the client enjoy traveling? Going out among people? For the most part, the YMCA likes to stay local. Aside from its eight-county community service area, the YMCA stays centrally located. Interactions with people are vital to the daily life of the YMCA. In fact, there is never a day that the YMCA is not out in the community.

Does character set trends or follow them? Conventional? Typically, the YMCA was relatively conventional. More recently, the YMCA has undergone a style reinvention (brand redesign)—attempting to reach more people and to grow an expanded presence, the YMCA hopes to set trends and participate more in the community.

What are the client’s political leanings (if any)? No comment.

Does the client rely most on thinking, feeling or physical sensations? Basically, which does the character trust most? The YMCA is a well-balanced being that harnesses the power of a healthy balance of body, mind and spirit. However, most in the community are more familiar with the physical sensations of the YMCA.

 

 For more information on the YMCA of Kanawha Valley, visit: www.ymcawv.org

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