Research On Dunkin' Donuts

 By Emma T, Sara S, Sarah R, and Kaylie E

Hi, I hope you readers are doing great today!


Our group agreed to do a Dunkin’ Donuts commercial. We watched a variety of examples to get some ideas. The first video example, my group and I watched was created in 1984. It included doughnuts and the Dunkin’ logo and uniform. It showed the employee going in and out of his house in different weather conditions before showing the product which was the limit of the editing. It included music and voiceover on it to narrate the scene. The scene was entirely medium shots from eye level. The product, it had the quote “It’s worth it”.


In the next example we watched, it started with an animated family of three walking up a hill covered in snow. This transitions into pouring a cup of milk into a foam Dunkin’ cup and adding whipped cream. After the whipped cream was added, it zoomed out to show the cup was hot chocolate with the brand name on it. Then, the commercial cuts to an animated soccer match with a player getting injured in the background. It then shows the coach in front instead of paying attention to a doughnut. This also had music on top of it. After that, a cookie commercial cuts in before ending the Dunkin’ logo. The costumes were more varied to fit in each setting and used varied angles, but still mostly medium at eye level.


The following commercial was completely animated. It starts with a pan following a girl jumping into a coffee cup. It then continues to pan following her jump over the surface of the coffee. It then zooms to an extreme close-up of her hand dipping into the coffee like she was surfing. A wave of foam passes over her and then it switches back to showing the coffee cup in its whole, before finishing with the logo. There was music in the background with a pop quality to it. The angles varied, but were mostly long shots at an eye-level angle. The editing was again mostly through switching scenes, but also this time animating the character. 


The fourth commercial was made in 2021 and was themed off the story of Rapunzel. The costumes were created to simulate the animated movie's characters and outfits which had a medieval quality to them. The editing was not used other than switching scenes. This one used a variety of angles, notably high and low. It also included a tilt following Rapunzel's hair. Instead of the logo, it ends with a picture of Dunkin' coffee. It did not have music, but did include diegetic sound.


The fifth commercial we watched began with coffee being poured into a cup with the Dunkin’ logo on it. Then, the video zooms into coffee beans being dropped into the cup before zooming out to show liquid coffee being poured in and coffee beans being spilled on the ground over an orange background. Just like the other commercials, it ends with the actual logo being shown. It once again used music in the background, but now included more angles such as high and low. The movements were mostly pans and tilts. With this in mind, across the videos, we noticed certain conventions.  



  • It will end with the logo being shown. 

  • They always exhibit at least one product if not multiple. 

  • They prefer to use different locations to elicit excitement.

  • They focus on their coffee and doughnuts. 

  • Throughout the commercials, they adapt to the trends of the time. 

  • They like using zooming in and out visuals. 

  • They use a mix of songs and narrations.

  • They like using medium shots.

  • The slogan changes across different times.



Have a great day!



 

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