The following three advertisements are the set texts. Look at each one carefully and consider:
- How can the AIDA model be applied to each of them
- How they conform to the list of ways in which Media Language is used in advertising
LUCOZADE SPORT ADVERT
SHELTER ADVERT
OLD SPICE ADVERT
LUCOZADE PARAGRAPH 1:
ReplyDeleteOne of the ways that advertisers use media language is to establish brand identity. In the Lucozade Sport advert one way this is achieved by manipulation of layout and design. If we apply the Z rule to navigate the advertisement, we can see how the advertisers build the sense of brand identity. First, they capture our attention with the powerful slogan, “In a Different League.” The bold typography and the idiomatic language help to establish the identity of the brand as being powerful and better than its rivals (differentiating it from other brands). The masculine blue colour of the text against the energetic yellow also reflects the colours of the product and the identity of the product as active, energetic and forceful. This is combined with the celebrity endorsement by footballer Gareth Bale, whose direct mode of address further captures the attention of the potential consumer. The use of Bale also serves to create positive associations with the brand as he is highly successful and recognised for his sporting prowess. This would validate both the aspirations and lifestyle choices of potential purchases who presumably engage in sporting activity and may even aspire to be professional sports people (or at least better sports people). Continuing down the Z, we find the product logo in a box with the word ‘YES’ beneath it. This simple positive language reinforces the desire to own the product as well as associating positivity with the brand. Finally, we continue across the bottom of the page to the pack shot. This clarifies the identity of the brand and is also a call to action as purchasers are able to see the product that they have been encouraged to purchase. In addition, the brand is associated positively with science, which is culturally positive with the target audience.
NEXT PARAGRAPH:
Lighting on Bale, Lighting on Pack Shot, Overall Colour Scheme
DeleteBrands often use the Z-Rule to force Consumer’s eyes to certain points on the advert and in a specific order. On this advert the ‘Z’ begins with the slogan ‘In a different league’, on surface-level this seems to be Lucozade differentiating Lucozade Sport from other energy drink competitors by putting it in a different league. It also links to the use of the celebrity in the advert, footballer, Gareth Bale. Just months before this advert was commissioned Gareth Bale made a world record transfer from the Premier League to La Liga, so Bale himself had also recently entered ‘A Different League’ and many of Lucozade’s target audience, sports players and fans, would have been aware of this high profile move and made that connection.
FINISH PARAGRAPH- FOCUSED ON TOP LEFT OF 'Z'
SAME LEVEL OF ANALYSIS ON EACH POINT OF THE 'Z'
The colour scheme of the ad is blue, yellow and white. Blue is prominent in the background, the text, the product and Bale’s eyes. This colour reflects masculinity, which is appropriate considering the target audience is for young sports-orientated individuals – in particular football which is a male-dominated sport. It also reflects cool and refreshing connotations, suggesting that the product is refreshing and revitalizing, further supported by the water-droplets on the bottle in the pack-shot. It also reflects a cool calm lifestyle – many young people aspire to be internationally renowned footballers. Yellow is a colour which implies happiness, excitement, positivity and freshness, suggesting the product can bring you these qualities. Both these colours are also the two colours of the Lucozade sport branding and the colours on the packaging, in an attempt to make Lucozade synonymous with these colours.
DeleteOn the Lucozade advert it uses the Z rule which directs the customers eyes in what order they want us to see it. We start off with the slogan ‘in a different league’ which is a pun as the celebrity on the cover, Gareth something is seen to be in a different league as he is so good at football however he also is in a new league at the time of the poster. The pun therefore attracts new customers as fans of the footballer would now be interested, but also maintain customers as the target audience of the advert would typically be interested in sport so therefore know and like the celebrity. In a different league also has positive associations with the brand as it is suggesting people who drink the drink will also be in a different league. We then see the celebrity and the direct mode of address attracts customers in as it is very direct and serious. The celebrity endorsement helps the audience differentiate the advert from other competitors as no other competitor will have that model on it. He is also seen as an aspiration to the target audience. The logo ‘YES’ has positive associations with the brand as it will encourage new and maintaining customers that they can do it. We then have the actual product to finish with and all the other aspects from before would want to make us buy it, especially with the ‘YES’ just before as its like the advert is saying directly to the audience they should buy it.
ReplyDeletenext- maybe talk about memorable, lifestyle.
colour scheme, model/image and pack shot.
The colours used on the advert, blue and yellow reflects the actual product so when people now see these colours, they are more likely to think of the original Lucozade that is being advertised, therefore creating a strong brand identity and making the colours more memorable to the consumers. The colour yellow is a bright, happy colour which therefore may suggest to the consumer that if they drink the product, they might be happier and feel more positive. The colour yellow also connotes energy which is what consumers of this product would need as this advert is aimed at people with a fit and sporty lifestyle and obviously energy is essential in order to achieve this. The colour blue has connotations to water and water is known to be cooling and refreshing and it then makes the audience feel like if they drink the product, they will feel refreshed and it will cool them down after their sport/activity that they have done. The target consumers are people who are into sport/fitness so therefore the need to feel cool and refreshed is fitting as after working hard physically, their body needs this; this links into the lifestyle the advert is encouraging the consumers to have. The use of the positive slogan ‘yes’ is also adding to the encouragement from the advert to buy the product.
Deletepack shot/image
The layout of this advert follows the Z rule; initially, the consumers eye will be drawn to the slogan which uses a large bold typography highlighted in an energetic yellow. The bright yellow not only contrasts the blue background making the advert stand out more, but also, is the same as the packaging of the product which will make the product more memorable. The use of the slogan ‘in a different league’ seems to put the product on a pedestal, promoting positive associations of the brand suggesting you will be on this level if you purchase the product. This also differentiates the product from competitors as it suggests it’s in a higher ‘league’ than them. Furthermore, this acts as a pun as the celebrity which you are next drawn to is a football player. This establishes the brands sporty identity and engages with the consumers aspirations, implying that if they purchase the product they will be more like the celebrity. The use of a celebrity will also attract new customers and maintain existing ones. The direct mode of address will not only catch the eye of consumers, but also, make them feel more of a connections to the player and the product. The eye of the consumer then goes to the ‘yes’ at the bottom left corner accompanied by the brand name.
ReplyDeleteADD TO^^:
Analyse use of language, pack shot.
NEXT PARA:
Lighting, more detail on colour scheme, consumers lifestyle choices.
This advert also uses media language to make the brand stand out from competitors and adhere to consumers lifestyle choices. The use of blue suggests the drink is hydrating and refreshing, accompanied by the yellow which implies the drink will give you energy. These positive qualities of the product will engage with the consumers lifestyle choices as they are presumably sporty and will need hydration and energy. The complimentary colours also make the advert stand out more making it more memorable than competitors. The lighting on the celebrity and the pack shot make them seem like they are glowing, this may emphasise the idea that the product gives you energy. Additionally the lighting emphasises the football players facial features which may attract more of a female consumer, furthermore, his facial expression and direct mode of address could come accross as seductive which would also attract female consumers.
DeleteIn the Lucozade and Gareth bale advert, media language is used to establish brand identity. One of the ways This is achieved, is through the advert's layout and its use of the Z-Rule. The Z-Rule starts us in the top left with the brand slogan which uses a play on words to not only say how their drink is better than everyone else's but to also make a pun about Bale’s recent move to Real Madrid who are in the Spanish League. The z rule moves our eyes onto the celebrity endorsing the advert which is Gareth Bale which forms an aspiration for the audience who will then see that Bale drinks Lucozade and want to be like him. We then shift down to the positive association in the advert which is the word ‘YES’ underneath the lucozade logo that causes people to reinforce their beliefs that the drink is good and that they should drink it. It finally moves onto the pack shot where the action of the whole advert lies, and people decide whether they purchase it or not.
ReplyDeletemore technical language in next para
In the lucozade Gareth bale advert, the lighting on Gareth bale is high key so that his face has lots of shadows on it to define his facial features and make him look chiseled and slim. The lighting also picks up the drops of sweat on his face which emphasizes the fact that he’s been working hard and being sporty. This can be seen as an aspirational action and can engage consumers with the product as people will see bale being sporty and associate him with lucozade and want to consume that product therefore engaging new consumers more and current consumers further. His facial expression suggests he is very focused and determined, with a serious expression. We could infer that his expression and the suggestion of his hard work means that the product increases his ability, focus and drive. His head is tilted in a way that makes his brow particularly prominent, reflecting masculinity which is very in line with the theme of football, a very male dominated sport.
DeleteOne way in which Lucozade establishes brand identity is through the layout and their use of the Z rule. Following the Z rule, we start at the slogan “In a different league”, this draws in the attention of possible new audiences, attracted to the idea of being in a different league, which in turn differentiates itself from other competoters with the idiomatic language. Moving down the image, we see the celebrity, Gareth Bale, creating an asprational figure to those who have a sporty lifestlye which attracts both new and old audiences. As the audience look to the bottom left corner, the word “yes” is shown in a bold font, creating positive attributes to the brand, as well as the use of their brand logo, reinforcing the brand that is being advertised. Moving along the image, the claim, “scientifically proven” makes the brand more desirable for customers and likely attract those with the sporty lifestyle. The last thing that the audience will see is the pack shot, esablishing both the brand identity and packaging of the item being sold.
ReplyDeleteAdd – more analysis and technical detail
Next paragrpah – how its memorable and the use of language.
The language within the Lucozade advert, uses puns, positive connotations and facts/ claims to both attract and maintain audiences. For example, the slogan " In a different league", differentiates itself from other brands, with the idiomatic language presenting themselves as better than their competitors. With Gareth Bale starring in the advert, you could argue that it is also a pun, as he moved into another league himself, however those viewing the advert would have to have that contextual understanding, hence why it attracts those with a possible sporty lifestyle or aspirations from the celebrity. Not only this, they also use facts/ claims to create positive attributes and associations to the brand identity, by stating it to be "scientifically proven". This will engage consumers who have a healthy/ sporty lifestyle, appealing to their needs when looking for an item. The use of the logo above the word "yes" again has positive connotations and is likely to attract more consumers due to the associations that would relate to the brand.
DeleteLucozade sport have included the z-rule in this advert, the advert has a bold typography which grabs the consumers attention and tries to attract new consumers with the slogan "in a different league" which puts the product on a pedestal and indicates to the consumer that they will be better than everyone else drinking other sports drinks if they drink lucozade. the z rule then leads the consumer to a headshot of gareth bale, which will lead to aspiration of target audience, and the direct mode of address which captures the audience further. still following the Z, lucozade includes a small brand logo and a large yes which reinforces positivity and brings in new customers, The consumer is finally led to the pack shot.
ReplyDeleteColour scheme, lifestyle choices of consumer
The colour scheme of the advert is designed in order to connote themes of refreshment with the cool blue colour and themes of energy with a bright yellow. Lucozade sport have also included the z-rule in this advert, the advert has a bold typography which grabs the consumers attention and tries to attract new consumers with the slogan "in a different league" which puts the product on a pedestal and indicates to the consumer that they will be better than everyone else drinking other sports drinks if they drink lucozade. the z rule then leads the consumer to a headshot of gareth bale, which will lead to aspiration of target audience, and the direct mode of address which captures the audience further. still following the Z, lucozade includes a small brand logo and a large yes which reinforces positivity and brings in new customers, The consumer is finally led to the pack shot.
DeleteOne of the ways that advertisers use media language is to establish brand identity. The Lucozade advert does this in a variety of ways, for example via the manipulation of layout and design. The slogan will be the first part of the advert seen by the reader due to the Z-Rule. This use of the poweful slogan ‘in a different league’ immediately serves to establish Lucozade as a superior drink via the use of bold typography and an idiomatic language. The image of Gareth Bale links the drink to sports, as he is a well known and successful professional footballer. This also serves the purpose of validating the aspirations and lifestyle choices of potential consumers as they may wish to be more like Gareth Bale. The blue and yellow colour scheme used throughout the advert is consistent with the colours of the product itself and serves to clarify the brand identity. The choice of the colour blue also suggests the product is masculine, which will likely appeal to the target audience. The Lucozade logo with the single word ‘YES’ underneath assosciates further positive associations with the brand. The claim ‘scientifically proven’ also establishes the brand as one based around science and this carries an implication of positive health and is culturally positive with the target audience. This claim is deliberately vauge and as such allows the reader to atribute many potential possible qualities to the product. Finally, the reader sees the pack shot. This creates a definite identity for the brand and serves as a call to action for the consumer.
ReplyDeleteThe photo of Bale is lit with low key lighting, this serves to enhance the appearance of his facial features in a manner which will be more appealing to a masculine audience. The lighting also lets us see the sweat on his brow more easily, this suggests to us that he has been active before the photo has been taken, this enhances the links between the product and sport. The placement of the pack shot in front of him also suggests that he could reach out and grab the bottle after having exercised, this promotes the idea that footballers would use Lucozade to refresh them. The pack shot also features high key lighting to place a greater focus on the bottle, and to highlight the condensation. This serves to make the bottle appear cold and refreshing. The fact file also serves to create a greater link between the product and scientific fact, as it creates the impression that the advert is describing Bale and the presence of Lucozade is a contributing factor to his sporting success, something that associates further positive attributes to the brand.
DeleteIn the Lucozade advert we can the Z rule being used in order for the audience to easily digest what the advert is telling us the z starts with the slogan, one of the main uses of language is the word different which immediately tells the audience that this brand has differentiated itself as opposed to its competitors. The use of idiom also solidifies how they are calling themselves the best of the best. The bright yellow and blue theme maintains the customers that know the colours of Lucozade and how the brand can be identified with its strong relationship between colours. Gareth bale can also be seen using direct mode of address with his eyes enhanced blue in order to associate him with the product so that fans of Gareth Bale will assume that he drinks Lucozade and that will encourage a purchase. The direct address also connects him with the audience in order to create a relationship, and since a lot of the sporting audience will see him as an aspirational figure this will help sell the product. The serious facial expression used also shows us how he is taking it very seriously like he does in sport and that Lucozade will help you to achieve your goals and focus better. The positive reinforcement with language such as ‘YES’ tells us that Lucozade are trying to promote themselves as a positive brand. At the end of the Z we see the pack shot with the product high key lit in order to make it more desirable, it is also to show new customers what the product looks like in order for them to take action and buy it, which is represented in many adverts by the AIEDA model. Language such as ‘scientifically proven’ are there to reinforce the credibility of the product and make the brand appear to be trustworthy to the culture of the audience and better than other products of its kind. The white box frame is there to ensure that we focus on what is in it, it frames Gareth’s face and the product with it in order to solidify to the audience that this is what is important.
ReplyDeleteOne of the ways advertisers use media language is to establish brand identity. The Z rule is a significant part of the layout which starts with the idiomatic slogan ‘In a different league’ which establishes brand identity because it is trying to convey the fact that they are the best of their product and in turn differentiate their brand from other competitors. The typography arguably comes into play here as well because the bold, black letters stand out against the yellow background as another way to catch your attention, and also to make a statement and stand out, just as those who drink Lucozade would be doing, reinforcing this idea of being ‘in a different league’. The yellow and blue colour scheme also establish a brand identity because seeing this bold colours together over and over (as it is both the colour scheme of the bottle and now their ad) will make the consumers recognise it as the colours for Lucozade. The next thing the Z rule takes us to is the face of Gareth Bale, the celebrity endorsement whose direct mode of address is another way to catch the consumers attention. The use of Bale establishes brand identity because he (and everything about him e.g., respect, fitness) is associated with this drink which validates lifestyle and aspirations. Next the Z rule brings us to the logo with YES underneath, promoting positive associations with the brand. Before the pack shot we read ‘scientifically proven’ which makes the drink more trustworthy, but also reaffirms and promotes positive associations with the brand. The pack shot rounds off the Z rule which is important because it shows the product so you can buy it.
ReplyDeleteThe lighting on Bale is also an important aspect of the advert, in particular the lowkey lighting. Using lowkey lighting here makes it easy to achieve the potentially aspirational look Lucozade are trying to create to attract new consumers because it makes his chiseled features look even more defined. This not only creates and aspirational figure but also heightens his masculinity as another way to reach their target audience. The lowkey lighting also enhances the glistening sweat on his brow, implying that he has been exercising. This helps to achieve the idea of promoting a desireable lifestyle. We also cannot ignore the lighting used on the pack shot itself, which is the same as on Bale. This gives off the idea that they are in the same place, almost as if he could reach out and grab it which helps tie the whole advert together. This lowkey lighting used on both Bale and the pack shot not only picks out sweat but also the condensation of the bottle which connotes coldness and therefore refreshment. This idea of promoting refreshment is also achieved in terms of the background colour scheme. Blue has connotations of coolness, water and therefore hydration which links back to the product, making it seem more desirable. This blue colour is also important for establishing brand identity because blue is stereotypically a masculine colour, targeting their ideal audience and reinforcing this idea.
DeleteBrands often use the “Z” rule when creating a layout for their advertisements in order to focus the consumers’ attention on specific features in a particular order, finishing with a packshot. This advertisement starts the Z rule with the slogan “In a different league” which is suggesting that it is the best of its type creating differentiation from its competitor which is also seen in the bold typography of the slogan as it reinforces the brand's prowess. The use of contrast in colours with the blue and yellow relates to them associated with the brand due to the use of this combination on their packaging, successfully creating a clear relation for the target audience to remember. This format then leads your attention to look at the image of Gareth Bale which in a way turns the slogan into a pun due to the fact that he is a footballer and at the time of the poster was in fact moving into a different league. By using this concept, the advertisement will not only draw the attention of existing customers but will also attract the attention of football fans. Additionally, this creates a positive association that the fans of Gareth may interpret that they might drink this Lucozade. Following down the Z, it takes us to the brand logo in a box with the word “YES” under it. This positive language reinforces the desire to use this product. Finally, we are taken to the packshot which is an image of the actual product. This is clarifying the identity of the brand as the target audience can see the product, encouraging them to then buy it.
ReplyDeleteThe use of colour (blue and yellow) in this advert is important as it is used to specifically entice the target market into buying the product by creating associations. These colours are not only used on the packaging of all their products, however in most of their adverts, creating a strong brand identity by making it memorable for the consumers due to their connotations. The colour blue can be associated with water which is refreshing and cooling. This then creates the idea that if the consumers drink this, they will then be refreshed. Having their products associated with sports means that this association is fitting as people who partake in sporting activities want to be refreshed. Additionally, the colour yellow can be associated with happiness and energy which means that it was used in the hopes of making the consumers believe that by drinking this they will themselves become energised. It is clear that the association tied to these colours link well with the brand as it is designed for sports.