GlaxoSmithKline's Anti-Doping Campaign for the London 2012 Olympics
Through this analysis, I presented British pharmaceutical company GlaxoSmithKline's campaign against doping in the London 2012 Olympic and Paralympic games. Selected as the official laboratory service provider for the games, the semiotic and discourse analysis on the six images of the campaign showed GSK's reliance on the Olympic or Paralympic athlete as a source of power to get the audience to listen to their message. The ads showed the audience that these athletes were able to make it to where they are without the assistance of performance enhancing drugs. Through other key elements in the ads, the audience is able to connect with their heroes, cheering them on in their "pure" pursuit of greatness.
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Welcome The Core Campaign The Exceptions The Themes of Sports What's Missing?