Progress Report 2

Date: 06/05/2008
To: Dr. Holmevik
From: Jin Liu

Introduction
There are rare literature directly addressing the functions of the cinematography of commercials, since the previous ad cultural studies mainly focus on the message strategies. And I need to decide on which brands to take as the search samples.

Work Completed
Following Dr. Holmevik's advice, I took 6 brands across 3 industries as the research sample. They are picked up based on a ranking of the most influential brands across the world. And the brands are from countries more than China and US, which was actually the thing I tried to avoid. I expect to stick with China and US. If there is few Chinese brands influential in US, perhaps the sample will be focused on just US brands. And the marketing purpose would be one-way: from US to China.

And plus, I may cut off the experiment part, since it is time-consuming, and probably controversial when it comes to the copyright.

Next Steps
A literature on film editing is the next step I will do, from which the visual variables as instruments are expected. And I will keep reminding myself to connect film editing and cultural values throughout the review.

Conclusion
By now, things turn to be more complicated and less exciting. I have to sit down and consider the feasibility and specific project plan. But I believe everything will work out, if I put more time in it.