A Rhetorical Analysis Of Lucozade Signifiers

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Advertising, by definition, is the profession in which the company produces an informational illustration of the product, in order to better the sales. Advertisements are exposed to the world in such a way to persuade society, thus altering opinion on what people need, and what they want. Within this analytical deconstruction of Lucozade sport, the major signifiers being assessed within the chosen advertisement are the use of a celebrity and individual male located at the bottom right of the advertisement. As for the second set of signifiers; the slogan, written text and scientific display of graphs which are strategically positioned at the top left of the advertisement for the reader’s benefit. The third set of signifiers consists of the background, …show more content…

This advertisement that was relatively straightforward, reinforced the analytical information that was gained from the Advertisement. Within the chosen advertisement Lucozade have used many various techniques, such as manipulation to change the set mind and emotions of the target market. This is done in such a way so that consumers “Believe” in the product and therefore purchase the goods being advertised. This is achieved through the use of three major sets of signifiers male model(first set of signifiers), written text, slogan and scientific graphs(second set signifiers) and Background, rhetorical question and product (third set of signifiers). The producers of the advertisement want the consumers to believe that the product being advertised is a better alternative to water, cementing the ideology. This is then reinforced by the fact that the company has stated that their product has been scientifically proven to be better. Resultantly, this is the effect of the use of celebrity appeal, which implies that by using the sports drink, you too will be as successful as Gareth Bale. Lucozade’s advertisement was created through the use of signifiers, discourses and ideologies. Through the correct use of these elements, advertising becomes an effective marketing

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