Old Spice : Initial Research

Old Spice:

Old Spice were manufactured by the Shulton Company who were founded in 1934. Three years later, Old Spice were introduced on the 19th of June 1937. Which was a staggering 80 years ago. Old spice's products are aimed at men, which are grooming products. The country which this brand exists in is the United States, however, they sell worldwide. Throughout the years of Old Spice, the target audience changed. They started off with targeting women, with Lightfoot Schultz's soap and toiletries company. But as time went on, they introduced a men's products. This soon became more popular than the original products, aimed at women. Therefore, Old Spice changed their intentions, because more products were successfully being sold. Recently, Old Spice were sued $5million after customers claimed their products, which they bought gave them chemical burns and rashes – people knowing this, will turn them off from buying from Old Spice.

Old Spice have currently many commercials which are very popular online. Old Spice created 186 videos, in just under two weeks. All these videos featured Isaiah Mustafa. The campaign got viewed over 40 million times – which secured Old Spice the number 1 spot in the most viewed branded channel on YouTube. Later, many more videos and commercials were created, which are seen as humorous and entertaining. The way they are created, really engages the audience to keep watching. Old Spice using commercials are their main way of advertising.  

Below are the commercials made by Old Spice, featuring Terry Crews. 

Shelter : Initial Research

Shelter Charity:

Shelter were founded on the 1st December 1966 and are located in London, England. They are a charity who campaigns to stop homelessness and bad housing. They currently help those who are located in England and Scotland. Their main aim is that one day, no-one will turn to them for help - which suggests they want nobody to be on the streets or living in dangerous conditions. They provide four main services, which are face-to-face, national helpline, online advice and legal support. Last year, Shelter got a total of £60.9m of income, however, they spent £62.9m - this goes to show how much further they are willing to go to help those in need. They have a partnership with Shelter Cymru in Wales and The Housing Rights Service in Northern Ireland. Working with these helps them to cover more areas, which just adds to their millions of people who they help per year. Their main percentage of income is through donations. This is why advertisements and the public support is so key. Having shops around the UK is one way they make money, but much more is needed to be done if they want to stop homelessness forever.

 
Advertisements are so key in how much impact the charity will have on the public. Shelter takes time in producing these because they have to be the most persuasive, eye-catching and heart-breaking/negative image to reflect what is going on in the UK, which goes unnoticed.

Advertisement and Marketing Assessment Task

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 advertisements that I will be comparing are Lucozade's soft drink with Orangina's soft drink. Lucozade's advertisement uses a well-known, professional footballer as their promotor, Gareth Bale. Orangina uses an ordinary, unrecognisable woman. From this, you can understand each advertisement target audience. Lucozade has a set target audience, which is young men who are interested in sports, specifically football. Contrasting this, looking at Orangina’s advertisement the women suggests the target audience are women. But because you cannot recognise the women, it suggests it doesn’t have a specific target audience. However, Orangina are an expensive, premium drink. Which, in my opinion targets anyone who can purchase one of these, even though normally the person promoting this is normally the target audience. The main colours used in Lucozade’s advertisements is blue and yellow – this has a significant value, because the colour used symbolises the drinks logo. The aim here, is for the target audience to instantly remember their drink as soon as they see them colours. Similar to this, Orangina’s main colour is orange. Which, of course relates to the flavour and the name of the brand. Both have used this for the same reason, throughout all advertisements this is very common and important. The colour orange has many connotations. Orange is associated with joy, success, attraction and determination. It is also very easy to be seen, so Orangina could have used this to catch the eye of the public – orange is very effective in the promoting marketing, it has unique value, which is key for Orangina. Blue and yellow suggests happiness as well as braveness, healthy and trust. The colour in which they use have a massive impact on what people think. Both of these advertisements use their selected colour in the right way.

Orangina’s advertisement is used to encourage consumers to shake up their lives, by drinking this drink. Lucozade’s advertisement is to show that this drink, is the best out there. It is in a different league from their competitors. The copy used in Lucozade’s advertisement is ‘In a different league’ This is a play of words, the specific target audience will know that Bale moved leagues, which suggests that this drink made this happen, it helped him because this drink gives people energy and is the ‘best’ soft drink. However, secondly and most importantly, it implies that Lucozade are better than any other drink -  it’s the best available and with ‘scientifically proven’ included will make people trust this. Orangina’s copy ‘C’est Shook’ is from a French heritage. It means, ‘it is shook’ This, refers to the earlier explanation about Orangina’s aim of shaking people lives up, but again this is world play and has a double meaning too. Orangina’s drink has to be shook before you drink it, therefore, the copy has two purposes. Mise-en-scene is used in Lucozade’s advertisement. Sweat is a key indication of hard work, for Bale to be sweating and now looking like going for a drink of Lucozade, will make the audience realise this is how he recovers, so they will want to purchase it. Orangina’s mise-en-scene is used through the use of clothing. The clothing used adds to the use of colour. This adds to the eye-catching advertisement because it makes the whole advertisement one colour.
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Analysing Case Study 1: Lucozade Sport

A)  Who do you think are the target audience for this product? Try to be specific as you can.

From this advertisement, I believe the target audience for this product are males, who are interested in sports.   

B)  Who is the person in the advertisement and what connotations would the target audience take from him being associated with the product? (This is the visual narrative) 

The person is this advertisement is Gareth Bale. The connotations from this is that this drink is the best drink out there. Lucozade is in a different league compared to all their other competitors. Bale being the promoter is significant because he is one of the best footballers in the world. Therefore, the drink to some extent symbolises him. This is because it suggests that Bale drinks this and once drank, you will be superior to other people - just like Bale playing football.

C)  How are other elements of media language being used? (Colour, slogan, image, copy, shot type, mise-en-scene, etc)

Colour - The main colours used are blue and yellow. This is the colour also used on the drink - the aim is for the target audience to remember the drink as soon as they see them colours. Slogan - You can't for definite tell if there is a slogan. You would have to look at their other advertisements to make sure. Image - the image of Bale is important because he is a role model to many. He is well known, therefore, people will think, if he drinks it, I must! Copy - 'In a different league' is word play, which is very well done. Bale, of course moved from the premier league to the la liga. Which suggests that he has got better and moved teams - this could suggest the drink helped him get there, because it gave him the energy and work rate. But secondly and most importantly, it implies that the soft drink is above anyone else. It's the best drink available and with 'scientifically proven' included, it suggests you can trust the drink and it is reliable. Mise-en-scene - The use of sweat on Bale suggests that he has just played a game. He is now looking like he is going to go and drink Lucozade, so he gets his energy back. Bale doing this will make others want to do the same. Wearing a sports top also links in with the sporty target audience.

D) What different ‘things’ are being represented in this advertisement? 

One other 'thing' that is represented in this advertisement is Bale. He looks focused, determined as well as well groomed. Bale is well recognised around the world and if you know who he is by seeing the advertisement, you are part of their target audience. Using Bale, makes Lucozade's recognition increase, he will promote this and every football fan, will want his skills - so they will live the same lifestyle (So they will drink Lucozade) Another 'thing' which is being represented in this advertisement is the drink its self. Lucozade is the main purpose for this advertisement. This is the product that they are promoting. The drink being below Bale, makes the target audience see both of these. It is opposite the copy, so this makes every bit of the advertisement to be seen.

Creating A Print Advertisement