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Pop Culture Advertisement for Lynx Shower Gel - Essay Example

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The author analyzes the advertisement for Lynx Shower Gel which features a female body in its most vulnerable manner. The shower gel which is meant exclusively for men is presented as something that draws the attention of women in the typical Axe logic common to all its products …
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Pop Culture Advertisement for Lynx Shower Gel
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Download file to see previous pages The product featured is in a small blue bottle with a black lid and its name inscribed in white against black is placed on the bottom in the right side. The caption reads: “LYNX Shower Gel. Get Dirty.” The setting implies a bathroom and has overtones of kinky sex which is used as an excuse for the Shower Gel product, which is supposed to serve as a sex appeal embellishment.
The impact of the advertisement is based solely on its ostensibly clever message through the striking image that begs a second look. However, a deeper analysis will reveal the fallacies on which it depends and tries to communicate. It does not make any attempt to feature the functional advantages the product has over similar products in the market. It takes for granted the new-age notions of advertising for the youth that no information regarding the product’s chemical composition or explanation on why it would be a perfect choice is needed as long as the brand name imposes its power over the customers. Moreover, the advertisement seems to be based on the false assumption that attention from women bothers its prospective customers – men in this case – of all age groups and personal sexual choices. Though it could be assumed that the product aims at the youth as its customers, the advertisement restricts its appeal as it addresses only the heterosexual youth. It also assumes that the representation of the female body in an exotic setting catches the eye of all its customers. It could be argued that the popular advertisement culture has, in fact, made the female body a marketing tool, and this advertisement just follows the status quo. But a logical analysis will reveal that it fails to establish a pertinent relationship between the product and the image presented.
The intended pun in the caption “Get Dirty” reiterates the sexual overtone which is already obvious through the image. But the implication is quite ambiguous.   ...Download file to see next pagesRead More
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