This is the commercial I made for Dunkin' Donuts. It was finished on November 12, 2019.
I wasn't able to embed a word doc into my blog, so the CCR I completed for this project is copy pasted under the cut.
I wasn't able to embed a word doc into my blog, so the CCR I completed for this project is copy pasted under the cut.
1.
How
does your product use or challenge conventions and how does it represent social
groups or issues?
While the commercial does not
challenge any social issues, it fits into the genre of fast food commercials
well. Fast food commercials heavily utilize the "common people"
technique of advertising. The brand will show regular, everyday people enjoying
their food to make the consumer feel a sense of belonging for eating their
food. This commercial did that by making the person in the ad an average person
who most can relate to.
Fast food brands also often show
zoom-ins of their food with a narrator explaining the ingredients or giving a
general description of the food. This commercial didn’t list the ingredients,
but it did give a brief explanation of the coffee Dunkin’ Donuts serves.
Dunkin’ Donuts is a brand that is
targeted at multiple age ranges, from millennials to Gen X. Therefore, age
isn’t a main factor in choosing the audience for this commercial. The appeal
for this ad comes from the career of the person watching it. The commercial
mainly attracts people who are into art or are in art school. However, it can
also capture the eyes of anyone who is pursuing creative endeavors. Both groups
can relate to having an upcoming deadline and not having inspiration to create.
2.
How
does your product engage with audiences and how would it be distributed as a
real media text?
People will want to watch this
commercial because it tells a fulfilling story. People are drawn to seeing a
conflict get a satisfying resolution. This commercial presents a problem and
resolves it while also advertising a product. People will want to watch to see
how the problem is solved. As previously mentioned, the target for this
advertisement is anyone who is following a creative pathway and can relate to
the character in the advertisement. People who are artists themselves may watch
this commercial to find inspiration or motivation to create.
This commercial would be distributed through
Youtube or social media apps because of its short length. The target audience,
especially those in college, may not have cable, which is why the commercial
would not play on TV.
3.
How
did your production skills develop throughout this project?
Before filming this commercial, I
had no experience with making something of this scale. My production skills
went from almost nothing to understanding the basics of making a commercial. I
knew how to use a camera beforehand, but this project taught me how to operate
a tripod and SD card reader. As the filming process progressed, I gradually
understood more about how the tripod worked. This skill was especially
important in this production, as I was the only person in my group and I needed
the tripod to film. Additionally, I learned how to dump footage onto a computer,
which I hadn’t done before.
I also developed my editing skills.
Last year, I had done basic editing in a TV production class, but I didn’t
fully understand what I was doing at the time. That editing also didn’t need to
be as complex and precise as it had to be for the commercial project. Through
making the commercial, I learned how to add transitions. I found out how to
edit the duration of the transitions and what type of transition they are. I
used these skills during the scene where I showed close ups of the coffee cup.
Similarly, I learned how
4.
How
did you integrate technologies –software, hardware and online — into this
project?
Because I was filming alone, I used
the tripod a lot while making the commercial. Before this project, I had never
used a tripod. Over the course of the filming period, I learned how to properly
extend the legs using the 3 clips on each leg. When the clip is unlocked, that
section of the leg is able to move freely. When it is locked, the leg won't
move. There was a level on the tripod that allowed me to see if the tripod was
even, which helped in ensuring the tripod was placed on an even surface. I also
utilized the SD card and SD card reader. The SD card stored the footage and the
reader allowed me to dump the footage onto the computer.
To edit, I used the program Pinnacle
Studios. One of the most important aspects of this program that I utilized the
most was the “split” function. I placed
the triangle slider where I wanted to cut and clicked the split button. I
deleted the extra parts I didn't need, which let me use only the footage I
needed. I also used the “transitions” feature heavily. I right clicked a clip
and added the transition I wanted. Besides Pinnacle Studios, I also used a
voice recording app on my phone to record the voice over narration. I imported
the audio to Pinnacle Studios using Google Drive. In addition to the audio I
recorded myself, I downloaded royalty free background ambiance off of YouTube
and downloaded it with the YtMP3 software.
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