Gatorade's Symbolic Stereotypes

To promote their performance-enhancing product, Gatorade employed the world’s fastest man, Usain Bolt. They’re advertisement follows their motto of “Win from Within,” which focuses on making consumable products for athletes to eat or drink to improve their athletic performance. In the advertisement, Bolt is in the starting blocks on a track, and is in position to run out of the blocks. This ad is clearly targeted to athletes and health-minded individuals to influence them to buy Gatorade’s product. Through this advertisement, Gatorade uses yellow and orange colors, puts Usain Bolt in color on a black and white background, and places him in the center of the picture to convince athletes that their Gatorade Prime will make them better in their activity. Gatorade uses yellow and orange in their picture to highlight that Gatorade Prime will improve the performance of any athlete. The color yellow typically symbolizes youth and lightweight, …show more content…
By placing Usain Bolt in the center, it draws the focus to him, like how the contrasting colors did. It also serves a message to viewers that the Gatorade Prime products can make an athlete the center of attention as well, due to their improved performance. This placement of Bolt along with his coloring tries to put the reader/viewer in the picture, as if they were Bolt in the blocks. They would be the center of attention, while everyone else is unimportant, insignificant. This feeling of superiority and power felt by the audience can thus be achieved through Gatorade’s Prime product. Gatorade’s advertisement for Gatorade Prime uses yellow and orange colors, puts Usain Bolt in color on a black and white background, and places him in the center of the picture to convince athletes that this product can improve performance and make them the center of attention in their sport or