Invictus Advertisement Analysis Case Study

This case study provides a detailed analysis of the Invictus advertisement, examining various elements such as the use of color, celebrity endorsement, music, and sound. The analysis highlights how low-key lighting and silver color are used to create a sense of sophistication and prestige. It also discusses the choice of Nick Youngquest as the main character and how his physical attributes align with the brand image. Furthermore, the study explores the use of music, specifically 'Power' by Kanye West, and its impact on the advertisement's effectiveness. The analysis also notes the use of diegetic and non-diegetic sound to enhance the viewing experience. The case study concludes by emphasizing the importance of a clear and concise message in advertising.

Extract 2: Invictus
In this extract, see how observations of colour are supported by a reference and how theory of
celebrity endorsement is used in commenting on the choice of Youngquest. Later, in a section on
music, note the use of relevant terminology and how an observation on the potential effect of the
music (which may or may not be correct-we don’t know without conducting research with listeners)
is given credibility because it is supported with an academic source. Note that the writing style is
suitably academic yet engaging.
2.1.1. Background and colours
The initial panoramic view of the stadium shows a rugby stadium at night. By using low-key lighting,
the view shows only the flashes from the audience in the bleachers. Low-key lighting is mostly used
in upscale commercials (Brown, 2007), like Invictus, wherein the director wants to prevent the
audience from seeing the surroundings clearly so that they focus only on the actor/product
(Millerson, 2013). In the foreground, the lights from the photographers’ cameras flash across the
actor; this highlights his features and makes him stand out against the background. The product’s
name is shown twice in silver letters: once during this introduction and again at the end. According
to Rossiter (1982) and Yasuda et al. (2007), silver is perceived as a glamorous and sophisticated
colour associated with prestige and wealth.
2.1.2. Actors and movements
Main character
The main character in the advert is played by the famous and successful rugby player Nick
Youngquest. Although he is not a typical celebrity for endorsement (the average viewer is unlikely to
recognize him), his characteristics "match up with", or are relevant to, Invictus (Lee and Thorso,
2008). Agrawal and Kamakura (1995) stated that if the celebrity fits the brand image and is
acceptable to the audience, he can not only help consumers to remember the message of the
advertisement and the brand name but also enhance the brand's personality. Youngquest can
achieve both goals since he is physically fit and appealing to both men and women.
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2.2.1. Music and sound
The choice of sound and music is fitting. At the beginning, when the audience is cheering, the
diegetic (natural) sound illustrates the events that are occurring on the screen (Dykhoff, 2012). The
song that follows, which is a non-diegetic source (Dykhoff, 2012), is ‘Power’ by Kanye West. The song
is in part effective because of its lyrics. Additionally, because the song and its singer are well known,
it gives charm and additional character to the product (Hecher, 1984). The song also has a fast and
intense rhythm, which fades as the voice-over is heard. Studies have shown that men respond
positively to such fast and high sounds (Kellaris and Rice, 1993). At the end, the voice-over narration
mentions the product's and company's name. The tone of voice is calm and confident in identifying

the name of the product, what it is and who it is for ('Invictus, the new fragrance for men by Paco
Rabanne'). The fact that it appears at the end, it allows audiences to focus on the storyline and
engage with advert. By using just one sentence, it keeps the message simple and easy to remember.