Lucozade Analysis

Lucozade's advert that featured Gareth Bale promotes their isotonic sports drink. The colour scheme is blue and yellow which contrast each other. The colour scheme is shared with the product itself being a yellow coloured drink with blue used to promote the branding of the drink. The brand ambassador Gareth Bale is featured on the advert in conjunction with the advert slogan "In A Different League" suggesting that Lucozade products are superior to its competitors. This can also be applied to Bale as he can be considered on a different league to other footballers, having played for Tottenham Hotspur and currently with Real Madrid. His image as a celebrity is clean, not being involved in any scandals or appearing much in the spotlight with the exception of football-related events. The advert also includes "scientifically proven" beside the product on the bottom right to enforce the legitimacy and making it difficult for audiences or competitors to doubt or question the brand. The decision to include Gareth Bale in the advert could be a link to the masculine appeal it brings to the advert and the product, perhaps linking to Butler's theory of Gender Performativity, being how gender roles are applied as a way of marketing to their mass audience consisting primarily of males who enjoy football. Direct address is made with the audience to draw their attention to the advert and suggests that the ad is intended for each individual viewer.