Analysing Energy Drink Advertisements

This Powerade advert is advertising the new features that the drink has. Another product orientated advert this time concentrating on the features on the product and saying that the new drink replenishes 4 minerals lost through sweat during exercise. This advert is also celebrity endorsed this time by heptathlete Jessica Ennis, David Davies, a swimmer, and Richard Whitehead a 200m Paralympian. These three athletes have all competed in the Olympics which is the highest level of their competition. This suggests to the viewer that drinking Powerade has helped them achieve that because of its features. By using three different celebrities it shows that Powerade is used by lots of people and if you are not using it then why not. Also by using a Paralympian they have covered a much wider range of audience than before, Paralympians are also admired as they have achieved regardless of their disability and therefore suggesting perhaps some of this is down to Powerade.
This advert uses a lot of close ups on the three people to show clear signs that they are exercising due to the sweat on their faces. At the end of the advert rather than replacing the sweat lost with water there is a close up of the athletes drinking Powerade. This twinned with the non-diegetic sound of the narrator telling the viewers that it "hydrates better than water" emphasises the effect that Powerade has on the body therefore encouraging viewers to buy the product.
Sound is an important part of this advert. Throughout the ad is a sound track which could be associated with a workout. The narrator is present at the start, to describe the features of the product to accompany the onscreen images, and at the end to describe the effect that this product will have on your body. This is then followed by the continuation of exercise by the athletes.
The words "Preparation", "Determination", "Perspiration" and "Hydration" have been added to the advert over the top of the images at certain points in the advert. These words all end in ION4 to help remind the viewer of the product involved throughout the advert. Also should the viewer ever see or hear these words they may associate them with Powerade. Other examples of editing throughout this advert are the fast changes in scene in order to show all three athletes within the time.
The advert ends with the tag line "Keep Sweating." This encourages the viewer to keep exercising like the Powerade product does. Then the advert shows the sports teams that Powerade sponsor such as Team GB and Paralympics GB. This suggests that as it is used by the best that it is good enough for everybody else.

Analysing Energy Drink Advertisements

This is an advert for another energy drink, Powerade. This advert uses celebrity endorsement in the form of Wayne Rooney. This helps to promote the product as viewers will associate Powerade with Wayne Rooney whenever they see him. Also as he is an athlete performing at the highest level it suggests to the viewer that it is good enough for Rooney so its good enough for everybody else.
This is another product orientated advert concentrating on the positive effect this product will have on your performance. The advert is Rooney versus himself with the only difference between the two being one drinks Powerade and the other drinks just water. There are three different scenes. The first being a contest for the ball in the middle of the pitch. This is won by the Rooney who drank Powerade before he started suggesting that if drunk before playing it will help you straight away. The second scene is the Rooney who drank water before the start scoring a goal, emphasising the similarities between the two of them. The final scene is Powerade Rooney scoring whilst the other Rooney can only watch from the floor. This gives the impression to the viewer that Powerade will allow you to perform for longer than is possible without. The sound in this clip is mainly the narrator towards the end describing the product further to back up the images being shown. The camera shots are mainly medium to long shots in order to show both players and the effect that the product is having. The close ups appear when drinking the two different drinks. This informs the viewer of the differences between the two Rooney's and also shows the product for the first time. Apart from the quick changes there is fairly little editing in this scene to emphasise the simplicity of the scene and the realism of the effect the product can have.
The final shot is of the Powerade bottle on top of a sports bag. This is supports the tag line "Sports kit for your insides." This line suggests that Powerade is as essential as your sports kit, something which you would not play without. This is trying to encourage the customer into a repeat purchase suggesting that it is irreplaceable.

Analysing Energy Drink Advertisements

This advert for Lucozade Sport Lite is an example of advertising for a similar product to ours. This advert features people taking part in sporting exercise by themselves. The advert is suggesting that their product is the motivation to push yourself to the limit when you need it most. This makes the viewer believe that this product is effective enough to give them the energy to keep exercising.
This advert is very product orientated. It focuses on the effect the product can have on the consumer and the features of the product, such as the fact it only has 50 calories. The advert uses a variety of camera angles throughout. Many of these camera shots are long shots in order to set the scene. There are three different scenes featuring three different exercises. The long shots emphasize the fact that they are all alone and need lucozade to keep them going. The camera shot only changes to a close up when the product is involved. In two of the scenes it is a close up of the product being drunk in order to keep the athletes going. These shots reitterate the effectiveness of the product and also show the product to the customer so they know what product is being advertised. The other scene is a medium shot of a swimmer and the lucozade bottle on the side of pool. Without drinking a voice says "just two more lengths." This suggests that the lucozade can motivate you to keep going as the taste is good enough to wait for. There is fairly little editing in this advert apart from the changes of scene. This makes the advert more realistic and therefore makes the viewer believe the effects of this product are real.   
This advert grabs human interest through the effect that using this product will have. It is a situation that most people can relate to whilst exercising, as a result of this it means they are more likely to consider this product as they believe it can help them next time they are exercising. With no celebrity sport stars involved it helps viewers to relate to it as they are just ordinary people exercising and enhancing their workout with lucozade. The tag line at the end of the advert "Improve Your Workout" backs up the message portrayed throughout the advert and suggests to the viewer that this is the product they need to take their workout to the next level.

Early Ideas

As we had to advertise a brand new product we needed to find a product that we could rebrand easily as we could not actually make a brand new product. Originally we had a bottle of beer, made in a year 11 science lesson, that we could brand and advertise. After playing around with a few ideas and viewing current alcohol advertisements we decided that it was an idea we would be interested in due to the humour element in many current beer advertisements. However as we struggled to think of an appropriate brand name and upon discovering the additional regulation codes that need to be applied with alcohol advertisement we decided to rethink our ideas.

We decided to continue with the food and drink theme due to the fact that it could be rebranded at little expense. Our next idea was an energy drink.

What Makes A Good Radio Advertisement?

In 30 or 60 seconds, a good radio ad

• Grabs attention
• Involves a listener
• Sounds believable
• Creates a mental picture
• Spins a story
• Calls for action
• Manages to keep the product on center stage and the customer in the spotlight.

It is important that whilst achieving these above steps the advert does not become boring, pushy or obnoxous. When executed to its full potential a radio advert is almost a one-to-one conversation with the listener. This makes a customer feel valued and may result in them purchasing the product/service being sold. Radio adverts are often used to complement other adverts in a campaign, they are also used heavily by new businesses to get the word out to a large audience because they cannot currently afford to pay for TV advertisement. It is also important to match the advert with the type of music played by the radio station. For example advertising using modern music on a country and western radio station would not only be innapropriate but would also waste time and money for the company.

The Cost of Advertisement

Costs for advertising varies considerably for different types of media advertising. The price is not the most important factor when considering its the value for money recieved from that particular advertisement. For instance the most expensive advertisement is not always the best and the cheapest is not always the worst.

For example, you can pay 5p per click for ppc advertising, but what is it actually giving you, in terms of value for money. There is no doubt that on a cost per click basis, the pay per click format is hard to beat as you are only paying for the audience that are actually affected by the advertisement.
Other media like magazine advertising can offer a mixture of awareness, branding and corporate identity, as well as providing an effective media for 'new launch' campaigns and meeting other specific objectives. Usually, prices start at around £1000 per colour page and go above £10,000 per page in certain publications. Some magazines do have a very specific readership and rates can be lower for those that are part of a membership or club.
For Outdoor Advertising formats, prices can vary from around £2000 for mobile billboards on vehicles to £7-8000 per month for large billboard advertising on the high street or roadside.
With Radio Advertising, the costs vary enormously and depend very much on the time slot and length of advert. A typical slot of 25 seconds can be around £250 - £1000 per week, depending on the frequency and amount of listeners.
With newspaper advertising they will usually charge by the SCM or single column centimetre if it is for classified ads or up to £10,000 for full page magazine advertisements if it is in the display section.
The top end of the advertising sales scale is TV advertising. They can demand tens of thousands of pounds before running a campaign, but a lot does depend on the frequency and viewing audience. With this and Radio, there are going to be additional costs for creating the advert, so do build this into your media planning budget.

Regulation of Advertisement

"The ASA is the UK's independent regulator of advertising across all media, including
marketing on websites. We work to ensure ads are legal, decent, honest and truthful by applying the Advertising Codes."

Advertisement is an important part of every day life. It informs, entertains and promotes health competition. It is important for these adverts to be regulated for the benefit of the consumer and company. Without this regulation advertsisements may mislead, offend or harm the viewer therefore contradicting the purpose of advertisement.

The ASA regulates the following types of advertisement:

• Magazine and newspaper advertisements 
• Radio and TV commercials (not programmes or programme sponsorship) 
• Television Shopping Channels 
• Posters on legitimate poster sites (not fly posters) 
• Leaflets and brochures 
• Cinema commercials 
• Direct mail (advertising sent through the post and addressed to you personally) 
• Door drops and circulars (advertising posted through the letter box without your name on) 
• Advertisements on the Internet, including banner and display ads and paid-for (sponsored) search 
• Marketing communications on companies’ own websites and in other, non-paid-for space under their own control  
• Commercial e-mail and SMS text message ads 
• Ads on CD ROMs, DVD and video, and faxes
• We regulate sales promotions, such as special offers, prize draws and competitions wherever they appear.

On 1st March 2011 the ASA was extended significantly to deliver more comprehensive consumer protection online.

Our advertisement will have to meet the standards set by the advertising codes. If advertisements don't meet the required standards it is likely that consumers can complain through the ASA's website. Once a complaint is recieved the ASA must investigate and if they find the advert in breach of any rules they can ask for the advert to be removed. This is costly for the company and is therefore important that an advert adheres to these rules to save uneccessary costs.

As we are planning to make a short sponsorship for a programme featuring our product it is important to understand the regulation behind this. Ofcom are responsible for the regulation of these films. The codes for which need to be followed can be found here. Ofcom also regulate product placement, where companies can pay for their product to feature in a particular programme. The codes for this would also need to be considered if we were to do this.