CCR

 

1. How does your product use or challenge conventions and how does it represent social groups or issues?

The doughnuts in the commercial definitely used conventions rather than challenging them. Specifically, it uses the stereotype of American consumerism and focuses on dessert by exhibiting doughnuts through it and excluding other Dunkin’ Donuts products. Dunkin’ has numerous products, ranging from breakfast sandwiches, various coffees, bagels, and wraps as well as doughnuts. The fact that only chose to include doughnuts shows the American focus on sugar and desserts rather than also including Dunkin’s healthier foods. Additionally, we choose to use an entire box instead of just a singular doughnut showing the mass consumerism of the United States. In truth, our commercial did not have many challenges of social groups and issues, but we did represent a common American stereotype. We did not plan to do this honestly, but it proves that even unconsciously people encourage norms and social stereotypes. 

2. How does your product engage with audiences AND how would it be distributed as a real media text?

Our doughnuts are obviously meant to appetize our audience. The lighting and music are meant to entice the viewers into buying doughnuts by associating them with positive things such as the beach. As an actual commercial, it would distribute as a commercial on streaming platforms with ads and in between and during sports programs. The commercial is only advertising one product and does not include a listing of deals which rules out it being played on screen in a mall or something similar. The enticement however is attention-grabbing which would do well on TV. It is catchy and short which keeps attention until the end. Additionally,  these programs reach a wide range of viewers as Dunkin’ Doughnuts has a large clientele, it would reach as much of their audience as possible. Overall, the enticement of the doughnuts for the audience would be distributed as an ad during and in between live TV and streaming services to have the most effect. 

3. How did your production skills develop throughout this project?

While I have some experience behind the camera, I did not realize how much was actual production skills. Never before had I planned a commercial, organized a group, and made storyboards all in one. Production is definitely more expansive than just filming, and this project made me realize just that. While I had a general idea, my production skills grew in breadth as learned about each part of creating a commercial. For example, I was in charge of storyboards, and I had never made them before which taught me a lot about planning the specific details of filming. I definitely appreciated this experience and think I will be better prepared for the next project. 

4. How did you integrate technologies – software, hardware, and online – in this project?

My group and I tried to keep things simple but used a range of software, hardware, and online material in this project. For hardware, we used a phone camera along with a tripod. We used a phone camera because it was the simplest, but also included a decent camera that was easy to move into focus. Phones cameras also are very compatible with other programs which made it easier to switch a computer to edit. This leads to our online technology. We used iMovie to edit including adding our music. The member doing this, Sara S, already used iMovie a lot which meant she was comfortable with the program to edit which would produce the best results. We integrated software by using the camera app on the phone to zoom in and out of shots as well as using certain lighting techniques in the camera app software to make sure it was the best it could be. Overall, we chose to keep it simple and use as little variation in technology as possible as it was our first project.