Lucozade

How does the Lucozade advert use media language to promote energy drinks?

The intended reading of the advert is that the drink is in a different league to that of its competitors. The advert has a bold, black sans serif typeface as the first thing that an audience would see (according to the layout z rule), which helps the advert have impact and set a lasting impression in the audiences' mind of the campaign. The slogan is also short, 4 words, which allows it to remain in people's memory for longer. The use of "different" also encourages positive views of the brand, as it implies they have progressed onto something bigger (as well as that contextually, the model Gareth Bale had just progressed into a new football league). The background of the text is also a bright yellow, which contrasts with the blue scheme for the rest of the advert. These colours are visually interesting, as well as being the same as the drink. There is also a white border around the main objects in the ad, which according to Barthes semiotics theory, may represent a football pitch - the main model is a renowned footballer. The advert also keeps it's preferred reading vague, with it typically being reflected as the drink being the fuel that will help people progress onto the next level. They also have Gareth Bale, who had changed football leagues just before the advert was released, giving the text more depth, and creating a contextual link for football fans who were aware of this fact. In this ad, he's being shown as serious, determined and inspiring, to give the sportsperson target audience the idea that this drink is only for serious athletes who are really going to work hard for their dreams. "In a different league" implies that you can achieve his success by drinking solely this drink. By placing the bottle right next to him, it's implied that he owns the drink, when he never actually posed with it and the text is vague.