CCR Blog

 

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

Our product uses the conventions often found in other, similarly targeted products. Our product is very commonly consumed by the general populace, especially athletes and others in physically intensive professions or hobbies. It also is typical with how other products with a similar target group advertise themselves, placing an emphasis on success and overcoming in the context of physical activity and exercise. The use of these conventions helps the consumer become familiar with the concept of our product and the potential dividends. In addition, our product, while not particularly divisive or polarizing, does represent a social group of people who are determined to excel in their chosen field, and who have an unstoppable drive to be better than those around them.


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

Our product engages the audience by exploiting an innate desire of humans to chase success and superiority. It does so by advertising itself as the best, and that consumers of this product are head and shoulders over their competition. This exploitation of desire makes the viewer feel as though the product can help them become their best self. Distribution of our product as a real media text would be as an ad campaign. It would be run on the commercial segments of cable TV, but the primary distribution would take place on free video streaming sites such as YouTube. These streaming sites often lack a source of income as they are free, so their income comes through ad monetization, with products such as ours.


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

I came into this project with absolutely no experience in any kind of serious filmmaking or production capacity, so nearly everything we handled in the project was a new learning experience for me. The initial research and identification of the conventions of this type of product was very natural and easy for me, but when it actually came to my group’s filming, we had to go through several iterations adjusting for what the situation around us allowed for. I had to become more familiar with how different shots worked and could be utilized, and how their orientation would be best. When it came to editing, I was also very unfamiliar with the specifics of how it could be done. I had used software like iMovie before, but not recently, and not directly. This project was overall a learning experience in the basics of how to complete a reasonably polished piece of media.


  1. How did you integrate technologies- software, hardware, and online- in this project?

In terms of hardware, our technologies were very, very simple- nothing more than a small camera and an iPhone to run a stopwatch on. Our use of software was more in depth, as we used an integrated stopwatch on an iPhone for several different shots, and used iMovie- a simple film editing software for iPhones- to splice our different shots, to cut out the footage’s sound, and to implement an iMovie-integrated soundtrack. The most utilized technology in our group was various online technologies. When researching the conventions, I viewed numerous examples of similar commercials on video streaming sites like YouTube. In addition, my partner and I coordinated movements and efforts on a shared, online document, and we sent our respective clips to each other so they would be consolidated in one place.



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