Lucozade Advert Analysis

• Gareth Bale - footballer
• Real Madrid (ex Tottenham Hotspurs)
• Leader, "clean" reputation
• grooming/styling: hair, clean shaven
• links to Lucozade as a brand
• Expensive acquisition for Real Madrid
• Mid-close up shot (MCU) - portrays facial expression and the top of the football kit
• Slogan: "In a different league"
• Double meaning: Bale: Transfer from premiership to la liga
• Lucozade: superior product
• Top right - player profile: authenticity (Football cards)
• Colour scheme: reinforces branding
• Blue and Yellow
• Close up (CU) in the bottom right of the product
• Persuasive-ethos/credibility

There is a mid close up shot of Gareth Bale portraying his jersey as well as his serious face expression to the audience therefore he is giving direct address. Lucozade have deliberately used Bale to sponsor in one of their adverts because he is top end athlete (footballer who plays for Real Madrid which the football club acquired him for a huge amount of money) who has a clean reputation (meaning that he has never been frowned upon by his team nor the media) so that the product can't be looked down on by the consumers. He is nicely groomed with his hair being gelled and that he is clean shaven. There is a line of dirt on his chin which further portrays that he plays sport. Since Bale is an expensive for the Real Madrid Football Club (which is one of the best football clubs in the world), this makes him the perfect sponsor for Lucozade and to use him as the face of the brand. Lucozade has written the slogan "In a different league" is a pun for two different things: the fact that Bale is literally in a different league, from the transition from the Barclays Premier League to the Spanish League "La Liga" and the belief that Lucozade is that the superior product and that it is on top of the competition. On the top right corner of the printed advert, there is Bale's football card which is his player profile. This shows authenticity to the consumer to further convince them to buy the product. The colours that Lucozade has used for the advert: blue and yellow reinforces branding as those are the colours used for their brand. As yellow is a bright colour and their secondary colour, the consumer subconsciously look for the colour as it stands out for them. The features of the advert that has yellow are the slogan, their brand name at the bottom left corner which is followed by a bold "YES" which is covered in white and the product at the bottom right corner. There is a close up shot of the product which captures the full length of the product. This gives the product credibility because it stands out and it is a persuasive ethos to the consumer, as it convinces the consumer to buy the product and they will empowered to be "in a different league" above everybody else.