Advertising

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From the early 20th century to modern day, many advertisements have focused on female objectification (although it has started decreasing ), over exaggerating product use and glorifying their products. The presentation of  adverts have become more bright, vibrant and filled with reviews, anchorage text, mastheads, emotions, large images etc. that encourage consumers to buy their products.

Advertising Campaigns

Successful brands don't just sell their products. They encourage consumers to adopt a certain lifestyle and to make a series of decisions based on emotions. Companies create experience, perceptions and emotional investment. This deepens our brand affiliation, which in turn leads us to become loyal customers and refer family members and friends.

Advertising Techniques

Colour

• Colour is present in the background, photography, fonts, visual accents and branding elements
• Consider the importance of each colour and if it’s doing its job. Creative advertising relies on interesting colour schemes to transmit a message without words.
• Simple choices like using a bold colour for a call-to-action button can greatly increase the click-through rate. 
• Sometimes one colour in a brand is so important that it becomes its own entity, like Coca-Cola Red or Tiffany Blue. 

Composition

• Composition is how all the elements are placed in a visual space. 
• A composition can have many different purposes, from pulling the viewer’s eye to one specific point or creating a visual flow from top to bottom.
• The basic rules for a great composition are called Gestalt principles. 
• These include visual rules like simplicity, synchrony and association. 

 Rule of Thirds and The Golden Mean

• The rule of thirds and the golden mean are visual tools that help the designers place elements on a space in a way that is visually appealing.
• The rule of thirds separates the canvas into six equal rectangles – two rows and three columns.
• By placing important elements at the cross points of the rectangles, they’re given visual importance while maintaining a visual balance.
• The golden mean is a visual tool which follows the ratio of the Fibonacci sequence.
• Similar to the rule of thirds, the golden mean tool is used to direct the placement of the elements in a harmonious way. 

Focal Point

• The viewer needs to have a clear place to look at as they absorb the advertisement’s message.
• Selective Focus: Keep the focal point focused and background blurry or vice versa.
• Exposure: Manipulate dark and light areas in an image to make the focal point pop.
• Light Source: Illuminate the focal point exclusively.

Repetition

• Air a TV commercial many times a day on a variety of channels.
• Send the same ad to be printed on a number of magazines in your niche.
• Put the same ad on various billboards around the city, country or internationally.
• Create digital ads and submit them to Google ads or media outlets like Media-vine.
• Create and distribute a large quantity of merchandising with your brand assets printed.
• Make different versions of the same ad with different characters, body positions, etc.
• Increase the number of times you allow the same Facebook ad to appear.
• Works best for new products or new campaigns to raise brand awareness
• It’s good to use repetition to get the word out at first, then it can be diminished to avoid boring your customer. Too much repetition can have a negative effect.  

Body Language

• Confidence, knowledge ability, success and various other sentiments can be visualised through a person’s body language.
•  Body language is a nonverbal language that a person transmits by how they stand, sit, smile and move.
•  Whether the person in the graphic is a model, an actor, a famous professional, a regular person or even an animated character – the way they move or stand is important. 
• Casting call

Direct Gaze

• Direct gaze is when someone looks you straight in the eye without looking away. 
• It’s meant to make people feel things just by being looked at intensely. It’s a highly effective advertising technique!

Association

• Some advertising techniques rely mostly on psychology.
• The premise is that the visuals in the graphic will create associations for the viewer. 
• These associations can be feelings, ideas, places, or nostalgia. 
• Deep knowledge of who the consumer is

Symbolism

• Visual marketing techniques that use symbolism in their message call on the use of metaphors and similes.
• These are literary tools used to make comparisons and allusions
• The use of symbolism can be vague and subtle or overly far-fetched.

Visual Path

• Takes the viewer’s gaze to a specific element.
• Two notable shapes
• Z shape - in which the gaze starts at the top left, moves towards the right, then returns left and down diagonally before moving across to the right again. 
•  F shape - is similar to the Z, but instead of returning to the left on a diagonal down, it follows a line resembling how you would read a block of text.

Typographic Composition

• Typography, most commonly known as fonts, has a double purpose – to portray the message in words while also having a visual appeal.
• The combination of the fonts used is called font pairing and it can make or break a design.
• The colour of the words and letters need to be in balance with the background so that everything complements each other. 
• Manipulating the letters to resemble shapes or placing a texture inside the letter
• Typography can be used as the main element

Three-Quarter Gaze

• The gaze can be used in any direction, inwards or outwards. 
• The direction depends on what the message needs to be.
•  “looking into” a situation the viewer isn’t really a part of. 
• This technique is very common in video. 
• Transmit a sense of wonder.

Point of View

•  Showing an action as if the viewer were doing or experiencing it.
• Mostly used in video advertising
•  A camera can be harnessed to a Steady Cam apparatus at eye level – or very close to it – which makes the recorded video feel natural and like the viewer is in the scene.
• GoPro cameras attached to helmets in adventure sports are another common way of using this technique. The footage is then used for social media advertising or longer inspirational videos. RedBull and GoPro are experts at this technique. 

Sports Drink Industry

History

•  ‘Glucozade’ (shortened to the catchier “Lucozade’ pretty early on) can justifiably lay claim to being the earliest traceable ancestor of the multi-billion dollar sports drink industry as it launched in 1927
• Quick, digestible energy and fluids to anyone made sick by a host of common illnesses.
• Lucozade was a big hit and the Beecham Company (who merged with SmithKline many years later) acquired the brand in 1938
• With it’s commercial launch in 1967, that other famous ’ade’ - Gatorade - effectively created (and then dominated) the new sports drinks niche.
• What started as a kidney specialist and football coach’s efforts to stop the Florida University football players flaking out in the summer heat ended up as one of the most recognisable brands in sport and the rise of the era of the ‘performance enhancing beverage’.

Sales

• By the 1950s Lucozade was contributing over 50% of the profits on Beecham’s bottom line and had cemented itself as one of Britain’s best known brands
• The early start has helped Gatorade remain the main player in the market today with an estimated 69.5% market share in the USA alone
• The Global Sports Drink Market was worth USD 4.62 billion in 2016 and estimated to be growing at a CAGR of 5.1%, to reach USD 5.92 billion by 2021.

Reputation

• Sports Drink Market appears to be fiercely competitive and fragmented with many well-established players having the global presence. 
• Brand reinforcement, mergers & acquisitions, and innovation remain the popular trends for the key players in the market.
• The Global Sports Drink Market is led by some of the fervent key players including Arizona Beverage company, GlaxoSmithKline plc., Coca cola, Pepsico, D'angelo, Champion nutrition Inc., Monster beverage co, Abbott Nutrition co, Extreme drinks co, Living essentials, Britvic plc., AJE group, Fraser & Neave Holdings Bhd and Arctico beverage company international Inc.

Advertising Campaigns

• Brands that use sponsorships or digital promotions have increased affinity and loyalty with their audiences. 
• Mobile technologies and social media are transforming both sports and sports businesses
• Red Bull Stratos
• Record breaking “Space Dive” was the most watched YouTube live stream ever in 2012 with 8 million concurrent viewers. 
• Marketing stunt
• Innovative use of live streaming
• The 1950s and 1960s saw Lucozade begin heavyweight national advertising support. The result was classic advertising of the age depicting sick children enjoying the 'nice part of being ill'.
• It was in 1982, however, that the most significant and successful re-positioning took place. 'Aids recovery' was removed from the bottle and was replaced with 'Replaces lost energy'.
•  Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. 
• Using the Olympic Decathlete Daley Thompson as a brand icon, Lucozade went from strength to strength. With a succession of new flavour launches and innovations in packaging, the brand became one of the 1980s famous success stories.