Golf Pride Commercial

Camera
This commercial advertising golf pride golf club grips, begins with a long shot of a golf ball. This shot is positioned off centre, to the right of the screen allowing the viewer to see the setting clearly. The director does this with the camera to indicate to the audience that the important part of this shot isn't the golf ball, but the setting. This is because it is raining, connoting that golf pride grips work in tough weather conditions so a golfers performance isn't affected. Seven seconds into the advert, a mid shot is used to show the golfers hands gripping the club. The director has insured that the golfers hand is at the top half of the golf pride grips. This allows the audience to see and recognise the grips manufacture so the directors target audience knows what the product is. Close ups are then used after this, when the golfer begins to swing the golf club. These close ups of the golf pride grip allows the audience to see the grips in action. The grips stay firmly locked in the golfers hand, denoting that Golf Pride grips are effective, connoting that a golfer is not likely to lose control of the club when they swing to hit the ball.


Editing
Editing in this advert is clear at the beginning when it appears to be raining and the audience can see every drop as it happens. This form of editing is called CGI (computer generated imagery). This is an application of 3D computer graphics which creates special effects as either dynamic or static shots. Using this effect in the advert emphasises the fact that Golf Pride grips work well in rainy conditions, denoting to its target audience that they are a good manufacture. Another part of the editing which stands out in the advert is the lighting. The background is pitch black, while only the golfer is lit up with artificial light. This makes the Golf Pride grip stand out because the golfer is dressed in black while grip is white. This suggests that Golf Pride is the main theme in the advert because it catches the eyes of the audience. During the phase of the advert when the golfer is swinging the club to hiot the ball, the camera is slowed down, an example of slow motion. This is an action which takes place on the screen at a slower rate than the rate at which the action took place before the camera to make the fast action of a golf swing seem slow. This makes Golf Pride easy to see for the audience still. It also connotes that Golf Pride grips can work at high speeds but still seem easy for a golfer. Lastly, text appears frequently once the golfer hits the ball. It suddenly comes into shot which states numerous awards Golf Pride has won. This heightens the interest of Golf Pride grips amongst the onlookers.


Sound
The sound in this Golf Pride advert is non diegetic throughout. It is very tense which creates anticipation amongst the audience. This makes them concentrate fully on the commercial which increases the probability of the viewer seeing the Golf Pride logo, making the bFurthermore, when the text appears towards the end of the advert, the music reaches a climax each time. This rand more recognisable. creates the affect that the message is important, so the director is enticing the viewer the read the text which places Golf Pride in an authoritative position.


Mise-en-scene
Firstly, the mise-en-scene denotes at the beginning of the commercial that Golf Pride is the stand out topic. This is achieved through the lighting which shows the majority of the background to be pitch black and the golfer wearing black. Black is a dark colour which denotes mystery, connoting that it is not something the audience needs great knowledge about, decreasing its importance. However, the Golf Pride grip is white, which is opposite to black and stands out to the viewer, connoting that this is important within the commercials message because the director has purposely used lighting to make it clear to see. As it is raining in the advert, this denotes that Golf Pride grips work in tough weather conditionsm too, which most golf grips do not. Additionally this may connote that the brand gives golfers and advantage over opponents who do not use Golf Pride. Lastly, the text included establish expectations about Golf Pride grips so the audience trust the brand and are more likely purchase Golf Pride grips becuase the messages in the text improve the status of the manufacture.

Rooney v Rooney, Powerade

Camera

The director begins the Powerade advert with an extreme long shot of the setting which shows a football pitch, covered by heavy fog. This type of weather condition would make playing football harder which connotes the the onlooker that Powerade helps make playing in tough conditions easier. Then, a mid shot is used to show the characters who are both the same person (Wayne Rooney) but in different clothing. This establishes the difference between the two Rooney's before they match up against eachother. The mid shot allows the audience to Rooney with the top on is drinking water and Rooney with no top on is drinking Powerade. More variety in the camera is included when a long shot shows both characters about to run for the ball. They are off centre with the ball centralised, showing they both started even. The shot changes to another long shot where Rooney who has Powerade is shown to win a tackling battle with the other Rooney, connoting that if you drink Powerade you have an edge, symbolising power. After this, a number of mid shots show Rooney with Powerade running away from his opponent. In all of these mid shots, the camera centralises him, indicating he is dominant. Furthermore, when he shoots towards the goal the camera attempts to pan for roughly half second but then cuts to allow the audience to see the ball go into the goal. not completing the pan of the ball with the camera denotes it was travelling fast. This may also connote that using Powerade made Rooneys shot to powerful and fast for the camera to keep up with. Lastly, at the end of the advert, a high angle shot is used to show the camera looking down at Rooney who only drank water. Having him lower down indicates that he is smaller within the narrative. On the other hand, a low angle shot is used after this from Rooneys perspective, looking up towards Rooney who used Powerade. This makes him seem big and robust, so the audience believe he is the more dominant of the two, connoting Powerade is more affective than water.

Editing

The editing of this commercial is done by using green screen to show two Wayne Rooney's appear in the same shot throughout the advertisement. Green screen technology is the basis of the effects seen in everything from the latest Hollywood blockbusters to the weather forecast. If you shoot a video with a single coloured backdrop green screen allows you to make that colour transparent - replacing it with any other video clip, graphic or still image. This allows the editor to capture Rooney twice on a green screen in different clothes, making it seem Rooney with powerade is against Rooney with water. This denotes that there is no unfair advantage, connoting Powerade aids a sportsmans performance. Furthermore, another piece of editing is used when a high number of cuts are used repeatedly, one after the other to show Rooney volley the football into the goal. Squeezing these shots together makes it appear like a pan, indicating that it is real to make Rooney seem dominant.

Sound

This Powerade commercial is dominated by non-digetic sound at the beginning. The music is old fashioned and first introduced when the characters are introduced to the audience on screen. Doing this makes it seem like a contest because the music is similiar to non diegetic sound heard in a film with gladiators. As the advertisement progresses, diegetic music begins when you can hear Rooney who uses Powerade, striking the ball into the goal. When this happens the non diegetic music is still playing under it. This denotes that Ronney is powerful when he drinks Powerade as the sound of his shot overpowers the music, connoting he is stronger than a gladiator.

Mise-en-scene
At the beginning of the commercial, the Rooney who drinks the Powerade is immediately indicated to be powerful by the mise-en-scene. This is presented to the audience when Rooney appears with no top on, allowing them to see the tattoo of a cross on his arm. A cross is symbolic a it signifies religion and christianity, this could denote that Rooney is god like, connoting that the onlooker of the advert should worship him. Therefore when Rooney drinks the Powerade the audience are likely to copy him like christians worship Jesus through bread and wine. On the other hand, the opposite Rooney is placed in a weak light when it shows him lose out a tackling battle. As he runs back to try and get the ball, the director shows his face. It is strained, denoting that he is struggling to keep up with his opponent who used Powerade. This connotes to the viewer that Powerade gives an athlete an extra edge. 

Adverts that interest me - Golf Commercial

Camera
At the beginning of the advert, the audience are introduced with a long shot of two men playing golf. Immediately it suggests that the director is trying to capture their target audience, which would be people who enjoy playing golf, most likely to be men as there are no females in this advert. An extreme long shot is also used next, this time from where the hole is to show the man standing up to his ball behind two trees. The extreme long shot shows the audience how narrow the space between the trees are, suggesting it is a difficult shot to perform. For a golfer, seeing this would intrege them, so the target audience is then captured. Then, the director shows the other man with a mid shot, on the fairway. Showing him closer and in a good position for his shot, denotes he is a good golfer which could connote that he is the better player and therefore may use clubs from chipshot.com. His superiority is reinforced with the camera when the man preparing for his shot is shown again with a long shot, denoting that he is not important in this advert and therfore doesn't use clubs from chipshop.com, the service that is being promoted in this advert.

Editing
Cuts dominate the editing in this traditional advertisement. At the beginning of the commercial they are slowly paced with a cut occurring roughly every 5 seconds. These cuts establish the setting for the viewer so people who are interested in golf so they can see the difficulty of the shot that the player needs to perform. Showing this to the audience in a low pace is intentional from the director because by the end of the advert, the viewer understands purchasing clubs from chipshot.com makes shots like the one being presented easy.  The cuts then begin to speed up towards the end of the advert when the man hits the golf ball. As the ball rebounds off the tree and hits the other man standing on the fairway, the speed of the advert speeds up dramatically. This is done by including a high number of cuts all closely linked in the footage. This makes the speed of the commercial seem really fast, increasing the verisimilitude when the ball hits the man, creating more excitement in the advert.

Sound
The advertisement is dominated by diegetic sound. It begins when the director allows the viewer to hear birds singing. This shows the director plays with nature so the audience can feel a sense of reality, making them believe the point of the advert that only clubs from chipshop.com can get a player out of tricky situations. Diegetic sound is used again to show an argument developing between the two men, when the man on the fairway doesn't think his friend can get through the trees. This disagreement between the two could suggest that if the man in the trees had clubs from chipshop.com, he wouldnt be in the trees in the first place, making golf more enjoyable.

Mise-en-scene
When the director introduces the audience to the characters featuring in the commercial, the man about to take his shot is wearing a red jumper. This symbolises danger within the mise-en-scene, denoting that he is in a bad position as his ball is between two trees. This connotes that he is a bad golfer, which may be because he doesn't use clubs from chipshot.com. This is reinforced at the end of the advert when the chipshot.com logo is presented. It is introduced with a green slide. Green is a positive colour which connotes within the advert that golf clubs from chipshot.com affect a golfer positively to help them become better. To continue, the man in the red jumper hits his ball into a tree and it rebounds to hit his friend. This denotes a negative situation within hte mise-en-scene because the idea of golf is to hit the ball straight and avoid trouble such as trees and people. This connotes that a golfers skill level is reduced when they are not using golf clubs from chipshot.com because their accuracy is bad, like the man in the red jumper.

What do I want my advert to be like?

After researching into types of adverts, I have decided I want to produce a traditional television advertisement. This is because I feel with this type of advert, I have more freedom to explore and come up with an idea I like as many categories will fall into this. On the other hand for example, a political advert is strictly for politics or swaying someone's beliefs towards a certain topic, which creates a boundary so my ideas for an advertisement would be limited.
Knowing that I want to do a traditional advertisement I now need to know what topic I want to do. I am interested in creating an advert which links to sport. This is because I enjoy sport and there are a vast amount of adverts which link to it in someway, so researching into this area can help me develop an idea that would be successful.
Adverts to do with a sport usually use iconic figures. However, I want to design a product that aids sport and therefore my target audience would be the general public who enjoy playing sport.

Types of Advert - Political (Real Change)

  

This is an example of a political advertisment. These types of adverts are usually of an important matter
and do not attempt to make money, but to sway someones values which means the message has to be strong, so a popular fugure is commonly used.

Camera
The camera distance and angle doesn't chance for the whole commercial, but stays fixed as a close up so the audience can clearly see Obama. This allows them to see his lips moving while he talks, increasing the adverts verisimilitude. The camera angle is level to Obama, which denotes a simple layout, connoting importance. This is because the camera is tampered with meaning the subject of the commercial is serious. Lastly, Barack Obama is postioned just off centre, to the right side of the screen. This may connote a plee for help and followers which is a common theme in these adverts. This is because he is not centred connoting that he isnt important enough becuase he hasnt yet won the election, so positioning him to the right suggests he needs the publics help to win him the vote.

Editing
Very little editing is used in these adverts, due to them being a very important message and therefore they cannot be edited heavily. In this advert, one editing technique is the blurred background. This allows focus to be entirely on Obama, present the assumption the the onlooker that he is an important fugure and has to be listened to. Also, text is included at the beginning to make the audience aware who is in the advert. This denotes Obama is the significant part of the advertisement and connotes the audience need to be made aware of this so they know who they need to vote for.

Sound
The sound in this political advert is the same through the entire commerical. It is diegetic sound throughout, with Barack Obama talking into the camera. This is the only sound the viewer hears so there is no distractions, meaning the message Obama is tryin to get across is eassier because all attention is turned to him. Furthermore at the end, Obama's voice is still heard at thh end when the audience cannot see him. This connotes that even after the advert the audience still have his message in their head, connoting a strong message. The diegetic sounds is also very clear, so all the audience have to do is think and listen, creating a sophisticated tone, connoting political adverts in a serious light.

Mise-en-scene
Firstly, mise-en-scene shows Obama in a fitted suit. This denotes a formal advertisement which connotes Obama is portraying an important message. Also becuase Obama is wearing a suit it denotes he is wealthy, connoting a powerful figure so people of America are likely so follow him becuase he can make the country strong. Barack Obama's body language in the advert shows a robust character also. This is because his eyes never leave the camera, so he is always looking straight towards the audience. Doing this denotes confidence which could connote to the onlookers that he is a strong leader and not afraid to take on a demanding roll.