Lucazade

 


using Gareth Bale, and international star to promote the drink. USP

staring directly at the viewer to give a sense of direct address

white border to portray bales importance in the advert

to right corner includes Bales stats such as he teams and achievements

enhanced blue eyes to make him seem more machine like and powerful

meant to look more technology based

scientifically prove, applying that whatever you think the drink can do, it can do

YES in the bottom right corner which actually says nothing 

Bale had recently been sold to Real Madrid for £80 million pounds which was the most expensive signing of all time 

bright eye catching yellow and blue font associated with Lucozade

 what makes this advert conventional

direct address
very serious
masculine
eye catching colors contract each other
confidence
celebrity endorsement
aimed at younger people into sport
scientific
aimed more at men but not exclusively

LUCOZADE

Lucozade was originally owned by a British pharmaceutical company
owned by multi national conglomerate GalxoSmiothkline, sold to Japanese company Suntory
was originally branded as a medical drink to help with sickness in the 70s but later changed to accompany the rave scene in the 80s and later a sports drink.

the 'I believe' campaign was a £4 million pound digital marketing campaign including many famous sports aesthetes like Gareth bale and Oxlade chamberlain calming to drink to be 'better than water' and the perfect drink for a sports athlete, resulting in them changing their slogan to 'in a different league' which coin-sided with Gareth bales £80 Million move to La Liga team Real Madrid

Media Language and representation 

product placement in the right hand corner using the 'rule of thirds' having the brand be represented as a solution
high key lighting creates an upbeat mode of address with the blue and yellow color palette matching the brands packaging with connotations of masculinity
Anchoring text 'in a different league' has a double meaning as at the time bale was in the process of moving to Real Madrid, meaning he was literally playing in a different league
Bale is using direct address staring seriously at the viewer as to almost challenge the viewer who will most likely be male.
robotic Steele blue eyes to make him seem unnaturally powerful thanks to Lucozade





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