January 2019

Judith Butler

-Feminist Theorist: Gender is socially constructed. We develop our sense of gender (masculinity/femininity/from society/culture conditioning

-Gender performativity- Our gender roles are performed, not natural.

-Butlers theory would suggest "The old spice" model is performing a very exaggerated form of masculinity.

Advertising: Post-Modernism
Mix & Match
Reality and Fantasy
Time & space is not fixed

Baudrillard:
- Style over content: You do not need to have a meaning for a media product to have value.

-Simulacre: Hyper-real- Exaggerated of the real world
Simulation/Version of the truth=Messages in the media

Lucozade Advert- Analysis 

Gareth Bale-Football
Real Madrid, ex Tottenham Hotspurs
Leader, "clean" reputation
-Grooming/style: Hair clean and clean shaven.
-Links to Lucozades as a brand
Expensive acquisition for Real Madrid
MCU- Shows his facial expression
Slogan: "In a different lead"
Double meaning: Bale: Transfer from premiership to La Liga
Lucozade: Superior product
Top Right- Player profile: authenticity (football cards,match attacks)
Colour scheme: Reinforces branding- Blue and yellow
Close up in the bottle right corner, of the product
Persuasive- Ethos/Credibility
-Barthes: mythical masculinity, strong, athletic leader
Direct Address
Logo portrayed twice

Lucozades Video Advert- Analysis
Anthony Joshua

Shelters context:
2010- Government cut in funding for social housing.
Effect on people who previously depended on affordable social housing