Research Conventions and Codes

Research Conventions and Codes

Before even thinking about the production of our Nike shoe commercial, many aspects that must go into play include:

·         Setting

·         Lighting

·         Products

·         Actors

·         Props

·         Music

·         Voice overs and other editing

·         Camera angles

Setting takes much consideration as it starts us on our way to our commercial. In our commercial, we think an outdoor environment would convey the idea that Nike shoes can be worn in many different environments and will hold up. We will also use an indoor setting to shoe other uses for Nike shoes, such as comfort.

Lighting for our commercial would mostly be natural outdoor lighting. When being filmed indoors a spotlight may be used to highlight the shoes and make them look better.

Products are the shoes that are being used in the film. We will use many different types of shoes like Nike Roche’s for running, Nike Slides for comfort and Air Force One’s for style.

Actors are the people who wear and highlight the shoes abilities.

Props are all the other items we will use in our commercial. For example, a runner might be holding a water bottle or someone playing basketball might be wearing headphones.

Music in the commercial gives the viewer a better understanding of what the shoe is made and designed for. We wouldn’t use a laid back and chill song when trying to show off some Air Jordan’s. In our commercial, we will be using a hyped song when showing off sports shoes, a chill song when showing slides, and laid back when showing comfort shoes.

Voice overs and other editing is important to our commercial so it’s not only up to viewer interpretation when seeing the shoe in action. A voice over will be able to explain the shoe or even some back round. Our commercial will have voice overs throughout to make it easier for our viewers. The tone of the voice over will change according to the purpose of each shoe.

Camera Angles will be seen changing multiple times throughout the commercial. Depending on the scene, a different camera angle will be implemented into the commercial. We will use angles such as close-ups of the shoes, and tracking shots of our actors in the shoe.