This document provides an analysis of a Lynx deodorant television advertisement. It summarizes that the ad features an attractive young man who is self-conscious about sweating until he uses Lynx deodorant. The ad aims to show that Lynx gives the user confidence by preventing sweating. It accomplishes this through showing the man smiling confidently at women at the end after using the product. The target audience is 15-36 year old men who want to attract women's attention.

1. Stefan
Constantinou
Lynx
-­‐
Sharp
Focus
-­‐
30
seconds
Lynx/Axe
is
a
brand
of
male
grooming
products,
owned
by
the
British–Dutch
company
Unilever
and
marketed
towards
the
young
male
demographic.
The
advert
is
selling
‘Lynx
–
Sharp
Focus’
and
the
slogan
is
‘Stay
focused’.
At
the
end
of
the
advert
this
is
obviously
shown
next
to
the
fairly
attractive
man
who
used
the
product.
The
protagonist
is
a
fairly
attractive
man
with
facial
hair,
quite
typical
of
Lynx
adverts.
This
advert
uses
humor
to
attract
the
audience
as
it’s
a
way
to
make
people
feel
better
about
them.
Lynx
adverts
typically
involve
a
man
using
the
product
and
becoming
attractive
to
women,
because
of
this,
the
main
target
audience
for
this
product
would
be
15-­‐36
year
old
men
as
that
is
the
group
of
people
that
would
be
looking
for
women.
The
women
throughout
the
advert
find
him
strange
because
his
eyes
keep
on
moving
to
the
sides
of
his
head
which
is
seen
as
very
strange.
This
is
symbolic
for
men
having
to
keep
checking
their
armpits
for
sweat
which
women
find
weak
in
a
man
for
being
so
self-­‐conscious.
Later
in
the
advert
he
sees
‘Lynx
–
Sharp
Focus’
being
advertised
in
a
magazine,
so
he
decides
to
go
home
and
use
the
product.
He
does
so
with
his
top
off
and
he
seems
moderately
strong
with
biceps
showing,
this
makes
the
audience
feel
that
if
they
use
the
product,
the
appearance
of
the
model
will
reflect
on
them.
This
is
a
strong
unique
selling
point
from
Lynx/Axe
as
there
adverts
make
people
feel
like
they
will
get
a
lot
of
attention
off
women
which
is
quite
important
in
today’s
society.
The
advert
ends
with
the
protagonist
looking
at
two
women
who
are
checking
him
out,
the
women
are
smiling
at
him
which
makes
him
smile.
The
aim
of
this
advert
was
to
show
that
the
product
will
give
you
confidence
and
prevent
sweating.
They
have
accomplished
this
successfully;
this
is
shown
through
the
end
of
the
advert
where
the
man’s
eyes
stay
ordinary
while
looking
at
the
women
and
keeps
a
confident
smile.
Throughout
the
advert,
the
protagonist
would
keep
a
smile
until
he
would
look
at
his
armpits
for
sweat
stains.
The
protagonist’s
eyes
kept
constantly
looking
so
noticeably
at
his
armpits,
this
emphasizes
how
obvious
it
is
that
girls
notice
guys
do
it.
Typically
in
Lynx
adverts,
a
hand
would
reach
for
the
clearly
displayed
product
and
it
would
show
them
using
it
for
demonstration.
Showing
the
use
of
the
product
and
results
after
is
effective
in
advertising
because
it
makes
the
audience
want
what
the
person/people
on
the
advert
has.
The
significant
colours
are
white
and
green;
they
are
consistent
and

2. Stefan
Constantinou
well
matched
throughout
the
advert.
These
colours
were
chosen
because
of
the
product
having
those
colours
printed
on
it,
green
announces
natural
and
healthiness,
whereas
white
symbolizes
freshness
and
growth.
These
are
all
positive
words
to
describe
the
product
and
what
the
company
was
hoping
to
achieve.
In
many
scenes
the
protagonist
is
wearing
those
colored
clothes,
which
makes
him
pair
well
with
the
product.
Since
this
is
aimed
at
teenage
boys,
choosing
a
young
man
(roughly
25
years
old),
worked
well
because
young
people
can
relate
to
his
self-­‐consciousness,
in
comparison
to
if
he
was
an
elderly
man.
A
majority
of
the
shots
are
close
ups
on
the
protagonist’s
face,
this
is
effective
because
his
uncomfortable
facial
expressions
empathize
to
how
young
viewers
watching
feel
themselves.
In
comparison
to
a
long
shot
of
everything,
capturing
people’s
emotions
allows
the
audience
to
fully
understand
what
they’re
paying
for.
For
example,
at
the
end
of
the
advert,
the
protagonist
finally
feels
confident
with
his
body
as
he
doesn’t
excessively
sweat
or
feel
the
need
to
check
his
armpits.