#4 Post - TV Advert Analysis

Lynx -



Negative representation of women -

Firstly as we take a look at the Primary target audience we see it manily targets boys aged 13 to 18. Young men whose life experiences and relationships with girls or women were reasonably narrow. We also assume the Secondary target audience has expanded ranging from 16-24 year old males that are increasingly difficult to influence through traditional advertising channels. Knowing the target audience allows us to understand the reason why women are presented the way they are in this advert.

In this particular advertisement for Lynx, the narrative revolves around a men who apply Lynx and begins to realise they are attracting beautiful air hostesses by their scent. Women in this advertisement are represented as the subordinate sex who are self objectifing themseleves by the use of clothing and gestures.

The use of the voiceover reinforces the role of the dominant man. His tone of voice comes across as mesmorising and hypnotic reinstating the dominace of male power. As well as this, the advertisment signifies naturalisation, as the deodrant is a product which is focused at men, and the use of the airplane and hotesses add a sense of realism.

The soft music of piano and drums is quite slow and seductive in order to signifiy a more subtle mood. Through the use of close ups and long shots connote how the close women can get to the men. Though the use of a close up of the female body parts it seems to offer sexual gratifications to a male audience, as it is fetishised and show women as sex objects.

The uniform for each woman is very sexy and revealing this emphasises the role of women in this advert to be sexual and seductive. And to only fill a role of pleasure. The scene of the two women playing together on the bed seem like the perfect fantasy for a man and allow the men to really be attracted by the women.

Dove - Pro Age Campaign



Positive representation of women -

This particular advertisement for Dove Pro-age, which was said to have shown too much flesh on television, represents women in a new light they aren’t usually shown in. The narrative of the advert revolves around 4 women who have supposedly used Dove products and believe the merchandise actually makes them feel and look younger. The women in this advertisement are represented as the dominant sex who are self objectified but not in a way to appeal or attract men but to inform women about this product.

The use of a woman voiceover emphasises the fact “Dove” is for women and makes skin looking younger which offers women a chance to look attractive and confident, whatever age they are. The use of close up shots on different parts of the body fetishises the women and makes them seem appealing to a womanly audience who may be thinking of using the product. In many ways, the women are encouraged to buy the product as it seems to add a sense of reality towards the advert as the women who are shown are not really the “model” type and seem like ordinary people.

Also the advertisement signifies naturalisation, as the lotion is a beauty product which intends to be focused at the female audience, as it is a moisturiser which focuses mainly on women. Naturalisation is a key effect in this advert as it makes the audience feel relaxed and comfortable with what they are watching.

The use of non digitic music of the guitar is soft, in order to signify a more subtle and mature mood. Though, the use of continual close ups and fades connote how the lotion can be applied to all areas of the body and is a way of rejuvenating the skin.

The women shown in this advert are all of a mature age and don’t really seem to be “model” type. This highlights that women don’t have to be shown as sex objects to attract an audience. This also represents women in a positive light by the way each woman if showing of their bodies but hiding parts they do not want to show with their hands. This may show that they have power over the audience, allowing the women to be in control and not be interpreted as sexual gratifications.

The Dove advert uses encouraging values, as the use of the “beauty has no age limit”. These words make the audience feel happy with themselves no matter what age they are and how they look. The advert brings confidence to women.