Primary Research 1

Primary Research 1

Lucozade 2011

The 2011 TV advert for Lucozade is very much aimed at the younger audience (Teenagers) as it features the song ‘Louder’ by DJ Fresh which is a new song and has been in the charts for a while now. Also there are teenagers in the video which means that the audience can relate to them. You don’t know until the end of the advert that it is advertising Lucozade, by doing it this way it keeps the viewers interested as they want to find out what it is that they are advertising. You may be able to guess that they are advertising a drink (but not which one) due to the fact that the subjects are energetic and you do see the people in the advert carrying a drinks bottle, but they don’t show the label, in order for the viewers to watch the full advert.

Another reason you can tell that this advert is aimed at teenagers is that they are all on skateboards or roller-skates and are hanging out at a skate park and you wouldn’t expect adults to be hanging round in those places. The teenagers in the advert are represented as fun, energetic, talented and in a way carefree, and are not represented in a bad way at all like all the stereotypes. The whole advert is very upbeat, fun and colourful, which reflects their target audience.

The Mise-En-Scene is also very bright and cheerful, it is shot on a beach in Los-Angeles which makes you feel as though summer is still here and makes you want to get out your roller-skates and go to the beach. All the clothes that they are all wearing are very modern/young and summery and all things that you can find on the high street which makes it so that the viewers can relate to them. The only props that are used in the advert are their roller skates and skate boards which is what the advert is all about really also the drinks bottle is a prop, however you don’t see it that much, but when you do see someone drinking from it, the label is facing you so can see what they are advertising. The advert is very light and sunny which also indicates that they are advertising a drink as you get very hot and thirsty so will need to drink something that will keep you hydrated and energetic. Because the advert is very bright it gives the impression that what they are advertising isn’t a serious campaign (EG: cancer research) it shows that it is a light hearted product for something that is supposed to help you to have fun.

Lucozade adverts are not like the other adverts for fizzy drinks; they use their adverts to promote songs and artist, which then works the same way for when someone watches the music video as they then think of Lucozade. The Advert is basically a condensed version of the music video with a bit on the end of the Lucozade bottle appearing so that the viewers know what it is advertising.

This doesn’t stick to the codes and conventions for an advert as they never say anything to promote the drink or tell you that it is the most amazing drink ever. As Lucozade is such a well know brand they don’t need to say anything like that, as long as they keep the viewers interested until the end of the advert then show the Lucozade bottle, and as the audience already know what Lucozade tastes like they will go out and buy a bottle.

There isn’t much of a story in the advert, apart from the fact that you follow the girls on their roller-skates whilst they are doing all their tricks to the skate park where they meet up with their friends and show off. I think the message in the advert is that teenagers aren’t as bad as they are stereotyped and that people can still have fun and be who they want to be and be free and hang out with friends and just enjoy themselves without feeling any pressure to be someone their not, and they are encouraging others to do the same.

In some ways the advert uses the advertising technique Transfer, in the way that it creates the idea that if you drink Lucozade then you will have the energy and the skill to be able to do all the different tricks that were shown in the advert. The song ‘Louder’ that is featured in the advert is very upbeat which is in keeping with the tone of the advert, there is a line in the lyrics that says ‘having the time of our lives’ and it shows everyone in the advert having fun which then gives you the idea that if you drink a bottle of Lucozade then you too can have the time of your lives.

The editing is very quick and keeps up to the beat of the song, it never stays on the same shot for more than a few seconds which therefore keeps the viewers entertained and interested. At the start of the advert where the two girls are on their way to the skate park the camera moves with them to show that they are travelling, but when they are at the skate park the camera is still to show that they have arrived. Throughout the advert there is a variety of shots, WS, CU, LS, and MCU this gives the advert a faster pace and keeps it from being boring.

I think that this is a very successful advert in the way that it keeps you interested throughout, and is entertaining, as most people will know or have heard of the song ‘Louder’ by DJ fresh and will therefore want to watch the advert until the end as for one you want to find out why a music video is being played during the ad breaks and as it is a good pop song you want to know if what they are advertising is also good as you will then associate the two together.

Fanta 2011

The 2011 Fanta advert is aimed at teenagers because although it is a cartoon advert you can tell that they are portraying teenagers in what they are wearing as it is very up to date and modern and very much fitting with the stereotype of what teenagers look like and where they hang out so therefore people can relate to them. Also it is as though they have kept to the American ‘clicks’ for teenagers at high school such as jocks and cheerleaders; as there is a scene where the boys are playing basketball (jocks) and the girls are watching them from the stands (cheerleaders).

 I think that the reason that they are targeting teenagers is the fact that they are the main consumers of fizzy drinks. Mainly because when they are out with their friends and they need a drink most people buy a fizzy drink the reason for this is because it tastes nice and is kind of addictive.

The teenagers in this advert are again represented as harmless in the fact that they aren’t vandalising anything or being rude to others they are just hanging out and having a good time with their friends. However they are also shown as boring at the start and when they don’t have a drink and then they are shown as fun and cool and are enjoying themselves when they are drinking Fanta.

 The music that they use is also targeting teenagers in the way that even though it is an old song it is very much in with the new music as it is a rap song and has a catchy beat, and as it is so catchy then it will get stuck in your head so therefore you will want a Fanta and go out and buy a bottle also as the song isn’t in the charts that means that people will only associate the song with Fanta.

In the advert it starts off with a person lying on a bed bored until someone bursts in with a bottle of Fanta and they start bouncing around and having a good time, after that everyone in the advert is jumping around and enjoying themselves until a group of teenagers run out of the drink and they stop bouncing to show that they aren’t having a good time anymore, but then someone jumps in with some more Fanta and they all start bouncing again. This indicates that life is boring without Fanta and that you need to have a bottle of Fanta in order to enjoy yourself.

Again there isn’t really a story to the advert, it mainly focuses on the fact that making it clear that they are bouncy around because they are drinking Fanta. In a way the story is going round the town seeing all the people drinking Fanta and having a good time. Also you could say that the story is that one boy that goes around to all the people in the town that have run out or don’t have any Fanta and cheers them up, as the boy is seen twice in the advert both times giving someone a bottle of  Fanta when they are bored.

The Mise-En-Scene is very colourful and bright/happy colours and there is not a single dull/dark colour in the advert to show that life is fun with Fanta and it kind of suggests that there is never a dull moment when you have a bottle of Fanta in your hand. The main colours that are used in the advert are orange and yellow, even the buildings are orange, this is because the colour of the drink is yellow and in the advert it looks like they are living in a ‘Fanta world’. The clothes that the characters are wearing are very trendy and high street fashion and clothes that teenagers would wear which shows that they are targeting teenagers.

The way that the advert is edited together is clever because it is kind of like a continued shot going past all the people on the street then ending up at the basket ball court where they run out of Fanta. It is cut to the beat of the song i.e. they bounce on a beat which is good as it then makes the whole advert flow nicely, it also helps to keep the viewers entertained as it doesn’t look messy and they like the beat of the song so they will stay interested, and as it is quite a fast beat it moves the advert along quite fast which stops the viewers from getting bored. There is no talking in the advert to show what they are advertising instead there are a couple of close ups of the bottle and the bottle is in most shots which makes it clear that it is advertising Fanta.

Every time the characters land a bounce in the advert bubbles appear which indicates that the drink is fizzy and in a way it implies that when you drink it you will feel upbeat and ‘bubbly’ and free like a bubble. The slogan ‘more Fanta, less serious’ implies that the more you drink the more fun you have and you forget about your worries and let loose and it is all because you are drinking Fanta and are a little bit hyper because of it.

The technique that is used in this advert is Transfer, in the fact that it makes the viewers think that when they drink a bottle of Fanta then they will become happier in themselves and become less serious and for a moment not worry about anything and just enjoy themselves which is a good selling point as everyone wants to just chill out with their friends and have fun and this is shown in the advert.

Overall I think that this is a successful advert, even though it is a cartoon advert the target audience can still relate to the characters as they are of similar age. It has a very catchy song with a good beat which the audience will associate with the product. The advert is very fun, upbeat and colourful and is memorable.