Media and Advertising Lucozade

OCR Spec.

•The Lucozade ‘I believe’ campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people’s sports performance, and features footballer Gareth Bale as a key brand ambassador.

Consideration should be made of media language elements specific to advertising and marketing such as locations, costumes, props, makeup, lighting, choice of camera shot, angle, typography, layout and address of written content to the audience




VINTAGE ADS
Lucozade was previously marketed as a "sparkling glucose drink" for the ill. It was advertised as replacing lost energy. Guilt trip to make people buy the product for people that are unwell as it is meant to help them. "Invaluable in sickness and in health" Says that it can be used in any situation whether your just tired or you are ill.


1998 Advert - Mods
Targeting the younger generation through:
     Trendy people (Mods)
     Lower class dialect
     All young men
     Comedic relief and relatability (mums sandwiches)
     Convenience
     Nostalgia

Lucozade - context

•Created 1927 as Glucozade - meant to give energy to the sick

•Renamed Lucozade in 1929

•1983 rebranded as a sports drink rather than health drink

•Lots of sponsorship deals with various sports

Representation:

•Who/What is seen?

Gareth Bale, Sporting Legend

•How are they represented?

Confident and powerful. Ready for battle

• DRCAGES

Disabilty-Not represented

Region- 1998 mod advert represents london boys

Class- Working class, Aspirers

Age- Young people

Gender- Mainly main however there is a female advert also

Ethnicity- Mainly white but there is a black person in an advert also

Sexuality- Masculine phyisical sport thatcould stereotypically exclude non-heterosexual people

• Themes/Messages

Scientific research

Sporting achievements

"Yes" Moment

Audience:

•Who is the target audience for

this advertisement

Young, Male, Sporty 

•How do we know?

Blue, Sports stars, 

•What might other audiences

make of it?

Would be less attracted asit is not targeted at them speci

•How is the audience

addressed/attracted?

• How are values transferred?

Media Language:

•Colour

Blue, Masculine

•Type of shot

•Angle
Direct angle. Direct mode of address

•Focus

•Depth of field

•Mise-en-scene

•Realism?

•Narrative?

•Use of text/copy

•Font design/size

•Layout

Representation

DRINKS ADVERTS CONVENTIONS

Short slogans
Logo
Saturated colours
Direct mode of address
Sans Serif- modern
Product shots
Humour
Positive