Lucozade

Question 1

Media language signify..

Answer 1

a mix of science, aspiration and passion

Question 2

Myth of science signified by?

Answer 2

-use of high-contrast photography using a very white light
- the use of a cool blue background that matches one of the brand colours
- the use of scientific-looking pseudo data diagrams on the right hand side
- the simple, uncluttered and formal layout, framed by the white line
- the explicit claim that something - not made clear what- is ‘scientifically proven

Question 3

Aspiration is signified by?

Answer 3

-use of language such as ‘in a different league’
-use of a celebrity role model with, as suggested by the data about him in the top right-hand corner, a record of sporting achievement
-Gareth Bale is posed and lit to emphasise his chiselled features and seriousness

Question 4

Brand identity:

Answer 4

maintained by the use of complementary blue and orange colour used in the packaging design and the use of the Lucozade logo

Question 5

USP advertising:

Answer 5

Lucozade made false claims in its previous advert which was against the regulations, to gain a USP

Question 6

Intertextuality:

Answer 6

may be seen to reference its previous advert featuring the same image of Gareth Bale with the same layout, typography and colour schemes which had to be discontinued due to the ruling from the ASA

Question 7

Viewpoints and ideologies:

Answer 7

• consumerism
• individualism - encourages porting achievement

Question 8

Media languages and media contexts:

Answer 8

-celebrity culture - layout dominated by sporting celebrity
- culture dominance of football and the synergy between internationalism of football and global branding

Question 9

Representations:

Answer 9

represents sports people as dedicated, self-driven ‘believers’ who strive for excellence, through its combination of the image of a celebrity footballer and the slogan

Question 10

Realism and constructing reality:

Answer 10

Lucozade can claim ‘scientifically proven’ so long as it doesnt specify what it is
or it could be misleading information

Question 11

Social/cultural contexts:

Answer 11

• changing attitudes to sexualities - represents Gareth Bale in a potentially homoerotic manner

Question 12

Stereotyping:

Answer 12

uses positive stereotypes of sporting achievement, of science and of active masculinity

Question 13

Under-represented or mis-represented groups:

Answer 13

reflects trends in featuring a white, male footballer as the aspirational model, which is not representing any of these groups

Question 14

Audience response and contexts:

Answer 14

for soft drink advertising it is possible that key factors such as parenthood and health awareness might lead to greater resistance to advertising messages