Homework - Gareth Bale Lucozade Advert Analysis.

Lucozade advert plan:

• "In a different league" Gareth Bale
• Gareth Bale, Real Madrid/ex Tottenham Hotspurs / Welsh
• Clean cut image
• "In a different league" - an expression which suggests superiority, lucozade is better than its competitors (slogan)
• Also the slogan literally suggests that Bale does not play in premiership but La Liga + hes a great player!!
• Barthes - Myth (mythical masculinity)
• Sexuality that's instantly recognisable
• reflects cultural ideals
• strong, confident, physical presence
• Lucozade: strong, trustworthy, sports performance.
• Branding: blue and yellow colour scheme, lucozade yes graphic on the bottom left.

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In this Lucozade advert, we can see a mid-shot of the famous footballer, Gareth Bale, who is seen to be making direct address with the target audience, he seems to look sweaty, which, with the use of Barthes Semiotics theory,  connotes that he is an intense and professional footballer player. Next, we see the cover line "In a different league" which signifies a sense of superiority and that Lucozade is better than its competitors, but also in the mis-en-scene, we can see the obvious blue and yellow color scheme, which again, could hold connotations of superiority, power and energy, which is what Lucozade is supposed to make the audience feel. We can also see a close-up of the Lucozade product, which is called "Lucozade Sport" which illustrates that the drink is mostly aimed at people who do sports, so that the drink could empower them, motivate them and give them energy. However, in terms of representation, Gareth Bale here, is being represented as someone who has mythical masculinity, and we can derive this from Barthes, as he believed that there were many mythical things on the internet for example, things that seem real on the internet but are not. Over here, he is presented as someone who is masculine and the audience is supposed to perhaps look at him and become this masculine, which, in my opinion, is a negative representation.

In terms of the messages and values being communicated, it is clear that "in a different league" signifies superiority and that Lucozade will give you power and motivation to continue being a sports person, like it did to Gareth Bale, as this can be supported by how sweaty and serious he looks in the cover. So if the audience chooses to buy this product, it is clear what they will get from it. Further, in terms of other elements like context, Gareth Bale is a well known and respected footballer who plays in La Liga. 

In conclusion, I believe that this cover is quite persuasive in terms of trying to get the audience to buy the product, because it clearly portrays what would happen if sports people consumed the product; they will feel more energetic and motivated.