My CCR Blog


Creative Critical Reflection

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

 

Although my group and I decided to use the convention of classical, calm jazz music, to the transition of upbeat, motivating music in our commercial, our product was not presented in a conventional way. My group and I decided to execute this commercial focusing more on student life, rather than the typical working adults presented in a Starbucks commercial. Since no one in my group currently has a job, this perspective of student life worked out perfectly. Everyone in my group is currently a student, so there is sufficient and collective knowledge on how students work, study and function. Knowing this information helped to make the commercial realistic and more marketable towards the demographic of students. The representation of students specifically is extremely important. The representation of students signifies how in need of motivation students are, especially after a year online and how much it has affected them. With our commercial targeting the need for motivation and how a Starbucks product can provide that motivation, it utilizes the non-conventional aspect of students, alongside representing said students.

 


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

 

The products, being Starbucks coffee and sandwich, engage with the audience by relating to them. Since our audience is students, studying and motivation are two crucial components that students can relate to. By identifying what our target audience can relate to, we can then engage with these students using that information. My group and I decided to format the commercial as a student studying, pausing in aspiration, getting their Starbucks products, and then completing their work. The sequence of events my group and I decided on, will engage our audience since this is something the majority of students have experienced. The commercial would be distributed through social media. Students typically use more than one social media platform, and they use them often, which can be used to our advantage. By placing the commercial where our target audience is bound to see them throughout their day, it is more likely that these students will be more inclined to watch and therefore buy the products.

 

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

 

My production skills have immensely improved throughout this project. I had little to no knowledge about production beforehand, and now that I have completed the project, I can say that I have a beginner’s level of knowledge. I would probably be able to help someone else doing this project. This project required a lot of production, so I was able to learn a variety of things, like editing clips and overlapping audio. 

  

 

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

 

My group and I completed the project entirely on technology. I used my phone to film the clips, my group and I used my computer to edit and layer in the audio and the products used in the commercial were ordered using the Starbucks app. Once I had finished filming the clips on my phone, I then proceeded to import the clips onto my computer. On my computer, my group and I used iMovie, an editing software, to piece all the clips together. Afterward, my group and I used YouTube to find non-copyrighted music to use in our commercial, which we then imported onto my computer. The rest of the editing happened on my computer. 




 

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