The Lynx Advertisement
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.
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
“Oh nice, you noticed my breasts.”
The camera reaches her face and she is smiling pleasantly at it. This
is yet another line that you don’t often hear women say because
staring at a woman’s breasts often end with the man getting slapped.
The next scene shows a woman standing the looking at the camera and
“You forgot my birthday”
The thought running through my mind is that the mood has changed. He’s
not going to get out of this one.
It is a very stereotypical view women often have of men is that we
often forget there girlfriends or fiancés or wives birthdays. I have
seen many Television shows where this story is played out and it often
leads to the couple fighting, occasionally plates are thrown (but not
always unfortunately), the guy goes out and buy’s his wife...