'I Believe' Lucozade Campaign

How does the Lucozade 2013 ‘I Believe’ Campaign us Media Language to promote the brand?

The Lucozade 2013 ‘I Believe’ Campaign uses Media Language to promote the Lucozade brand. The different uses of Media Language promote the brand to be highly influenced by sports and fitness and therefore, attracts people who are interested in these topics.

Overtime people’s views towards health changed which made the initial purpose for the Lucozade drink be rethought. As the sporting industry was growing people were becoming more interested in it and wanting to be like they ‘sporting legends’ of the time. This meant changing their lifestyles to be able to relate to the ‘legends’ and potentially be able to look like them. The 1980’s rebrand of Lucozade changed the perception of Lucozade forever. Because the sporting industry was becoming increasingly popular, the purpose of Lucozade was changed from a drink from rehydrating the ill into a sports drink. Along with the purpose of the product changing, the packaging was also changed from glass-looking like a medication- to plastics, a more sport friendly material. The drink also started to be sold in a variety of shops to increase attraction rather than just in pharmacies, suggesting that it was still medicine and not a sports drink.

As a result of the growing sporting industry, the Lucozade advertising had to change to help the brand ‘fit in’ more. The adverts and posters for Lucozade at the time we still presenting the drink as a medical and healing drink, rather than a fitness one. For the ads and posters to become more popular, Lucozade started to use Celebrity Endorsement to promote the brand. The first memorable use of this was the 1988 Lara Croft ‘Larazade’ advert. At the time Lara Croft-Tomb Raider- was a very popular video game so when this advertisement and poster was revealed the majority of the Lara Croft audience and players were automatically attracted to them because it was something they could relate to and enjoy. This relation to the product made the audience go and buy the product which increased sales dramatically.

The 2013 ‘I Believe’ campaign, like the ‘Larazade’ advertisements, used celebrity endorsements to promote the Lucozade brand. By featuring Gareth Bale as a part of the Campaign a large attraction towards the product was instantly created. In 2013, Gareth Bale was one of the most popular and well-known players at the time, playing for Tottenham Hotspurs, a well know London team, so having him feature on one of the posters helped the brand immensely. The celebrity encourages different football fans of all ages to buy the product as it makes them feel more like Bale or on a wider scale, any of their favourite footballers. The use of Bale on the poster makes people realise that it's not just a product for the average people, the drink is bought and used, by the ‘legends’ that some of these people look up to. The colours on the poster all correlate to the colours of the Lucozade bottle itself. By doing this, the Lucozade colours and brand is always being drilled into the audiences’ heads and setting a constant reminder that, when they see these colours elsewhere, they’ll think of the brand and want to go and purchase it. By keeping the poster relatively minimal the key aspects of it are highlighted successfully as there is nothing to take the attention away so all eyes are constantly on the key images of Bale and the Lucozade bottle. 

Regulation In Film

Is the rating of Jungle Book 2016 as PG a good thing or a bad thing for Disney?
The PG rating for the 2016 jungle book can be argued as both good and bad for Disney's company. With the self-rating of the 1967 Jungle Book being 'U', the initial thought would be the same for the 2016 re-make. This new 'PG' rating of the film has some advantages but also some disadvantages.
Because Disney films are primarily aimed at younger children, this 'PG' rating can hinder who gets to watch the film. The rating could make parents question whether they want their children to watch the film as it may be seen as somewhat 'violent' and scary to the younger audience. This hinders the viewings of the movie which then means, less money made in total. Despite this, the rating may make parents want to watch the film themselves to see if the movie is appropriate, which means money made despite whether their children watch it or not.
However the film attracted both younger and older audiences, meaning to some, the 'PG' rating didn't affect them at all. Because the film is a live-action remake of the 1967 Jungle Book, too many, the 2016 version held nostalgic features and that's what drew them in. These people, now old enough, didn't have to worry about the age rating and could enjoy the film, either way, providing Disney with the money they wanted. The movie trailer and teaser trailer also drew in an older audience with the dark and dangerous atmosphere which wouldn't be deemed appropriate for the younger audience, making the rating not apply to those who watch. 
To conclude, the 'PG' rating of the 2016 Jungle Book did hinder Disney slightly but, overall, didn't apply to the audience members that were primarily watching the movie.

Advertising Campaigns

Advertising Campaigns
Successful brands don't just sell their products. They encourage consumers to adopt a certain lifestyle.
When a company website enhances our state of mind and goes beyond providing information to creating an experience, our perception of the brand changes- to the point that we can even become emotionally invested in it. This positive impression deepens our brand affiliation, which makes us loyal customers and refer family members and friends to the brand.

Advertising Techniques
Colour
This technique is used in every kind of visual marketing. Easy to misunderstand, a wrong colour can end up portraying the wrong theme or emotion aimed for. Colour is present in the background, photography, fonts, visual accents and branding elements. That’s why it’s important to think about the colour palette every single time. 
Examples: Tiffany, Blue/Coke, Red

Composition
Composition is how all the elements are placed in a visual place

Rule Of Thirds
The rule of thirds is visual tools that help the designers place elements on a space in a way that is visually appealing. The rule of thirds separates the canvas into six equal rectangles – two rows and three columns. By placing important elements at the crosspoints of the rectangles, they’re given visual importance while maintaining a visual balance.

Focal Point
Pinpointing a focal point is just as important as the choice of colours and typography. The viewer needs to have a clear place to look at as they absorb the advertisement’s message.

Repetition
The technique of repetition is an advertising technique that has to do with marketing strategy. Repetition applies to a few different aspects of visual advertising.
Examples are:

• Air a TV commercial many times a day on a variety of channels.
• Send the same ad to be printed on a number of magazines in your niche.
• Put the same ad on various billboards around the city, country or internationally.
• Create digital ads and submit them to Google ads or media outlets like Mediavine.
• Create and distribute a large quantity of merchandising with your brand assets printed.
• Make different versions of the same ad with different characters, body positions, etc.
• Increase the number of times you allow the same Facebook ad to appear.

Body Language
Confidence, knowledgeability, success and various other sentiments can be visualized through a person’s body language. Body language is a nonverbal language that a person transmits by how they stand, sit, smile and move. Whether the person in the graphic is a model, an actor, a famous professional, a regular person or even an animated character – the way they move or stand is important.

Direct Gaze 
Direct gaze is when someone looks you straight in the eye without looking away.
This technique is borrowed from hypnosis practices. Its official name is “gaze induction technique,” and it’s meant to make people feel things just by being looked at intensely. It’s a highly effective advertising technique. It’s common to see the direct gaze technique used in magazine ads for wristwatches and perfumes. The characters in these are usually celebrities, particularly ones that consumers consider very handsome, beautiful or worth swooning over.

Association

The premise is that the visuals in the graphic will create associations for the viewer. These associations can be feelings, ideas, places, or nostalgia. For association marketing to be successful, a good bit of research must be done beforehand so that there is a deep knowledge of who the consumer is before deciding on what the association will be. For example, antibacterial hand soap might use scenes of kids playing outside in the mud and getting dirty, but having tons of fun. This creates an association that it’s okay for kids to get dirty – as long as they can wash their hands with soap afterwards.

Symbolism

Visual marketing techniques that use symbolism in their message call on the use of metaphors and similes. These are literary tools used to make comparisons and allusions. For example, a marketing strategy for a hand cream can use a visual metaphor to compare the scent of their cream to that of spring flowers. The use of symbolism can be vague and subtle or overly far-fetched. The latter only works with brands that already have a large following of consumers with high brand loyalty. Nobody wants to cause confusion. 

Animation and Motion graphics

 Animation pertains to visuals that are animated instead of filmed with human characters. It’s the moving version of an illustration. A motion graphic is a bit different as it’s not a storytelling technique, but more of an explanation or visual accent. Both are used in short advertisements seen at the beginning of YouTube videos or inside apps with in-app purchases. This technique catches the attention of the viewer very fast and can be very successful. 

Media Messages

Media Messages in Print
James Bond is attempting to fit into a post 'Time's Up/ Me Too' world because the women in the movies are now being treated with much more respect and are now holding a lot more power and strength. Because Bond is now treating the women with respect, the films link to these worlds as the movies are no longer objectifying women or sexualising them. By having Phoebe Waller-Bridge recruited to polish the script, the movie is ensured to have a more polished and refined storyline, leaving out that negative representation of women and bringing in a new positive one.
This new storyline can successfully work because by keeping the same 'James Bond' characters but dramatically decreasing the sexualisation of women, the film will still be the classic James Bond film yet fit into the 'Times Up/ Me Too' world.
Types of Advertising
Advertisement- Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. 
Examples of advertisements are:

• Tv advertisements
• Billboards
• Radio advertisements
• Handouts/leaflets
• Websites
• Social Media 
• Posters
• Banners
• Newspapers/magazines
• Tv Shows

History of Advertisement

The advertisements of each decade symbolise them because all of them include covers which feature events and problems from that decade. For example, the 1910's include covers predominantly about the First World War, with a few other events such as the HMS Titanic. From the 1980s onward we start to see covers that mainly include beauty items and fashion brands rather than international and national problems, such as the World Wars.

The Myth Of Britishness

The Myth of Britishness
The ideology of our culture could be seen as heavily constructed. This can be seen in day to day life, as when people think of British culture they think of monarchy, the BBC and other more stereotypical signs rather than what British culture is actually like.
To a certain extent, these signs do represent Britain. Most people do complain about the weather or watch TV soaps. However, these signs do not fully represent Britain as there are many other elements that makeup Britain as a country.
The media promotes these signs in order to keep people interested and entertained. If the signs were too realistic then people would lose interest in the British culture.
These signs might make us feel like we have to act or behave a certain way in order to fit in and not be seen as different than the norm. Others are meant to see us as normal for following and believing these signs.

The Windrush

How does this edition of The Big Issue demonstrate the magazine’s ideologies and viewpoints through Media Language?

The Big Issue focuses on the problem of homelessness, specifically in London, and what can be done to transform the lives of those who are affected by it. The Big Issue aims to eliminate poverty by offering opportunity through business solutions. The focal point of this edition of The Big Issue is the Windrush and the different forms of diversity this created.

 The use of the image on the cover of the edition shows the positive side of the Windrush arrival. The use of the bright, vibrant colours of the immigrant’s outfits, suggests a positive as the brightness brings around connotations of joy and happiness. The different colours used shows the diversity of the people from the Caribbean and how they are widely accepted in Britain. Despite this, we see that from the top left of the image down to the bottom right, the expression of the people takes a dramatic turn. In the top right, we see the people with bright smiles and joyous expressions. As the reader's eyes follow the cover from the top left to the bottom right, we see the expressions change from joyous to worrisome. The change in expression shows how the immigrants’ initial thoughts of Britain were joyous and positive and once they arrived at Britain the realisation of the actuality of Britain was a negative and concerning one. The use of the image demonstrates the magazine’s idea of trying to better peoples lives by having to show recognition toward the problem and having people release what the problem was and what could’ve been done to change attitudes.

The use of The Big Issue masthead is not uncommon but, in this edition, it holds a lot of significance. On most editions of The Big Issue, the masthead usually links with the anchorage text, colour wise, to tie the whole cover together. Often the masthead on the cover doesn’t include its mantra of ‘A hand up not a hand out’. This cover is significant because not only does the masthead not match the anchorage text but the mantra is also included. Whereas the anchorage text on the cover is yellow blue and red, tying together with the sense of the Caribbean and joy like on the image, the masthead is in complete black and white. This draws attention to the seriousness of this particular issue because the black colour takes away the positivity of all the other vibrant, exotic colours of the anchorage text and replaces it with a more serious tone. The use of the manta on the cover, despite being slightly covered by the people, highlights the main viewpoint of The Big Issue which is to eliminate poverty by helping people improve their lives. With the mantra being included on this ‘special edition’, it highlights the true importance of it. The covering of it by the people is also significant however as it shows that although the mantra is highly significant, the main focus of the cover being The Windrush, is more significant for this issue.

To conclude, I feel as though the combination of media language is used effectively to get the magazines ideologies and viewpoints across. By using such a large topic for the edition, it allows the magazine to subtly, yet skilfully, intertwine their viewpoints yet keep the main focus of The Windrush. The subtlety manages to get these views permanently stuck in readers heads as there are constant reminders due to the different uses of media language.