Textual Analysis- Lynx Dry Advert

Codes and conventions

The codes and conventions of the Lynx Dry advert is that it shows the product throughout in order to make the audience keep their focus on the product. This is to keep the potential buyer/audience interested. The pace of the advert is quite quick as this grabs the attention of the audience in order to keep up with the advert they have to engage with the advert in order to see the new product. Also by having the pace quite fast it encourages the audience to concentrate on the product more. The use of non-diegetic music gives the sense that the mermaids in the advert are hunting for a dry man. The use of this serious music grabs the male attention as the advert is male based. The use of fictional creatures such as mermaids suggests that the advert is quite fictional and based around the imagination making the advert seem as part of the imagination that by having the product attracts females as they like “dry men”.

Representation

Males are represented as less dominant and are being hunted by the females who are seen as the more dominant gender in the advert. This shows how alternative ideology is being represented more. The females that are shown in this advert are shown as very sexy, this attracts the male audience immediately and engages them to watch the advert. The idea of the males being desirable helps to sell the product coz it makes the audience seem as they too are desirable.

Audiences

The target audience that this advert appeals to are young males between the ages of 13-45 this is because the male shown in the advert is young however the older audience can appeal to this because they like the fact that smelling good will still get the attention of the female audience. The socio-economic group that would be interested in this product and advert would be C2DE because the setting that is used is shown to be more middle class and less sophisticated. The scenes that are shown in the advert are the beach, on the street also on the road we see cones this shows how the target audience isn’t so upper class.

Institution 

The institution for Lynx is Unilever they also are the producers of this advert. They have aimed to show both males and females as the opposites and are seen in the light of alternative ideology rather than showing them in their typical stereo types. They have used modern technology to produce a modern looking advert. But also referred back to the use of mythical creatures such as mermaids. The advert shows two very different sides to both females and males by showing them in the opposite ways, making females look more dominant and males looking less dominant. This is because audiences are used to seeing the usual stereo types of people.