Product : POCARI SWEAT
Advert : https://youtu.be/DCfk7tc_KqE
Media Language
Indonesian adverts tend to be with "real" people and settings, but this one stands out as it relies on animation which is very rare, meaning its genre conventions are subverted. The mise-en-scene of the ad shows bright, eye-catching colors which are one of the main aspects used in most successful anime movies (Japanese animations), in addition of the sounds used is in a hyper-pop genre music, commonly used as intro and outro songs for anime, which tells us that its production is based of Japan. The costumes that the characters used in the advert are typical Indonesian school uniforms; a white shirt and a blue-ish gray pants/skirt, creating personal identities for Indonesian students to relate to. After taking place in a school, wonderful scenes of Jakarta and Bali are shown, emphasized through Jakarta's malls and Bali's beautiful beaches. The media language is influenced by the product's target audience by drawing the attention to especially high school students to catch their dreams by running for it. As you lose energy from "catching your dreams", an energy drink would help refresh the mind and body, implied from their slogan "Go Sweat, Go Ion".
Representation
Representations of Indonesian high schoolers would make them want to buy the product more as it would be considered as interesting or relatable. Ideas generated from this advert is that this product allows them to restore their energy after catching their dreams as they are near the end of school—they should be able to choose their wishes for what they want to be when they grow up thus catching their dreams. Indonesian students are also involved in the making of the advert, which helps people to recognize more of their talents.
Audience
Target audience can be easily identified as the setting of the advert takes place in Indonesia, specifically focusing on a school with two main high school characters. Since a lot of engaged anime fans are students, they chose the right audience in picking an educational place. The gratification of the advert is that it encourages students to consume their product to help them chase their dreams. Audiences may interpret the meaning of the product as a motivation to keep going.
Industry
This product contributes to their circulation/distribution by working with Studio MAPPA, one of the most famous anime studios known around the world. This helps to set a more specific target audience; anime fans, artists, and animators people who admire art. Modern technology allows this advert to be done in animation form and influenced its production as more people have access in social media and film sites or applications like Netflix, Youtube, Crunchyroll, etc. This product fits with the notion of the market as the brand is Japanese, and it shows one of their cultural aspects into the world by sharing the media through an anime-styled advert.
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