Textual Analysis of Lucozade Sport Advert

As part of my textual analysis, I have chosen two adverts which are related to my specific product and have relevance. In TV adverts, you tend to find they are like 'mini films', as they use similar camera shots and effects.

I have chosen to do this because I would like to make an advert which is similar to other sports drink adverts, like the Lucozade one. I enjoy making adverts, infront and behind the camera, this is because I like to participate as much as I can in Media Studies.

In the first advert, Its an old advert from the late 90's, starring ex proffesional footballer John Barnes, who at the time, was very popular and famous with the fans. This was clever and important for Lucozade to have someone like Barnes because it would give off the right impression to viewers. On the image below, you can see John Barnes 'modelling' and trying to sell the drink, they have used him topless, they have done this because he seems to look fit and healthy, almost saying that if you drink the product, you will be like him.
Also, they have important and interesting facts about the product.

This is match on action. This is used in the Lucozade advert and we will be doing the same in out advert. The reason for this is because it makes the advert look more professional and keeps the viewers more inetrested if we use more than one shot type.

Relating to the camera shots, they use the same one you would expect to see in a film. They use a lot of close ups, the reason for this being is that they are trying to obviously sell a product, so they will want to show what it looks like so the viewers can see what it is like.

In TV adverts, they are obviously advertising something, so there is a lot of persuasive language and text used to help sell the product, so I know that I will have to add information that will make it sell and different to advert already.

With the editing, they are usually similar to films, fast paced. This technique is used because it helps the film, or in this case TV advert, flow and go together a lot better.  

They have also used the rule of thirds, this is used because it makes the shot easier to watch and makes the character in shot the main focus. 

The image above shows editing which has been used to help show the positive affects of the Lucozade drink. This has a good impact on the advert as without it, it wouldn't be able to show the viewers what happens when you drink it.

With the location, I noticed that it is set perhaps in a locker room or changing room. This has been chosen because in the advert, they come back from playing football and this is where footballers go to after a game, so this has relevence and is appropriate to the scene.

Above is a shot of John Barnes looking dehydrated and thirsty. This will make the sports drink being advertised a lot more effective when he drinks it because he think will feeling hydrated and ready. The close up of his face shows how desperate he is for the drink.Close ups are effective because it allows viewers to see the facial expressions and from this one, you can see John Barnes is ex

Target Audience

The target audience for our sports drink is young adults and teenagers. The reason for this being that many people that participate in sport are this age and they take the most interest in it. I believe it appeals to them because some teenagers drink energy drinks a lot of the time, and not just when they're in a sport.

Also, there are a lot of sport drink adverts that are already on television, and many of the stars promoting it are footballers, so this will mean the majority of teenagers are more interested already as it could be a role model they look up to, so us carrying on with a sports drink will hopefully attract the same people and same target audience.

When I say teenagers and young adults, it means people roughly aged 15-18 for teenagers and then perhaps adults aged 19-28. Reason being people are most likely to participate in sport and people can be at there peak at this age. Meaning you will be getting the best out of people, and the sports drink will be important to making them perform at there best.

The representation of male and female in my text is positive. This is because the people in the advert seem to be very healthy and they take part in a particular sport, showing that teenagers aren't 'lazy' or unhealthy.

How it has helped me...

Doing the Textual Analysis made me aware of many things relating to televisions adverts. It made me realise what needs to be used, including, types of shots, the length of the shots, costumes, and the costumes etc. 

I will be looking to use some effects in my own, which is shown in the advert I analyse above. This will make it look more professional. 

Also, I realised that the location is key, as the location here sets the scene as the locker room/changing rooms makes it all related to the football relevance with John Barnes, so I will make sure my advert will be related to football - the Astro-Turf will be a great example of this.