Print Advert Analysis

Lucozade Print Analysis

In my print advertisement as pictured to the left, the bottle is photographed with a low-angle shot. The reason I chose this shot is because I wanted the Lucozade bottle to hold a powerful presence which signals to the audience that the bottle has status. By taking a low-angle shot the Lucozade bottle is seen as powerful and dominant by the target audience (with reference to Socio-Economic Classifications, my target audience are people of C1 & C2, primarily C2’. The aim is for Lucozade to dominate the sports drink market above its competitors i.e. Gatorade, Powerade. The lens flare has been artificially added in Photoshop to create a summer’s day effect.

The colour used for ‘Lucozade Sport’ is the same colour as the Lucozade bottle; this is to ensure the Lucozade bottle will be associated with this text. Also, the ‘Lite’ is a slightly lighter colour than the bottle; this is purely because of the word ‘lite’ hence ‘light’.  The slogan put onto the print advertisement is ‘Speed Up Your Gears’. The colour grey is used for most of this slogan due to grey being a really stylish, chic, elegant, classy, fresh, innovative, modern and high-tech colour. The word ‘Your’ is emphasised by putting it in black as opposed to the rest of the slogan which is in grey. My intentions were for the word ‘your’ to address the audience and be direct.

The colour black enforces the word ‘your’ and when the audience will see the print advertisement they will see this word first. The background behind the Lucozade bottle has been deliberately chosen to create a natural effect, and the fact that there is a natural background represents and connotes the natural qualities of the drink itself. Finally I chose to place a Lucozade Sport logo on the bottom left because I wanted to establish the brand, after all it is a Lucozade campaign.

The whole purpose of the print advertisement was to give lucozade a summery feel, hence the weather and lens flare which is artificially inserted through photoshop. Also, the type of people targeted by this advertisement are people who enjoy running, predominantly men, as the video advertisement is focusing on men who are sporty, however the print advertisement (above) does not predominantly focus on any particular gender.