Lucozade Media Representation Flashcards
What things are represented in this ad?
Sports / football,
Fitness / health,
White men,
Professional Athletes / Gareth Bale,
Lucozade as healthy / beneficial
How is sports represented?
How is this shown?
Why is this done?
This ad reinforces stereotypes that white men are the most successful. Sports is additionally represented as physical and exhausting.
Gareth Bale is the only figure in this ad, making him a metaphor for successful figures in sporting, and any who are not white men are not as successful nor noteworthy as Bale. Sports is represented as a physically tiring sport through the sweat and lighting on Gareth’s face.
This is all done to promote the product. Lucozade have chosen to attract a young male audience through the deliberate use of celebrity endorsement and to suggest that even such successful athletes as Gareth Bale will drink Lucozade.
How can this campaign be seen to reinforce patriarchal ideology?
The use of a white man,
Reference to football,
The predominance of the colour blue.
How is Lucozade represented and how so?
Healthy / beneficial - Pseudo-scientific text
Who are the social groups that are underrepresented?
Everyone but white men, so women, people of colour, those with disabilities, LGBTQ? - assumed heteronormativity (especially in sports)
How is fitness and personal health represented?
Very important for all of us, including celebrities, worth investing in (buying Lucozade)
