Comparative analysis of Lucozade and Shelter advertisement
text usage
image usage
lighting (both use head shots yet shelter is more close up and uses harsher lighting/lucozade lighting is soft and casts shadow on face)
Context comparrision (capitalism endorsement and need for acceptation by customers in city to sell product)
The advertisements I have studied both enforce the selling of the product and advertise it in a way that leads the audience to believe they will gain something from buying the product. The Lucozade advert emphasises Gareth Bale as one of their main selling points along with the idea of a refreshing and energising drink in order to lead the audience to believe that they can gain qualities or similarities by drinking or buying the product.
One of the differences between the posters is the usage of text. In the Lucozade poster the text "In a different league" is used to promote the drink by relating to Bale and his football abilities. The text is placed on the left hand side and is equal to the image of Bale. The font is thin and placed on a blue background. This relates to the packaging of Lucozade Sport and may of also been used as a contrast to the yellow. There is also the fact that typically blue conveys refreshment and water and yellow the sun and therefore energy which combines to create the power of the product. This text differs from the Shelter poster as the text on the Shelter poster is a lot more dominant as it is printed on the faces of the actors. It takes up a majority of the poster as not only does the poster feature the red statement relating to financial and homeless situations, it also features information regarding contact and websites with extra information regarding the charity. The informative text is followed by the logo on the right hand side and website link on the left. The white text relates to each individual statement on the multiple posters and gives relevant information regarding that. The text on the faces is prominent to the poster as in a way it labels the homeless people and humanises them to make it a harsh reality. The use of the colour red typically symbolises excitement, energy, passion, action, love, and danger in Western cultures, but in this instance symbolises particularly the danger and vulnerableness of being homeless. The text is used on the Shelter posters to convey a message regarding the charity and is almost a plea to the public. Lucozade however uses the text as a selling device. Both texts are used to gain something from the audience.
The image use on both posters are contrasting due to placement, stance and camera shot used.
The Shelter poster uses a close up shot of only the faces and surrounds it in a shadow. The camera shot used is extremely close up which may connote the inability to escape as the faces of the actors are pushed tightly to the edges of the poster. The actors are represented to be in need of this charity and appear passive in their stance. Their expression is neutral and may convey a loss of hope as their lips appear slightly open which could show a plea to the audience. Multiple actors are used with a range of ages and genders. The Lucozade poster however only features Gareth Bale and promotes him as the celebrity presumably because they would've paid a lot more to feature him than Shelter would have to pay the actors. Bale is positioned to the left of the poster. A head and shoulder shot is used which allows the audience to see clearly who it is on the poster as opposed to if a full body shot was used as Bale may not be as visible. His appearance is rather stern and is focused which makes him appear to be ready for action and sport due to consuming the product. His eyes are pierced and lips clenched which shows the determination. He has been used as he is a famous footballer and therefore gives the audience the pleasure of recognition when they see the poster and they therefore may associate Lucozade with the same qualities Bale has, for example energising and powerful.
The lighting in each poster has also been used differently. In the Shelter posters the lighting is harsh and unappealing on the face but the face is the covered in a shadow which perhaps conveys the shadow that has been casted over them and the lifestyle they are forced to lead. The harshness of the light may mirror the harsh reality of homelessness. Lucozade juxtaposes this and uses a softer light on Bale's face which makes him more visually appealing with a shadow casted slightly on his face.
One similarity is the context of which
Context comparrision (capitalism endorsement and need for acceptation by customers in city to sell product)
image usage
lighting (both use head shots yet shelter is more close up and uses harsher lighting/lucozade lighting is soft and casts shadow on face)
Context comparrision (capitalism endorsement and need for acceptation by customers in city to sell product)
The advertisements I have studied both enforce the selling of the product and advertise it in a way that leads the audience to believe they will gain something from buying the product. The Lucozade advert emphasises Gareth Bale as one of their main selling points along with the idea of a refreshing and energising drink in order to lead the audience to believe that they can gain qualities or similarities by drinking or buying the product.
One of the differences between the posters is the usage of text. In the Lucozade poster the text "In a different league" is used to promote the drink by relating to Bale and his football abilities. The text is placed on the left hand side and is equal to the image of Bale. The font is thin and placed on a blue background. This relates to the packaging of Lucozade Sport and may of also been used as a contrast to the yellow. There is also the fact that typically blue conveys refreshment and water and yellow the sun and therefore energy which combines to create the power of the product. This text differs from the Shelter poster as the text on the Shelter poster is a lot more dominant as it is printed on the faces of the actors. It takes up a majority of the poster as not only does the poster feature the red statement relating to financial and homeless situations, it also features information regarding contact and websites with extra information regarding the charity. The informative text is followed by the logo on the right hand side and website link on the left. The white text relates to each individual statement on the multiple posters and gives relevant information regarding that. The text on the faces is prominent to the poster as in a way it labels the homeless people and humanises them to make it a harsh reality. The use of the colour red typically symbolises excitement, energy, passion, action, love, and danger in Western cultures, but in this instance symbolises particularly the danger and vulnerableness of being homeless. The text is used on the Shelter posters to convey a message regarding the charity and is almost a plea to the public. Lucozade however uses the text as a selling device. Both texts are used to gain something from the audience.
The image use on both posters are contrasting due to placement, stance and camera shot used.
The Shelter poster uses a close up shot of only the faces and surrounds it in a shadow. The camera shot used is extremely close up which may connote the inability to escape as the faces of the actors are pushed tightly to the edges of the poster. The actors are represented to be in need of this charity and appear passive in their stance. Their expression is neutral and may convey a loss of hope as their lips appear slightly open which could show a plea to the audience. Multiple actors are used with a range of ages and genders. The Lucozade poster however only features Gareth Bale and promotes him as the celebrity presumably because they would've paid a lot more to feature him than Shelter would have to pay the actors. Bale is positioned to the left of the poster. A head and shoulder shot is used which allows the audience to see clearly who it is on the poster as opposed to if a full body shot was used as Bale may not be as visible. His appearance is rather stern and is focused which makes him appear to be ready for action and sport due to consuming the product. His eyes are pierced and lips clenched which shows the determination. He has been used as he is a famous footballer and therefore gives the audience the pleasure of recognition when they see the poster and they therefore may associate Lucozade with the same qualities Bale has, for example energising and powerful.
The lighting in each poster has also been used differently. In the Shelter posters the lighting is harsh and unappealing on the face but the face is the covered in a shadow which perhaps conveys the shadow that has been casted over them and the lifestyle they are forced to lead. The harshness of the light may mirror the harsh reality of homelessness. Lucozade juxtaposes this and uses a softer light on Bale's face which makes him more visually appealing with a shadow casted slightly on his face.
One similarity is the context of which
Context comparrision (capitalism endorsement and need for acceptation by customers in city to sell product)
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