Creative Critical Reflection

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

           This commercial absolutely uses conventions rather than challenge them. Americans are often portrayed as unhealthy, opting to eat and drink things like soda rather than water, and this commercial definitely plays into that. Choosing to use donuts as the main product being showcased, plays into the stereotypes of American consumerism. Although Dunkin' is very much known for its donuts, over the past few years they have been trying to stray from this brand by advertising its other menu items, for example their breakfast  wraps, and even by changing their name from "Dunkin' Donuts" to just "Dunkin'". However, we chose to focus on the donuts because  that's what American consumers are most drawn to, they are the staple of Dunkin'. If we were to  challenge conventions we would advertise their other menu items and stray from donuts,  but we didn't. It represents obesity in modern consumerism. People would rather buy a donut then for  example a kale chip. By doing the commercial this way we play into the conusmers.

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

        My commercial engages with audiences through many things. The first is its use of fast-paced music. Fast-paced music keeps the audience on edge, expecting the next thing.  In order to keep the audience engaged I also used music that is familiar, in this case it was "Escape" by Rupert Holmes with its iconic line "If you like piña coladas, and getting caught in the rain...". This engages audiences by creating an understanding between us as filmmakers and the audience, connecting us through shared knowledge. Donuts are also an inherently positive thing, seeing as many people enjoy them. However,  by associating them with other positive things (according to the masses, not the individual), such as the beach,  it enforces the idea that donuts are something good. 

        It would most likely be distributed as ads before live  TV and before/during online videos, e.g.  YouTube videos. Dunkin' has a large reach, as it is one of the most famous donut/coffee stores,  as a result of this they would be able to afford to broadcast this to the masses.

    

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

        At the beginning of this project, my production skills weren't great, to say the least. However, I think my understanding of the production process heightened throughout this project, and I believe I will be better for the next project. At first, I didn't understand the components of the commercial,  I didn't understand storyboarding, planning, and especially filming. Although filming was definitely my biggest problem, especially making the tracking shot. When attempting to make the tracking shot it came out incredibly shakey and it was hard to coordinate with Riley (the actor). However, through better communication with my other group members as well as the actor, I was able to grow and learn and hopefully, I will be better for the next project.

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

            The very first technology we used to create this commercial was our phones. At first, we used it to communicate with each other and plan what we were going to do for the commercial as we don't have this class in the same period. But in reflection, I don't think this project would've been possible without it. We also used our phones to film this along with a tripod. The tripod made it extremely easy to keep the camera level so it wouldn't be shaking. The phone provided an easy and accessible way for us to film it, and edit the coloring of the videos after the fact. I then used my computer to edit the commercial. By using a computer I was able to easily find the music because of it, without the ability to do this I don't even know how I would've been able to do it.