Lucozade Ad Analysis

Lucozade is a soft drink company founded in 1927,originally named Glucozade by Thomas Beecham and was mainly used for medical purposes. Nowadays Lucozade produces energy and sport drinks for athletes.

Lucozade is a major sponsor of events, teams and very popular and generally liked athletes in the UK and Ireland. Many of these athletes are featured in their ads and website for branding purposes such as the heavyweight boxing champion Anthony Joshua. An example of such an ad is this one where we have got a mid-close up (MCU) shot of Gareth Bale, who is a football player for Real Madrid and an ex player for Tottenham Hotspur. He could be considered an influential athlete and a role model due to his ''clean reputation'' (some football players have got backgrounds full of law cases and are not very liked by the general population) and also due to him being the ex-leader of Totteneham Hotspur. The masthead ''In a Different League'' is a reference to Gareth's transfer from Premiership to La Liga, but it could also be implying that by having Lucozade during your training ,you will be improving rapidly and move to ''a different league''. Gareth Bale seems clean shaved, his hair is well done and overall he looks ''squeaky-clean'', which could relate to him having clean reputation and being a clean player as well . The cover line ''Scientifically Proven'' next to the long shot of the Lucozade Sport bottle is supposed to make the brand appear legitimate and effective and that is partially true. Lucozade drinks contain high levels of carbohydrates and electrolytes. Carbohydrates are a form of energy that gets you through the workout whereas electrolytes are associated with hydration of the muscles and are lost through sweat. The ad reinforces branding by sticking to its conventional colour scheme which is mainly blue and yellow. At the top right corner of the ad we see the player's height, date of birth, name and team he plays on. These features look a lot like the attributes you can find on football cards and they establish authenticity. Furthermore we have got product placement right below Gareth Bale's image. Once again that is used for brand reinforcement, but most importantly by seeing the Lucozade Sport bottle they could associate it with the ad and an elite football athlete. It also show what the audience too look for and what the product advertised is.

In conclusion, the soft drink company Lucozade is known for sponsoring teams, events and very popular athletes in the UK for branding purposes. As mentioned earlier the ads use media language to convey the quality,authenticity and efficiency of the product, which will move the athletes using it to ''a different league''.

Comments

  1. nessaclyne17 January 2019 at 02:54

    Another well written analysis Stan. You identify the key messages and values, relating this to the contextual information about the brand and the celebrity. This is illustrated with some analysis of technical elements. V

    ReplyDelete

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