Dazzling is set at a fancy ball, a glamorous black tie event where the main subject, the actress Elizabeth Hurley, is smiling a dazzling smile, wearing a dazzlingly white dress which reflects the product name. It is a medium long shot, at slightly below eye level, which is very subtle, hinting that only when you buy it will you be of equal stance to those who already have it. The composition of the frame is busy, emphasising that although it is a full room, the attention is always on the main subject. It is shot indoors, with soft neutral lighting and the colours are mainly oranges with a few soft yellows meaning it is warm toned, implying the mood is soft, upbeat, welcoming and comfortable. This is also signified by the soft lower case writing and slogan. The white couple in the frame are in their early thirties, wearing formal clothing and her hair and makeup is done glamorously. This advert appeals to its target audience because of the celebrity endorsement which attracts aspiring celebrities. The handsome sidekick attracts single women, who believe if they use this product, the same could happen to them. It also attracts women who have a love for all things posh and more elegant than daily life.
Re-load lacks a model, but instead just has a long shot of the product, a transparent shower gel bottle that blends in with the blue background, and a large slogan. The background features bubbles, which have connotations of oxygen, which is necessary for energy to ‘play the match’. The main colours used are black, perceived as masculine, white and blue, connoting cleanliness. This advert thrives off of the stereotype that all young males are interested in is football and sex. It suggests that after using this product you can play football and win with your mates during the day, and then go out at night and pick up girls. However, it also plays on the subconscious fears of teenage boys, of not being able to pick up any girls and being cast out of their friend group for messing up a game.
In my opinion, the Lynx advert is most effective because it really subtly plays with stereotypes and the fears of the typical young man. I find that the simplicity and strong colours of the advert catch the eye, and the humour attracts the target audience. The strong, bold font invites the audience to read it and is fascinating.
by
charmainegandhi (student)
