Advertising Question

Advertising Question

I have chosen the Lucozade and Old Spice advertisements:

Explain how representations in adverts are constructed to promote the product. Choose two of the adverts that you have studied:

In the Lucozade sport advertisement, it uses the representation of sport to promote the sports drink to their target audience. They use the career of Gareth bale to sell the sports drink because of his success on the football pitch. Gareth Bale is a very successful football player who is playing for Real Madrid, one of Europe's top teams. He is a very popular role model with people from the younger generations which is mainly why they have chosen him as he is a role model for most of their target audience. The Lucozade sport target audience is around 10-18 but it depends on if the people play sports because this drink could appeal to people that are older and do sports or go to the gym as in the bottom left of the advertisement it says "Scientifically proven", which  could promote the drink to more people that depend on science in their life to make decisions, it is also there to provoke the idea that this drink because it is "scientifically proven", they would think that this is alright to drink it. Also with their target demographic of the younger generations they could convince mothers of the children to buy it for their kids because it is scientifically proven that it is 'better than water'. They also use the colours of the product to display on the advert as it links in with the product and it is also used to promote the drink because consumers will link those colours to the bottle and its colours. The slogan on the advertisement is also there to promote the product and it is representing the football as it is linked with the football leagues. This is also promoting the fact that it is better than water because it is "in a different league". Obviously with Gareth Bale being the main part of the advertisement it had to be a representation of sport which is why they included the slogan about football but they did also include some statistics within the advertisement at the top right which tells you a bit about Gareth Bale. With Gareth Bale being the biggest part of the advert they found a way to link him in with the drink by making his eye colour a vibrant blue which helps to represent the brand because like I said before the consumers of the drink will be able to associate the drink with those colours.

In the Old Spice advertisement, it uses the representation of men to promote the product. By using men as a representation it can link in the representation of athleticism to boost the promotion. By using a strong man as the face of the product more men will want to buy it for themselves or if people have had a girlfriend or a wife, the advert asks them to look at their men and back at him on the advert. This use of audience interaction gets the audience to think about buying it as he says in the advert he can't look like me but smell like me. That provokes the female viewer to go out and buy it because of the man on the advert. the target audience is males, mainly adults because children won't be interested in aftershave at younger ages. the context of old spice was that it was popular in the 1900's but lost popularity and has finally gained some popularity over the last few years. In the advertisement, they have used the same setting for different props used throughout the ad.  They used a white horse which could be seen as quite feminine. The femminity of the horse could be used to subconsciously get women to buy it for their men. But the use of the horse could be a reference to manhood because of the horse being seen as a stallion. The hand on the hip at the end of the advert could be seen as feminine as well but it could also show confidence in sexuality. The slogan that they use is referring to smelling like a man which is provoking males to buy the product because they smell like a woman which is using masculinity to enforce that.