Textual Analysis (Lynx Dry Advert) – Mr Unugur

·         Media Form
How does the text follow the codes and convention of an advert?

The text follows many codes and conventions in the advert to promote the product. For example, the product itself is shown more than once to make the audience aware of the product, so then, they can recognise it if they want to purchase it. In addition the use of voiceover helps negotiate (reading) the usefulness of the products to the audience. Furthermore, the use of Non-diegetic; for example the strange background music at the beginning immediately grabs the audience attention and also used to flow with the fast short cuts of the advert. Hence, the fast shot cuts are used to create certain effects to help the audience keep in track with the advert.

Moreover, there were many close up shots of the product were shown throughout the advert to help the audience identify it and memory how it looks like. In addition, the advert used to exaggeration and humour to engage the audience.

·         Representation
How are people and places represented in this advert?

Men and women exchanged rules. Alternative ideologies are used to in the advert to attract the contemporary target audience. Men were portrayed as powerless, weak, and inferior, whereas women were portrayed strong, dominant and scantily. Women were portrayed scantily were less clothing to attract the male target audience and also to convey them as a sexual object.

Furthermore, men were presented typical young adult in a city side and also presented as ‘Aspires’ whereas women were presented as ‘explorers’ as the mermaid were exploring under the sea. In addition, this may indicate that, using the product can immediately get the females attention by pulling your from the city side (Masculine place) to a beach side (feminine place)

·         AudienceWhat techniques does the advert use to appeal to it’s target audience?

Primary target audiences are Males ages between 21-40years old, as seen in the advert the male character looks like his 19-21 years old. Secondary target audiences are also males however who’s much younger aged from 11-19; approaching their adolescents. In addition, by looking at the advert, they are more likely to belong in C2DE socio economic demographics. The different type of music played in the advert may purposely used to grab their target audience.

Furthermore the advert grabs the younger target audiences (secondary target audience) by using fairy tale theme and the fantasy genre as they are growing from young kids to grown up adults.

·         InstitutionWhat does this text tell us about the media institutions involved?

Uni lever which owns over 400 brands is the media institution involved in this advert. This organisation uses alternative ideologies to attract the modern and contemporary target audience.