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.

Analysing Case Study 1: Lucozade Sport

Creating A Print Advertisement

You work for an independent advertising agency. You have been given the task of producing a print advertisement for a new soft drink.

The target audience for the soft drink is teenager and will appear in a range of magazines read by both genders.

The print advertisement must show awareness of structural features and persuasive tehniques.

Structural features and Persuasive techniques of Beats advert

Beats Advert

Structural Features of Print Advertisements

Visual Narrative:

·         Still image of ‘Jay- ‘, this is what the audience will first see as it’s in a big, bold and white on a red background so it stands out and s what the audience is drawn to straight away.

·         It makes the audience ask why the ‘Z’ from ‘Jay-Z’ is missing as most of the audience, younger audiences mainly, will know and recognise that it meant to ne ‘Jay-Z’ so they will question why the ‘Z’ is missing, this is later explained in the copy.

Copy:

·         Explains the visual narrative as the audience questions are answered, as the copy and visual narrative are linked by anchorage.

·         The copy explains that the ‘Z’ is missing because you are missing out on good music or not hearing everything you should be because you’re using cheap earbuds but if you use beats you can hear everything/what you’ve been missing out on.

Slogan:

·         On this advert, there is no slogan for beats, the only text is the copy.

Rule of Thirds:

·         When this advert is split into 9 different rectangles, its clear to see where the focal points are.

·         In the bottom left there is the logo and the rest of the copy. In the top 2 and top middle rectangles, there is the main focal point of the ‘Jay- ‘. In the bottom middle, there is the first half of the copy.

Colour:

·         In this advert, there is 3 main colours, which are red, white and black, these link to the main colours of beat which is good as it engages the audience and creates brand awareness. The main colour of the background is red which makes it bright and makes the text stand out more. The white bold text also stands out against the red background which catches the audience’s attention.

Persuasive Techniques of Print Advertisements

Testimonial/Endorsement:

·         This advert has nobody promoting the product so this doesn’t work as a persuasive technique doesn’t work for this advert.

Association:

·         As there is no one promoting the product in this advert there is no associations to be made.

Benefits:

·         This technique sort of works for this advert as the problem is that cheap earbuds are not good enough and you missing out on something better therefore the copy suggest that you shouldn’t use cheap earbuds and use beats instead.

Reference to Authority:

·         There is no reference to authority is this advertisement.

Word Play:

·         There is no word play used in the copy of this advertisement.

Symbolism:

·         There is no main symbolism in this advert apart from the logo which symbolises a part of a product.

Direct Gaze:

·         There is no direct gaze as no one is featured in this advert, it is just text.

Advertising and Marketing: Structural Features and Persuasive Techniques

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