CCR Questions

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Name: Christopher Hayman ________________________

 

Creative Critical Reflection

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

The commercial for the product that I used, Nike Air Max shoes, uses the convention of showcasing the abilities of the shoes and why they will benefit the viewer. Like many shoe commercials, it uses close-up shots of the shoes and how they are being used. However, it challenges conventions in that it doesn’t begin with a slow, dramatic tone like many other shoe commercials do. My commercial represents the group of people that are passionate and sports and athletics very well, because it advertises a product that they can use to better themselves in sports.

 


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

My product engages audiences by demonstrating a powerful pair of shoes that can be excellent to exercise and compete with. Also, the exciting and upbeat tone of the commercial captivates the viewer’s attention. As a real piece of media, it would most likely be sold in stores and able to be bought online. Having multiple buying options for the shoes would make them easier to buy, thus, people would be more inclined to buy them.

 

 

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

During the filming of this commercial, I learned the importance of patience and effort, since many of the shots took several takes to perfect. I had to put in true effort in order to get the performance right. I also learned how to edit and combine footage, not only to make it a full-length video, but to use certain audio and visual effects to create the right feel.

 

 

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

 

For the filming portion, I used an iPhone camera, to start with a more simple technology. Then, to edit and complete the commercial, I integrated other software into the project, like computers. I needed to use both of these technologies to get the footage to the computer because the editing work would be difficult on an iPhone. Also, I used an editing app on the computer that was extremely useful for finishing the commercial and significantly easier on the computer.



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