Advertising

Sports drink conventions

• Energy (lightening)
• Masculine
• athlete endorsement
• bright, colorful
• aggressive, active tone
• claims of affects on athletes
• usually feature exercise in adverts
• scientific claims

Lucozade

• formed in 1927 
• owned by GlaxoSmithKline, then sold to a Japanese company Suntory in 2013
• Originally started as a medicine or a remedy in the 60s and 70s, 
• later becoming associated with the rave scene of the 80s and 90s
• were band by the advertising agency for false claims

• The 'I Believe' campaign was part of a £4million campaign across digital platforms to position Lucozade as a sports drink again that helps performance
• Footballers Gareth Bale and Alex Oxlade-Chamberlain  used as brand ambassadors
• 'I Believe' shares semblance with Nikes 'Just Do It' campaign

Media language

• colour-Blue-refreshing, healthy. Yellow-citrus, active, energetic
• Angle-direct address
• type of shot-close up shot, you are supposed to know who he is
• mise-un-scene-serious facial expression
• text-'in a different league' can mean his ability, the product, or the fact Bale now plays in La Liga
• Narrative- the use of the fact file and frame make the image look scientific