Women's Golf Classic Ads

The advertisement I chose was MasterCard’s Women’s Golf Classic advertisement. This is a very simple advertisement, it is simply a white and brown heel at a tee box. The whole idea of this advertisement to show MasterCard’s partnership with the Women’s Golf Classic. Doing this shows the target market of 50 to 60-year-old women are connected to their wallets by their everyday life. The general audience of this advertisement is women between the age of 50s and 60s. According to Tyler Pringle’s The demographics of Golf Graphic (2014), the average age of golfers is 54 year olds. Credit cards are also more likely to be used by people between the ages of 47- 65. (Holmes, n.d) Which fits perfectly fits in to the demographic MasterCard is trying

When you go to a golf tournament everyone is where modest and sensible clothing. It is not like the Kentucky Derby, where women wear pearls and big hats and men where suites and ties. The advertisement literally does not say anything more than it has too. It only uses the buzzword priceless. First of all, Priceless is the tagline of MasterCard, they are all about making meaningful experiences. This use of the word Priceless is kind of hinting towards what company is being talked about. The audience will easily understand that the company has to be one that deals with money. Yet a savvier customer will quickly pick up on MasterCard’s tag line, which is in all of their advertisements. This is a use of “symbolic language” to influence the audience(Engbers,2013). The word priceless makes people think of how important something is and that no amount of money can compensate how important that moment or event was for that person. Since this advertisement is reaching out to older middle class people. These are people that are comfortable with their money situation and are more willing to pay money for Priceless moments. The use of the word priceless is key to them being a credit card company. MasterCard may not issue out cards but they are the ones making the payments

The focal point is the shoe; all of the text is very small which is used to not over power the picture. Doing this means that people with have their interest spiked by the focal point and then read the words instead of the other way around. The advertisement is very classic in how it follows the Gutenberg Diagram. The eyes will naturally sweep from left to right down the page and avoid the corners (Bradly,2015). Which gives this advertisement a natural flow and very pleasing to the eye. The words are minimal and are only ones that need to be said just to clarify what the picture is and why it is just a heel in a tee box. The color difference between the heel and the shoe is purposeful too. They used a white based shoe with a brown heel. Doing this added some disconnect from the shoe and the heel. The eye can quickly make the difference between the ball and the tee. This is down so subtly that is does not even disrupt that this is not completely true to the generic white ball white tee. Even the angle of the picture of the shoe is on purpose. Even though studies show, that downward looking shot is more pleasing because it makes people feel more powerful (Schuldt & Schwarz, 2012). Have the angle of the shot being so low to the ground instead of up and looking down at the heel just helps with the illusion of it being a golf ball on a tee. It gives it more of that golf ball on a tee look instead of a random