Research Blog: Commercial Conventions

    For the upcoming commercial project, I plan on doing a sports drink commercial. These commercials often include several shots of the drinks being shown alongside physical activities, as sports drinks are typically consumed by those who participate in physical activities such as sports or cardio. Many sports drink commercials also use star athletes as spokespeople for the product being shown in sports drink commercials such as Ja Morant's appearances in Powerade commercials or Serena Williams appearances in Gatorade. Different athletes will appear in separate commercials. The use of these star athletes in commercials, can be attributed to the brand targeting it's audience of athletes. Using star athletes can show that even the best athletes consume the drink as well. This motivates athletes to buy the drink being advertised because it is portrayed to match the lifestyle of the star athlete featured in the commercials. These commercials also show activities being done, such as Basketball, Tennis, or Track and Field. A good example is when Gatorade shows an athlete perform very well after drinking their Product. This is because Gatorade is portraying that you can do anything after drinking Gatorade. Sometimes, companies will also show an underdog story for a product. Portraying that their underdog story is because of the product being shown. Companies using Famous Athletes, Underdog Stories, and Physical Activity Footage are all appealing elements that appeal to the targeted audience of athletes. Props within Sports Drink Commercials are the Sports Drinks and Sports Balls. Reoccurring Themes would be Hype Music and Physical Activities being played.


Some things we observed: 

  • They tend to advertise their drinks alongside sports or other physical activities 
  • All the people they advertise are either happy or hard-working, implying that Gatorade is an effective assistant in activities where work is involved. 
  • Gatorade sometimes collaborates with other brands such as Nike to further promote their goods 
  • Some of the commercials feature people with disabilities succeeding, to show that this product is effective no matter who you are. 
  • Most of the people featured are fit and athletic, implying that this is their target audience. 
  • They always advertise the drink as cold and delicious to make consumers want their product even more.








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