Lynx advert

The lynx advert follows codes and conventions of an advert by displaying various techniques to persuade viewers to watch the advert. The product itself is seen at the beginning of the ad on a pile of rubble, from this instant the viewers become aware that this is an advert for that particular product “the lynx deodorant”, when the man approaches it picks it up and then uses it, there is a rope that grabs his legs and starts to drag him. From this instant a loud, dramatic music is being played that follows the dramatic scenes which are happening as he is being dragged across the street/fences/tunnels. This use of making the advert seem very realistic and persuade viewers the theory that when you use this deodorant girls would be attracted to you it is very melodramatic, unusual and in contrast the situation is virtually impossible however the use of the “mythological mermaids’” adds the fantasy factor that every “man” dreams about, that being having good-looking, sexy girls attracted to them. As an advertisement has limited time to promote its product the shots in here are very fast paced which is a common convention. Towards the end of the add the voice-over expresses their tag line” All girls prefer dry guys” which is the message it is sending out to all the males out there to buy this product as if they don’t girls may not like them. The voice in which it is said in is a female slow sort of seductive voice. The mermaids in the ocean are naked although we don’t see their nudity, this is giving the sexual appeal that most men give into and is a successful technique found in many advertisements. This technique also used to gain their target audience’s attention. To conclude the advert they show the product once more and the narrator also state what the product is just so it may remain in the viewers mind.

The location in which this advertisement took place in seems like it is a city near the sea. The set where it was shooted along with all characters in the advert where decided with the main product in mind, as the product was called lynx dry obviously being an anti-perspirent a sea resort would definitely bring out the irony and contrast in this, as it is the ocean/water/wet and the purpose of the deodorant is to “dry” out the “wetness” or sweat from men. The advert represents alternative ideology of where the male is the inferior protagonist and the female “mermaids” are the ones in control. They do this by making the man seem like the naïve male. Traditionally fishing is a male’s job however in this advert the roles are switched as the female mermaids are “fishing” for men they lay out there bait which is the Lynx deodorant and wait till their target approaches, as the male takes the bait they grab him n begin dragging him in. the mystical mermaids are portrayed as superior as they manipulated the male which is unusual in the real world. However the male does escape suggesting that overall men “always win”.

The target audience for this advertisement is male’s 15 and over and their social economic group would be from a C2,D,E audience. Though the audience is predominantly young and is trying to attract the “young, fresh and cool” guys as they are the ones who would like to be attracted by so many girls. The male protagonist shown seems like he himself is young around the age of 20 or so. The sexual appeal given by the mermaids is also a technique the advert has used as they are well aware of the young male’s constant attraction towards women. The projection of the product at the beginning and at the end of the advert is also something the target audience would keep in mind perhaps for later use when actually purchasing the product.  

The institution for the lynx product is uni -lever it is a fairly new corporation that owns many of the world’s consumer product brands. Being the modern business that it is the ideologies of contemporary society has had a massive influence in how it delivers their products. Over the years the development for the increase of equality for men and women has been on the rise and in the western world it is now considered the norm for men and women to be treated equally. Uni-lever have taken these thoughts in mind when creating the advertisement for the lynx product, and as is evident however they have reversed the roles and portrayed the women in this particular advertisement as superior then men. Traditionally it is as the women who enjoy dressing up in order to impress or attract men; the lynx advertisements in contrast represent the men applying products to themselves in the aim of attracting women. The message the advertisement is trying to get across is that it is perfectly fine for men to want to look and feel appealing, and this particular deodorant will make them feel that way as well as attract women towards them .