Essay Question - Lucozade Campaign

How does the Lucozade 2013 'I Believe' Campaign use Media Language to promote the brand?

The footballer Gareth Bale is used to endorse the product, and the large statement. Gareth Bale is in a close up portrait shot, with him facing directly at the camera, which reflects a personal relationship with the viewer, and it enforces the idea that he trusts the product, which in most cases would persuade the viewer to become a customer.

Bale is dressed in his sports kit, and looks as if he has been doing some physical activity as he is sweating (probably football)

The sans-serif font forces the reader to take it seriously, and the range of font sizes is used to create an important hierarchy of information about the product. Also, the logo is denoted twice to reinforce the branding - once on the product and once to the top left.

Furthermore, the predominance of blue gives the product a cool and refreshing theme, which embodies the sports drink and its ideas. The yellow and white and blue also symbolise the Lucozade bottle, so it is very easy to identify for the viewers. The image of the product in the bottom right corner also makes it easy to find in a shop, as the customers know what to look for.

The scientific claim, 'Lucozade Sport hydrates and fuels you' allows the reader to believe that their campaign is actually true and it works, therefore you should buy it.
The use of the rhetorical question makes the viewer actually consider what they have asked - this is a persuasive language technique that engages the viewer with the advertisement.

In regards to the composition and layout of the advertisement, the page is organised into two main sections; the left side contains the coverline and masthead, and most of the information; the right side contains Gareth Bale and the product. 
This nice and easy for the viewers to look at, as there is a neat, simple laout that isn't overwhelming with its information.

Also, the slogan 'I believe' is an unfinished claim, and this is ambiguous as the viewer does not know what they are referring to. One could argue that it is Bale's claim, and the fact that he believes in the product means that the viewers should too.

Overall, persuasive techniques and technical conventions such as font size and the colour palette, are used successfully and closely linked with the product which is being advertised, and the use of football star, Gareth Bale as celebrity endorsement, will help wrangle in some viewers who are passionate about Football and energy drinks.