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create business on YouTube, 2017). Changing a message from simple prose to a conversation will give the story life. (Nielsen, 2012) Besides, Will Burns founder and CEO of Ideasicle (www.ideasicle.com) write on Forbes that: “his criteria is not purely based on "creativity," but that is an important component. It's based on creativity and strategy. Because a creative film without a strategy is not advertising, it's just entertainment”. (Forbes, 2016). He suggests a great example: https://youtu.be/G1fl-eddUEY with additional comments about storytelling: “The entire story is a pure joy as we see the dad's mental transformation with the wonderful back and forth be- tween the memory of his astronaut lift-off and his actual Audi lift-off.” • Rhythm provides beat for the message Viewers create an opinion based on their own emotional background. There are many factors affecting the attitude towards particular band. One of those factors is what music is accompanied: jazz, swing or classical music etc. (Vanessa Apaolaza-Ibáñez, Mark Zander, Patrick Hartmann, 2010). The study 2015 conducted by Nielsen further examined the memorability of ads. Their research showed that popular songs perform best at evoking emo- tions, a key ingredient to an ad’s stickiness, but for information-heavy com- mercials, a generic, unobtrusive melody improves message recall. (Plataforma SINC, 2011) Oliver Johnson suggests choosing the music that will speak to your audience: consider demographics layer when choosing music for your video. What kind of music does your target market listen to? Are they a part of (hip-hop, indie rock, or electronic dance music, for example)? In contrast, it is better to look for music that is broadly appealing; as you do not want to alienate your audi- ence with anything too genre-specific. (2017) • Colorasatool Colors play a major part in our sensory experience and visual perception of the world. Neil Davidson on his article tells: “Color psychology has the capacity 36PDF Image | YouTube as an advertising platform
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