ADVERTISING - LESSON 3: LUCOZADE

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WHEN LOOKING AT LUCOZADE, REMEMBER:
//Classic conventions of a sports drink advert
//Unconventional/Subversive elements of this advert
//Intertextual References
//Who is the advert aimed at
//Celebrity endorsement? Aspirational? Challenge? Sex Appeal?
//Use of colour
//Typography

CONTEXT:
//Lucozade is an embedded historical, but originally british brand (1927)
//Owned by multinational conglomerate GlaxoSmithKline, sold to global Japanese manufacturer and distributor Suntory in 2013 just after the campaign...
//Lucozade is famous for rebranding it's product over the years - in the 60s and 70s as a drink that would help with 'sickness', as the preferred drink in the early days of the rave scene in the 80s and as a sports drink.
//'I Believe' campaign was part of a £4mil campaign across digital and press platforms to position lucozade again as  sports drink to help performance.
//Footballers Gareth Bale and Alex Oxlade-Chamberlain used as poster boys/brand ambassadors - aspirational male star marketing
//They do the same in the 1985 TV advert with Olympian Daley Thompson
//'I Believe' makes intertextual references to the iconic Nike 'Just do it' imperative strapline - aspirational and self-affirming
//'I Believe' strapline uses 'factual' information: 'Hydrates and fuels you better than water' (ASA complaints)
//Timings crucial - Gareth Bale at the time linked with a move to Real Madrid
//One ad (not set product) linked with problems associated with health claims (ASA ban)

 LANGUAGE AND REPRESENTATIONS:
//Product placement in right-hand corner using rule of thirds - brand represented as heroic/the solution
//High Key lighting creates an upbeat mode of address with the blue and yellow colours matching the brand packaging - connotations of masculinity
//Anchoring text 'in a different league' has deep connotations of superiority and links with audience cultural capital (Bale's impending move to one of the biggest clubs in the world)
//'Lucozade Yes' is close to an imperative command, 'scientifically proven' makes mythical statements about the value of the brand and 'proof' of hydration claims in previously banned advert
//The ad uses a framing technique for emphasis - this offers authority and legitimacy
//Bale is framed to the right making direct eye contact - his look is clearly a stereotypical gendered challenge to the potential consumer.
//Bale is seen as stereotypically physically dominant - broad shoulders, muscularly framed for the female gaze and as an idealised masculine role model for male consumers.
//Perspiration on his body connotes exercise and rehydration using lucozade whilst the robotic, steely eyed representation has connotations of the terminator.

HELPFUL LINKS:
Lucozade 1976 Advert
Lucozade 1985 Advert

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