2016 ACR Film Festival Winners

Judge’s First Prize
Dodo Le La – From Beer Consumption to Heritage Edification
Julie Leroy, University La Réunion, France* 
Baptiste Cléret, University of Rouen, France* 
Michel Boyer, University La Réunion, France
This videography studies the role of consumers in the edification of a convenience good as a patrimonial object of consumption. Through the practices, representations and values they insert in the good and its context, they transformed a regional product into an iconic brand; the beer "La Dodo"(40.43 min).

Click on Link: https://vimeo.com/171438835
Password: DODOLELA2016

People’s Choice Award
Further away = higher willingness to pay?
Karina Isaak, ESCP Europe, Berlin, Germany* 
Elena Dinkevych, ESCP Europe, Berlin, Germany 
Robert Wilken, ESCP Europe, Berlin, Germany
This film illustrates the effects of spatial distance in print and video advertisements, which were investigated in a series of experiments. Many ads work with different perspectives, such as wide shots or close-ups of the product. But how does the chosen perspective affect the consumer’s reactions to the advertised product? In particular, is the consumer’s willingness to pay influenced by the product being shown from a spatially distant vs. proximal perspective? (12.08 min)

Click on the link: https://vimeo.com/188131744
Password: wtp