Colour has been used very effectively in both adverts. In the Lucozade advert we experience a cool blue and yellow colour scheme. Not only does the cool blue give off a scientific clean aurora, which further makes the reader trust the pseudo 'science' backing the advert. It also links into Brand Identity by using the signature colour of Lucozade. Colour in the Gatorade advert strongly contrasts what we see in the Lucozade advert, we experience an almost completely black and white colour scheme, the whole image is black and white and this connotes the seriousness of the image. Not just the athlete as serious and determined but the brand as well being represented as serious and professional.
Brand Identity use is very subtitle in the sense that the Lucozade bottle is all the brand identity that is needed, there is brand identity connoted in the use of colour as well. Yellow and blue is the key colour scheme for lucozade and therefore it strongly connotes an overall feel of brand identity. The slogan is also very focused on. Its large and one of the first things you see when looking at the advert. The phrase "In a different league" has many references and meanings, anyone who is familiar with Gareth Bale will have know that around the time of the advert Gareth Bale happened to be moving to a different football team (Real Madrid) and the tagline suggests that he is moving to a higher quality team. It also has connotations with just being above and beyond everyone else, this is lucozade's way of showing how they believe that not only is their sports drink the best on the market, it will aid you in performing to the best of your ability and as well better than all of your opposition.
The image used in the advert connotes a strong sense of passion. The passion comes from the image of footballer Gareth Bale, his direct gaze connotes a very serious tone, further emphasised by his chiselled and also has a element of direct address as he is making eye contact the advert feels very personal to you and this may cause it to be more impacting to the viewer. The layout is quite simplistic and gives off a modern and slightly scientific aurora. The white line frames the advert and helps reinforce the scientific effect. In the top right corner we see pseudo science data diagrams, these further give off the connotations of a scientific nature. The reason behind this is that the company wants you to believe that there is scientific backing behind the sports drink and people trust science and would be more inclined to purchase the bottle if they see any evidence of scientific backing.
The use of a sans-serif font makes the advert more impact, with this type of typography we associate a serious message. As apposed to serif font that along with the curled edged and flicks connotes a less serious nature. The boldness and rigid format is much more impacting and due to this the advert carries more weight in the sense that it becomes more trustworthy and reliable. The language used is arguably minimal and due to the format of a very uncluttered simplistic layout it leaves less room for language to be utilised. However, the language of 'scientifically proven' are labelled near the drink. Many people will see this and will be convinced that the drink is superior to other brand competitors, people trust science and when science is brought into the situation many people can be swayed to believing that the drink is much better for you than it actually may be. Although Lucozade makes this claim it does not specify what is actually scientifically proven. Lucozade, which has had issues before with making certain claims that turn out to be not true, they have ended up having to change what they have claimed. They have used that claim because technically they are not claiming anything and they are in full right to use small print to state what they are actually claiming but it immediately has a pseudo science effect on many consumers and can cause them to buy the product.
Gatorade
Media Language elements have been selected and combined to create a mix of science, aspiration and passion.
Colour
The colour of the advert differs a lot from the previous advert, as you can see the majority of the colour is greyscale/ black and white and this is for a specific effect. The colour connotes a strong sense of seriousness. This no-nonsense imagery is complemented by the colour scheme and its further representations of seriousness. The other colours included are only of the products located bottom right, the colour of the brand is also used in areas where they want to draw attention, such as the mention of "experts" & "PRO range"
Brand Identity
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Image
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Layout
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Typography
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Language
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The myth of science is signified by:
- The use of high-contrast photography using very low light.
- The use of a cool blue background that matches one of the brand colours.
- The use of scientific-looking pseudo data diagrams on the right-hand side.
- The simple, uncluttered and formal layout, framed by the white key line.
- The explicit claim that something - it is not made clear what - is "scientifically proven".
Aspiration is connoted by:
- The use of language such as "In a different league" .
- The use of a celebrity role model with, as suggested by the data about him in the top right corner, a record of sporting achievement.
- Gareth Bale is posed and lit to emphasise his chisel;ed features and seriousness.
Passion is connoted by:
- The use of "Lucozade Yes" as a slogan.
- The seriousness and direct address of Gareth Bale's pose.
Brand identity is maintained through the use of the complimentary blue and orange colour used in the packaging design and the use (through very small) of the lucozade logo.
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