Key Functional Purposes

-to provide preparation instruction

-to promote a certain brand or product or to generate views/traffic

I) Always:

1. Brief – All of the videos that I have examined are similar in that they are all short in length. The median length seems to be around 2:30, with the shorter ones around 1:00-1:30 and the longer ones around 4:00-5:00, much shorter than food-making instructional videos.
2. Some Sort of Narrative Element – Every video has some sort of narrative element, be it spoken words or captions. Usually there is a person that is providing commentary and instruction out loud as he/she is carrying out the steps. However, sometimes authors use written captions to accompany the video instead of spoken dialect.
3. Simple – I have yet to come across a drink preparation instructional video that requires more than a basic cooking/kitchen knowledge. Drink preparation is mostly measuring and mixing. Some of the “harder” drinks that I’ve seen prepared require the cooking of a simple syrup, but even this is an easy process that even beginner cooks can do.

 II) Sometimes

1. Background Music – Oftentimes, the videos will contain some sort of lyric-less instrumental track that plays lightly in the background. This serves to create a lighthearted, upbeat mood and fill awkward voids of silence that may arise.
2. Product Placement –Product placement is the deliberate use of a brand/product in exchange for some sort of compensation, particularly in a way that promote the brand/product. This is especially common with larger media outlets with large audiences who are sponsored or get paid to make videos and include certain brands/products.
3. Variety of Camera Angles/Shot Types – Although is not seen in every video, it is extremely common for these types of videos to contain alternating camera angles and shot types. When the preparer is speaking but not cooking, the camera usually pans out to a medium-shot that includes the person. When the preparer is carrying out a step, the camera oftentimes will zoom on the action of interest so the viewer can observe the intricacies of what is happening.
4. Ingredients List – Before getting started with making the drink, the preparer will sometimes provide the viewer with a list of ingredients/implements needed to make the drink. By doing this, the viewer can gather everything before the “making” steps and consequently be prepared to follow along with the preparer.
5. Introduction – Sometimes, the author will choose to include a brief introduction before initiating the preparation portion of the video. This serves to engage and “hook” the reading, giving him/her background on the drink, descriptions of the flavors, contexts for which consumption is appropriate, etc.

Videos

1. Powerade Green Drink Video: This, in my mind, in an example of a poorly made video, but I chose to include it because it contrasts the second video in regards to production style; there is only one camera angle/shot type used through the entire video and music, but no vocal narration (only written captions). It was also poorly stabilized, unengaging, and the captions were riddled with spelling errors. For what it was, I think It was also slightly longer than it need to be
2. Cosmopolitan Video: This video is an example of what I consider to be a higher quality video; there is a variation in camera angles/shot types, spoken narration, a brief introduction. The preparation process is clearly conveyed and the speaker is engaging with his presentation