In 1999 Lucozade chose their new celebrity endorser, Lara Croft. A perfect fit, she's a celebrity who can't do or say anything that could destroy the Lucozade image, she's energetic and let's face it she has a great figure. Lara Croft appealed to a largely male demographic because at the time the video game community was almost completely male. Not only that but Lara is an attractive female who will do whatever you command to a certain extent which of course are appealing features to any man.
You explain simply and briefly the brand's values and the messages it sends in this advertisement. You show some understanding of the target audience and you draw attention to some of the reasons for Lara Croft's appeal.
ReplyDeleteTo reach a higher mark, go into much more detail and use terms like 'borrowed interest' taken from the video on the advertising campaign.
Grade C