In about 1998, Lucozade created their first animated advert featuring
Tomb Raider’s Lara Croft. They chose this character because at the time she was
a popular icon and also video games were still very new. Tomb Raider was one of
the popular games invented, and that’s one of the reasons they chose this
heroine.
Secondly, Lara Croft was seen as a role model. This advert was mainly
made to appeal to men and yet it caught the eye of some women. This was because
Lara was a strong, athletic woman who could fight and succeed all the time
(even though it was in virtual form) this showed a lot of ‘girl power’ which
was a big issue at the time.
The fact that Lara is ‘attractive’ also catches the eye of males. Even
though her body is greatly out of proportion, also the fact that the actual
game is more masculine than feminine for example; guns, killing, etc.
The messages that come across are very clear in the advert. Lucozade is a
drink to boost your energy and yet still keeps you healthy. This is where Lara’s
game comes in because it symbolizes her energy and her fitness. Also, because
she is completely controlled by the company who made her and controlled her she
therefore cannot embarrass herself like other celebrities usually do.
Overall the reasons why they chose Lara Croft are very clear and simple.
You explain clearly and concisely the brand's values and the messages it sends in this advertisement. You show understanding of the target audience and you draw attention to some of the reasons for Lara Croft's appeal. Good.
ReplyDeleteTo reach a higher mark, use terms like 'borrowed interest' taken from the video on the advertising campaign.
Grade B