CCR

 

1. How Does Your Product Use or Challenge Conventions AND how does it represent
   social groups or issues? Our product might challenge typical conventions as it does include the typical animated closeup of the gum pack at the end of the commercial. In most of the gum commercials that we reviewed, the final scene was a close-up shot of the gum pack in front of a green screen - often including animated movements as well. In our commercial, however, we decided to make the final close-up shot of the pack of gum recorded by hand. We did this for consistency so the commercial flowed. However, it also represents some common aspects found in the average gum commercial. A common theme in these advertisements is bringing together a social group or pair. They represent the common issue of facing obstacles when socializing and provide a solution through the gum, allowing the gum to represent common ground for all parties to come together on. In our commercial, we followed this theme by showing how two assigned partners on a photography project were able to become friends and eliminate tension through sharing a gum pack.

   

2. How does your product engage with audiences AND how would it be distributed as a real media text? The product engages the audience by taking them through a story. It slowly introduces what is being advertised to the audience by catching their attention first by setting up a narrative. In terms of distribution, we might use apps such as Instagram and YouTube as platforms to advertise the commercial and publicize it. These are common apps used by the demographic we are trying to reach, which is the younger generations as they are more likely to chew gum and be the target audience for our commercial. 

3. How did your production skills develop throughout this project? Throughout our project, we were able to apply the knowledge that we had acquired previously. While we knew in theory the definitions of certain camera angles, shots and more, applying this information enforced our understanding. Working with the camera allowed us to further grasp the significance of certain shots and what emotion was depicted based on the angle because we had to ensure that our message was being clearly expressed to the audience. 

4. How did you integrate technologies - software, hardware and online - in this project? We used laptops and phones to film and edit the project. The scenes were filmed on an iPhone, and then each clip was transferred to a laptop. There, we used an editing software: Capcut to combine each scene into one video. From here, the video was transferred back to the phone to include audio. To do this, we used Spotify to search for the song we wished to include and inserted it into the commercial through Capcut.