Rooney PowerAde advert analysis

Rooney vs Rooney advert

1.       What features does this advert contain? (Real time, Repetition, Speech, Dramatic action, demonstrative action, symbolism, music and sound)
Speech: A voiceover explaining what the product does and about hydration
Demonstrative action: The advert shows Rooney using the product at the end of the trailer. There is a close up of Rooney drinking the PowerAde.
Music and Sound: The music keeps up with the tempo of the game and provides a constant beat for the. The sound effects of the two players hitting each other and scoring goals create a footballing atmosphere.

2.       What type of TV advert is this? (Dramatization, testimonial advert, demonstration adverts, spokesperson/sales pitch, documentary, song and dance production, analogy advertisements)? This PowerAde advert is a demonstrative advert. The football player is demonstrating the effect this drink has on him whilst he plays against himself who hasn’t taken the drink. This shows how the drink enhances the player’s performance.

3.       Who is the target audience for the product? (Age, gender and other factors)? The advert is targeted at any people who play sport who want something to enhance their performance. The advert is mainly male focused as we see Wayne Rooney fighting off himself in an aggressive, contact way.

4.       What image is constructed for the product (improvement, more attractive, cooler) use specific terminology (identify camera shots, mise-en-scene, diegetic sound)? The image for this product is that it enhances your performance and improves your ability in a physical activity. The fast paced camera switches show how the advert could improve your speed. The close ups showing the top corner goals portray the ability of the player after he had taken the drink. The night atmosphere shows a serious tone to the advert and a hard centre.

5.        What social groups are represented in the advert and how are they represented? (Age, gender, ethnicity, social class and other groups)? The social groups which are represented in this advert could be footballers and athletes. They are represented as competitive and have an aggressive drive to score.

6.       What mode of address is used? (Style and tone. Serious or funny, formal or informal, combination) why is this the case? The style of the advert is serious and conveys a serious message of performance and physical activity. There is a combination of seriousness but also informal. A game of football wouldn’t be considered formal as it comes with all the physical activity and the harshness of the game which we can see from Rooney shrugging off and battling with himself in this advert. There is still the serious tone as PowerAde are trying to portray that the drink brings out a more powerful side to the person who drinks it, we see this from the performance of Rooney as his face is constantly focused on the game and the goal.