Research Blog

 For this project, my group has elected to make a commercial for the sports beverage Powerade. The commercials made for this product usually revolve around vigorous and strenuous physical activity, which is followed by replenishment via the athletic beverage.

  • The appearance of the actors are mostly sweaty, exhausted, and in need of replenishment. This conveys to the audience that the athletes displayed desire and require the aid of nutrients and electrolytes from the product.
  • The audio of the commercials usually consist of fast pace up beat music with no lyrics. Occasionally the commercials use a faded sound effect on top of music or natural audio before the drink is consumed. This highlights the replenishment that the product delivers to the body.
  • The costumes worn the videos usually are athletic apparel such as uniforms, shoes, etc. This sets the tone of the add by linking the product to athleticism and exercise.
  • The commercials usually revolve around a few key props. These props are often balls, nets, and hoops. This is in place to connect the product with the large market of sporting.

  1. CONVENTIONS and codes shown in Powerade adverts are various versions and variation of Powerade products and bottles. Along with customized motivational text to make a connection with the audience by encouraging them in a semi-personal way.
  2. This type of advert usually begins with an high angle to get a close view of just how desperate the athlete is for replenishment, but once the drink is consumed the commercials tend to utilize low angles to make the athlete appear powerful or replenished. 
  3. The footage also utilizes pathos by making the main character in the commercial seem hardworking and dedicated. These traits make the viewer of the advert invested in the athlete despite the short length of the film.

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