Advertising and Marketing Assessment

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.