First of all, thanks for all of the
comments. They are really useful for our group. Here are some main ideas we
overthought and would like to add to our blog:
In our video, we have only mentioned how
to help to protect the ocean better. However didn't took into consideration to
include the government force. Actually, the Environmental Protection Department
in Hong Kong is already a strong force to restrict people to do something.
People feel that protecting the ocean is a really serious problem
which government also pay attention on. And this is also can be seen as
establish credibility (Jay A. Conger, 1998).
One principle of persuading people is
using the principle of authority. That means people defer to experts, so we
have to expose our expertise (Robert B. Cialdini, 2001). So we came up with the
idea to invite a professor who major in Oceanography. We can have a short
interview with him or her, and talk about the serious problem of our ocean. And
ask him to give us some advice, which people can do in their daily life to
protect the ocean and ocean seafood.
Furthermore we can actually do more
things to help to protect the ocean. We could encourage people not pollute the
ocean. We all know HONG KONG is a country famous by Tourism industry. It
tourism industry is well developed. But due to the more and more travels,
problem also become more and more serious. When people appreciate the scenery
of ocean, they throw rubbish to the ocean. If ocean is polluted by tourists, it
can be an additional way to kill animal.
Actually Ocean Wise only consists in
America and Canada. What we anticipated with this video was to bring this label
to HONG KONG. However there are already other similar labels like WWF Seafood
Guide.
We also considered to show this label in
the video but then there would come up the question why we are not supporting
this label instead of WWF Seafood Guide. We wanted to introduce Ocean Wise to
Hong Kong so it is spreading over the world. We may go to a restaurant and
introduce this label to them and ask them to sign a commitment or to join this
campaign. As we mentioned in our blog, social proof is a way to persuade
people. If we influence friends around us, they can influence their friends
also, and then it will expand. In the end, an increasing people will
participate with us.
Moreover in order to adapt our
video and blog more to the culture and habits of Hong Kong people we would
include pictures of fishing species that are often consumed and eaten in Hong
Kong (like baby fish), the scenes of rare ocean fishes being sold on the market
and people eat a various of fishes on the table into the video so that Hong
Kong people can recall and rethink their own related behaviors profoundly.
Through this way, people can be more touched and have more sympathy for these
scenes. Maybe these pictures can help us to get a better effect on persuading
people to pay attention to Ocean Wise. However, showing pictures of killing
whales and dolphins mainly is to present the current situation of overfishing
and tell audiences the ocean species are suffering from these kinds of
behaviors globally and not only specifically in HONG KONG. It is an intensive
shocking for the audiences that the ocean suffers from overfishing. Further
they will be more aware of the urgency and importance of protecting ocean
species. If we wouldn’t have these pictures in the video, audiences would not be
impressed and touched as much as they are now.
In the first part of the video we
try to get the audiences attention and awareness of the current situation,
which is underlined with scary pictures and sad music. In the second part we
present the ecological label with nice pictures of the ocean and good mood
music. This sudden change of music and pictures reflects the change that we
wanted our audience to do/follow to stop overfishing and protecting ocean
species. Too many subtitles would weaken the effects of our intended contrast.
The number of Ocean Wise partners
is limited and still many people are not aware about this label which is
probably because it is more famous in America and Canada. We should also
consider how to publicize and enlarge the influence of Ocean Wise label here in
Hong Kong. We shouldn't only persuade
people to consume ocean food at restaurants and markets with Ocean Wise label,
but also encourage them to introduce Ocean Wise label to their relatives and
friends so that more attention could be paid to this label and getting more
consumers known this label can reach our goal of stop overfishing more
effectively. This could be done by including a link/icon which says: email it
to your friend or include a facebook like icon.
Conger, J. A. (1998, May). The necessary art of persuasion. Harvard
Business Review, 76, 84-95. Retrieved from http://search.proquest.com/docview/227803202?accountid=10134
Cialdini, R. B. (2001, 10).
Harnessing the science of persuasion. Harvard Business Review,
79,72-79.Retrieved from http://search.proquest.com/docview/227763045?accountid=10134
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