Lucozade Sport Advertisement Analysis


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This Lucozade print advertisement has Real Madrid (& Wales) footballer Gareth Bale, who is one of the best in the world. The advertisements slogan is 'IN A DIFFERENT LEAGUE', which is a reference to the product being so great that it is a level above the rest. This also has a literal denotation of Gareth Bale playing his football currently at Real Madrid, which is the La Liga (Spanish League). Gareth Bale is known for being well known and respected in the football world, and has a squeaky clean personality, rarely being linked to any controversy. This may be one of the reasons for his inclusion in this advertisement. The slogan also refers to the drink, which is known for being given to football player (and other athletes) during matches/sporting events, the slogan signifies the superiority of the refreshment compared to all its competition that is inferior.

This advertisement also shows Gareth Bale in a masculine light, as he is seen looking directly into the lens of the camera, giving direct address. He also is string with facial expression that make him look very serious, which is parallel with the slogan which is also a very serious statement. In addition, the body image of Gareth Bale makes him look masculine as his shoulders are prompted back, which makes him look like he is ready to do an activity that requires lots of hard work. There is also sweat on the face and body of the model, which emphasises the hard work that he was doing.

Also, the Lucozade bottle is present as a close up in the bottom right hand side of the advertisement, and is present in all Lucozade Sport advertisements as well as a label of sorts with the words 'Lucozade YES'. The colour scheme is also present in all advertisements from Lucozade. There is also a slogan in the bottom right hand side corner that states "scientifically proven", which makes it look like the drink is backed up by valid and reliable data, and this is a great persuasive method.

The colour scheme directly links to the product which is Lucozade sport. Both the packaging of the drink and the colour scheme of the advertisement are both blue and yellow. The background is blue, and it has a lighter shade of blue around the model, and as it expands out, gets darker, making Bale more of a prominent figure in the advertisement, as it makes him stand out. The use of Gareth Bale would also attract younger audience’s who watch football, especially those who are avid football fans.

Comments

  1. nessaclyne16 January 2019 at 08:20

    Some good analysis here showing contextual understanding of Bale. I'd like to see more discussion of how this links to Lucozade's branding. You discuss his masculinity, and this point could also be developed. There is some appropriate analysis of media language and technical areas. Overall good but lacking detail. V

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