Textual Analysis HW: Lynx Dry Advert

Codes and Conventions: Media Form

How does the text follow the codes and convention of an advert?
The text follows the codes and conventions in this advert by using a variety of techniques. Firstly the product is shown a numerous time to actually promote itself and attract the audience to retain information of the product, for when they purchase it. A use of an effective catchphrase being “girls only like dry guys”, again engages the primary audience, which is beneficial as this will increase the amount of purchases of the product. A voiceover is also used to establish a narrative, as well as promoting the audience to enforce the preferred reading.
The advert itself is quite fast paced, with the use of cut shots, as most importantly it is an advert, and it has to be quick and memorable as it will cause the audience to remember it well. The product was shown at the end of the actual advert with the impact of the voiceover; this makes the audience watch the whole advert to determine the product at the end, making them remember it well. Moreover the use of music (non Diegetic) is used to create a fantasy or ethereal like notion throughout the advert, which again helps to attract men into this sexual fantasy of theirs. Close up of the product are used to make sure the audience recognise the product when they purchase it wherever. Use of hyperbolic plot is used to add some form of humour within the advert, which again gains the audience attention, making the advert memorable as well as comical.

Representation
How are people and places represented in this advert?
The male character in this advert is shown to be weak and the victim in the whole of the advert. They are portrayed as being inferior to women. While women are conveyed as being highly sexual, superior beings and dominating in the role they play. The theory of voyeurism comes into play as the women are wearing little or any clothes at all, which again attracts the primary audience which is men. The place which audiences are likely to be coming from is mainly cities, as in cites men are more prone to sweating, hence need some deodorant, and smell good to women.

Audience
what techniques does the advert use to appeal to its target audience?
The primary target audience of this advert is indicated to being males aged from 13-40, with a socioeconomic class of C2, D, E.Students are likely to be appealed to this advert as it contains sexual references which they are attracted to at that age .The women are again are shown as sexually frustrated women, which is every mans fantasy, hereby engaging the target audience well. The use of the females being shown as mermaids connotes the women to be different or more controlling in relation to men, as mermaids are seen to be from mythical times, which again creates this image of women being they sexually charged fantasy creatures, hence attracting the males.


Institution
What does this text tell us about the media institutions involved?
The institutions involved in for advert is uni lever. They are a modern and current organisation, therefore will have fresh and most likely alternative ideologies, as they are more open minded and not as naïve as other older intuitions such as Warner brothers for instance. So as this institution is fresh and new, this means that it doesn’t conform to ancient ideologies, including dominant ones, which include men being domain. In this advert the roles have changed. The men are seen to be wanting to make themselves more attractive for women, whereas in other institution it is the norm for women to be typically portrayed to be pretty themselves up.