ESSAY - explain how representations in advertising are chosen to help the product? Refer to 2 advertisements.

The “I believe campaign” celebrity endorsed by a popular footballer Gareth Bale. The Lucozade campaign launched for four million pounds. It was to educate the audience about the brand and help to encourage people to improve their performance in sport. Furthermore, the campaign was unfortunately banned due to false claims of the product hydrating you more that water at the start of 2014. The advertisement standards authority (the ASA) said that the claim of the drink being able to “hydrate and fuel you better than water” wasn’t authorized by health services.

Both advertisements are print with a written mode targeted at an audience that has a reason and purpose to engage with each advertisement. Old Spice is an American brand distributing male products such as deodorants, shower gels and shampoos, etc.

The aim of the "Old Spice" advert is to target the target audience age range of 12-34 (younger men). The institution aims to make the target audience feel cleansed and manly with the saying “I am the man your man could smell like”. This is connoting that the Old Spice guy in the print advertisement suggests that all men should be like them.The colour blue connotes the sea and the sky as shown in the image as it is also stereotypically a masculine colour. The volcano at the top of his head suggest when this antiperspirant is put on the scent will explode on your body.The vibrant colours of the in the volcano – orange, red and yellow. The yellow connotes new beginnings, the orange gives connotations of mystery and the red connotes love or either a juxtaposition of this advert connoting anger. It is an advert uses humour to persuade as metaphorically there are different aspects of what activities you would normally find happening on the beach.  A medium shot is being used with direct eye contact to engage with the audience.

However, in the Lucozade sports drink print advert the shot used in this advert is a close – up of Gareth Bale (a well-known footballer). By using this shot the facial expressions and direct eye contact is highlighted as it is the importance of representing this advertisement rather than the body. Gareth Bale is framed on the right-hand side of the poster by the bottle with the Lucozade logo on the bottom left with large, bold sans serif typography above. This scheme is used so the target audience look from the top left to the bottom right of the page. Gareth Bale's facial expression is serious as it is aimed at a audience between the ages of 16-30 years of age that are serious about sport and fitness.

The footballer Gareth Bale is known for his high speed and football skills and tactics, this give representations of Lucozade providing speed. The target audience will rely on this product to work as Bale is representing Lucozade through celebrity endorsement and will think that his opinion is reliable. Therefore, they would purchase the product. The background of this advert is in shade of blue. The colour blue connotes water and a refreshment as this rink was supposed to be better than water as the poster claims it is "scientifically proven" which is a false statement. The rhetorical question "Do you believe?" makes it sound more believable as it is being persuasive.