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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