Lucozade, first established in 1927 is now a highly successful soft drinks product.

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Lucozade

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 1985.

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 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 director has chosen a typical 1960´s family to deliver the message 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 little girl who is the recovering boys younger sister loks like a very good girl and almost perfect, 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.
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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 ...

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