2. Branding
• Celebrity endorsement- Russel Brand
• Gen Y
• Fit and Healthy Lifestyle
• Slogan- Go with the flow
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11. • Appealing to Gen Y
–Cultural connotations
–Cameo establishes humorous
genre
–Relies on extratextual knowledge
–‘Pumped up kicks’ lends a
positive interpretation by using
popular music
12. • Breaking through the clutter
– Careful selection of song
– Lively atmosphere
– Simple imagery
• Fitness and health culture
– Exercise, gym settings
– Emphasizes the need for the product