Thursday 9 May 2019
lucozade
aimed at women, children, illness
=hyper masculine
created in 1927 called glucozade
renamed lucozade in 1927 energy to sick 1983 re branded as sport drink sponsorship
no 1 sport drink
'last man standing' 2013
claim-hydrates
£4-9 million campaign
worth 1.35 billion
agency:grey London
ad stars- Gareth Bale - Alex Chamberlain ----both footballers
social context
inequalities
race
gender muscular
athletic bodies represent males
cultural context
celebrity capture
consumerism
-total value of soft drinks £15 billion
pack shot-of product super imposed on top picture
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