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.