The Lynx Advert "If Only"

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Media Studies Essay: TV adverts

The Lynx Advert “If Only”

For those who don’t know Lynx is on if the major brands of male deodorant. There have been many other Lynx adverts in the past and they are designed to appeal to the older male audience.

This advert is titled “If only” which straight away suggests that the advert is going to show what someone or a group of people wish for or dream of, what they would like something to be like.

The opening starts with a woman standing outside a London tube station in the rain. Her hair is wet and she doesn’t look happy. But then as the camera gets closer to her she puts on a smile and says

“Hi, your not late it’s my watch, its always fast.”

This is a strange thing for a woman stood out in the pouring rain to say. From when she starts speaking it is clear that what the camera is seeing is meant to be what the boyfriend of the women is seeing. The camera is taking his place or showing it from his point of view.

But its what the woman actually says that is surprising because its not what you would have expected her to say. It is very uncharacteristic. I personally would have expected her to rant on about how she had been waiting in the pouring rain for half an hour or something else along those lines. I am not alone in thinking this, in fact most males of our species would expect to see exactly the same thing and that is why you can tell as soon as she says this line that the product being advertised must be for men. Very few women would find this line amusing because it’s taking the mickey out of them.

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The picture then changes to a different woman sitting on a couch and background music then begins.

“You look so sexy playing air guitar.”

This line is again something that you don’t often here a woman say, and never hear a woman say it seriously. Again the camera is seeing everything through the eyes of this woman’s boyfriend.

The next scene starts with a view of another woman but you can only see from her waist to her neck. The camera slowly moves up and she say’s

“Oh nice, you noticed my breasts.”

The camera reaches her face and she ...

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