Lynx advert- Textual Analysis

Lynx- Dry advert , Textual analysis

Codes and conventions-Media forms:

The text uses a variety of techniques to follow the codes and conventions, for instance the product appears to us a numerous amount of times to enforce the information is input into our brains. It also has a catchy slogan/motto which would be appealing to men since it mentions that ‘girls only like dry guys’, and this would be a beneficial asset which the advertisement incorporates into its promoting procedures.  The advert moves rapidly to aid the music and the cutting of shots, this would be a contributing asset in advertising purposes as it forces the advert to ‘stick’ to people’s minds. Also the use of non diagetic sound in the advert  externalizes the concept of reality and makes it seem more like a fantasy. This would catch many males attention as it could support their ideas about sexual fantasy, giving them the idea that they can be one step closer to that mirage which offers acceptance.  Also the use of a hyperbolic plot is used to place some comical humour into the advert and making it more memorable.

Representation

This advert is presented to have an alternative ideology to others as the male character in the advert is seen as the victim instead of the ‘predator’. The women in this advert are presented to be highly sexual and take the form of a mystical sea creature known as a mermaid. They seem to be the more dominant characters in this advertisement. Men who watch this advert would likely be infatuated by the use of the theory known as voyeurism.

Audience 

The primary target audience of this advert is indicated to be males from the age of about 15+, and the socioeconomic class would consist of D,E and C2, mainly because it contains sexual references which males find appealing. The women are purposefully shown to be sexually frustrated to satisfy the fantasy that men would find appealing. Engaging the target audience as well.

Institution

The institutions which are involved in the making of this advert are uni-lever. Being a modern and contemporary organisation they will have brand new ideas and an alternative ideology. Due to the fact that it is so new this means that it doesn’t conform to old ideologies such as men being the more dominant ones. An example of this would be this advert where they have switched the common ideologies and made men the ones who are trying to catch women’s attention whereas in other institutions it would be typical for women to try to make themselves as pretty as possible.