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.