Thursday, 17 January 2013

How men and women are represented in the lynx advert.

16th January 2013

In the advert for the product of the new deodorant Lynx Excite men and women are presented in a reversed kind of way.
Trough out the advert you do not see a male face until the last few shots of the commercial, however on the other hand through out the whole advert you see hundreds of women running through different settings in their bikinis, as they all eventually end up together surrounding this male on a beach.
Now, through out the duration of the advert women are running through "wild" places like the jungle with angry looking facial expressions. This advertising has represented women in a hungry type of way, making them seem like animals hunting for their prey.
The male however is presented in the opposite. Usually it is a male representation the way the advertising company have represented women but they have chosen to revers it, so that the male character is presented in a more relaxed, content manner. The whole point of the advertising company reversing the representations of the two genders was to attract the right kind of male audience. Young attractive females running through forests and beaches would appeal to men, and make them want to buy the product as it tricks them into thinking "I will get all the girls if i spray lynx on me".
The representations have a positive affect on the target audience to which I think would successfully sell the product.