This document provides a review and analysis of Lucozade's latest advertisement "Movement is Art" compared to its predecessors and other sports drink advertisements. The review analyzes the advertisement's style, use of a female protagonist, and target demographic. While less dramatic than past Lucozade ads, the change in style could allow the brand to better represent itself and appeal to more women. However, the ad still focuses on a youthful demographic and could be seen as discriminating against the elderly. Overall, the reviewer finds the ad moderately conforms to genre conventions and should appeal to its targeted young female audience.

1. Zachary Millward
Review for Advert
In today’s world of modern mass marketing are adverts really giving us the information we
need, capturing our imagination the way they are supposed to and will Lucozades latest
commercial “Movement is art” live up to the high bar set by tis exceptional predecessors.
When observing the form of Lucozade presents movement is art, it is evidently clear that it
takes the form of a realist narrative. It distinctly follows the progression of a female dancer
through her daily practice sharing similar themes to that of previous lucozade adverts but
takes a more serious tone with regards to performance enhancement with the this theme is
evident in lucozades 2013 last men standing advertisement which takes a scientific look at
the performance enhancement properties of lucozade versus water. (2013 Lucozade Last
Men Standing commercial http://www.youtube.com/watch?v=fJgb1VWKzrA)
Another company which has made its name in energy and sports drink is Red bull this takes
a far different approach to advertising with a style some might describe as over dramatic.
Red bull is a company commonly associated with sponsorship of many extreme sporting
events such as the Supernatural A and BC One. Its advertising is televised advertising is most
recognisable for it slow motion shots and sweeps of snowboarders, BBoys , kayakers etc.
performing extreme moves in even more extreme environments. (2013 World Of Red Bull
commercial http://www.youtube.com/watch?v=Ti2Lm4hb2ZY)
When it comes to analysing the genre of almost all energy or sports drink advertisements it
is without fail dramatic, the advertimesnt deliberately bombarded you with shots of intense
physical activity subliminally shouting at you this is what are product does with this product
you will achieve greatness, which even the most ill-informed and astute of us know this is
complete folly but these adverts do not now nor will they ever needed to be factually
convincing, the whole point of a dramatically styled advertised is to make you feel like child
to make you feel as though you can achieve anything you want to and to become
enamoured with the incredible feats performed by these athletes. This in turn moulds those
featured in to heroes and role models people we all aspire to be and these super humans
can lead us to places we have never been. So can this really be considered lying the answer
is no it isn’t everything is real, everything is achievable the perhaps the only lie is that we
need these products to achieve this greatness. On additional note many consumers criticise
the vendors of these products for damaging the health of the public, whilst this is true for
many products on the market the proprietors of the products make no reservations about
hiding this form the public and information is readily available on public advertisements
online, billboards and by law the product itself. So do we blame the owners or ourselves?
With all this information taken into account to I believe the movement is art commercial
conforms to the intense dramatic bar set by its predecessors, no I do not I believe when you
first glance at the advertisement it is evident that the producer has dibleratley sacrificed
dramatic styling in favour of a more relatable narrative excerpt. So was this A wise decision

2. Zachary Millward
in an ever overly competitive dramatized marketing sector, perhaps not the instance
response is to assume they have made a poor choice with regards to their lack of conformity
to style with this much smoother and more placid advertisement than has come to be
expected from Lucozade in the past especially with adverts such as Lucozade louder by DJ
Fresh released in previous years. (Lucozade Sport Lite Louder-DJ Fresh
http://www.youtube.com/watch?v=9T_LiUAVl4g). However in an ever shifting market of
advertising this new spin could be a more accurate reflection of how the GlaxoSmithKline
Company wishes to represent themselves in the future.
The gender within the movement is art commercial is almost solely dominated by a single
female something unseen in any other advertisement within this style bracket where
commercials are dominated by men and extreme feats of physical activity and movement.
However tis raise the issue of stereotypical sexism these are topics such as, because she is a
girl she most do ballet, is she not a strong as a man? And, is that why she falls over? Whilst
these may seem like silly questions they all have their place and there is no possible way to
please every viewer and no I do not believe the answer to either of these questions Is yes, I
believe the choice and subsequent use of a female protagonist was simply to expand the
demographic in a predominately male protagonist dominated market in order for many
more young women to find it relatable and develop a more aspiration based advertisement
for women. However having said this there is a male voiceover present throughout the
advertisement providing motivational words in soft and comforting this speaks positively for
the relationship between men and women but could potentially be misconstrued as a
message of dominion of men over women.
Age like all adverts within this market and all adverts before and most likely all adverts after
is of a youthful protagonist performing exercises and feats beyond that of an elder
generation the overall representation of the young protagonist take s a neutrals trance
portraying them as neither good nor bad but with a indifferent stance so as to cause no
offense to any cross range of generations. However does this age bracket mean this product
is discriminating against the elderly? Technically yes by excluding them for the
advertisement yes this may be classed as discrimination against the elder generations but
that is simply because the target market for these products ranges from an age range of
roughly 16-34 years of age thus Facilitating the need to make the protagonist and focal
point for this advertisement a youthful character.
So to conclude lucozade presents movement is art does moderately conform to the
conventions of its designated genre and its targeted audience of youthful females should
appreciate the change in apace and focus of this new advert.

3. Zachary Millward