Holmefield vets analysis

The first thing you notice in the Holmefield video is the quality of the piece compared to the Apple one. This is obviously due the low budget they would have had as a relatively small company.

The use of camera is relatively basic, they have wide, mid and close shots as well as an establishing shot which is right at the very beginning of the video about 14 seconds in, the wide shot is of the Holmefield vets sign and building. A lot of the footage was handheld of the offices and the waiting rooms and the examining room which was probably used due to a lack of space and to cause less of a nuisance and let the staff go about the duties as usual. All these very simplistic shots to make the video feel down to earth and local which is what they are probably trying to portray.

One thing I noticed in the video was the fact that all except for one nurse who appeared to be of Asian descent, were white British, that also includes the clients. This surprised me as the veterinary surgery is situated in Leeds. Leeds being such a large city with a well-established, well respected university as well I would have assumed it was a multi-cultural hub. However after looking at the results of the 2011 census a staggering 82.58% of the population of Leeds is White British, with the second closest ethnicity being Asian British as just under 7% of the population. This probably explains the large number of white British appearing in the video. Another thing I noticed was all the nurses except for one were female and the male vet who was there was never interviewed. This may be because the director wanted the audience to engage with a woman who comes across more caring than a man with a deep voice may do.

Except for the diegetic sounds of the vets and nurses talking the only other sound that you hear is the music playing in the background. During the video there are two pieces of non-diegetic sound played in the promo. The first plays from the start until about a minute in this song is upbeat and friendly, during this the vets is introduced and the people that work there start to talk about their jobs. The second song starts just after this and at this point the tone of the piece changes to more serious matters such as "working at a high standard" and being inspected by "The Royal college of Veterinary surgeons and The College of animal Welfare". This is accompanied by the slower less stated music that makes the information stand out more.

I think this video is very effective at introducing the vets as a friendly, welcoming practice that are there to help. The video is good at making the audience feel involved by showing a large number of animals people can recognise without being an expert on animal breeds. There were also very conscious of getting a lot of footage of younger, cuter pets, to add to awwh factor to the video which is always going to be an great selling point. They also do well to include interaction between the pets and there owners showing there loves which is relatable with anyone who owns a pet. Finally one of the bestselling points is when they say that they all own pets themselves this calms the audience instantly now they know the nurses wouldn’t jeopardise the safety of the clients pets because they know how it would feel to lose a pet.