Реферат на тему Lucozade Essay Research Paper Lucozade firstestablished
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Lucozade Essay, Research Paper
?? Lucozade, first
established in 1927 is now a highly successful soft drinks product. As times
change so do people, so in order to keep a wide customer base Lucozade has been
constantly changing its image and broadening its appeal to the public. To
investigate how Lucozade has changed its image between 1960 and 2000 we have
examined three television advertisements that Lucozade used to promote its
product. The first one was shown in 1960, the second in 1980 and the third in
1999. ??????????? The narrative of the
first advertisement is about a small boy who is recovering from being ill and
he drinks the Lucozade with his mother. The director has chosen a typical
1960?s family so that people can relate to it. The mother is a stereotypical
housewife, who has been chosen because the main target audience is housewives
because it would have been the wife that did the shopping and she would be the
one that would give the children the Lucozade. The girl looks angelic, like a
perfect little girl, to give the impression that it will create a happy and
loving family and it gives an image of family perfection. The boy is shown as
energetic and active, even though he is supposed to be recovering from being
ill because they did not want to associate negative impressions with the
product.? The boy is seen drinking the
lucozade, which gives the impression that lucozade has helped him to recover
and has given him energy and has made him active, as he is banging his drum and
rolling around. The advertisement is located
in a normal young boy?s bedroom that looks as if it has been lived in, so as to
not alienate the audience by making it seem too tidy. The director has chosen
the bedroom because it is where individuals spend most of their time when they
are ill. The packaging is a large
glass bottle, which can only be used in the home. The bottle is wrapped in
orange cellophane to give it a medicinal look. This makes the packaging stand
out. The man delivering the
voiceover sounds like he is about 40-50 years old, and his voice sounds
authoritative, trustworthy and professional to help you believe what he is
saying. The slogan ?Lucozade Aids
Recovery? obviously suggests that it aids recovery. The written slogan
reinforces what the narrator says. It is shown at the end and is a clear, snappy
and memorable statement, which repeats the word ?Aid? (?LucozADE AIDs Recovery?) to achieve this.
This makes it sound like a fact. The second advertisement was
shown during 1980. It features Daley Thompson, the Olympic decathlon champion,
who is shown growing tired during a training session. He drinks Lucozade, which
refreshes him and gives him the energy to start running again. The celebrity,
Daley Thompson is used to endorse Lucozade because he was very popular at the
time, being The Olympic Decathlon champion, because he was associated with
success. Lucozade has changed its image and expanded its target audience to the
sporting youth market. This is evident in many places. The music used is heavy
metal style, which was popular with teenagers at the time. The bottle shape has
changed also, although the old large bottle is still on sale. The new bottle is
much smaller, making it portable. It has changed from being a medicinal type
drink to a refreshing energy drink that people can carry around with them and
buy in any shop. Daley Thompson shows how portable it is when he flicks the
bottle in the air with one hand. The traffic lights are used
in an abstract way, which gives the advertisement a more modern approach. The
fast editing style enhances the dynamism of the product, which gives the
advertisement pace and makes it exciting and explosive to watch. Advertisement number 3, made
in 1999 centers around the computer game character Lara Croft. Lara is shown
being chased by a pack of wolves in a typical Tomb Raider situation and runs
out of ammunition for her handgun. She continues to run until she arrives at a
ruined bridge. There is no way across, and the wolves are ready to pounce on
her. Lara is trapped. The in-game inventory pops up, and Lara scrolls through
various snack foods until she gets to Lucozade and drinks it. She skips all the
other products as if she is disregarding them and the only thing that can save
her is Lucozade. This creates the image that Lucozade will save you in times of
crisis, will give you confidence and make you successful. The Lucozade seems to
give her the mental and physical energy to save herself, for she now jumps off
the bridge. The wolves pounce after her but also go off the bridge, plummeting
to their death. However, Lara has caught hold of a small ledge under the bridge
and just hauls herself back up again. She has outsmarted the wolves. Lucozade has kept its male
youth market by involving several features in this advertisement. Lara?s
breasts and bottom have been accentuated to enhance the sex appeal of the
advertisement. The computer graphics style would also be appealing to young
computer game players, which has become a hugely popular leisure activity. Lucozade has now expanded
its appeal to women as well, by having a female heroine, who would feature as
the female icon or role model. She also challenges the wolves, which are
depicted as evil by their foaming mouths and red eyes, creating a good versus
evil theme. Lara is depicted as independent and confident (when she blows the
wolves a kiss before jumping off the bridge) and she does not need a man to
save her which would appeal to women. Throughout the advert,
Lara?s energy bar is displayed at the top of the screen, just like in the game.
When Lara drinks the Lucozade the energy bar moves from almost empty to full-
which shows how energizing Lucozade really is. When Lara runs out of
ammunition for her gun there is a close up of her eyes as her pupils shrink,
which shows her fear of the wolves. ?When Lara slams the Lucozade in front of the camera she is saying
that it is one of her most useful things in her Tomb Raiding adventures and she
doesn?t know where she would be without it and is inviting you to try it too. [r.b.1]mmmm [r.b.2] doh