Essay Question
How does the Lucozade 2013 'I Believe' Campaign use Media Language to promote the brand?
Lucozade started off as a medicinal, health drink when it was created by Thomas Beecham in 1927. It was created in order to re-hydrate during one's illness until its re-branding in the 1980s. Within this re-branding, the company changed their labelling from a 'health drink' into an 'energy restoration drink', swapped their glass bottles/ packaging to plastic, and they were no longer sold in pharmacies. The medicinal qualities behind Lucozade were stripped from the brand. This is important when discussing the 'I Believe' campaign as it reconciles with this forgotten accusation.
The Campaign uses a wide range of technical conventions and techniques to persuade in order to promote their brand, such as, celebrity endorsements, a bright/ vibrant colour palette and unfinished claims. The celebrity endorsement by Gareth Bale, paired with his costume of a sports kit, plays a big part in the company's identity. As a recognisable figure in the sport industry, Bale allows the audience to personalise the brand with a sports lifestyle. Furthermore, the eye-level head shot also creates an emotional link between the brand and the audience, persuading them to purchase the product.
The vibrant colour palette of bright blues and yellows, highlighted with solid whites and blacks, signifies the product through the reinforcement of the packaging colours. This promotes the brand by placing it in the audience's memory, as it stands out. This is aided through the use of large, bold, sans-serif fonts in the masthead, slogans and scientific claims. This allows the brand to push certain information unto the audience and emphasise the newfound 'healthiness' of the drink - for example, the accusation of it being 'better than water' ( which relates back to the initial problem with health and medicinal values). The wide use of statistical, scientific and unfinished claims within the campaign, such as 'scientifically proven', Bale's birth and height, and jargon, creates a sense of truth and trustworthiness that surrounds the ad, even if it doesn't explain or corroborate on them.
There are multiple media language techniques used in the campaign that help the audience maintain their memory of the brand, other than the packaging colour scheme. The repetition of the logo - the bottom left corner and on the lucozade bottle - and the use of a product image both contribute to this. By including two versions of their logo, the brand are allowing the audience to see multiple examples of where/ how they might see their product - whether it be online or in stores. The placing of the product image itself is carefully picked as it, subtly, brings the audience's eyes to it without being too 'in their faces'.
The use of persuasive language within the campaign creates an atmosphere of inclusion between the audience and the brand. The rhetorical question ' do you believe?' asks the reader to participate and think for themselves, linking their personal experiences with the company itself, and in doing so this promotes the brand. the use of the slogan '#IBELIEVE' also includes the audience within the campaign, as it relates to social media and endorsement. This gives the audience a role within the campaign, persuading them to share and spread the hashtag. It links to endorsement as the multiple brands that lucozade have sponsored, such as Adidas, Nike and Reebok, will also share and spread this new campaign, allowing the company to successfully promote their brand worldwide.
The vibrant colour palette of bright blues and yellows, highlighted with solid whites and blacks, signifies the product through the reinforcement of the packaging colours. This promotes the brand by placing it in the audience's memory, as it stands out. This is aided through the use of large, bold, sans-serif fonts in the masthead, slogans and scientific claims. This allows the brand to push certain information unto the audience and emphasise the newfound 'healthiness' of the drink - for example, the accusation of it being 'better than water' ( which relates back to the initial problem with health and medicinal values). The wide use of statistical, scientific and unfinished claims within the campaign, such as 'scientifically proven', Bale's birth and height, and jargon, creates a sense of truth and trustworthiness that surrounds the ad, even if it doesn't explain or corroborate on them.
There are multiple media language techniques used in the campaign that help the audience maintain their memory of the brand, other than the packaging colour scheme. The repetition of the logo - the bottom left corner and on the lucozade bottle - and the use of a product image both contribute to this. By including two versions of their logo, the brand are allowing the audience to see multiple examples of where/ how they might see their product - whether it be online or in stores. The placing of the product image itself is carefully picked as it, subtly, brings the audience's eyes to it without being too 'in their faces'.
The use of persuasive language within the campaign creates an atmosphere of inclusion between the audience and the brand. The rhetorical question ' do you believe?' asks the reader to participate and think for themselves, linking their personal experiences with the company itself, and in doing so this promotes the brand. the use of the slogan '#IBELIEVE' also includes the audience within the campaign, as it relates to social media and endorsement. This gives the audience a role within the campaign, persuading them to share and spread the hashtag. It links to endorsement as the multiple brands that lucozade have sponsored, such as Adidas, Nike and Reebok, will also share and spread this new campaign, allowing the company to successfully promote their brand worldwide.
Level 3
ReplyDeleteA- Excellent discussion of the concept of myth developed in this advertisement. ie- 'creates a sense of truth and trustworthiness that surrounds the ad, even if it doesn't explain or corroborate on them'. Very good inclusion of subject terminology throughout the essay.
I- Create a conclusion which links your ideas together and refers back to the question.