Creative Evaluation of Rhino Energy Drink

Ryan Patel

In what ways does your media product use, develop or challenge

forms and conventions of real media products?

• Our media product had several ways in which it looked like a typical energy drink advert. Firstly the main comparison is the use of the product within the advert. In each video advert the product is being used and the user has an increase in energy after each drink. This is to portray the power of the drink and how its main purpose is to increase the user’s energy.

• This can be seen in many energy drink adverts such as the ‘Gatorade: Jimmy’ (http://www.youtube.com/watch?v=aAk48zTOk9U) advert where a small boy is shown playing to professional ability with professional players after drinking Gatorade. We have taken a similar approach and made our character play to a professional level once he has used the product. This gives the impression that the drink can make you play to your best ability.

• Another comparison would be the use of the fast paced music. In our two main adverts we used music which could be associated with sport, music which is full of energy and fits in with the theme of energy and vitality.

• A professional advert which uses this is the ‘PowerAde: ION4’ (http://www.youtube.com/watch?v=9byyGbPCRas) advert which uses fast drum and bass type music to create a fast paced environment. Whilst this music plays, different athletes

are doing various different exercises showing the intensity of the drink.

• Our basketball advert can also be compared to ‘Gatorades: Durant’ (http://www.youtube.com/watch?v=_gwYJ3cOVOY) advert which shows a professional basketball player playing to his maximum and scoring dunks after drinking their product.

• Similarly we have the same feature of our basketball player playing to his maximum ability and showing the comparison after he has been drinking from our product

Before After

• In contrast our advert can be seen as different due to the use of sound effects and voiceover. Our adverts have used a powerful and explosive voiceover to express the power that the drink can bring to you once you have used it. Also sound effects such as explosions are used to bring an explosive theme to the energy drink and make it seem like the users get a burst of power from the energy drink.

• This can be compared to the ‘Lucozade Sport: Sunday League’ (http://www.youtube.com/watch?v=ufBUtrtjlcI) advert which has taken a humorous, tame approach to advertising their energy drink unlike our basketball and radio advert which has a very explosive approach to it. We have done this to put across that the drink can make you work hard and become the toughest in the game.