Research Blog: Conventions and Codes

For our commercial, we will be doing Starbucks. Coffee commercials like Dunkin' and Starbucks usually feature the same type of sounds. They have non-digetic sounds and voice-overs; the on-screen actors never talk. However, they also have digetic sounds like coffee brewing or the pouring of coffee into a cup. The voice-over tends to use rhetoric appeal and it usually mentions the history of the coffee.

                                                

     It appears to be mandatory for every coffee commercial to include a wide-shot of the focused logo. They feature a lot of repetition when it comes to the brand's logo. Coffee commercials also show the workers doing their job and smiling at the cameras. They usually feature the shop set up and the many different ways you can order your drink: online or in-store.The setting in a coffee commercial will always be in a coffee shop, whether it's inside or outside. 

                                                        

When it comes to angles and props, coffee commercials typically include the same type of mis-en-scene. Unless coffee is being poured, there will usually be an eye level for the whole commercial. When the actors are being filmed, it is from a medium close-up or an extreme close-up. Coffee commercials tend to include many two-shots and over-the-shoulder shots, when customers are included in the scene. When the customer is introduced, they use a tracking shot to show them getting in line.