Media and Advertising- Lucozade
Media lucozade advert analysis media and advertising from maria_angelova2808
Media language- genre conventions of camera, editing, sound and mise en scene.
How does the contents incorporate the viewpoints and ideology of the producer?
How can multiple meanings be communicated and interpreted by producer and audience?
What positive and negative stereotypes are evident and why?
What conclusions can be made about representations?
Which groups are under-represented or mis-represented?
How are representations constructed as real?
Main areas of study include?
- codes and conventions
- genre
- constructing and interpreting meaning
Technical conventions:
Technical construction of the advert eg the colour palette or the shot type
techniques to persuade
Content or messages created by the combinaion of technical elements that persuade the audience to buy the product.
Media language conventions (technical conventions) used in print advertising
Logo
Slogan
Product image
Font size
Typeface/font style
Shot types and angles
Composition and layout
Rule of thirds
Colour palette
Special effects/ imahe manipulation
Props
Locations and settings
Costume and make up
Register and mode of address
Anchorage
Intertextuality
Media language techniques used in print media to persuade
Persuasive language
Scientific or statistical claim
Unfinished claim or comparison
Humour
Lifestyle
Escape
Celebrity endorsment
Fear
Connotation vs dennotation
Dennotation- the literal meaning of each of the different signs in an advert.
Description of what you see in an advert
Connotation- The additional meaning or implications o meaning created by each sign.
Analysis of what you see in an advert and what the combination of signs mean or tell you sbout the product.
Technical codes and conventions & media language techniques (persuasion)
Representation in adverts
Producers may conciously or subconciouslt reflect wider social attitudes to a range of issues or events. The representaions of which may be influenced by the following:
- Producers of adverts are usually part of the dominant social group.
- Representations constructed are more likely to reflect the or reinforce the producers` own experience or values.
- Adverts targeting wide audiences are more likely to reinforce rather than challenge dominant ideology in an attempt to persuade audiences to buy unquestioningly rather than to question the message behind the product.
Persuasive techniques used
Celebrity endoresment- The footballer Gareth Bale is used to endorese the product.
Unifinished Claim- Unfinished claim is used in the statement of `In a different league` because the league that it is referred to is ambiguous (open to more than one meaning as there is no specific meaning to what it is referring in specific)
Statistical claim- At the top right corner of the advert, the date of birth and height of Bale are included. The use of factual data as such creates a sense of realism and `truth` about the advert.
Lifestyle- The use of Gareth Bale associates the product with sport and fitness.
Technical conventions used (media language and dennotations)
Logo- Logo is denoted twice in order to reinforce the branding of the product. This can therefore reinforce the ideology of consumerism.
Product image- Placed at the bottom right corner of the advert in order to make it easy to be seen. `Pack shot`.
Font size- There is a range of sizes sued in order to create an important hierarchy of information about the product.
Typeface/ font styles- Sans serif used, makes it easy to read. Looks as if it is typed on a computer screen.
Shot types and angles- The medium close up shot of Bale personalises him and allows the audience to see him very closely. The long shot of the product creates product recognition therefore the audience can see it it fully and will know what to look for when purchasing.
Composition, rule of thirds and layout- The page is organised in 2 sections. On the left half it carries the slogan whereas on the right half it carries the product and Gareth Bale.
Colour palette- Colours of blue, orange and white used with a black contrast reinforces the product packaging colours and helps the advert stand out.
Special effects/image manipulation- The white border creates a `computer screen effect`. The bright blue of Bale`s eyes and beads of sweat on his face are computer generated. The sweat emphasises the spirit of an athlete and the lifestyle of sport and fitness. Combining this with the use of a celebrity endorsment- Gareth Bale this results in the ideology of patriarchy being evident and idea of masculinity portrayed by the advert. This is shown as the celebrity is a male and therefore the advert creates the meaning that sport is suitable for males rather than females. This is all suggested by the computer generated sweat (image manioulation) and the masculine colours used in the advert (blue in specific which is a colour closely associated wth masculinity and boys). The `lucozade` advert is much more formal compared to the `old spice` advert as there is far less image manipulation and special effects added. The only special effects added such as the computer generated sweat and the brigh blue effect of Bale`s eyes actually emphasise realism, as athletes and sport players are always `sweating` after a hard game. The main theme in the `lucozade` advert is realism and formality whereas for `old spice` is more the humour instead.
Location/ settings- The advert is taken in a studio setting. This reinforces the formality of the advert, as the location of the advert is internal under rules and regulations rather than an external location. Unlike the Old spice advert, this advert is much more formal.
Costume and make up- Gareth Bale is wearing a sports kit, which helps identify him as a sportsman and the brand as being a sports drink.
Register/ mode of address- Scientific, factual and formal all portraying `realism` and formality of the advert.
Anchorage- The placement of the slogan, Bale and the product image work together to reinforce the advert`s overall message.
Intertextuality- The audience is most likely to be already familiar with Gareth Bale from watching football matches on the TV. There are also intertextual references to Bale`s sponsorship deal with Adidas through his costume.
How the technical conventions construct meaning and interpretations (Connotations)
Typeface/ font style- The unfinished claim `In a different league` has the largest font size on the advert which indicates the importance of the text in creating meaning for the product. This connotes that Gareth is in a different league and by associates it should be `Lucozade sport`.
Shot types and angles- The medium close up shot of Bale taken from eye level personalises him, helping to create an emotional link between the audience link between the audience and the advert. It positions the audience, connoting that if they drink the brand `Lucozade` they will become similar to Bale therefore like sportsmens. Bale can be seen as an inspirational target for much of the audience which can be one of the reasong they will consume the drinks, only because Bale is in the advert and advertising it.
Colour palette- The blue, orange and black colour palette is striking and creates a contrast between the font, the image of Bale and the product. The colour palatte further aids recognition of the product packaging- the colour scheme signifies the product without having to refer to the `pack shot`.
Special effects- The Bale image is a studio shot but is manipulated by special effects to reinforce the concept of Bale being in a different league. The blue of his eye is heightened to complement the colour palette and connote the product. The beads of the sweat created through CGI connote he is a sportsman and `In a different league` reflecting the idea that the drink is for and mostly suitable for someone who participated in sporting activities and through the use of a male for the advert, the advert connotess that this is more likely to be a male/males as they are the more sporty characters compared to females.
Anchorage- The main slogan, the image of Bale and the product are aligned in a way to create meaning when read together. This placement anchors the meaning that not only Bale is `In a different league` due to playing for Real Madrid and his sporting ability, but also connotes that Lucozade is in a different league to other drinks.
Cultural context- European supremacy and the influence of cultural globalisation is reflected by the use of Bale and the slogan. As the brand is British and the celebrity Bale is from Welsh descent this emphasise the over-reprsenatation of the europe and under-represents other non-european countries which can also be seen as the drink is only sold in the UK.
Social context- As a result of the football cleebrity Bale advertising the drink, the advert portrays the importance of sport as a lifestyle as it is advertising a special drink for the sporty people. The special effects and especially the celebrity emphasise that sport and fitness are an important part of our lives.
Historical context- Created in 1927 as `Glucozade`, a drink which was meant to give energy to the sick. It was renamed to `Lucozade 1929. In 1983 it was rebranded as a sports drink rather than health drink. This led to many sponsorship deals with various sports.
The drink in contemporary seems like it is aimed to actually give energy therefore advertised as an energy drink rather than a health drink.
The athletic and muscular bodies represent the male obsession with their body image thus attributing a certain body insecurity to the target audience.
Ideologies
Lucozade`s campaign `I believe` can be seen as reinforcing patriarchal ideology. The use of a white man, the reference to the sport- football and the predominance of the colour blue are arguably all stereotypically associated with masculinity.
Bale as a celebrity endorsement can be seen to illustrate the privilage of white man within our society and positions the audience as fans of male sport.
The advert also constructs representations that communicate to the male target audience the idea that if this product is purchased it will enable self-fulfillment.
The advert, reinforces ideological assumptions about lifestyle in relation to fitness and importantly consumerism and individualism. The ideology of lifestyle can be seen through the wide concept of sport which the advert emphasises. The advert emphasises the importance of sport, fitness and a healthy life, also through the use of the celebrity - Gareth Bale which appears sweaty and tired showing that he has been exercising.
Consumerism is portayed in the advert through educating consumers about how this soft drink brand can help improve their sports performance. In contemporary society people are very focused on their appearance and therefore sport acts as a help tool to improve the physical appearance of individuals.
The `Lucozade` soft drink will help the individuals to do better in sport therefore this will attract the audience to consume the product- the soft drink advertised.
People in contemporary, for example people concerned with sport and fitness will be ready to consume anything which will help them to perform better in sport, linking this with the ideology of consumerism.
Media language- genre conventions of camera, editing, sound and mise en scene.
How does the contents incorporate the viewpoints and ideology of the producer?
How can multiple meanings be communicated and interpreted by producer and audience?
What positive and negative stereotypes are evident and why?
What conclusions can be made about representations?
Which groups are under-represented or mis-represented?
How are representations constructed as real?
Main areas of study include?
- codes and conventions
- genre
- constructing and interpreting meaning
Technical conventions:
Technical construction of the advert eg the colour palette or the shot type
techniques to persuade
Content or messages created by the combinaion of technical elements that persuade the audience to buy the product.
Media language conventions (technical conventions) used in print advertising
Logo
Slogan
Product image
Font size
Typeface/font style
Shot types and angles
Composition and layout
Rule of thirds
Colour palette
Special effects/ imahe manipulation
Props
Locations and settings
Costume and make up
Register and mode of address
Anchorage
Intertextuality
Media language techniques used in print media to persuade
Persuasive language
Scientific or statistical claim
Unfinished claim or comparison
Humour
Lifestyle
Escape
Celebrity endorsment
Fear
Connotation vs dennotation
Dennotation- the literal meaning of each of the different signs in an advert.
Description of what you see in an advert
Connotation- The additional meaning or implications o meaning created by each sign.
Analysis of what you see in an advert and what the combination of signs mean or tell you sbout the product.
Technical codes and conventions & media language techniques (persuasion)
Representation in adverts
Producers may conciously or subconciouslt reflect wider social attitudes to a range of issues or events. The representaions of which may be influenced by the following:
- Producers of adverts are usually part of the dominant social group.
- Representations constructed are more likely to reflect the or reinforce the producers` own experience or values.
- Adverts targeting wide audiences are more likely to reinforce rather than challenge dominant ideology in an attempt to persuade audiences to buy unquestioningly rather than to question the message behind the product.
Persuasive techniques used
Celebrity endoresment- The footballer Gareth Bale is used to endorese the product.
Unifinished Claim- Unfinished claim is used in the statement of `In a different league` because the league that it is referred to is ambiguous (open to more than one meaning as there is no specific meaning to what it is referring in specific)
Statistical claim- At the top right corner of the advert, the date of birth and height of Bale are included. The use of factual data as such creates a sense of realism and `truth` about the advert.
Lifestyle- The use of Gareth Bale associates the product with sport and fitness.
Technical conventions used (media language and dennotations)
Logo- Logo is denoted twice in order to reinforce the branding of the product. This can therefore reinforce the ideology of consumerism.
Product image- Placed at the bottom right corner of the advert in order to make it easy to be seen. `Pack shot`.
Font size- There is a range of sizes sued in order to create an important hierarchy of information about the product.
Typeface/ font styles- Sans serif used, makes it easy to read. Looks as if it is typed on a computer screen.
Shot types and angles- The medium close up shot of Bale personalises him and allows the audience to see him very closely. The long shot of the product creates product recognition therefore the audience can see it it fully and will know what to look for when purchasing.
Composition, rule of thirds and layout- The page is organised in 2 sections. On the left half it carries the slogan whereas on the right half it carries the product and Gareth Bale.
Colour palette- Colours of blue, orange and white used with a black contrast reinforces the product packaging colours and helps the advert stand out.
Special effects/image manipulation- The white border creates a `computer screen effect`. The bright blue of Bale`s eyes and beads of sweat on his face are computer generated. The sweat emphasises the spirit of an athlete and the lifestyle of sport and fitness. Combining this with the use of a celebrity endorsment- Gareth Bale this results in the ideology of patriarchy being evident and idea of masculinity portrayed by the advert. This is shown as the celebrity is a male and therefore the advert creates the meaning that sport is suitable for males rather than females. This is all suggested by the computer generated sweat (image manioulation) and the masculine colours used in the advert (blue in specific which is a colour closely associated wth masculinity and boys). The `lucozade` advert is much more formal compared to the `old spice` advert as there is far less image manipulation and special effects added. The only special effects added such as the computer generated sweat and the brigh blue effect of Bale`s eyes actually emphasise realism, as athletes and sport players are always `sweating` after a hard game. The main theme in the `lucozade` advert is realism and formality whereas for `old spice` is more the humour instead.
Location/ settings- The advert is taken in a studio setting. This reinforces the formality of the advert, as the location of the advert is internal under rules and regulations rather than an external location. Unlike the Old spice advert, this advert is much more formal.
Costume and make up- Gareth Bale is wearing a sports kit, which helps identify him as a sportsman and the brand as being a sports drink.
Register/ mode of address- Scientific, factual and formal all portraying `realism` and formality of the advert.
Anchorage- The placement of the slogan, Bale and the product image work together to reinforce the advert`s overall message.
Intertextuality- The audience is most likely to be already familiar with Gareth Bale from watching football matches on the TV. There are also intertextual references to Bale`s sponsorship deal with Adidas through his costume.
How the technical conventions construct meaning and interpretations (Connotations)
Typeface/ font style- The unfinished claim `In a different league` has the largest font size on the advert which indicates the importance of the text in creating meaning for the product. This connotes that Gareth is in a different league and by associates it should be `Lucozade sport`.
Shot types and angles- The medium close up shot of Bale taken from eye level personalises him, helping to create an emotional link between the audience link between the audience and the advert. It positions the audience, connoting that if they drink the brand `Lucozade` they will become similar to Bale therefore like sportsmens. Bale can be seen as an inspirational target for much of the audience which can be one of the reasong they will consume the drinks, only because Bale is in the advert and advertising it.
Colour palette- The blue, orange and black colour palette is striking and creates a contrast between the font, the image of Bale and the product. The colour palatte further aids recognition of the product packaging- the colour scheme signifies the product without having to refer to the `pack shot`.
Special effects- The Bale image is a studio shot but is manipulated by special effects to reinforce the concept of Bale being in a different league. The blue of his eye is heightened to complement the colour palette and connote the product. The beads of the sweat created through CGI connote he is a sportsman and `In a different league` reflecting the idea that the drink is for and mostly suitable for someone who participated in sporting activities and through the use of a male for the advert, the advert connotess that this is more likely to be a male/males as they are the more sporty characters compared to females.
Anchorage- The main slogan, the image of Bale and the product are aligned in a way to create meaning when read together. This placement anchors the meaning that not only Bale is `In a different league` due to playing for Real Madrid and his sporting ability, but also connotes that Lucozade is in a different league to other drinks.
Cultural context- European supremacy and the influence of cultural globalisation is reflected by the use of Bale and the slogan. As the brand is British and the celebrity Bale is from Welsh descent this emphasise the over-reprsenatation of the europe and under-represents other non-european countries which can also be seen as the drink is only sold in the UK.
Social context- As a result of the football cleebrity Bale advertising the drink, the advert portrays the importance of sport as a lifestyle as it is advertising a special drink for the sporty people. The special effects and especially the celebrity emphasise that sport and fitness are an important part of our lives.
Historical context- Created in 1927 as `Glucozade`, a drink which was meant to give energy to the sick. It was renamed to `Lucozade 1929. In 1983 it was rebranded as a sports drink rather than health drink. This led to many sponsorship deals with various sports.
The drink in contemporary seems like it is aimed to actually give energy therefore advertised as an energy drink rather than a health drink.
The athletic and muscular bodies represent the male obsession with their body image thus attributing a certain body insecurity to the target audience.
Ideologies
Lucozade`s campaign `I believe` can be seen as reinforcing patriarchal ideology. The use of a white man, the reference to the sport- football and the predominance of the colour blue are arguably all stereotypically associated with masculinity.
Bale as a celebrity endorsement can be seen to illustrate the privilage of white man within our society and positions the audience as fans of male sport.
The advert also constructs representations that communicate to the male target audience the idea that if this product is purchased it will enable self-fulfillment.
The advert, reinforces ideological assumptions about lifestyle in relation to fitness and importantly consumerism and individualism. The ideology of lifestyle can be seen through the wide concept of sport which the advert emphasises. The advert emphasises the importance of sport, fitness and a healthy life, also through the use of the celebrity - Gareth Bale which appears sweaty and tired showing that he has been exercising.
Consumerism is portayed in the advert through educating consumers about how this soft drink brand can help improve their sports performance. In contemporary society people are very focused on their appearance and therefore sport acts as a help tool to improve the physical appearance of individuals.
The `Lucozade` soft drink will help the individuals to do better in sport therefore this will attract the audience to consume the product- the soft drink advertised.
People in contemporary, for example people concerned with sport and fitness will be ready to consume anything which will help them to perform better in sport, linking this with the ideology of consumerism.
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