pj proposal1

Clown is joyful !

Communication Design and Digital Media Department Hong Kong Design Institution Visual Communication DE114106-2A1 LEUNG KA MAN

00 Content 01. Introduction ............................................................................................. 5 02. Research

- Coulrophobia Statistics ................................................................... 6-9 - Primary Research .......................................................................... 10-13

03. Identifying Opportunity ......................................................... 14-15

- SECT Factors .................................................................................. 16-17 - Products Opportunity Gaps ...................................................... 18-19 - Weight Matrix ......................................................................................... 20 - 0pportunities ......................................................................................... 21

04. Understanding Opportunities ........................................... 22-29

- SWOT ................................................................................................. 30-31 - Positioning Map .................................................................................... 32 - Value Opportunity Analysis ............................................................. 33 - Product Goals ....................................................................................... 34

05. Design Objectives ........................................................................... 35 06. Project Brief .................................................................................. 36-38 07. Case Studies ................................................................................. 39-41 08. Reflection .............................................................................................. 42 09. References ........................................................................................... 43

01 Introduction

Nowadays, lots of parents will invite a clown for their children’s birthday party. Clown is getting popular in Hong Kong, but some Hong Kong people especially for children fear clowns as the clown killer of some movies. For me, clowns are joyful as they try their best to make people happy. It should be promoted as Hong Kong people are under a lot of pressure. Clown is a good way to let them happy and relax. Clown will be a happy memory for them especially for children. We should help children not to fear clowns and get close with them.

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02 Research Coulrophobia Statistics

The Stephen King(movie) character: Pennywise

Coulrophobia, or fear of clowns, is in the

top 13 list of fears among the British public

A new survey compiled by YouGov has revealed the top 13 fears of the British public. Over 2,000 people were presented with 13 common phobias, asking them to reveal which they were most afraid of, rating them from "not at all" to "very afraid".

The most common fear was acrophobia, otherwise known as vertigo, as 58% of the participants said they were afraid of heights. Other, more unusual fears included coulrophobia, the fear of clowns - possibly stemming from the creepy appearances of the Northampton Clown, the Stephen King character Pennywise which was eventually unveiled as the 22-year-old student and filmmaker Alex Powell.

So what are we all afraid of? ...

10. COULROPHOBIA Those who have read Stephen King's It will fully understand having a fear of clowns.

Pennywise the Dancing Clown is very much the childhood nightmare, which it seems has followed Brits into adult life - as 4% were very afraid and 8% a little. ...

25/3/2014, Website 01 (What are Britons Most Afraid of?)

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Coulrophobia is found to be much more prevalent in children, and in fact the majority of children are at least made uncomfortable by clowns (a 2008 University of Sheffield study discovered this when looking to redecorate a children’s hospital ward – needless to say, clowns were out of the question after that).

Some researchers even believe that cases of the phobia spiked in the early 1990s after the film adaptation of It came out in 1990, and after Jack Nicholson portrayed the Joker in 1989’s Batman (Heath Ledger’s turn as the Joker in 2008’s The Dark Knight may have contributed to people’s fears as well).

12 % of American adults, and the

The phobia is estimated to afflict around numbers may be similar in other countries.

14/2/2015, Website 02 (Coulrophobia...)

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02 Research Some of the common reasons why psychologists believe people fear clowns: 01. Clown makeup and clothing makes them unrecognizable as humans.

02. Clown makeup often limits the amount of expressions they can display or worse, exaggerates them.

03. In circus settings, clowns are often associated with mischievous acts.

04. Certain works of horror (like the aforementioned Stephen King novel) have associated clowns with evildoings.

05. “Evil clowns” during costume parties and Halloween.

06. Actual “evil clowns” in real life (like serial murderer and children’s party clown, John Wayne Gacy) have of course not helped matters either.

But overall, it is the unfamiliarity of clowns that seems to provoke people’s fears the most. On at least a subconcious level, people with coulrophobia are left wondering things like, “Just what is under that makeup?” Basically, clowns just don’t appear to be human, and that is what frightens people more than anything.

14/2/2015, Website 02 (Coulrophobia ...)

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Fighting the Fear (Treating Coulrophobia) There are many forms of treatment available to those with coulrophobia, including (but not limited to) the following: 01. Exposure therapy – gradually increased exposure to clown-related material and clowns themselves, until the patient becomes comfortable with it all.

02. Talking about the fear in sessions with a therpist and discovering the root of it (may help the patient realize that the fear was created in their mind, and that there is no danger in real life).

03. Being introduced to and becoming acquainted with actual clowns (both in and out of makeup), thereby learning to see them as real, normal people.

04. Learning more about clowns (the different types of clowns, their different styles of entertainment, clown colleges, history of clowns, etc.) to increase familiarity and understanding.

05. Adopting breathing patterns and other self-calming techniques to ease symptoms of coulrophobia, namely anxiety and anything else that can actually disrupt everyday life.

06. If you or a loved one has coulrophobia (or you suspect that it is the culprit behind certain issues), don’t be afraid to seek out the help of a therpist. They will help you better understand the problem and will discuss treatment options with you to find what is likely to work best.

14/2/2015, Website 02 (Coulrophobia ...)

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02 Research Primary Research

Interview - Psychology

Date: 22/11/2014 包包家姐

Psychology - Year 3 Student (Open U)

Date: 3/12/2014 Wilson Kwan Whole Person Development institute

The reason why people are afraid of clown: The reason why people will afraid some things is that they may be affected by others.

Family is the important part for psychology of children.

If parent fear clowns, their children will be affected. They may have a bad experience with clowns is one of the reason. If they see a film about the scary clowns, they will be also afraid.

How to help them to reduce/ eliminate their fear of clowns?

You need to let them know more about the clowns and let them take the initiative to get close with the clown. You need to step by step to lead them and help them get close with the clown, such as the first time let them get along with the clown 1 minute, 5 minutes at the second time. Give some time for them to adapt and accept.

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Interview – 5 clowns

Opinion of some negative clown image in the movie: Those movie will make people afraid clown.

(Clown Dan Dan Have a friend (more than 20 year-old, male) who is afraid of clown.

When he was very young, he had seen a movie about clown killer. It is an important reason why he afraid clown. ) People are afraid of clown: Some children will be afraid. They will cry if they are too young and small. Some of them will leave immediately.

How to let them relax/don’t fear?

Maintain a certain distance to let them adapt and accept. If you get too close with them, they will be more afraid. Play with others and try to let them know clown is joyful.

The reason why people are afraid of clown: The whiteface makeup is one of the reasons why people are afraid of clown. They will afraid some white color on the face. It is different with other people. Some part of the clown's body will be exaggerated and it is abnormal.

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02 Research Primary Research

Interview - People who fear clowns

The reason why they are afraid of clown: Ronald McDonald is one of the reasons why they fear clowns. Some respondents have a bad view of Ronald McDonald as when they were children, they thought the smile of Ronald McDonald is horrible. They cannot accept his whiteface and bigger mouth.

The makeup of clowns is another reason. Some respondents think the makeup of clown will let them have bad feeling as the bigger red mouth. They think the makeup of eyes and mouth should be improved.

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Why people fear clowns?

01. Makeup of clowns 02. Horror movies 03. Bad experiences with clowns (Ronald McDonald) 04. Affected by others (family)

Family is the important part for psychology of children. If parents fear clowns, their children will be affected.

STEP BY STEP to help them The first time: let them get along with clowns 1 minute The second times: 5 minutes The third times: 15 minutes ...

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03 Identifying Opportunity

?

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01. How can we help children not to fear clowns?

02. How can make parents allow their children to get close to clowns?

From the research, Coulrophobia(fear of clowns) is common for children. Some adults fear clowns also as their bad experience with clown. If I want to let people do not afraid clown, let children get close to clowns is the important part for me.

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03 Identifying Opportunity SECT Factors

SOCIAL FACTORS - HK children fear clowns as their outlook or horror movies about clowns.

- Lots of parents will invite a clown for their children’s birthday party.

- Parents over-protect their children in HK. - HK parents pay more attention on academic achievements of their children.

- HK children are under a lot of pressure as lots of courses to study.

- Parents don’t hope their children spend too much time on smart phone.

- Most of HK people do not know anything about clowns.

- Children will take part at some interest classes or workshops.

- Parents hope their children enjoy reading.

- Children like to try new things.

- HK children do not have chance to know more about clowns.

- Clowns become diversified. They got different skills such as magic.

- Psychology: need to step by step to help people get close with clowns.

- Children like something interesting.

- Positive image of clowns: lots of fun, interesting, smart.

- Hong Kong parents are too busy, lack of parent-child time.

CULTURAL FACTORS - Parents are their children's role models.

- Reading is important for children.

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ECONOMIC FACTORS - HK parents are willing to pay more for better education to their children.

(Interest classes) - Money spending on online shopping is increasing.

- Money spending on kid’s interest classes is growing.

- HK parents are willing to buy some books for their children.

TECHNOLOGY FACTORS - Smart mobile phone is popular.

- New communication channel.

- More and more mobile phone applications.

- More and more mobile phone games.

- E-book.

- Increased development of QR code and readers.

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03 Identifying Opportunity Products Opportunity Gaps

SOCIAL FACTORS - HK children fear clowns as their outlook or horror movies about clowns.

- Lots of parents will invite a clown for their children’s birthday party.

- Parents over-protect their children in HK. - HK parents pay more attention on academic achievements of their children.

- HK children are under a lot of pressure as lots of courses to study.

- Parents don’t hope their children spend too much time on smart phone.

- Most of HK people do not know anything about clowns.

- Children will take part at some interest classes or workshops.

- Parents hope their children enjoy reading.

- Children like to try new things.

- HK children do not have chance to know more about clowns.

- Clowns become diversified. They got different skills such as magic.

- Psychology: need to step by step to help people get close with clowns.

- Children like something interesting.

- Positive image of clowns: lots of fun, interesting, smart.

- Hong Kong parents are too busy, lack of parent-child time.

ECONOMIC FACTORS - HK parents are willing to pay more for better education to their children. (interest classes) - Money spending on online shopping is increasing.

- Money spending on kid’s interest classes is growing.

- HK parents are willing to buy some books for their children.

- Parents are their children's role models.

- Reading is important for children.

CULTURAL FACTORS

TECHNOLOGY FACTORS - Smart mobile phone is popular.

- New communication channel.

- More and more mobile phone applications.

- More and more mobile phone games.

- E-book.

- Increased development of QR code and readers.

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Clowns' toys Clowns' website DIY clowns' products Clowns' drawing book Clowns' parent-child storybooks Study materials(Clown) Clowns' interest classes and workshops

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03 Identifying Opportunity

WEIGHTS

Clown Toys

Website about clowns

DIY clown’s products

Clown’s drawing book

Clown’s parent-child storybooks

Study materials (clown)

Clown's interest classes and workshops

Weight Matrix

Time and resources

1

2

2

2

1

3

3

2

Creative

3

1

1

2

1

3

3

2

Market size

2

3

1

2

2

2

3

2

Graphic

2

1

2

2

2

3

3

1

Interesting

3

3

1

2

3

3

2

3

Good for children

3

1

1

1

1

2

3

2

User Friendly

2

2

1

2

3

3

3

2

Parent-child Time

2

3

1

2

3

3

2

1

Helpful (do not fear clowns)

3

1

1

1

2

3

2

3

Know more about clowns

3

1

3

1

1

3

2

3

41

33

39

45

67

61

53

CRITERIA

ATTRIBUTES

TOTAL

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0pportunities

01. Book is the best way to let children know more about something such as clowns.

02. Storybooks are common for children to learn something.

03. Parents are willing to buy storybooks for their children.

04. When parents are reading storybooks with their children, they will teach and explain their children some truth.

05. The positive image of clowns can make the storybook more interesting.

To let parents help their children know more about clowns with a clowns' parentchild storybook.

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04 Understanding Opportunities

The psychology of self is the study of either the cognitive, conative or affective representation of one's identity or the subject of experience.

We can find a lot of books like this in the bookstore for children. As we can see, this type of book will have different lovely images such as car to educate children about different subject of our life. This book suit children over three years old. That means children in this age have the sense of cognitive and they can link the image of book and the real thing of their daily life they saw.

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Self Emerges In 1972 Beulah Amsterdam from the University of North Carolina published a study that has kicked-off decades of research on self-recognition (Amsterdam, 1972).

The study’s procedure was simple. Infants between the ages of 6 and 24 months were placed in front of a mirror after a spot of rouge had been surreptitiously put on their noses. Then their mothers pointed to the reflection in the mirror and asked the child: “Who’s that?”. Researchers than watched infants’ behaviour.

After testing 88 infants Amsterdam could only obtain reliable data on 16 of them – infants will be infants and many didn’t want to play. From these 16 infants Amsterdam found three categories of response: 6-12 months: it’s another baby!

The child behaves as though the infant in the mirror is someone else – someone they’d like to be friendly with. They display approach behaviours such as smiling and making noises.

13-24 months: withdrawal.

The infants no longer seem particularly happy at catching their own image in the mirror. Some look a little wary while others will smile occasionally and make some noises. One interpretation of this behaviour is that the infants are acting self-consciously here (perhaps demonstrating self-concept), but it could also be a reaction to another child.

20-24 months onwards: it’s me!

From around this age infants start to clearly recognise themselves by pointing to the spot of rouge on their own noses. This strongly suggest they have realised the image is themselves and the spot of rouge is on their own nose.

Website 06 (When the Self Emerges...)

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04 Understanding Opportunities

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Target: Children (3-7 years old)

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04 Understanding Opportunities Product: Clowns' parent-child storybooks "Storybook" is generally describing a book about one or more than one stories.

Normally, it will have lots of pictures or illustrations to let people understand the story easily. Pictures or illustrations are the main part of the children's storybook.

When we take the text out, we still can understand the story through pictures or illustrations.

Why reading is important for babies and young children Sharing stories, talking and singing every day helps your child’s development.

You’re helping your child become familiar with sounds, words, language and the value of books. This all builds your child’s early literacy skills, helping her go on to read successfully later in life.

Reading stories sparks your child’s imagination, stimulates curiosity and helps with brain development. Interesting illustrations and word patterns – such as rhymes – can get your child talking about what he’s seeing and thinking, and help him understand the patterns of language.

Exploring stories also helps your child learn the difference between ‘real’ and ‘make-believe’ and might help develop her own ideas.

Reading or telling stories can also be safe ways to explore strong emotions, which can help your child understand change, as well as new or frightening events.

Books about going to the dentist or hospital, starting at child care or making new friends will help your child learn about the world around him.

Sharing stories with your child doesn’t mean you have to read.Just by looking at books with your child, you can be a great storyteller and a good model for using language and books. Your child will learn by watching you hold a book the right way and seeing how you move through the book by gently turning the pages.

Reading stories with children has benefits for grown-ups too. This special time together promotes bonding and helps to build your relationship, laying the groundwork for your child’s later social, communication and interpersonal skills.

Website 04 (Reading and storytelling ...)

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Parents' Guide to Childhood Fear All children are different, so there are no strict rules for assessing their fears. In general though, if a child's fear seems age-appropriate and doesn't interfere with everyday life, it's probably normal.

Most childhood fears disappear or diminish with time and experience. If a child continues to harbor a fear long after others have outgrown it, or if it's severe, the fear may have developed into a phobia. If a child regularly goes to great lengths to avoid a feared object or situation, it may be time to seek professional counseling or treatment.

Adults can help children move past their fears. But there are right and wrong ways to go about this. Here are some tips that experts recommend to keep you on the right track: DON'T belittle children for their fears. Remember that to them, these fears are very real and serious.

DON'T force children to confront their fears.

DON'T cater to fear. Allowing children to completely avoid the things that scare them is likely to maintain or worsen their fears.

DON'T overreact to your own fears, if possible. Be aware that children often develop fears by watching their parents' fearful reactions.

DO talk to children about their fears. In the case of unreasonable fears, try to help children understand that they really have nothing to fear.

DO encourage kids to face their fears, taking incremental steps. With time and exposure, children will often begin to feel less afraid.

DO help children prepare for the exposure by talking about what they might expect and positive ways of coping with fear.

DO talk to kids about your own fears if you have developed positive methods for dealing with them.

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Website 05 (Parents' Guide ...)

04 Understanding Opportunities

Main reason Their bad experience with clowns when they are young

Horror movies / other reasons

PEOPLE FEAR CLOWNS

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Educate children before they fear

Clowns' parent-child storybooks

Parents explain children Main reason more about clowns. Let them Their bad experience with clowns understand when they are young that clowns are not horror.

Horror movies / other reasons

PEOPLE FEAR CLOWNS

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04 Understanding Opportunities SWOT

• • • • • • • • • • • •

Strength

SS O O

Interesting / interactive Helpful ( don’t fear clowns ) Strength Prevention ( don’t fear clowns ) Interesting / interactive Parent-child Helpful ( don’t fear clowns ) Easy understanding Prevention ( don’t fear clowns ) Attractive Parent-child Easy understanding Attractive

Opportunities

• Most of psychological services are boring • Most of psychological services do not have Opportunities prevention • Most of psychological services are boring • Storybooks are not common for children to get • Most of psychological services do not have close with clowns. prevention • Parents are willing to buy books for their children • Storybooks are not common for children to get • Parent-child reading is more and more popular close with clowns.

• Parents are willing to buy books for their children • Parent-child reading is more and more popular

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• • • • • •

Paren Canno Highe Paren Not ea Canno

• Highe • Not ea

• • • • • • • • • •

Produ A lot o Many Produ Clown A lot o Intern Many online Clown Intern online

ngth

SS O O

wns ) ngth clowns )

wns )

clowns )

unities

services are boring services do not have

unities

services are boring mmon for children to get services do not have

uy books for their children mmon for children to get more and more popular

uy books for their children more and more popular

• • • • • •

Weakness

W W T T

Parents need to spend more time Cannot help adult who fear clowns Weakness Higher production price Parents need to spend more time Not easy to mass production Cannot help adult who fear clowns

• Higher production price • Not easy to mass production

• • • • • • • • • •

Threats

Production cost is increasing (inflation) A lot of different type storybooks at the market Threats Many experienced publishers Production cost is increasing (inflation) Clowns are not popular topics of storybook A lot of different type storybooks at the market Internet is convenient that people can read Many experienced publishers online without buying books.

Clowns are not popular topics of storybook Internet is convenient that people can read online without buying books.

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04 Understanding Opportunities Positioning Map

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Value Opportunity Analysis

Psychotherapy Services

LOW

MID

HIGH

⼩小丑不醜 Clown is joyful !

Easy to understand Effect (Don’t fear clowns)

Emotion

Ergonomics

Easy to understand Effect

Prevention

(Don’t fear

Helpful

clowns)

Popularization

Identity

Quality

Helpful Popularization Interactive

Adventure

Adventure

Independent

Independent

Security

Emotion

Sensuality

Security Sensuality

Confidence

Confidence

Power

Power

Comfort

Comfort

Safety

Ergonomics

Safety Ease of use

Visual

Visual

Auditory

Auditory

Tactile

Aesthetics

Tactile

Olfactory

Olfactory

Taste

Taste

Point of time

Point of time

Sense of place

Identity

Personality

Core tech

Prevention

Interactive

Ease of use

Aesthetics

LOW

Sense of place Personality

Reliable

Core tech

Enabling Craftsmanship

Quality

Durability

Profit

Profit

Brand

Brand

33

Reliable Enabling Craftsmanship Durability

MID

HIGH

04 Understanding Opportunities Product Goals

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05 Design Objectives 01. To educate children that clown is joyful before they fear 02. To help children accept and get close with clowns 03. To create an interesting experience for children with clowns 04. Should be colorful and cute to attract children 05. Should be safe and easy to use 06. Should be easy to understand

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06 Project Brief

Project title: 小丑不醜 - Clown is joyful !

Brief: Nowadays, coulrophobia, or fear of clowns, is more and more common as lots of horror movie. A lot of people fear clowns especially for the children, but they should try to get close with “real clown” as it will make them happy and relax.

During the previous research, we found that some people fear clowns as their bad experiences with clowns when they are young and the makeup of clowns. Children are the most important concern as it is more prevalent in children.

+ Storybook 01. For parents to share the story with their children about clowns.

02. For giving different choices to children to design their own clowns.

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Cloth dolls 01. For children to design their own clowns.

02. For giving a "friend" to children and helping them get close with clowns.

Cloth dolls' club 01. For children to share their clowns with others.

02. For children to make friends with their clowns.

03. For children to have happy memories with clowns.

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06 Project Brief Stage 1 01. Research on sample of storybook and examine its design format.

02. Decide the story and content of the storybook, plan the layout and find different types of clowns’ makeup, clothes and shoes.

Stage 2 01. Research and experiments on style, providing sketches, storyboards, or layouts.

02. Start to cloth dolls’ design and test.

03. Planning for cloth dolls’ club.

Stage 3 01. Compose a full set of storybook with user testing.

02. Corrections of the limitation and out put the final design.

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07 Case Studies 01. Mickey Mouse

Mickey mouse is a super good example to show how storybooks affect children.

Although Mickey is a mice and many parts of its body have been exaggerated such as its ears, hands and shoes, children like it as some storybooks and cartoons.

We can find that if we let children have a concept about something such as Mickey through storybooks when they are young, they can accept that thing and do not fear it even it is exaggerated and unusual.

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07 Case Studies Interesting Parent-children Storybook

40

References For Children To Design Their Clowns

41

08 Reflection I like clown as it is a good memory for me. I cannot understand why people fear clowns. Clowns should be joyful and interesting. People should like it as it will bring a lot of fun for them.

This project aims to educate children before they fear and help them to get close with clowns. I hope this project can guide parents to help and educate their children that clown is joyful. For understand more about my project, I know how important research is. I can know different opinions and suggestions from others. It is helpful for my project and let my project be more comprehensive. I also learn to use different ways to know more about my project, such as SECT factors, weight matrix and value opportunity analysis. I understand that support is super important for my project as it will let my project be more persuasive. If my project does not have enough support, no one will believe that it is feasible.

Although my project is feasible, I only can help children (3-7 years old). But I hope that my project can make less people fear clowns in the future and bring a good childhood memories for children. I also need to think more about the contents of my storybook. I plan to talk about the reason of clowns' makeup in my storybook at the beginning, but it will be hard for children to understand. So I think I need to think more about the contents of my storybook. I hope it can be interesting and easy to understand. It also should give a positive image to children.

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09 References WEBSITE 01. What are Britons Most Afraid of? Lydia Smith, March 25, 2014 http://www.ibtimes.co.uk/musophobia-coulrophobia-pteromerhanophobia-whatare-britons-most-afraid-1441650 02. Coulrophobia--Fear of Clowns is No Laughing Matter, February 14,2015 http://nobullying.com/coulrophobia/ 03. 儿童生长发育的分期 http://www.xinjk.com/article-view/3939.html 04. Reading and storytelling with babies and children, Raising Children Network http://raisingchildren.net.au/articles/reading.html 05. Parents' Guide to Childhood Fear http://www.fearexhibit.org/dealing/parents_guide_childhood 06. When the Self Emerges: Is That Me in the Mirror? http://www.spring.org.uk/2008/05/when-self-emerges-is-that-me-in-mirror.php 07. Psychology of self https://en.wikipedia.org/wiki/Psychology_of_self 08. Google picture https://www.google.com.hk/imghp?hl=en&tab=wi 09. Pinterest https://www.pinterest.com/ VIDEO 01. 兒童認知發展歷程

http://videolike.org/view/yt=1hGi;zLm-dJ

BOOK 01. 親子天下：0~6歲寶寶閱讀經典童書100+ 特刊

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The End .