Media Messages - Adverts (Lucozade)!

Question 1

What’s the purpose of the ad ?

Answer 1

1. Make the brand more memorable
2. develop brand image
3. differentiate from other brands
4. engage with the lifestyle of the brand’s consumers
5. persuade new users to try brand

Question 2

How does Lucozade use AIDA?

Answer 2

Attention - use of celebrity

Interest - Claims of superiority

Desire - To emulate the celebrity

Action - use the product to improve

Question 3

What have media language elements tried to create?

Answer 3

A mix of science, aspiration and passion

Question 4

How is the myth of science signified?

Answer 4

1. High contrast photography using a very white light
2. cool blue background
3. Scientific-looking pseudo data diagrams
4. simple, uncluttered and formal layout, framed by white key line
5. Explicit claim that something(?) is “scientifically proven”

Question 5

How is aspiration connoted?

Answer 5

1. use of “different league”
2. Celebrity role model
3. Aspirational data or sporting achievement
4. Gareth Bale’s body language and facial expression - seriousness

Question 6

How is passion connoted?

Answer 6

1. The use of “Lucozade Yes” as a slogan
2. The direct gaze

Question 7

How is brand identity maintained?

Answer 7

Complementary blue and orange colour and the logo

Question 8

What genre of advertising is this?

Answer 8

Consumer brand advertising