Research blog: Conventions & Codes

  Commercial and research 

    Today we are starting the commercial for the commercial project. We as a group chose Dunkin’ Donuts for the commercial topic. In my school I see Dunkin’ Donuts being one of the staples here. Everyone comes in with a cup of coffee in one hand and doughnuts in the other. Doing a commercial on this topic will be a fun and very relevant to school life. When I watch the commercials, they are very adamant on showing the coffee through close up shots, of them mixing and matching the different kinds of coffee. The close up shots give a sense of temptation to the people watching. The close up of the food is a way that the commercial can give a tangible feel to an intangible object. This is referring to the shininess of the doughnuts, the heat from the coffee being visually there, the coffee being poured and mixed, this is what gives the intangible commercial a tangible feeling to the audience.
          The ways that I can aid my group in creating a similar feeling to the product we have decided on filming, is the feelings that the food can give to the audience. I can make the props seem over realistic to convey the most from the products we are promoting. With the center of Dunkin’ Donuts being their coffee and their motto, I can use that to make the props seem like the perfect way to start the day. The colors Dunkin uses are their chosen colors pink, orange, brown and white . Each of those colors are always present in the filming of their commercials. With this information we can better choose the color scheme of our commercial. The props should follow that color scheme as well to create a consistent mise en scène with the product.
      The work to edit the commercial should be consistent with the other commercials that they’ve done. In most of them they have voice overs- over a scene with coffee and or doughnuts. The commercials are usually filmed at a high angle over the product that they are selling i.e doughnuts, coffee,etc.  This with the added bright lighting gives off a light and happy vibe to their product. The text they use in their commercial is usually either bold and or bright white to stand out against the pink background. They also do this with their logo that highlights their memorable motto. This is a good way to make sure that their merchandise is promoted in the format that they themselves as a company have decided on ( for example, good way to start the morning).