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.