Lynx Advert Analysis
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Advert Purpose
The purpose of the Lynx advert is to introduce a new direction of the Lynx brand; an anti-perspirant range. Lynx showcases their main selling point; that it "keeps you fresh and immaculate for 48 hours, no matter the situation."
Target Audience
The target audience for this advert would be young males, possibly 13-18 year olds. We can infer this due to the concept that the user of the Lynx product would become more confident and therefore, more successful in attracting other people. This would be especially attractive to young males of this age bracket.
Form
This advert takes on the form of a documentary. The focus is on a male character accidentally eating a piece of wasabi, and remaining cool in front of an attractive female waitress. Documentary style
narration can be heard, maintaining the concept of a non-fictional scenario.
Persuasion Techniques and Aida
This advert uses techniques such as sex appeal and the creation of problems, and providing the solution to them. In terms of following AIDA this advert achieves this fairly well. Firstly the advert attracts attention. This is provided through the black and white filter applied to the advert, creating high levels of contrast and offering a different style to other adverts on television. Interest is shown through the male character accidentally eating a piece of wasabi, and the audience being curious as to how the character will cope with the situation. Desire is shown as it is portrayed to show the audience wanting to desire the levelheadedness and smoothness of the male character. The action in this advert is applying the Lynx anti-antiperspirant, as shown at the end of the advert.
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