LYNX ADVERTISEMENT
Codes and Convention
1) What techniques are used within the advert to gain and keep the viewers attention?
The advert uses sex appeal to gain and keep the viewers attention as the advert shows a range of seductive girls under a man’s control because of the reason, that he has used the lynx. Also voyeurism is a technique used to gain and keep the viewers attention as the man stops and stare at these women as they remove their bra’s, this gains/keeps the viewers attention as it leaves them wanting to see more as the advert continues.
The advert also uses intersexual references as at the end of the advert it mentions that “the cleaner you are, the dirtier you get” this is trying to implying that if you use this deodorant you will get cleaner but your mind will get dirtier as you any girl falling for you and doing what you want.
Representation
2) Discuss the following ways in which the extract constructs the representation of males and females?
In this advert Males are represented as superior/dominant as the females within the advert are copying what the man does; this also tries to represent that the spray gives the man a ‘lynx affect’ where the females follow what they say.
In contrast; this advert women also represented as sexy/attractive women as they’re all dressed in bikinis; this shows their beautiful looks which attracts male’s attractions. However they are also represented negatively as being ‘weak’ as they are shown to be under the man’s control. This can be contradictory as it could show that males are more superior to women as they follow what he does.
There have also been some sex symbols that have been represented within the advert as they say “The cleaner you are, the dirtier you get”. Pieces of irony are used within this line which also plays on people’s minds.
Audience
3) Based on the advert, what target audience would be attracted to this advert?
On the basis of this advert the target audience lynx are trying to attract would be young/middle aged men, purely because the man within the trailer is around this age himself as well as the women, therefore they are trying to attract a young audience. The Demographics being attracted would be people within C1-E; the reason for this is because these types of audience are working class/unemployed (young adults/teenagers). Therefore appealing to them as the advert shows this by using male gaze. The reason why these target audiences would be attracted as it shows males that if they use the deodorant then females will be under their control/ they will fall for whoever using the spray. By doing this the advert is shown to be a men’s deodorant as seen in the advert it would target a male audience due to it attracting the opposite sex.
Institutions
4) What is shown in the advert about the lynx brand and the experience it offers?
The advert suggest that the lynx brand and the experience it offers are wild and sexual as the advert shows this through the continuous sex appeal within the advert, the experience the deodorant offers is that it’s a “girl magnet” which is trying to show the different experiences such as having girls surrounding you. This builds on previous Lynx ads that also suggest people who ever uses Lynx will have beautiful women attracted to them. The advert also communicates to a variety of men by showing that anyone that uses the lynx could get someone by wearing lynx.
At the end of the advertisement it says “The cleaner you are, the dirtier you get”, this tries to express to people by using the lynx makes you cleaner but your mind dirtier. An example of this is when the females are following what the man does and then he makes them take the bras off.
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