Competitor Product : YOU C100 Orange and Lemon Water
Advert : https://youtu.be/AUyNJmyDa4o
The narrative code of the advert is that Lili He, a professional golfer, improves her game through exercise by hydrating herself with the product used. In this advert, a more muted an professional color scheme is used, such as the contrasting black and white shots to show her warm-ups with the slight lighting that are put alongside the greenery of the golf field that the woman is examining her skills on.
The mise-en-scene of the advert shows a medium close up shot of her body to emphasize her strength and concentration in working out. The sound used is a bold music with fast beats, matching with the seriousness of her game practices. The color of the sky is clear but cloudy, and the grass and forest sides are muted and not bright, which could be for putting more focus on the subject. Muting the colors is a choice in the editing.
Representation
This advert specifically represents golf players, and people who does sports. In this product, stereotypes of athletes and models are to consume this product.
Audience
Audiences may interpret the meaning of the product as an energy drink for keeping strength and beauty as the actors used are attractive models and well-built athletes. It gives the idea that this advert is to make the audience think that this product is healthy and it's what to consume to keep their physical wants. From the slogan of the product, "#Rehydrates and Protects", the target audience might expect it to shield them from weakness.
Industry
This product contributes to their circulation/distribution by working with a professional golfer Lili He, who's famous in the golfing world. People with interest in golfing may keep surveillance in newer ads to see more of their athletes. Modern technology allows this advert to be professionally shot in terms of editing and also compositions.
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