Sample Deconstruction
by Christie McAuley, NMMLP

POWERADE "Hoops"

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1.  Who created this media message?  Why?

Powerade, owned by Coca-Cola, created this message in order to increase brand awareness of its product Powerade so they can sell more of it.

 2.  Who is the target audience?  What text, images or sounds suggest this?  

The target audience is probably boys and men ages 12-34 who enjoy playing and watching sports.  The target audience probably includes a broad range of ethnicities, since LeBron James, perhaps the most popular basketball player in the U.S., appeals to a broad spectrum of people.

4.  What is the text (literal meaning) of the message?

The text includes the setting of the sports arena; basketball players warming up; a newscaster who is “practicing” his lines; sounds include dribbling of the basketball, the crowd cheering and muffled voices in the background, etc. At the end of the ad, we see a bottle of Powerade on the screen for a few seconds along with the word “Powerade.”

5.  What is the subtext (unstated or hidden message)?

There could be many different subtexts in this media example. A few of them are: Sports stars drink Powerade. Powerade will make you a star. You’ll be popular, talented and a great basketball player if you drink Powerade. TV sportscasters have very cool jobs. You’ll be part of the “inside secret” of basketball if you drink Powerade.

6.  What kind of lifestyle is presented?  Is it glamorized?  How?

This ad shows a lifestyle that plays up physical activity and strength. It also shows a lifestyle of being within the “inner circle” of basketball: being down on the arena floor with TV sportscasters and pro ball players and being close to the players at their warm up sessions. Yes, it’s glamorized by showing us real professional basketball players; the placement of the camera also glamorizes the ad because it makes us feel like we are near the “action.”

7.  What values are expressed?

Popularity, good sportsmanship, strength and individuality (but also teamwork is expressed illustrated by the team being on the floor at once and cheering for LeBron), being good at sports, wholesomeness (this ad wouldn't be offensive to most people).

8.  What tools or techniques of persuasion are being used?

Celebrity – the ad features NBA star LeBron James

Flattery – the camera makes you feel like you are right in the action on the arena floor with important people like TV newscasters, pro ball players, etc.

Bandwagon –all of the “cool” people are down on the floor of the arena and you want to be there with them

Hyperbole – the significance of the four "90 foot shots" is played up by the sportscaster and the audience.

9.  What healthy messages are communicated? What unhealthy messages are communicated?

There is the message of teamwork and good sportsmanship shown by LeBron’s teammates and that physical activity can lead to success and good health. Associating Powerade with sports and athleticism suggests that it's a healthy beverage, when it's not.

10.  What part of the story is not being told?

Powerade contains a sugar called high fructose corn syrup (HFCS). HFCS is considered to be an unhealthy artificial additive to foods. Food manufacturers are increasingly adding HFCS to many foods including breads, pizza, cookies, cereals, soft drinks, condiments, etc. Research has shown that that HFCS goes directly to the liver, releasing enzymes that instruct the body to then store fat. Other research indicates that HFCS doesn’t stimulate insulin production, which usually creates a sense of being full. Fast food and most processed foods have HFCS because it’s cheaper than sugar, easier to transport and blend into foods and allows food to have a much longer shelf life.

Another untold story is that the shots are not real. LeBron James doesn’t actually make four long shots in a row—this is done through computer special effects—another technique of persuasion. Watch the ad again and look for hints that reveal this.

This is a viral ad.  That is, it was made to be distributed through the internet, from people like you and me who pass along files in emails or download them from websites.  It’s called a “viral ad” because it’s spread through email contact with other people, similar to how viruses are spread from our bodies to another person.

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