In 2013, Lucozade created a campaign to rebrand their old company which was formally targeted towards mothers with poorly children. Originally, the company was called Glucozade due to the drink being made with high amounts of glucose, but it was later changed in 1929.
star marketing - Gareth Bale (footballer and athlete)
"I believe" campaign~
- renovated their product and created a sport version
- "better than water" - false claims made by the company and used on other adverts
- ad was banned for failing to mention that the drink will only give the buyer is claimed effects during prolonged exercise
- represents different races and genders in other adverts
- portrays muscular men, attracting insecure or gym-crazy men to buy the product
- product placement to ensure customers know what the product looks like
- high key lighting combined with a mid close up camera shot of Gareth Bale
- "YES" -imperative command
- framing technique used for emphasis of the brands message
Example question:
Analyse the media language used to represent the product, people and places in the Lucozade campaign (10 marks)
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