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to drive our emotions, influence our mood, and even accelerate our heart- beat. This is why having a good understanding of the psychology of color in post-production provides powerful creative control helping you achieve better results from your videos and evoke the desired associations and reactions in your viewers”. (2015) Luckily, over 60 years of color film and video production some useful general- izations have emerged and formed systems of film conventions and expecta- tions. From indigo-blue night scenes to fiery-orange romantic beach scenes. According to some researcher it was agreed that specific topics can be recog- nized by the colors. For example: • Horror films simply contains blue tones. • Apocalyptic thrillers should have a washed-out grey-beige tone • Augmented reality should look and feel green tone (Neil Davidson, 2015 ) • Make the first 5 seconds count. Capture viewers’ attention early so they continue watching (YouTube – create a business on YouTube, 2017) When someone enjoys a video, they'll often watch it to the end. The meas- urement of how much of a video someone watches on YouTube is called au- dience retention. The audience retention report in YouTube Analytics not only helps you see how much of your videos viewers watch but also when they drop off. (YouTube 2017) • Audience-Appropriate Humor – Tickling America’s funny bone is a proven winning tactic for making an ad memorable. (Nielsen, 2012). In addition to previous studies, researchers found out that entertainment which consists of fun and joy elements will lead to positive feelings or emotions in- fluences on consumer attitudes (Hoffman & Novak, 1996). Indeed, due to Tri Dinh Le and Bao-Tran Ho Nguyen: “Life is not a bed of roses”. Nowadays, many people daily face with stressful situations and Entertainment that built on many foundations such as a sense of humor, sympathy or love could 37PDF Image | YouTube as an advertising platform
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