For OCR A Level Media - not my PPT just uploading to my blog for students to access at home.

1. Lucozade Sport
Soft Drinks advertising

2. Sports and Energy Drinks
List all the sports and energy drinks you can think of.
For each one, discuss who you think the target market might be for the
product itself.

3. Sports and Energy Drinks
Google it – what are the definitions of these drinks? What are the benefits and
deficits of consumption?
Chances are the advertising will promote the benefits over the deficits, while
staying accurate and therefore legal.

4. Sports and Energy Drinks – examples
First TV
campaign - 2000
Print advert 2015
How do these adverts appeal
to the target market for the
product?

5. Sports and Energy Drinks – examples
Print advert 2015
How do these adverts appeal
to the target market for the
product?
UK TV campaign
- 2014

6. Sports and Energy Drinks – examples
How do these adverts appeal
to the target market for the
product?
Is this for a mass audience or
a niche audience?
US TV campaign
– 2010
Print advert 2016

7. Sports and Energy Drinks
What would Maslow’s take on these adverts be?
What about Dyer’s Utopia?

8. Set Text – Lucozade campaign
What immediately springs to mind when you think of this brand?
Distinction – what do you know about the difference between Lucozade’s
regular soft drinks and their sports products?
For one thing, they have a separate website: https://www.lucozadesport.com/
Https://www.lucozadeenergy.com/
Why does Lucozade work to maintain two separate brands?

11. Lucozade Sport Research Task
Research the Lucozade Sport Advertising Campaign ‘I Believe’ from 2013
Create a presentation of your findings
Images may be copy and pasted (include urls), but all
text must be in your own words
Points to cover
History of the brand
Aims of the campaign
Dates and times of the campaign
Use of social media
Choose another Lucozade campaign
and summarise the campaign
Include
embedded images and videos
Urls of sites used for research

12. Context
Look at the vintage ads from Lucozade.
How has advertising for Lucozade changed?

16. 1998
Starter
Watch this advert.
What techniques
does it use to sell
Lucozade?

17. Lucozade - context
Created 1927 as Glucozade - meant to give energy to the sick
Renamed Lucozade in 1929
1983 rebranded as a sports drink rather than health drink
Lots of sponsorship deals with various sports

18. Lucozade Sport Campaign
Lucozade Sport is its No1 sports drink
https://www.youtube.com/watch?v=d08zaoMMhWA
TV campaign ‘Last Man Standing’ launched in Jan 2013 on ITV during the FA
Cup matches between Brighton and Hove Albion and Newcastle as well as
West Ham v Manchester United.
New scientific claim: Lucozade Sport hydrates and fuels you better than water.
Set in laboratory conditions, twenty four athletes go head to head in a
performance challenge - half fuelled by Lucozade Sport and half by water.
Monitored throughout by GSK scientists, the athletes run until they reach the
point of exhaustion and only participants on one team, fuelled by Lucozade
Sport, are left.

19. Campaign
£4m or £9m campaign - both claims made online. (exam board specification
thinks £4m)
Agency: Grey London
GlaxoSmithKline Consumer Healthcare - owners of Lucozade in Jan 2013
Lucozade sold to Suntory in Sept 2013 for £1.35b
Ad stars: Gareth Bale (Spurs) and Alex Oxlade Chamberlain (Arsenal)
Campaign banned in Jan 2014 by ASA as it failed to show that it only had benefit
during prolonged exercise.

20. The TV ad:

22. Media Language:
•Colour
•Type of shot
•Angle
•Focus
•Depth of field
•Mise-en-scene
•Realism?
•Narrative?
•Use of text/copy
•Font design/size
•Layout
Representation:
•Who is seen?
•How are they represented?
Audience:
•Who is the target audience for
this advertisement
•How do we know?
•What might other audiences
make of it?
•How is the audience
addressed/attracted?
• How are values transferred?
Analysing print adverts
What do we analyse?
TASK:
Analyse the Gareth Bale ad by
annotation
Remember:
● Terminology
● Connotation
Extension: Theory

23. Or why any story isn’t as original as you might think...
Narrative
Theories

24. Or why any story isn’t as original as you might think...
Todorov:
Narratology

25. ∗ Tzvetan Todorov believes that every narrative has the same five
stages to it, based around the main character. Let’s take a look:
TODOROV’S THEORY
Equilibrium
Life is just right…
Here, the main character’s
life is balanced and
normal. There have been
no disruptions to the main
character’s life…yet.
1

26. TODOROV’S THEORY
Disruption
A problem disrupts…
The main character’s life
has suddenly been
disrupted, shattering their
previous equilibrium.
2

27. TODOROV’S THEORY
Recognition
The main character
realises…
The main character now
begins to realise that their
situation has changed –
and not for the better.
3

28. TODOROV’S THEORY
QUEST
Repairing the situation
begins…
The main character now
sets out to ‘right the
wrongs’ and repair their
situation, so that life can be
as good as it was originally
(equilibrium).
4

29. TODOROV’S THEORY
New
Equilibrium
The character has gained a
NEW equilibrium …
The main character has worked
through the problems and as a
result, have gained back their
equilibrium. However – they
have grown from their
experience. Life is now BETTER
than it was at the beginning of
the narrative.
5

30. RepairDisruption RecognitionEquilibrium
New
Eqilibrium
Highsandlowsofthemaincharacter
The journey of the main character
Life is
now
better
than
before!

31. Applying the theory...
Equilibrium Dis- Equilibrium New Equilibrium
Disruption Recognition Repair

32. Or why any story isn’t as original as you might think...
Stock
Characters

34. Claude Levi-
Strauss:
Binary
Opposition

35. ∗ Narratives display paradoxical elements
∗ Opposing, yet balanced sides form within the text at
multiple layers
∗ This organisation applies to all narratives:
∗ Good Vs Evil
∗ Human Vs Nature
∗ Man Vs Woman
∗ Human Vs Alien
∗ Comfort Vs Challenge
Conflict must be present in any narrative

36. Social Context
Social Anxieties
• The athletic and muscular bodies
represent the male obsession with
their body image thus attributing a
certain body insecurity to the target
audience
Inequalities (race)
• Range of representations?
Inequalities (gender)
• Representing both genders?
• https://www.facebook.com/ajplusen
glish/videos/1010852939056213/
OR
https://twitter.com/ajplus/status/890
122280361000960

37. Cultural Context
Consumerism
• The total value of the soft drinks
market in the United Kingdom (UK) is
around £15 billion
Celebrity Culture
• Capitalising on star appeal / star as
commodity
Postmodernism
• Gareth Bale use of celebrity
• Representation of man ‘new man’

38. Choose 3 drink soft ads

39. Task
●Open a word doc
●Find 3 soft drink adverts
●Add them and Lucozade to the word doc
●Now write down the generic codes and
conventions of soft drink adverts like we did
for perfume adverts

40. Generic Codes and Conventions
●Product dominant, centre
●Actions, using product
●Bright colours
●Match brand
●Lack of text
●Slogan
●Logo
●Use of Caucasian
●Positive mode of address / sense of humour