How does the Lucozade advert use media language to promote energy drinks?
The initial reception of the advert would mean that the slogan 'In a different league' would be the first thing to be noticed by the audience due to the layout z rule. The connotations of this is that the product is one of the best in the energy drinks market, much like the celebrity endorsement Gareth Bale was the most expensive football player in the world at the time of the campaign. It could be a reference to the fact that Gareth Bale was in a different league to other football players as he was the best in the world, much like the brand Lucozade who recently ended their sponsorship of the premier league. However this is an unfinished claim adding a sense of mystery. The typography is in a serif font which adds a sense of professionalism to the advert, developed further by the white outline and text which also has connotations of a computer generated, scientific theme. This is also developed further by the image of Gareth Bale, which looks to be computer generated, alongside the slogan 'scientifically proven'. This unfinished claim suggests that the product is somehow "scientifically proven". Initially the advert was released claiming that Lucozade hydrates better than water, however this was proved to be false and the advert was banned.
The audience is likely to notice the image of Gareth Bale second due to the layout z rule. The use of this footballer conforms to Western ideology and reinforces the stereotype that football players are white, middle classed males. The use of the statistics about Gareth Bale in the top right corner also adds to the celebrity endorsement in that if anyone was unsure of who he was they could immediately recognise that he was one of the most well known and skilful football players of his time. The use of statistical claims creates a sense of factual validity as well as adding to the scientific theme. This use of pseudoscience encourages the audience to trust in the advert and the brand in that the product they will be receiving is effective in restoring energy. Bale has a direct mode of address and a serious facial expression which suggests he is a serious sportsman, further suggesting that lucozade is a product for athletes who are serious about sports. The sports theme is reinforced through the beads of sweat on his forehead which suggests he's post work out as well as the fact that he is wearing a sports top. On the sports top you can see a glimpse of the signature 3 Adidas stripes, which is intertextuality of Gareth Bales sponsorship deal with Adidas.
The colour scheme is yellow and blue, bright and eye catching colours which mirrors the packaging of the lucozade product being advertised. The colours also look very professional, especially due to the white border which has connotations of the layout of a football pitch and frames Gareth Bales face. This all adds to the representation that lucozade is a serious sports drinks company. The image of Gareth Bales blue eyes is also enhanced to add to the blue colour scheme, which has connotations of hydration and masculinity, both themes which are conveyed in the advert. The blue background links to the scientific theme as well as not being distracting from the text and images, it could also connotate the masculinity of Gareth Bale as he is a series, professional sportsman who uses lucozade to help him rehydrate after a workout. The use of serif font in capital letters also gives the advert a professional and modernistic look. This encourages the sale of the product to athletes who are serious about sports. The layout z rule means that the product image and lucozade logo is the last thing the audience will see, leaving the idea of buying that product fresh in their minds. Underneath the logo is the use of the positive affirmation 'Yes' which encourages the audience to buy the product and aspire to be just as serious about sport as Gareth Bale is.
The initial reception of the advert would mean that the slogan 'In a different league' would be the first thing to be noticed by the audience due to the layout z rule. The connotations of this is that the product is one of the best in the energy drinks market, much like the celebrity endorsement Gareth Bale was the most expensive football player in the world at the time of the campaign. It could be a reference to the fact that Gareth Bale was in a different league to other football players as he was the best in the world, much like the brand Lucozade who recently ended their sponsorship of the premier league. However this is an unfinished claim adding a sense of mystery. The typography is in a serif font which adds a sense of professionalism to the advert, developed further by the white outline and text which also has connotations of a computer generated, scientific theme. This is also developed further by the image of Gareth Bale, which looks to be computer generated, alongside the slogan 'scientifically proven'. This unfinished claim suggests that the product is somehow "scientifically proven". Initially the advert was released claiming that Lucozade hydrates better than water, however this was proved to be false and the advert was banned.
The audience is likely to notice the image of Gareth Bale second due to the layout z rule. The use of this footballer conforms to Western ideology and reinforces the stereotype that football players are white, middle classed males. The use of the statistics about Gareth Bale in the top right corner also adds to the celebrity endorsement in that if anyone was unsure of who he was they could immediately recognise that he was one of the most well known and skilful football players of his time. The use of statistical claims creates a sense of factual validity as well as adding to the scientific theme. This use of pseudoscience encourages the audience to trust in the advert and the brand in that the product they will be receiving is effective in restoring energy. Bale has a direct mode of address and a serious facial expression which suggests he is a serious sportsman, further suggesting that lucozade is a product for athletes who are serious about sports. The sports theme is reinforced through the beads of sweat on his forehead which suggests he's post work out as well as the fact that he is wearing a sports top. On the sports top you can see a glimpse of the signature 3 Adidas stripes, which is intertextuality of Gareth Bales sponsorship deal with Adidas.
The colour scheme is yellow and blue, bright and eye catching colours which mirrors the packaging of the lucozade product being advertised. The colours also look very professional, especially due to the white border which has connotations of the layout of a football pitch and frames Gareth Bales face. This all adds to the representation that lucozade is a serious sports drinks company. The image of Gareth Bales blue eyes is also enhanced to add to the blue colour scheme, which has connotations of hydration and masculinity, both themes which are conveyed in the advert. The blue background links to the scientific theme as well as not being distracting from the text and images, it could also connotate the masculinity of Gareth Bale as he is a series, professional sportsman who uses lucozade to help him rehydrate after a workout. The use of serif font in capital letters also gives the advert a professional and modernistic look. This encourages the sale of the product to athletes who are serious about sports. The layout z rule means that the product image and lucozade logo is the last thing the audience will see, leaving the idea of buying that product fresh in their minds. Underneath the logo is the use of the positive affirmation 'Yes' which encourages the audience to buy the product and aspire to be just as serious about sport as Gareth Bale is.
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