How Lucozade Shifted their Target Audience

Lucozade is a very unique brand, I say this because they are one of few companies which shifted their target audience. Lucozade altered their target audience from sick, recovering people to healthy, fit athletes. The following ad shows that Lucozade was a drink presented for invalids. (People that were ill and needed a source of energy).

             

 As you can see from the short advertisement the young boy has fallen ill and is wanting to have is friends round. By drinking Lucozade he is allowed to do so as it has helped him through his illness. Without saying, the product Lucozade is being promoted as a supporting aid of weakness and illness. Also adding onto this point the harmonious overlapping singing voice emphasizes this as she sings "The best part of getting better, is Lucozade." 

In the 1980's Lucozade decided to re-invent themselves as they wanted a wider range of audience. Before the 1980's Lucozade was only used by the weak/ ill people, however, by giving it a change of name and possibly ingredients  the product has evolved and can be associated with healthy/sporty people. 

In the 1985 advertisement you can see the contrast between how Lucozade used to promote their product till now. In the ad the athlete (Daley Thompson) represents how Lucozade enhances performance in the terms of sport. As people portrayed Daley Thompson as an admirable figure they took in his foot-steps. In my opinion I believe how Lucozade is promoted now is better as it attracts more customers. More people take interest in the drink as it appeals to young and sporty people. 

Also as Lucozade brought upon a new name to their product they were given access to a bigger product range, for example, the type of Lucozade 'Pink Lemonade'. If they kept their previous product name "Lucozade aids recovery" they wouldn't see themselves making as much money as they are doing now. 

Lucozade is a bold and dynamic brand which has a 'can do' attitude. This 2003 campaign captures a truth which has not been used by any other sports brand. The importance of preparation and Lucozade sport is essential for this. The phrase 'Keeps top athletes going for 33% longer" endorses you to buy the product as you want to accomplish more than your peers. 

First Lesson of Media Studies Account

In our first lesson of Media Studies, we were introduced to the Media World. We analyzed photography, and gave feedback concerning movie snippets. In addition to this we learnt techniques, media terminology and the variation of camera shots.

As the lesson progressed we were informed on various Media language. We were told specific definitions such as the 'anchor' of the photograph. We were faced with a picture which illustrated a young girl handing a flower to a line of Vietnamese soldiers. The photographer went by the name of Marc Riboud.

As a class, we talked about the photograph and the effect it gave. We shared our personal opinions and understood that the flower conveyed a sense of peace. Also we gathered the genre was conflict as it ushered a sense of 'war and peace'.

From our homework we reviewed a scene in 'Mission Impossible 2'  within this scene I touched upon the factors that made it a superb spectacle. The scene consisted of Tom Cruise climbing up a sunlit, indomitable mountain which opposed great dangers to his life! You could clearly distinguish the variety of techniques used.