Commercials and conventions

Commercials and Conventions

Gatorade

   Gatorade is a sport drink made to revitalize someone after a workout. Athletes are the main consumers of Gatorade so it would make sense that they would advertise with athletes, towards athletes. However, the average person can and does drink Gatorade. Corporations rely on consumers to purchase their goods and the best way to do it is to advertise using athletes and psychological measure.

   Generally, ads tend to show off their product in flashy and desirable ways. The lighting used in beverage ads convey the the sense of  refreshing taste and quality that will automatically make one feel rejuvenated. A key part in the advertising of Gatorade is the use of professional athletes to sponsor their products. Influential athletes like LeBron James and Vanessa Williams appear in ads drinking Gatorade. This shows that audience “ Hey, professional athletes drink Gatorade. Therefore if I drink Gatorade, I can be as good as those athletes” or at least support the athlete by drinking Gatorade. 

   In many Gatorade ads a physical activity is performed. Intense music and quick cutting angles are used to depict the intensity of athletics. Athletes in motion and the post activity of exercise are the scenes sports drinks focus on. Many a times it’s LeBron James doing an intense workout and shows James drinking a Gatorade afterwards, and returning to exercise. The use of low camera angles and zoom to show the details of the products is frequently used. 

   The primary message that sport drinks companies present is the ability of their product to refresh oneself. The product acts like an end all and be all for fatigue during and after exercise. The use of famous athletes to endorse Gatorade gives the product more credibility in its use.