Advertisement analysis

This advert is for a Unilever product called Lynx. The message of the advert is that lynx deodorant has a good smelling fragrance that is very popular among women. The advert shows many thousands of women dramatically running towards a man spraying himself with lynx deodorant.

Demographic is a particular sector of a population, When looking at the demographics we can decide on the target audience and the key consumers.

The primary demographic would be targeted at teenage boys from age 14 and above. The use of women that are physically fit and wearing bikinis would attract attention from mainly teenage boys.

The secondary demographic would be a wider range of males including teenage boys and adults. The use of an average man attracting thousands of physically fit and attractive women would make men feel like if they use Lynx deodorant they can be the same. The advert targets more at the social grades D and E which are the lower social status's including working class and lower such as students. This is because the deodorant isn't the most expensive deodorant and is affordable.

The primary psychographic is individuals which is often younger people, lynx deodorant is target towards the younger males. The secondary psychographic is mainstreamers as lynx is very popular and the advert shows that with the thousands of people on show.

The lynx advert was only shown once before the England v Sweden world cup match. This was on the 7th of april 2018 around 3-4pm during half time. This is a common time for a lot of people to be watching TV. Picking this time to place the advert was key as they only showed the advert once and they picked a time where there is loads of people watching TV. Because of the popularity of football and the fact it was a world cup match with England playing their would be tons of people watching. The advert was only shown once so that people would have to search online to see in the advert and product. Lynx wasn't a sponsor for the football which meant they would have spent a lot of money to have their advert playing, would of been many thousands but the exact number i could not find.

This adverts narrative is not realistic as there is thousands of women smelling the lynx deodorant from a far distances that are unrealistic. However the advert is realistic in terms of the look, it uses real people and the location looks real. The advert uses CGI to add all the women running to save time. They had around 100,000 women run in front of a green screen. They used special effects to add them to the scene and use them to look like more than 100,000. But however the main characters that you can see their faces are more likely to be real.

AIDA stands for attention, interest, desire and action. Firstly, attention is how well the advert gains attention from its target audience and potential consumers. This advert was good at attracting its target audience and potential consumers because of the use of attractive women that draw attention. The advert had to attract its audience well because of the fact that it only aired once. Secondly, interest is how interested the audience is in the advert. The advert generates interest very well because of the message that lynx attracts women which men would want to copy so they can do the same. Desire is how the advert makes the audience need or want the product for themselves. The use of all the women running to the man spraying himself desires the audience to want the same for themselves. Lastly, action is how the audience is guided to take action, phrases such as "On sale until ..." but with the lynx advert there is no message to the audience for them to take action.

One of the main organisations in charge of keeping the advertisement in the UK regulated is the ASA, this stands for Advertising Standards Authority. The ASA is a self-regulatory organisation which means it decides the rules for companies to follow when advertising. The ASA receives no government funding but funds from levy from the advertising industry. This means they are only funded by the 1% of advertising cost that companies have to pay when advertising. The ASA ensure ads on UK media stick to the advertising rules which are made my CAP (Committee of Advertising Practive) which is a sister organisation.

The second main organisation in charge of keeping the advertisement regulated is Ofcom. Ofcom stands for Office of Communications. It is a UK government approved regulatory and competition authority for broadcasting, telecommunications and postal industries of the UK. Ofcom is funded by the government and not by any companies.