Both brand advertisements of different products have been put together to achieve the same purpose, which is to get the target audience to invest in what they must sell. Analysis of their structural features really projects their diversity because of the different approaches both Fanta and Lucozade have taken which is clear in both their use of colour, copy, and miss en scene.
Demographics (Gender):
It is clear the Lucozade advert is aiming to get the attention of the male population due to the fact their product has been endorsed by a male. The use of the direct gaze in this advertisement builds masculine aura which enforces the point that the product is directed to the male audience. The Fanta the other hand appears to be gender neutral because of the it is all copy and has no image to enforce its preferred target audience like the Lucozade advert does.
Demographics (Marital Status):
In terms of marital status, I feel Lucozade is directed at people of a single marital status because of the important use of image. They use the image of a lone man on their advertisement, they could have simply added a female next to him to implicitly suggest the drink if for married couples, but they did not. Again, the Fanta advertisement does not seem to be targeted to people of a specific marital status which suggests anyone could enjoy it.
Demographics (Age):
Lucozade's targeted age group appears to be people of the age 25-44 years, the reason why I believe that they are interested in males that lie in this range is because of the simple fact they used an image of a male who appears to be in this age range which many would realise on first sight. By using Gareth Bale for this job, they feel males of his age would be the perfect type of people for their product. Once again, finding the preferred age group Fanta's drink was difficult but I feel people of the age 10-24 years are the target audience. The reason why is because the dominance of the bright orange colour would appeal to younger children as it has connotations of fun, happiness, excitement, warmth and youth which in a way describes children. Secondly, the copy along with a number of funky fonts presents a rather childish massage insisting, the audience should rip and eat the print advert to experience and enjoy the taste of Fanta, which you can only image a young person doing. Lastly the use of slang “cause” creates an informal tone, making the younger audience feel like the advert is directed to them, as the word “cause” is one they use commonly when speaking to each other.
Demographics (Social Group):
In terms of social group, I feel that Lucozade was made for middle classed individuals meaning teachers, architects etc and lower middle classed individuals which consist of social workers, office managers etc. The reason why is because the drink is run by a successful company that have established a brand name renowned to be one of the best in its category, this in itself means the drink is not that cheap. Also, by getting endorsement from a well-known sports star and representing their drink as elite and ‘in a different league’ Lucozade are trying to set a bar to the kind of people who use their product which would be preferably people of a good occupation and average income. As for Fanta, they seem to be accept everyone as their target audience, especially young individuals from what I have gathered so far. From an outsider’s perspective, I would say their product would be aimed at the lower middle class and the working class because most young people would be found in those groups and the fact that they are also a popular brand, making their product slightly pricey.
