Looking further into advertisements and trying to understand the different types of media, I looked into different television advertisements. Adverts that would be played to you during breaks of films, after programs are finished, and whenever the TV companies get chance to blast different adverts into the face of there viewers. I started to look at different types of advertisement such as makeup adverts, fast food advertisements, and car adverts, and how they try to draw you in, look further into the product, then actually purchase what they are advertising. I looked further into the LYNX company, and how they get people to purchase there deodorants and body sprays. I looked into the adverts “billions” which involved hundreds, even thousands of women, running towards one man, that is using the LYNX body spray. It was first aired on ITV in 2006.
The advert starts off with a single woman running through the forrest, she is dressed only in a bikini, which could suggest it isn’t set in modern day timings, She is running through the forrest at a frantic rate, whether she is hunting food, or chasing someone, the answer is yet unclear, but as the advert progresses and the running gets faster, we find out that she isn’t the only female running through the forrest frantically, she is sprinting with other women in bikinis however we still don’t understand what they are chasing or racing each other to get, the race seems to be aggressive and the women seem to be fighting and pushing past each other to actually get to whatever they are chasing, like some competition. We then see several more shots and angles of hundreds, maybe thousands of women running, swimming, jumping, all wearing bikinis and frantically trying to get to this point and the viewer still has no idea what they are in a race for. The scenes get quicker and a lot more half naked, bikini covered girls get shown on stage, until there is a shot, of a single man, using the LYNX body spray, that is being used to track all these women. It has become obvious that all these women have been in competition to get to this one man, who is wearing the body spray, the last shot is of this man, standing in the middle of a beach, with “billions” of women, frantically running to get to him. Then there is a cut away, to some text that says “Spray more, get more. The LYNX effect”.
The cultural codes behind this text is telling all men, that if they use this LYNX body effect, no matter who you are and what you look like, thousands of women will be attracted to you, and drawn towards you for this smell. Not only is it women, its what men perceive models to be, each women in the video was slim, heavy chested, and all wearing bikinis, it shows that these type of, attractive, skinny, models, would come running after you, purely because of the smell that is being released.
There is some mythical meaning behind this advert, it suggests that the man is in charge, that the woman comes running after the man, sprinting to him, adoring him, and shows that having this spray, makes you more powerful, and will draw the women towards you. Going back to the time where men used to be the leader of the house. they used to be admired, and women had no rights, this could symbolise a time like that, where men were in control of women, and whatever they said, the woman had to do. Almost like the spray, whenever they spray, the woman has to instantly run and get to them.
The denotation behind this advert is that it is a body spray, it will stop you sweating, it gives a nice scent out and it will make you feel better about your body. The denotation for a woman would be a nice smell, shows the man is well groomed, and also could seclude the man into a category that shows he only uses the spray to try and get girls. So ironically, the smell that is used to pick up girls in the first place, could then be changed to make it seem like they are only using the smell to pick up women.
The connotation behind this advert is that the body spray will draw women to you no matter what you look like, it brings them from far and wide just because they have smelt you. It doesn’t matter what you wear and what you look like, as long as you wear this certain type of body spray, you will attract many female models, and they will come running after you, when in effect, this will not happen at all. The connotation for a woman is a lot different, they would almost find it repulsive that these men would want thousands of models running towards them and wouldn’t admire men thinking they could get anyone they wanted that easily.
The text at the end of the advert says “spray more, get more.” this would appeal to men as they see that the more they spray, the more women the will get, making them buy more and more canisters to make them more attractive to the females. The text is instructive and gets the point across simply, It is informing and manages to get males to buy more, because all men obviously want “more”. As lynx uses the word “more” it plays on the sexual part of a males brain. After seeing all these women in bikinis and running to get to this man, then using the text “get more”, the male would be interested in whatever is classed as “more” as they have just seen thousands of women in bikinis running towards this one man, and even a bit of jealousy gets portrayed as men want to be this man, they want this to happen to them, and the only way this can happen to them, is buying this spray and using it on there body.
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