lucosade

Question 1

campaign

Answer 1

i believe campaign to position lucozade as a sports drink that helps aid performance

Question 2

celebrity endorsements

Answer 2

gareth bale
aspirational male marketing Bale linked with glamorous club real madrid

Question 3

Banned by ASA

Answer 3

better than water
fueled the campaign

Question 4

rule of thirds

Answer 4

product in right hand corner represented as heroic/ the solution

Question 5

lighting and MOD

Answer 5

high key lighting creates an upbeat mode of address

colour palette matches the brand image

connotations of masculinity

Question 6

anchoring text in a different league

Answer 6

deep connotations of superiority links with audiences cultural capital bale is in one of the best clubs in the world
intertextual references to football

Question 7

lucozade yes

Answer 7

imperitave command

Question 8

scientifically proven

Answer 8

makes mythical statements about the value of the brand and proof of hydration claims in previous banned ad
pseudo science

Question 9

stereotypically physically dominant

Answer 9

broad shoulders muscular framed for female gaze idealised masculine role for male audiences

Question 10

target audience

Answer 10

mass audience men 25-34

Question 11

van zoonen

Answer 11

expectation of spectacle

Question 12

consumerism

Answer 12

aspirations to fit the desired social standards

Question 13

statistical claims

Answer 13

date of birth
height
realism and truth to the ad

Question 14

costume

Answer 14

taken in sports kit
bright blue eyes
sweat
sports man

Question 15

media close up eye

Answer 15

positions the audience
if they drink they’ll be similar

Question 16

football and british culture

Answer 16

football is respected in BC intern lucozade is a respectable drink

Question 17

hyper masculine rep

Answer 17

more masc for drinking