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.