Advertisment homework

Point: In the sports drink market, companies must vie for control and push their products as the 

best in the market. This can be seen with sports drink companies such as Lucozade and Gatorade as a common theme between the two is that they are better alternatives for an athlete than water is with both using an often scientific approach to champion there product and using terms to convince the audience of is legitimacy.

How: In the Lucozade advert, we see an image of Gareth Bale, who at the time had just broke the transfer record, signing for the most successful club in European history Real Madrid, this association of the the brand and him creates an sense of worth to the audience as this was a prominent player at the time and whilst attracting fans of his, also made those simply aware of him significance interested in the advert. This idea of his significance is also reflected in the double meaning 'In a different league' tagline in the iconic blue and yellow colours as this implies Bales athletic abilities being very highly rated as well as the literal meaning of him playing in a different league having moved from the English Premier League to the Spanish La Liga. The advert also features a profile of the athlete with his name, team, age and stats which brings across that trend of the scientific association that sports drinks have in their marketing in order to try and convince the modern more health conscious audience that this drink will be an improvement over regular water. Finally Bales use of direct address as well has the positioning of the facial shot shows the seriousness of the advert as it is mean to be taken seriously for the audiences.

Where as with the Gatorade Advert goes for a much more comical and nuanced approach. unlike the Lucozade advert, this one does not feature any celebrities rather choosing to market Gatorade as the recognisable face, in the advert a gatorade bottle is depicted as knocking out a bottle of water, the clear underlining meaning of the advert is that Gatorade is better for you than water, something that has been apart of gatorades marketing since its creation as a college American football teams beverage. The tagline 'Gatorade Always Wins' creates a sense of masculinity and competitiveness to the brand not only showing its superiority to water but to all other sports beverages, almost challenging them to compete with it. Furthermore the use of itself as its own celebrity shows how recognisable of a brand the drink is and how well it has billed itself as being the best of its kind, instead choosing to focus on its benefits rather than drawing in a crowd with a recognisable face for audiences.

What is being suggested to the audiences: Despite biotech showing very different imagery in their adverts, both somewhat relays the same message that sports drinks are better than water for exercise to their audiences. The reason their do this is because water his the largest threat to. a market as sports drinks must try to prove why they are worth the price their are over the much more affordable and available water. This is why companies like Lucozade run massive advert campaigns with celebrity endorsements for global athletes in order to gain association and attract audiences to this they are a better alternative to water with the use of scientific terms such as elector lights and other inflated meanings. whilst brands like Gatorade choose to market themselves solely on the premise that they are better for you than water and that athletes drink them over other water.