Analysing Case Study 1 : Lucozade

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?

Advertisement:




























A) This advert suggests the target audience of this product are middle aged men, to be gender specific. The typical audience who should be found with this product would be sporty, active, healthy young men as suggested by the male featured in this advertisement. 

B) The male seen is the illustrious footballer Gareth Bale who currently plays for the Spanish giants, Real Madrid. Upon seeing him the audience will have connotations of the product bringing you successes, drive, endurance and explosive speed/energy as he can be linked to all these things. There the audience may believe this product will improve their ability to the point they can be just like him.

C) This advertisement consists of a medium close up of Gareth Bale who seems to be sweating, this implies that he has just finished a tough football match whilst foreshadowing that Lucozade is the first he is looking to drink in order to "restore lost energy". The use of the orange and blue in this advertisement projects the other elements of media language (copy, slogan etc) seen in this print advert whilst representing the product as its primary colours are also blue and orange. The copy involves a smart play of words 'IN A DIFFERENT LEAGUE', this sentence means what it says which the fact their product is a different league and other products similar to Lucozade simply can't deliver the same quality it does. Lucozade do this whilst paying homage to Real Madrid, the 12-time Champions League winners that Gareth Bale plays for. Placing an even grid of 9 equal squares on this advertisement you will recognize nothing particular is in the middle, Bale and an image of the product are on the right-hand side of the grid while the copy and the campaign logo are on the left-hand side which pays homage to the rule of thirst. Going back to Bale the direct gaze he gives the audience of this product a vibe that he is challenging them to drink this product and take him on or even try to be like him. In addition to this the use of the direct gaze represents his masculinity which the audience will interpret as so through connotations of Bale's fierce and confident nature, this may force the target audience to buy the product as these may be characteristics they desire and believe they will gain from it. Lastly the use of the mini biography at the top right corner of this advertisement portrays bale as being extra-terrestrial, elite being by giving the advertisement a futuristic feeling to it, making it rather unique and intriguing.         

D) This advertisement provides representations of Bale, Real Madrid, Lucozade the target audience and what the product delivers.