Advertising and Marketing Assessment

Using media language, compare the advertisement for Lucozade Sport with the advertisement for X. 

Your answer must show knowledge and understanding of structural features and persuasive techniques.

The advertisement’s I will be comparing are Lucozade sport’s campaign to Red Bulls advertisement with Albert Einstein.

The advertisement for Lucozade sport’s drink campaign incorporates former premier league and current La Liga star Gareth Bale. The use of having a celebrity status footballing star helps to reinforce Lucozade’s campaign of being in a “different league”. The target audience that is targeted for Lucozade is predominantly teenage males who typically have an interest in sport, this is due to the fact of them having an awareness for who the promoter Gareth Bale is in the first place and also them having a desire to become like him or become as skilled as he is. The main colour scheme used throughout the advertisement allows the target audience to make associations with the iconic brand of Lucozade. The slogan “ In a different league” connotes a sense that Lucozade are leading their market with sports drinks as they have ambassadors who are dominating their sport themselves. Thje fact that it has a yellow box behind it helps to create a bold and dominant view. The small copy in the bottom right hand side of the frame states that the drink is “scientifically proven”, this suggests that the drink and brand of Lucozade is trustworthy and more likely to have an effect on the performance of the consumer. The bold text of the actual words also creates reassurance for Lucozade and the audience. The mid shot / close-up of Gareth Bale used in the image shows him as being stern, serious and in control, this is because he has perfect hair, his shoulders are back which shows confidence in himself and maybe even the drink.

The advertisement for Red Bulls energy drink uses similar aspects of attracting to their target audience. Firstly the target audience for Red Bull is predominantly adults from teenagers of the ages of around 16 to adults the age of 25. The visual narrative used is of German-born theoretical physicist Albert Einstein who like Gareth Bale is used to attract a target audience of all ages. By having an icon as renowned as Einstein it straight away allows for the demographic to relate and have trust in the product as the copy reinforces this.

The large red font strikes as being bold and gets to the point that Red Bull tries to put across which is that is gives you energy. This is subtly used to tie into the visual narrative used as Einstein’s infamous equation is used as a reference point for consumers to see and feel influenced by.  Towards the bottom of the advertisement the rhetorical question “Do you think you know better than Albert Einstein is used to further subconsciously manipulate the audience’s choice to buy the drink. It’s a bold statement but, sets the advert into motion making you wonder how does he agree, how can he prove it? This is funny and clever because on the right side of the add it depicts Albert Einstein, the smartest man of our generation.

Analysing case study: lucozade sport

Analysing Case Study 1 : Lucozade

1.Create a post titled as above.

2.Copy and paste the advertisement from my blog together with the following questions:

a)Who do you think are the target audience for this product? Try to be as specific as you

can.

b)Who is the person in the advertisement and what connotations would the target

audience take from him being associated with the product? (This is the visual narrative)

c)How are other elements of media language being used? (Colour, slogan, image, copy,

shot type, mise-en-scene, etc)

d)What different ‘things’ are being represented in the advertisement?

I think the target audience for this advertisement is aimed for young men, in particular teenage boys who are physically active and take part in sport especially football. This is because of the competitive nature that is brought about in young men and so the fact that a new and vibrant sports drink being adopted by a big role model in this market is being made, its almost forcing them to want to buy this drink.

The person being advertised in the advertisement is Welsh professional footballer who plays as a winger for Spanish club Real Madrid and the Wales national team Gareth Bale. He is used in this particular advertisement as he is dominating the recent leagues of football world wide. One of the many connotations that could be made from this is that this Lucozade drink helps professional athletes who are dominating their sport so it must work for normal target audiences that this is aimed at. The visual narrative shows Gareth Bale as being hot and sweaty after a game, this infers that he uses this product during the all important game situation when it is seen as being most important to use. Despite being hot and sweaty his hair is made to be almost perfect looking and untouched.

The colour scheme used in the background matches the main colours of the Lucozade bottle, this helps the audience to relate and associate the image from a distance with. The slogan “ In a different league” connotes a sense that Lucozade are leading their market with sports drinks as they have ambassadors who are dominatying their sport themselves. Thje fact that it has a yellow box behind it helps to create a bold and dominant view. The small copy in the bottom right hand side of the frame states that the drink is “scientifically proven”, this suggests that the drink and brand of Lucozade is trustworthy and more likely to have an effect on the performance of the consumer. The bold text of the actual words also creates reassurance for Lucozade and the audience. The mid shot / close-up of Gareth Bale used in the image shows him as being stern, serious and in control, this is because he has perfect hair, his shoulders are back which shows confidence in himself and maybe even the drink.
The Lucozade sport bottle is being represented as being a drink for elite people in a different league. This is done through incorporating Gareth Bale who people see as being an elite athlete. 

creating a print advertisement

iPhone 5s advertisement.

Visual Narrative

The visual narrative for the iPhone 5s advert focuses on the specific phone design in particular as it consumes the majority of the frame. A close-up is also used to highlight the key new features that have been added to the device, such as the fingerprint technology and the colour.

Copy

The copy on the advertisement describes the phone as being state of the art technology and exclusive to the brand of apple. This creates a better awareness for their company as people will associate having this type of technology specifically to apple.
The copy itself is formatted using a small font size away from the larger picture of the device. This could also tie in with the logo used in the bottom of the page as it is larger than the copy, this is  small yet more effective as the logo is renown.

Rule Of Thirds

The rule of thirds is used in this advertisement promotes the new feature to the phone, the touch ID technology in the home button, the image isn't directly in the centre and the editor has used a cut off composition to exaggerate the button in the audiences minds. This also helps to create tension as questions arise subconsciously in the viewers mind.

Colour

The colour scheme used is predominantly gold as it is the new colourway apple had released at the time. Gold also symbolises luxury and exceptional value, which helps to show apple's aims in design.

An endorsement is also used in the advertisement with  the T-Mobile logo appearing in the bottom of the image. 

Advertising and Marketing : Structural Features and Persuasive Techniques

unfinished sympathy

Ya Mama official video

Ya Mama

FatBoy Slim

Second 60 second film competition

Katy perry Assessment

Analysis Of Katy Perry 'Firework' Music Video
The representations of Katy Perry have been reconstructed in this music video for Firework in order to successfully promote her to a target audience.

One way in which Katy Perry has been presented is through her image within the music video. Her purpose is to give a message to her audience which is to find confidence within yourself no matter what your circumstance is. The music video itself contains several individual stories that can be a representation of Katy's persona shown in the music video. For example in the opening of the video Katy Perry is showcased using a range of different camera angles and shots, an extreme close-up of her is used to show her full face of make-up which infers her beauty and her glamour compared to the other characters in the film. Before this, the camera pans from low to high to reveal her princess like dress. This contrasts with her locations as it also exaggerates her glamorous prowess, standing on top of  a castle. The pace of the video also reflects how Katy Perry's personality is revealed throughout the video. In the beginning the pace of cutting and camera speed is slow compared to the action packed ending which cuts between lots of different people dancing and showing their confidence.

Another way in which Katy Perry has been reconstructed in this music video for Firework in order to successfully promote her to a target audience is through the individual narratives of the characters involved. The first character we are introduced to is a teenage boy who seems to be protecting his younger sibling who is fearful from her parents who are arguing harshly.  As the chorus comes in the beat of the song itself becomes faster paced and increasingly motivating, CGI is then used to show fireworks coming out of Katy Perry's chest along with the young boy who finds confidence in himself. This helps him to separate his mum and dad from the situation as the spark of fireworks continues. The impact of this upon the viewers leaves them feeling motivated by Katy as we see her as being a role model.

Another example of where the narrative is used to reconstruct Katy Perry is through the use of a homosexual teenager who is set in a bar and is seen as being unconfident which is the general theme for the characters before the chorus comes in. As Katy Perry sings the chorus the shy young man finds confidence as she sings the words "You just gotta ignite the light, And let it shine, Just own the night", this gives the representations of Katy Perry being a positive and influential role model on the youth.

Another way in which the representations of Katy Perry have been constructed to promote her to a target audience is through the constructed narrative that opposes to the status quo and normal visual content that is produced by Katy Perry in earlier music videos.

An example of this is the narrative told of the young cancer patient sat alone in a solitary looking ward. This scene is dark and upsetting to see, with the help of an isolated ward being used as a setting empathy is created towards the patient as she is alone and shouldn’t have to face such a dangerous disease alone. This later creates a contrast to the fireworks that come out of Katy Perry’s torso as it reflects a much lighter mood amongst the video.

This narrative creates a feeling of loyalty amongst the artist’s fan base and makes them feel part of a greater movement endorsed by Katy Perry as she is using her status to help to better the outlook of her audiences and maybe even just viewers of the video. Overall I think this helps her to draw the attention of her target audience and represent her well as it opens the eyes of viewers whilst spreading a positive message.

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60 Second Film Competition Entry And Evaluation

The stalking



My film meets some of the criteria targets that were set, however some are not met. My film opens with the requested title and high angle shot in the first sequence, I think this engages the audience well as this transitions to music being incorporated within the film.
All together I used three different camera shots and two different camera angles. To improve my film I must use a more varied range of camera angles and shots because the viewers attention could be lost quickly.

If I was asked to do this again I would begin by slightly altering my story idea as it could help with increasing the length of my film if I had a wider take on the storyline. Secondly I would try to improve my camera work, not only by steadying my hands but using more professional shots that could better suit my story line or scene.

My music video contained Non-diegetic music throughout and changed towards the end to faster paced music which worked well in my opinion. Diegetic sounds are also another thing I would add into my work to develop the relationship between the audience and the characters.
Mise-en-scene was not heavily incorporated into my work as propps,lighting and the setting didn't effect my film, however the costume my character wore was vital and had to be plain and dark to set the mood of a dingy back story.

camera shots