The appearance of the Lucozade bottle is very stylish. The exterior is wrapped in cellophane with the Queen’s crest displayed this means the Queen drinks it and has approved. This illustrates reliability. At the end of the advertisement the boy, after making a point of banging the drum with affection he then bangs the lucozade with the same amount of pleasure, meaning he loves it and it’s essential to him The picture of the bottle is shown at the end so that if people want to buy it they will have an idea what it looks like. The camera uses different shots for different feelings: A Cu of Lucozade being poured into a glass with a white background shows the product in it’s best light. There is a close up of the boy’s face, which shows he is enjoying it and the lucozade bottle at the end of the advert in the centre, with a picture bringing mother and son together.
The voice over is a well-spoken, trustworthy male in his late forties early fifties. He sounds like a doctor, which is a good reason to trust him. If there was music it would detract attention from the Lucozade, it’s quite a serious avert and for a 1970s audience it would be quite confusing to have dialogue and music because advertisement’s on the television had not been used for very long and were not very good. The significance of the dialogue is essential, for example, ‘ where’s my drum Sal?’ this draws attention towards the drum which the little boy likes a lot, also, ‘ back to bed noisy.’ This is the mother showing confidence in the drink; also this says the boy is still ill. The people that the advertisement is targeting are: Mothers who feel pressurised into buying the product to prove that they are good mothers, children who use pesterpower to get their mothers to buy it. Also the time of day that it is shown would be during mother and child hour or during the time when soaps are on.
Since the 1970s advertisement Lucozade changed its image to market the product. Daley Thompson is the main theme in this change of image; he had a fine reputation for clean living and was shown as a good competitive role model.
Because Daley Thompson is black, the market had opened up to involve ethnic minorities that can relate to him in a sub-conscious way. The reason why Thompson is used is to show that the medical epithet has now moved on to an energy drink. The narrative of this commercial is of Daley training early on a hot day, in a deserted stadium and he stops for a top up of Lucozade which gives him energy to keep him going. The use of traffic lights is essential because when they are red he stops running as you would if you where in a car, which is followed by an orange light so he drinks Lucozade and gets ready to run. When the light goes green Daley leaps from the blocks and sprints. This is giving the sense that the Lucozade gave him energy to keep going all day.
The bottle has changed dramatically since the 1970s; it is now plastic and more compact. Daley draws attention to this new look by flicking the bottle up into the air showing that it is light and not fragile and you can simply carry it around in your sports bag without the worry of it smashing. Music in this advertisement is vital as it sets a mood and gives a sense of atmosphere. The relevance of the music is that it is rock and as it gets faster as does the visual image, it is as though after Daley drinks the Lucozade it has given him sudden energy and everything speeds up. The only bit of dialogue in the commercial is at the end when Des Lynam, a television sport presenter says “ Lucozade the refreshing glucose drink”, which is telling everyone that instead of being a medical drink it is now a sugary energy drink for sport. In the 1970s advertisement the slogan was “Lucozade aids recovery” but people know that something as simple as water and sugar is not going to cure you.
Close ups are used to promote a sense of emotion and drama and this is used constantly throughout for example: the Lucozade label is shown to demonstrate what it looks like so if the advertisement appeals to a viewer then he/she will know what it looks like when they go to buy it and it keeps the Lucozade central in peoples minds rather than them thinking the commercial is about Daley. Close ups and jump cuts of the green traffic light are intercut with shots of Daley’s feet and legs to give a sense of renewed energy and power. He is wearing addidas trainers so they are not only promoting Lucozade but addidas as well. Also there is a CU of Daley’s face before he starts running, he looks determined and energetic. The target audience for this advertisement are sportsmen and women but also house wives who loved Daley’s elite status and sexy image.
Created next is the animated feature named Lara Croft; the impression produced is deliberately sexy and has changed from standard sports by Daley Thompson to dangerous, daring activities by a computer icon. Lara’s provocative manner encourages men to be attracted to this human representation as she is viewed as a real woman.
The advertisement has a complete change of scene; wolves in a tomb are chasing Lara, as she would be in one of her interactive computer games and she run’s out of bullets. She carry’s on running but comes to a cliff edge at this point she reaches into her backpack and a tool bar comes up. After choosing Lucozade and drinking it she obtains an idea of which she jumps of the cliff and unrealistically grabs a ledge, it is as though it’s trying to state Lucozade activates your mind and gives you inspiration. The wolves follow her but plummet to their death. Lara endorsed Lucozade for this advertisement because she’s sexy and seductive this is to grab male attention. It is all set in a tomb because it’s dark and dramatic and it targets a generation of film lovers. As Lara gets to the edge of the cliff she kicks a flaming bowl, which falls over the edge this creates a feeling of suspense and shows how far she’d fall if she jumped. The tomb is glowing with bowls of fire and the light from this falls across her face in a forbidding style. Before Lara jumps she beckons the wolves by blowing them a kiss, they could represent men and if so it shows they are easily led astray. The wolves are symbolic as it is a typical ‘good guy’s always survive and the bad always die scenario. The wolves are depicted in this manner because they are using an action game and a genre that is verging on horror; this is shown when they are silhouetted with only their red eyes glaring through the darkness.
Again the market has opened up to a wider range of people but this time it’s to people who own and use computers and considering seventy percent of the population own computers this is a clever move. The soundtrack contrasts with the Daley Thompson advertisement, it uses very thrilling, high-pitched strings, although both advertisements have no dialogue. Dialogue isn’t appropriate for this because as the music moves along it imitates what Lara is doing this shows it s a typical horror movie and builds tension and suspense. For example when Lara runs out of bullets the music is high pitched and loud to create a scary environment.The Bottle itself has not changed and neither has the slogan but instead of regular sports its moved closer to dangerous interactive sport. Close ups are used here to show fear or seductiveness aimed towards males, for example when Lara is running along there are close ups of her bum and chest. A close up of the eye is used to highlight emotions, which is mainly fear. The target audience is mainly men because they created her but women want to be like her so they are also targeted.
All of these advertisements are diverse but do have some similarity’s for example the last two advertisements have some likenesses because the company is marketing the product through sport and energy. The market is opened up but each time to different cultures and themes.
I see Lucozade image changing again in the near future but instead of promoting through sport it would have a ‘Moulin Rouge’ theme and move towards a posh, upper class outlook. Lucozade will be served in champagne flutes and presented at dinner parties for people who want to talk and dance all night!