Advertising Question
Explain how representation in adverts are constructed to promote the product the product. Choose two adverts you have studied.
The two advertisements are both effective for their individual purposes, though both using very different representations to present their ideas. The overall messages that each advert showcases is very different, for instance the Lucozade campaign is simplistic, using very minimal images and text rather than the advert by Shelter by which they use three images with a large amount of content.
The representations that are evident in the Lucozade sports drink adverts has been constructed to promote the product itself through the use of the influential sports player, Gareth Bale. The image used within the advertisement adds to the emphasis behind the advert as a whole. The camera shot especially, directs the message to the audience as the footballer is directed to looks straight down at the camera lens. This makes him visually seem powerful and strong, and as a result people want to be like him and promotes people to buy the product. As well as this camera angle, the way in which Gareth Bale is seen to be biting his lip and tensing, also helps give the audience the idea of power, as he is 'In a Different Leaugue' compared to everyone else. This representation would suggest that drinking lucozade you too will become just like Gareth Bale. The image show cool tones within his complexion, making him almost seem paler. This therefore matches with the blue background used, and the connotations of a refreshing drink. This is another way in which the brand have made it clear that Bale drinks Lucozade- claiming to the audience how if they drink Lucozade too they will gain the strength which he shows. Through the successful use of Gareth Bale the advert promotes the sports drink effectively.
The representations in the Shelter advert are constructed to promote the charity with three ethically diverse people are the focus subject, who have very different situations but suffer similar consequences. This representation promotes the adverts as they are not using common stereotypes which are present in our society today, therefore the audience is able to interpret the advert how they wish, usually themselves in that situation. The people in the adverts are represented as venerable, which is shown through the close up images of each individual. This is used to represent the charity itself as a safe environment able to protect and how the homeless in the best way they can. Shelter uses a black, white and red colour scheme to allow people to understand the seriousness of the situation. All three colours can be associated with danger or even in some of the worst cases death and have negative connotations. These colours however are also basic and bland and lacks complexity, suggesting that is not what is important. Due to the simple and serious advert choices of representations its highlights the importance on this particular issue. All of these representations that are evident in the Shelter advert promoted the charity effectively and clearly.
The two advertisements are both effective for their individual purposes, though both using very different representations to present their ideas. The overall messages that each advert showcases is very different, for instance the Lucozade campaign is simplistic, using very minimal images and text rather than the advert by Shelter by which they use three images with a large amount of content.
The representations that are evident in the Lucozade sports drink adverts has been constructed to promote the product itself through the use of the influential sports player, Gareth Bale. The image used within the advertisement adds to the emphasis behind the advert as a whole. The camera shot especially, directs the message to the audience as the footballer is directed to looks straight down at the camera lens. This makes him visually seem powerful and strong, and as a result people want to be like him and promotes people to buy the product. As well as this camera angle, the way in which Gareth Bale is seen to be biting his lip and tensing, also helps give the audience the idea of power, as he is 'In a Different Leaugue' compared to everyone else. This representation would suggest that drinking lucozade you too will become just like Gareth Bale. The image show cool tones within his complexion, making him almost seem paler. This therefore matches with the blue background used, and the connotations of a refreshing drink. This is another way in which the brand have made it clear that Bale drinks Lucozade- claiming to the audience how if they drink Lucozade too they will gain the strength which he shows. Through the successful use of Gareth Bale the advert promotes the sports drink effectively.
The representations in the Shelter advert are constructed to promote the charity with three ethically diverse people are the focus subject, who have very different situations but suffer similar consequences. This representation promotes the adverts as they are not using common stereotypes which are present in our society today, therefore the audience is able to interpret the advert how they wish, usually themselves in that situation. The people in the adverts are represented as venerable, which is shown through the close up images of each individual. This is used to represent the charity itself as a safe environment able to protect and how the homeless in the best way they can. Shelter uses a black, white and red colour scheme to allow people to understand the seriousness of the situation. All three colours can be associated with danger or even in some of the worst cases death and have negative connotations. These colours however are also basic and bland and lacks complexity, suggesting that is not what is important. Due to the simple and serious advert choices of representations its highlights the importance on this particular issue. All of these representations that are evident in the Shelter advert promoted the charity effectively and clearly.
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