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.

Old Spice Analysis

The Old Spice advert markets its “Bahama Scent” antiperspirant through the use of bright visuals and partially absurd imagery. The setting is likely to be an island in the Bahamas as the product name would suggest. The colour scheme consists of mainly a sky blue and the contrasting product colour red. The blue colour of the sky in a lighter shade could represent the peacefulness of the product, bringing calmness and peace to the audience’s life. This is starkly contrasted by Old Spice’s iconic product colour of red that suggests heat, danger or power which are typically associated with masculinity. The advert’s model has his face take the place of a volcano, perhaps as a form of satire to imply hot headedness, perhaps attempting to embrace gender stereotypes as men are viewed as short tempered and over energetic as a result of high testosterone levels which is directly linked to society’s views of masculinity. The advert targets men past adolescence who are looking to be viewed as more masculine.

The advert reinforces the standardisation of gender roles through the extreme definition and portrayal of what a man should be. This links to Barthes concept of Mythical Masculinity where what is considered masculine is taken to the extreme by portraying them physically strong, fit and muscular and are considered the alpha males that take control and dominate other men and women in power and authority. It is Barthes belief that this view of what the ideal masculine man should be is natural. However Butler's theory links to society's standardisation of gender roles and how we form our own stereotypes and normalise them. This could likely be the case as many attributes of what is currently considered masculine are implemented into the Old Spice advert.

Advertising & Marketing

Sub texts: Old Spice, Lucozade, Shelter

OLD SPICE

Current Ad: Isaiah Mustafa
Self referential/self mocking
acknowledges that ads lie, ware, slightly exaggerated, hypermasculine, false promises
Bathes - says that images are codes with meanings that reflect society/culture - connotations
'myth' - when images are repeated they look to ideology to create meanings about the world

Mythical masculinity = men are strong, superior
Men are providers, physically muscular

Judith Butler - Gender is a social construct. We produce our own gender roles and standardise them by applying them constantly.

Hypermasculine performance to demonstrate what they believe the ideal man to be.

Postmodern media is about mixing, matching and breaking the rules.

Postmodernism questions everything. Nothing can be taken at face value.

Contents Pages

Front Covers

Statement Of Intent

https://docs.google.com/document/d/1SRJE4iDIqOcsXSPuskHn9WYcl-BNbcIf0bNtPjYeLaU/edit

Website

https://ferdous6420.wixsite.com/mysite