There is a geometric pattern on the yellow background of the text – another way in which it appeals to young people. The symmetry of the geometric pattern also suggests the drink is reliable and dependable. In the bottom right corner is some text that reads ‘scientifically proven’ – although it doesn’t distinctly say that the drink is scientifically proven to improve sports performance, we can infer from its positioning and context of football-focused that it means this. The slogan reads ‘In a Different League’ – a play on football jargon which suggests that the drink is better than any other drink in the market, specifically for sports-oriented individuals. The text is a dark blue colour placed on a bright yellow background, so that it stands out very boldly. The text of the slogan is very large, which means viewers do not have to search for it as it is very obvious. The font is easy to read, plain and bold, which appeals to a younger audience because it is simple and easily identifiable. This catches the attention of the viewers instantly and emphasizes its importance. The test is bold and sharp, as well as the colours of the text. The typography of this ad is an important aspect of targeting it towards a specific audience. Overall, football is a non-political activity, which is an escape form riots, terror attacks and other political uncertainties happening during the time the campaign was launched. In terms of health the obesity rates increased immensely during 2013, this relates effectively to the banning of the campaign since the amounts of sugar in the Lucozade drink weren’t taken into much consideration leading to a false advertisement. Another event that took place a year before the launch of the campaign was the 2012 summer Olympics making this a sports focused advertisement campaign which was made possible because of the extra funding given to sporting charities. During the year of 2013 Gareth Bale was transferred from Tottenham Hotspur to Real Madrid. The advert campaign was released in 2013. Football itself is a huge part of the overall British culture, which essentially brings people of all ages, gender and class together to unite and create a sense of togetherness and social solidarity. Gareth Bale is best known for his momentous top goal score and his spectacular background as he started playing at a young age and grew up in a working-class family, this makes it easy to relate to an international star and see such an inspiration in a more ordinary light. Gareth Bale was appointed as the ambassador for the brand since he is seen as a British football icon and an inspiration to many. In a social context, this ad appeals to a wealth of people, despite being aimed at young boys/men in the field of sport particularly football. This could be inferring that the product is authentic – no makeup or fake additions are needed to advertise this product as it is reliable and dependable in its natural form.
There appears to be no makeup, with his freckles being prominent feature which still remains. His clothing is dark which means it does not draw any additional attention, so it is not drawn away from Bale’s face or the text of the advert.
This reflects a personal relationship between him and the product, suggesting he is personally invested and has faith and trust in the product. The image of Gareth Bale is a close-up shot, with Bale faced directly towards the camera. He is the ambassador of the product in this advert. Gareth Bale is internationally known and respected football player. Blue is also stereotypically known to represent masculinity and considering the target audience for the product is young sports-oriented individuals it will be easy for the audience to identify with the advert. Finally, the blue of the background matches the blue of Bale’s eyes. We can see that the setting is of training grounds as Bale clothes are’ indicates this. The colour blue which is the background reflects a cool, calm and collected situation, in addition to being in correlation with the colour scheme of the product which is yellow and blue. This draws attention to the main elements of the advert, emphasizing their importance. There is no real setting or location of this advert, as the background is simply of a plain colour. The Lucozade ‘I Believe’ campaign poster from 2013 was part of a £4m mass market campaign to educate consumers about how the soft drink brand can help improve people’s sports performance, and features footballer Gareth Bale as a key ambassador. How is Media language used in the Lucozade adverts? Refer to the social, and sporting contexts in your response (15 marks)
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