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
two adverts I will be comparing are Lucozade Sport drink and Evian – Live Young
water.
Lucozade
is a well-known sports drink brand, this advertisement features a well-known,
young, professional footballer Gareth Bale, and they use him to promote their
product to their target audience. Whereas Evan uses an unknown young child to
promote their ‘live young’ campaign. This is clear that both adverts have
different aims and target audiences as Lucozade is aimed at men who have an
interest in sport, mainly football, similarly to this Evian is aimed at older
men who want to feel/live young again. In the Lucozade advert, the main colours
are blue and yellow and this symbolises the logo, this significant as the audience will instantly recognise the drink. The colours blue and yellow connote
braveness, masculinity bright and happiness, which all link to the advert
itself. Similarly, the Evian advert is based on a sea and the main colour is
blue so it signifies the drink, the colour blue connotes masculinity, sea,
water and calm which describes the advert. Both adverts have done this as the
audience can tell what drink it is from the advert so this is good for
marketing.
Evian’s advert is aimed
to encourage men to drink more water and when they do they will feel young
again and by drinking water you can “live young” which is the slogan for the
campaign. Whereas lucozades advert is aimed to make you feel hydrated and
energised after sports, hence the specific target audience. The copy for the
lucozade advert is “in a different league”, this is play on words as most of
the target audience would know that Gareth Bale moved leagues but it also wants
the audience to believe it’s the best drink and in a different league to all
other drinks that it competes with. It also states that it is “scientifically
proven” which makes it a reliable and trustworthy source that people will
believe and may encourage them to buy it. Evian doesn’t have a copy, from this
I can infer that the main message they want to portray is from the visual narrative as
that’s what they want the audience to first look at. In the lucozade advertisement there is mise-en-scene as Gareth Bale
looks like he has been sweating but he still has nice, groomed hair, the sweat
shows that he has played sports and now he is going to drink lucozade to
refresh and energise him. The mise-en-scene in the Evian advert is the swimming
shorts that the young boy/man is wearing, this represents relaxation and shows
that because he had drunk the water, he is living young and enjoying life so
when men look at this advert, that is what they’ll see and they will want to be
like that.
