Lucozade advert

Lucozade advert question

How does the Lucozade advert use media language to promote energy drinks?

 The advert itself uses a predominantly blue colour which helps to create the effect of the pseudoscience appeal as the colour denotates the idea of being clean and clinical which in turn relates to the subject of science, this is further emphasised by the white border around the blue background which gives a computer screen effect which in turn adds to the idea of pseudoscience, which is defined as a collection of beliefs or practices mistakenly regarded as being based on scientific method, and how the product is “scientifically proven” to give consumers a competitive edge over others in their sporting scenarios. This unfinished claim also helps to give the product a weight of authority making the product more respectable and trusted. Stereotypically the colour blue is a male associated colour which means that an oppositional reading, as seen through Hall’s reception theory, is that the product is focused on male athletes in turn excluding the female gender, where as the preferred reading of it is that the product is clinical in its efficiency when it comes to enhancing sporting performance. The blue and yellow that is featured on the advert is a direct link to the product itself as the Lucozade sport product is predominantly Blue and yellow apart from the white writing. 

The use of the sans serif font is used on the blue background makes it stand out to the consumer as the writing contrasts the colour used, making it a more effective advert as people are able to understand it with ease. The advert uses unfinished claims such as “In a different league” to promote their product this could be presenting the idea that the product is above its competition so much that they are not even in the same league as its competitors this could also be interpreted as a “insult” to the premier league who they had recently dropped their sponsorship with at the time of the campaign. However, avid football fans may see it as due to Gareth Bale, who features on the advert, moving to a new club, Real Madrid, and league and due to the fact at the time he was also considered the most expensive footballer at the time which could emphasise the idea of him himself being in a different league compared to that of the other players. This helps to present their product and brand as high end and elite which may entice more people to buy it due to the use of celebrity endorsement. This is done through the use of anchorage which helps to give the words meaning when juxtaposed with the picture as the phrase “in a different league” relates to the idea of being above all the competition much like Bale was when he was playing football.

The picture that they have used of Gareth Bale has a serious mode of address suggesting to the consumer that they should take the product seriously and the idea of fuelling is sport is meant to be taken seriously which helps to reinforce the brand as a sporting brand. By having a medium close up shot of Gareth Bale it personalises him with the audience through the use of the direct gaze which in turn creates the effect of that if they were to drink Lucozade they too would be “In a different league” just like Bale. However, the oppositional reading of this could be that they are under representing other social groups such as female athletes and racial minorities as they have chosen to use a successful white male athlete. In the picture they have also incorporated the use of special effects an example of this is that they have added beads of sweat which creates the idea of heightened realism which associates the product with hard work and fuelling that hard work. Another example of this would be that they have enhanced the colour of his eyes to a more prominent blue this could be used to match it to the colour of the product or to create the idea that the product has given him energy to compete during his games which co insides with what the brand is trying to promote.