Advertising Assignment on Masculinity

The energy drink in the ad which appeals specifically to men is called Father. The name is the opposite of another energy drink called mother which people may associate with very familiarly. There is a lot of emphasis on body building which appeals to men of young and middle aged, through the positioning of techniques, the ad highlights the masculinity of drink. The use of jargon, before and after, hand held shot and camera angles escalates the level masculinity within the energy drink and furthering the appeal to the specified audience.
The Father energy drink attempts convince its young male audience as well as the middle aged men. The low angle on the Father energy drink can shows dominance over the consumer, this personifies the can to have strong and intimidating characteristics, and the viewer will inquire those characteristics by purchasing and drinking the product. Through this technique it reels in the viewer to want the results of the energy drink. The low angle camera shot puts emphasis on the masculine attributes that make up society’s perception of the ‘ideal’ young man or middle aged man which is excessive confidence and proof of strength with a built body.
The ad uses expertise to encourage the audience to try the energy drink. Near the end of the ad Mr. Kalidikus better known as ‘Maximum Chris’ to some, endorses the product, because some of the specified audience may realise that he is a moderately famous sportsmen uses this product, and it would have an influence on the viewer to buy the product. The use of expertise affects the male target audience, this technique makes the audience feel and believe that they can achieve the results as seen in the ad because of the influence of the icon.
The language technique used in the ad highlights the complexity of the product. The ‘science’ used talks about the body composition, muscle increase and ingredients make the audience think that the product more complex and appeals to the audience more because...