Kelsey Schuurman; VISA 1500; Sept. 2021; Dr. Terryl Atkins; Assignment 1 Part A

Set for life. A bold statement in itself, but in branding for the lottery, sells not only itself but a greater lifestyle. This advertisement is from BCLC, and can be found at most convenience stores and gas stations. The advertisement shows a man standing in the majestic mountains near a peaceful lake. It is meant to be eye-catching with its vivid colors, and it’s adventurous aesthetic. This advertisement can be classified as a “display advertisement.”

This advertisement features the backside of a man, presumably a hiker, with a large backpack on. He is standing on a ledge, overlooking a serene, bright blue lake. The lake is perfectly still, with blue skies and sunshine all around. We can see large snow capped mountains in the distance, with their edge gently meeting the shore of the lake. The scene is serene and captivating. The image is outlined with tree branches, creatively used as a natural frame. Above, outlined in gold, are the key words: Set for Life. 

This advertisement on a scratch and win ticket is extremely interesting. It is selling the narrative that with enough money, you too can have an adventurous, picturesque, and meaningful life. We can see this bold statement reflected in the lone man, as well as in the scenery he is in. The man being alone seems to convey the idea that, “I can accomplish this all on my own.” It calls out to the inner part of us that wishes to be an adventurer, and a conqueror. The wilderness also reiterates this same narrative and  brings with it peace and tranquility. Something that in our North American culture, we value, but do not make time for. The wilderness in this image is saying: If you have enough money, you will also have enough time to relax and be at peace. I believe this advertisement is done extremely well, despite my own personal feelings about it morally.

I found this at my local Petro Canada gas station, among many other scratch and win tickets on the counter. This particularly stands out with its use of imagery (rather than the popular cartoonish designs) and its metallic colored letters. The photos used (which do vary by ticket) remind me very much of the popular idea of something being “insta-worthy.” Images similar to this are extremely popular on social media, and using it as branding to sell a scratch and win just further concretes an already popular lifestyle brand.

Their branding is very distinguishable. This advertisement falls under the umbrella of BCLC, which has quite respectable work practices and helps the community. BCLC has helped put on Music in the Park, a summer series that features local as well as traveling musicians. This is completely free and open to the public all summer long. “BCLC is thrilled to once again be a presenting sponsor for this historic community celebration – the longest-running music series of its kind in North America. BCLC has been proudly hosting the event for the 27 years alongside the City of Kamloops”

Gambling is not a new concept, but with large companies formalizing the activity, it has become an even bigger boom than what it once was. The goal is to sell you the idea of a perfect and meaningful life. With “Overall approximate odds to win a prize on a $5 – Set for Life are 1:3.75,” it can feel attainable with just one purchase. Advertising such as this ticket, helps people latch onto this idea. Now you must ask yourself: What would make you Set for Life?

Retrieved from Official BCLC website. (2021). BCLC. Retrieved Sept. 27. 2021 from https://corporate.bclc.com/articles/community/2021/margit-sky-project—henry-small—friends-kick-off-music-in-the.html

Retrieved from Official BCLC website. (2021). BCLC. Retrieved Sept. 27, 2021 from https://lotto.bclc.com/scratch-and-win/set-for-life-17.html