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With reference to the adverts you have studied, investigate the ways in which 'Lucozade' has been marketed in the last thirty years.

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With reference to the adverts you have studied, investigate the ways in which 'Lucozade' has been marketed in the last thirty years. The most far-reaching mainstream source of product advertising over the last thirty years has undoubtedly been on television, where product advertisements are now such an everyday part of our lives that we almost take them for granted. Television product advertisements rely far more heavily on images, and because they are often brought to life by actors, the images are far more powerful than those in newspapers and magazines or on billboards. Whether combined with words or not, the images aim to reveal new ways of visualizing ourselves, places and events. By producing a certain view of the world in this way, advertisers can then suggest that their target audience could also be a part of this world - if only they bought the right product. All three Lucozade adverts we studied fulfilled this criterion - including the very earliest advert from the 1960s that showed a recuperating child and his mother both enjoying the restorative benefits of the product. By the 1980s, the world Lucozade portrayed was that of the elite sportsman enjoying the energizing benefits of the product, and most recently, the world Lucozade portrayed had the even broader appeal of possibly the computer character of the 1990s. ...read more.


To achieve design consistency, the new advertising campaign was filmed in gold tones - Lucozade's corporate colour - an important link with the original product. The old slogan was dropped and although there was no actual replacement, the energetic style of the filming, the rock music soundtrack and powerful slow-motion camera shots implied a slogan of 'Lucozade equals energy and fitness'. The image of energy was further reinforced by the advert being set trackside instead of bedside and the overall effect could be described as a means of non-verbal communication. In other words, the viewers automatically recognize the implicit meaning of the athlete, the setting and the product, i.e. the non-verbal signals of health and fitness, and can therefore make certain assumptions about the new Lucozade. To summarise Lucozade's progressive change of brand image in its advertisements up to this point, we could say that they had gone from 'Lucozade Aids Recovery' to 'Lucozade Aids Performance'. This change in tone suddenly and dramatically gave Lucozade a far larger target audience and far greater overall appeal. Viewers now see Lucozade as a new and trendy energy enhancing soft drink, because it has been associated with popular music styles of the time and Daley Thomson and disassociated with sick children (which may not have been the intention of the original advertising campaign but is probably what was remembered from it.) ...read more.


In the 1960s and 1970s, it was commonly believed that the mass media 'injected' their message into unsuspecting consumers who were unable to form their own opinions. Advertisements from this period such as Lucozade's 'good mum giving good product to sick child' would now be considered patronizing and inappropriate. It deliberately exploited our desire to be 'good parents' by making us feel guilty if we didn't buy Lucozade to aid our child's recovery. The male voice-over would have suggested authority in a way that we would now find politically incorrect. Nowadays, however, viewers are recognized as being more active and able to make informed decisions based on information taken from a range of sources and not passively accepting the mass media messages that they are fed. Advertising manipulates images and language to achieve the best possible results, but most people are aware to some extent of the ways in which they are being manipulated and so advertisers have had to respond in the way that the Lucozade adverts have successfully responded and changed. Although the nature of advertising, and the Lucozade advertisements themselves have changed, they are still providing information and persuasion that is not neutral and never will be. This is because the main function of advertising ultimately remains the same, which is to get us to buy the product. 1707 Words. G.C.S.E English Coursework Courtney Bishop Page 1 ...read more.

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