1: Analysis of Existing Deodorant Adverts - Lynx Dry


This advertisement for Lynx deodorant is aimed at heterosexual males aged 16-24. For this reason, Lynx have used a number of techniques to appeal to their target audience and to ultimately persuade them to purchase the product.

 To begin, the most distinct feature of this advertisement is the large image of an attractive young woman bent over a cooker in a sexually provocative way. As the brand's target audience is young heterosexual males, this image has been used to suggest to the audience that people who wear Lynx will attract beautiful women, which is something that all young heterosexual males want to do. This persuades the audience to go out and purchase the product.

 The idea that Lynx enables young men to appeal to attractive women is reinforced by the tagline which reads "can she make you lose control?". This use of a rhetorical question is a key component in this marketing campaign as it directly addresses the audience and draws their attention. If a young heterosexual male aged between 16 and 24 was asked this question in real life, it is most likely that he would answer "yes". Therefore, this tagline has been used to suggest that Lynx deodorant gives you the ability to stay in control around women.

 The phrase "full control" further suggests that Lynx allows users to stay in control when it comes to women. The connotations of the word 'control' include domination, masculinity and force. As teenage boys and young men (the target audience) are typically sexually frustrated and eager to experiment with their sexuality during puberty, the phrase "full control" and its connotations, along with the striking image of an attractive young woman bent over in a sexually provocative way, suggests that people who choose to wear Lynx will get the opportunity to be dominant, masculine and forceful during sex with women. This is an unarguably controversial and objectifying method of advertising, but it is highly successful as it strongly encourages the target audience to purchase the product advertised.

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