Lynx dry advert

Codes and Conventions: Media Form

How does the text follow the codes and convention of an advert?

It follows the codes and conventions of an advert as it has several shots that show the product and it shows the company’s logo at end, and also says the products name and what it does. Also it exaggerates the effectiveness of the product in a way in which the male target audience would want the product to work for them.

The advert also uses quick cuts and quick music; this keeps the viewers attention and also makes them want to watch the entire advert to see what happens to the protagonist and see where he ends up; and also to see what is being advertised.

Representation

How are people and places represented in this advert?

The advert uses alternative ideology when showing both genders. They do this by showing men to be weak, powerless, victims that are also shown to be inferior to women. The women in the advert are shown to be superior to men in this advert as they are shown dragging the male in the through the city. There is also voyeurism uses in this advert as the male target audience will find the female “mermaids” attractive and sexy.

The advert is shot in an urban area that looks like a city, this is because the main target audience live in cities and therefore they can relate with what’s happening in the advert and the location shown in the advert and may also be able to imagine what happens in the advert happening to them.

Audience

What techniques does the advert use to appeal to its target audience?

The advert uses attractive women in the advert to appeal to its male target audience. They make it seem as if they use their product will make them seem irresistible to sexy women just like the male shown in the advert; this is the desired effect of the product by the target audience and therefore is very effective as the advert shows the product to be successful, which makes the audience want to use it and therefore buy it.

They also use a protagonist that is somewhat similar to the target audience. In this advert the protagonist is a young white male. Also the way he is dressed makes him seem like he does not get a lot of girls and in the advert it is the complete opposite; this makes people that are similar to him may want to buy the product as they hope it will achieve the same results with them.

Institution

What does this text tell us about the media institutions involved?

The institution that makes lynx and therefore advertises lynx is Uni Lever; they are a modern company and therefore support alternative ideology, this is shown in the advert from the alternative ideology that is shown in the advert. This involves the sense that the females in the advert are superior to the males, this is uncommon in advertising that usually follows dominant ideology were the males are normally shown as dominant. They may use alternative ideology as in the modern world women are shown as equal and therefore makes it unfair to make the seem as inferior all the time in advertising as it is no longer realistic.