Research Conventions & Codes

       Our group chose to do a Nike commercial. We had to research on what is the norms of a nike commercial or shoes commercial. Some things that we observed where the camera angles, camera movements, and different sounds. In a Nike commercial there were a lot of different camera movements that they used to convey their theme/message. In this specific video they use pan shots while the runners where running down the track. One thing that we saw a lot in the nike videos where zoom up’s of the nike sign on the clothing and/or shoes. There were many close ups of the athlete’s faces, showing their facial expressions. The use of close ups showed all the passion they had for their sport, but you also saw the anger and disappointment when they lost or something went wrong.
        We also noticed how some of the nike commercials we watched had diegetic sounds, dialogue, and soundtracks. Most of the dialogue put in these commercials where words of encouragement toward the athletes in these commercials. There were mainly voiceover in the videos showing the thoughts the athletes had as they were getting prepared for the game or meet. One thing that we saw and liked was the use of the person's breathing sounds as they were finished. We plan to incorporate something like this in our own commercial.
      As we were talking over idea for the commercial we think the hardest part will be trying to get a tracking shot without a dolly. When you only have so many equipment available to you it’s hard to get the shots we want. It will be interesting to see what we’ll have to do to get what we what.