Television Advert Analysis
Lynx Excite- 'Even angels will Fall'
1. What the ad is for/what is the message?
This advert is to introduce the Lynx Excite deodorant and how the fragrance is so powerful that even angels will fall for the scent.
2.Who is the target audience?
The Primary Audience is young males (18-24) and in terms of demographics this advert would relate to males due to the use of attractive women who are dressed in skin tight dresses. Also the advert uses younger models to advertise the product which allows the primary audience to be able to relate and connect more as the models are the same age. In terms of Demographics this advert would be aimed at Social Grade E and D due to the fact that the target audience are young Males who most likely are in university or further studies. Following on from this, Lynx also attracts people with a low income as all their products are Cheap and easily accessible.
The Psychographic`s for this product could be for Explorers as they are always the first to try new products and are always up for a new challenge and they want to seek status.
The Secondary audience could be males in general due to this being a male product. However could also link to women due to the women in the ad and also if they are out buying their partners deodorant.These people are likely to fit into Social Grade D or C2 at a push. The secondary Psychographics in this advert relates to their lifestyle due to showing older people's daily routines (Shopping etc) but then the angels make them distracted. This advert shows more older people then they do younger people so this could suggest that the product can also be aimed at.The product could also appeal to Strugglers as they could be disorganized and Lynx is the first thing on the shelves to grab they also seek Escape so if they feel that they have a chance to attract people they may feel like they fit in with society.
3.When was the advert aired/when would you expect it to be aired?
I would imagine that in 2010 the advert would of been played during teen dramas. In 2010 the most popular teen dramas where Gossip girl and Pretty Little liars. These programs already attract people due to the mixture of murder,drama and sex. So by placing the advert in between these programs they are more likely to sell more products. I think the advert would probably cost about £10,000 to £20,000 this is due to the advert being shown during peak times.
https://www.yahoo.com/lifestyle/10-best-teen-tv-shows-172804657.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAD-wNjofK42_iaQ_BvN2x4ew7WzcDnCDn626SFrMJJ_NkyQM4IrhcO6Drs5h7KqnGO3kc-gljgzb-3U8EHIQk9W4JjG1pSKnXtjRHpUFcKBJSYh57ZYKU__7VZl5wBLe8rIGdxAIUCdNy_r9CBCoxUj8gUopHhfXnJ9Am3ih2wW2
https://www.thedrum.com/news/2017/02/22/how-much-does-it-cost-advertise-uk-tv-heres-what-channel-4-itv-and-more-charge-slots
4.What Form does the ad take?
This advert was part of a Mini campaign/series advertising the December 2010 release of Lynx: Excite. These adverts are more toned down compared to previous Lynx adverts that had the tagline "Helping guys get ahead in the mating game." the Angels were brought in to make the Lynx brand more sophisticated and subtle.
Alongside the advert lynx also created a social media interactive which went along the idea that one of the angels was stuck in haven and the others was trying to find her. But they did this by recruiting "the one" which was the Facebook user due to being able to personalize the experience. The main attraction for this was the use of Kelly Brook.
https://www.campaignlive.co.uk/article/lynx-tones-down-ads-angels-drive-excite/1052358
https://www.tmwunlimited.com/work/unilever-lynx-fallen-angel/
5. What style is the ad/ What persuasion techniques are used?
To start off with this advert could be seen as serious due to the fact that the angel has fallen and people are looking concerned. Also the music creates a serious eerie mood which makes the viewers question what's going on. The music was specially commissioned for the advert and is an instrumental cover of Air`s " Sexy Boy". https://youtu.be/A_ulZiob5I0
This advert is also very surreal with the angels falling from the sky which creates massive holes and cracks within the beautiful streets. This isn't something that happens daily which then makes the audience intrigued and interested this is likely to make the audience sit down to watch it if they fully wasn't watching the TV.
Throughout this advert Lynx have added the obvert message of if you wear this deodorant you will attract any girl. This is shown through the use of the angels and how they ignore every male and head straight to the one who is wearing lynx. The male used also meets the primary audience due to him young compared to the others. this alone will attract people as they would feel that they can relate with the guy in the advert.
6.Does the ad follow AIDA? if so, how?
This advert attracts attention by the use of attractive women to advertise the product. The angels all are wearing short skin tight dresses which will grab the attention of the males. But also they have included angels of different skin colors this would attract other people as lynx are showing equality which will make people want to buy their products as it shown to be for everyone and if products show a range of diversity throughout their advertising. Generally, their products will be spread on social media etc as people will praise them as a whole for being open to issues like equality.
This product also arouses interest though the use of the location as it a very idyllic. The streets are very peaceful, everyone seems to get on with each other which creates a sense of community and togetherness. Which also could be a hidden message that Lynx as a company and the wearers are all connected due to the product. This advert again creates desire due to the angles and the slogan of 'even angels will fall' which suggest that if you buy this product that you will attract the top girls and be seen to be better than most. This makes people want to buy the product as everyone in today's society wants to be accepted and acknowledged so if they buy the new lynx product they can achieve this but also they will smell great as well.
7.Discuss the characteristics of products/ services:
Brand identity: Lynx are known for either in your face over the top adverts or high quality film like adverts. This one falls under film like due to the long shots and the highly detailed set. The angels within this advert became really popular and lynx was then known for the angels. Lynx took the brand identity further by creating a augmented reality video which allowed commuters from London victoria station to interact with the head angel Kelly brook to try and tempt her down to earth. This was all part of the £8.3 million advertising campaign.
Unique selling point(ups): The main selling point for Lynx excite is the fact that if you buy this product. You will attract the best girls as they will all desire you. The use of angels could symbolize that god like women will be after you this can be seen though the fact that within the image the angels ignore all the other males and heads straight to the young guy on the moped.
https://www.campaignlive.co.uk/article/lynx-turns-outdoor-augmented-reality/1061042
8.Who is responsible for regulating this advert(and all advertising)in the uk?
In the UK there are two advertising companies that are responsible for regulating adverts. These companies are OFcom and The ASA. OFcom have the responsibility of ensuring that members of the public are not being scammed. Overall OFcom are responsible for most communication products that we use daily. So this is things like Televisions, Telephones, some door keys and car keys etc. They look after and are responsible for the airwaves that most of our wireless devices use.
OFcom have a complaints service that Viewers of TV can use if they feel a program is not appropriate. This could be for a number of factors like too much bad language or that the Program is not suitable for the audience that are watching it. In 2018, OFcom launched 137 investigations with 80 of these cases breaching the rules. If a program breaches the rules it goes onto the broadcasters license. If they then become repeat offenders then they may be given a fine or in extreme cases they may even have their licenses taken from them.
The ASA, Which stands for Advertising Standard Authority. Unlike OFcom the ASA are a independent company. There job is to ensure that UK adverts follow advertising codes. These Codes are written by their sister organisation, CAP (Committee of advertising practice) Like Ofcom they have a complaints system that ban ads which could be seen to be misleading, offensive or irresponsible. Society as a whole is changing. Especially when it comes to attitudes and opinions of what is suitable. This could be things like what's suitable for children , What's offensive and so on. So in order to ensure that adverts complies with peoples views and the code. The ASA conducts servery's and research which is based on an area that they may have received lots of complaints on.
These two company's both follow the BCAP Code. This code is designed to show producers what they can and can't do within there advert. This is all done in order to protect their consumers. With the main principles that come under 01 Compliance being that a broadcaster must not use misleading information EG. if you eat this food you'll turn into a dragon.
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom
https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2018/most-complained-about-tv-programmes-of-2018
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html
https://www.asa.org.uk/advice-and-resources/resource-library/research-reports-surveys.html
9.Analysing the codes and conventions of the advert's construction.
Mise-en-scene:
Within this advert there is a strong contrast between wealth and poverty. We can tell this by the bricks on the wall being dirty and some of them have eroded. We can also tell their is elements of poverty by the worker behind the angel. His store is being protected by a garden parasol and he has a whiteboard where he has written what he is selling. This could suggest poverty as they may not be able to build proper shops . However this also could be the way that the town chooses to live. The angels within this shot are dressed in a clean looking dress which looks like the fabric could be Silk .This could represent the wealth that the angels are bringing to the town as they are unusual within the town so they may attract more tourists giving the town a uplift.
At the very end we get the first idea of what the advert is about. By putting the product at the end you create more interest as people will watch on to try and figure out what the advert is about. The slogan "even angels will fall" is used to show that if you use Lynx Excite you will attract the most attractive girls possible as they wont be able to resist due to how good you smell. This slogan and the use of the angels makes Lynx become memorable and more likely to sell more products due to people talking about the advert and the fact that the Primary audience are really interested in fitting in and smelling nice.
Following on from the above point, it is clear to see that Lynx have thought through and planned every single element of this advert. An example of this could be the text and how the "A" bleeds into the "F" I feel this represents the angels physically falling for the guy. As you can see the "A" falls further then the "F" I think lynx have done this to show that the angels have fallen a long way just to get to the guy. Which backs up their point of if you wear Lynx Excite you will be irresistible to any type of girls.
Sound:
In terms of sound they have used a slowed down cover of "Sexy Boy" by Air. For the cover they have used what i'm assuming is the fallen angels to sing the song. Although they would of still had to get permission from Air to cover their song. by using the Angels it emerses the audience into the scene and gives a sense of calmness. The song also is quite catchy and then will get stuck in the audiences head making the product more rememberable and the song will become their brand identity.
Graphics:
One of the main issues was the angel wings and making them seem realistic. It took a team of VFX artists to create the wings but also the had to map all the angels exact movement so the wings in the advert looked smooth and natural. One interesting thing about the wings is lynx wanted the wings to be as realistic as possible so they did hours of research on how Wings move. They did this by getting access to the place where 98% of the world species of birds are recorded. The place is called Natural History Museum's ornithology department. By them being able to access these files it makes the advert more appealing and believable.Which will then help them to sell more products.
1. What the ad is for/what is the message?
This advert is to introduce the Lynx Excite deodorant and how the fragrance is so powerful that even angels will fall for the scent.
2.Who is the target audience?
The Primary Audience is young males (18-24) and in terms of demographics this advert would relate to males due to the use of attractive women who are dressed in skin tight dresses. Also the advert uses younger models to advertise the product which allows the primary audience to be able to relate and connect more as the models are the same age. In terms of Demographics this advert would be aimed at Social Grade E and D due to the fact that the target audience are young Males who most likely are in university or further studies. Following on from this, Lynx also attracts people with a low income as all their products are Cheap and easily accessible.
The Psychographic`s for this product could be for Explorers as they are always the first to try new products and are always up for a new challenge and they want to seek status.
The Secondary audience could be males in general due to this being a male product. However could also link to women due to the women in the ad and also if they are out buying their partners deodorant.These people are likely to fit into Social Grade D or C2 at a push. The secondary Psychographics in this advert relates to their lifestyle due to showing older people's daily routines (Shopping etc) but then the angels make them distracted. This advert shows more older people then they do younger people so this could suggest that the product can also be aimed at.The product could also appeal to Strugglers as they could be disorganized and Lynx is the first thing on the shelves to grab they also seek Escape so if they feel that they have a chance to attract people they may feel like they fit in with society.
3.When was the advert aired/when would you expect it to be aired?
I would imagine that in 2010 the advert would of been played during teen dramas. In 2010 the most popular teen dramas where Gossip girl and Pretty Little liars. These programs already attract people due to the mixture of murder,drama and sex. So by placing the advert in between these programs they are more likely to sell more products. I think the advert would probably cost about £10,000 to £20,000 this is due to the advert being shown during peak times.
https://www.yahoo.com/lifestyle/10-best-teen-tv-shows-172804657.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAD-wNjofK42_iaQ_BvN2x4ew7WzcDnCDn626SFrMJJ_NkyQM4IrhcO6Drs5h7KqnGO3kc-gljgzb-3U8EHIQk9W4JjG1pSKnXtjRHpUFcKBJSYh57ZYKU__7VZl5wBLe8rIGdxAIUCdNy_r9CBCoxUj8gUopHhfXnJ9Am3ih2wW2
https://www.thedrum.com/news/2017/02/22/how-much-does-it-cost-advertise-uk-tv-heres-what-channel-4-itv-and-more-charge-slots
4.What Form does the ad take?
This advert was part of a Mini campaign/series advertising the December 2010 release of Lynx: Excite. These adverts are more toned down compared to previous Lynx adverts that had the tagline "Helping guys get ahead in the mating game." the Angels were brought in to make the Lynx brand more sophisticated and subtle.
Alongside the advert lynx also created a social media interactive which went along the idea that one of the angels was stuck in haven and the others was trying to find her. But they did this by recruiting "the one" which was the Facebook user due to being able to personalize the experience. The main attraction for this was the use of Kelly Brook.
https://www.campaignlive.co.uk/article/lynx-tones-down-ads-angels-drive-excite/1052358
https://www.tmwunlimited.com/work/unilever-lynx-fallen-angel/
5. What style is the ad/ What persuasion techniques are used?
To start off with this advert could be seen as serious due to the fact that the angel has fallen and people are looking concerned. Also the music creates a serious eerie mood which makes the viewers question what's going on. The music was specially commissioned for the advert and is an instrumental cover of Air`s " Sexy Boy". https://youtu.be/A_ulZiob5I0
This advert is also very surreal with the angels falling from the sky which creates massive holes and cracks within the beautiful streets. This isn't something that happens daily which then makes the audience intrigued and interested this is likely to make the audience sit down to watch it if they fully wasn't watching the TV.
Throughout this advert Lynx have added the obvert message of if you wear this deodorant you will attract any girl. This is shown through the use of the angels and how they ignore every male and head straight to the one who is wearing lynx. The male used also meets the primary audience due to him young compared to the others. this alone will attract people as they would feel that they can relate with the guy in the advert.
6.Does the ad follow AIDA? if so, how?
This advert attracts attention by the use of attractive women to advertise the product. The angels all are wearing short skin tight dresses which will grab the attention of the males. But also they have included angels of different skin colors this would attract other people as lynx are showing equality which will make people want to buy their products as it shown to be for everyone and if products show a range of diversity throughout their advertising. Generally, their products will be spread on social media etc as people will praise them as a whole for being open to issues like equality.
This product also arouses interest though the use of the location as it a very idyllic. The streets are very peaceful, everyone seems to get on with each other which creates a sense of community and togetherness. Which also could be a hidden message that Lynx as a company and the wearers are all connected due to the product. This advert again creates desire due to the angles and the slogan of 'even angels will fall' which suggest that if you buy this product that you will attract the top girls and be seen to be better than most. This makes people want to buy the product as everyone in today's society wants to be accepted and acknowledged so if they buy the new lynx product they can achieve this but also they will smell great as well.
7.Discuss the characteristics of products/ services:
Brand identity: Lynx are known for either in your face over the top adverts or high quality film like adverts. This one falls under film like due to the long shots and the highly detailed set. The angels within this advert became really popular and lynx was then known for the angels. Lynx took the brand identity further by creating a augmented reality video which allowed commuters from London victoria station to interact with the head angel Kelly brook to try and tempt her down to earth. This was all part of the £8.3 million advertising campaign.
Unique selling point(ups): The main selling point for Lynx excite is the fact that if you buy this product. You will attract the best girls as they will all desire you. The use of angels could symbolize that god like women will be after you this can be seen though the fact that within the image the angels ignore all the other males and heads straight to the young guy on the moped.
https://www.campaignlive.co.uk/article/lynx-turns-outdoor-augmented-reality/1061042
8.Who is responsible for regulating this advert(and all advertising)in the uk?
In the UK there are two advertising companies that are responsible for regulating adverts. These companies are OFcom and The ASA. OFcom have the responsibility of ensuring that members of the public are not being scammed. Overall OFcom are responsible for most communication products that we use daily. So this is things like Televisions, Telephones, some door keys and car keys etc. They look after and are responsible for the airwaves that most of our wireless devices use.
OFcom have a complaints service that Viewers of TV can use if they feel a program is not appropriate. This could be for a number of factors like too much bad language or that the Program is not suitable for the audience that are watching it. In 2018, OFcom launched 137 investigations with 80 of these cases breaching the rules. If a program breaches the rules it goes onto the broadcasters license. If they then become repeat offenders then they may be given a fine or in extreme cases they may even have their licenses taken from them.
The ASA, Which stands for Advertising Standard Authority. Unlike OFcom the ASA are a independent company. There job is to ensure that UK adverts follow advertising codes. These Codes are written by their sister organisation, CAP (Committee of advertising practice) Like Ofcom they have a complaints system that ban ads which could be seen to be misleading, offensive or irresponsible. Society as a whole is changing. Especially when it comes to attitudes and opinions of what is suitable. This could be things like what's suitable for children , What's offensive and so on. So in order to ensure that adverts complies with peoples views and the code. The ASA conducts servery's and research which is based on an area that they may have received lots of complaints on.
These two company's both follow the BCAP Code. This code is designed to show producers what they can and can't do within there advert. This is all done in order to protect their consumers. With the main principles that come under 01 Compliance being that a broadcaster must not use misleading information EG. if you eat this food you'll turn into a dragon.
https://www.ofcom.org.uk/about-ofcom/what-is-ofcom
https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2018/most-complained-about-tv-programmes-of-2018
https://www.asa.org.uk/about-asa-and-cap/about-regulation/about-the-asa-and-cap.html
https://www.asa.org.uk/advice-and-resources/resource-library/research-reports-surveys.html
9.Analysing the codes and conventions of the advert's construction.
Mise-en-scene:
The Crew behind this Advert have thought about everything down to the minor details. This shot shows they have thought about equality and how everyone has an equal chance no matter what colour their skin is.
Angles:
The Angles in this advert are mainly Eye level/straight on. Normally a straight on angle is used during interviews and can suggest that whatever is happening is normal. However, my interpretation is that they have used this angle to show a POV of what the guy can see coming towards him. This use of the angle shows that the angels are in power and the most important thing within the advert.
They also have used a Low angle. In this shot a lady who appears to be well dressed is hanging up her washing when an angel has fallen and broke her washing line. This angle is used to show how the lady is important and gives off an element of intimation. This is also a good way to show her annoyance.
Shot types:
This advert has a lot of shot types as it is a very fast moving advert. However in the shot above they have used an Extreme close up. They could of down this to show the desire in her eyes to have the guy that they have chased down. Could also represent the relief from finding him.
Throughout the advert there are close up shots of the locals. The use of the close ups are effective within this advert as it shows how shell-shocked the locals are that these angels have come to their town.
Camera Movement:
In order to show the angels falling from Heaven they would have to use a crane shot (Jib) this is so they keep the movement of the angel falling smooth and they can take the shot in one take which speeds up production time and doesn't waste funds. The use of a crane also allows them to get the buildings in the shot as well.
Lighting:
This advert was filmed on location so ambient would be their go to lighting. To ensure they got the right lightening they would have to film through the day and would of probably only put a view Artificial lights within the location so there was harsher shadows under the cars.
At the beginning of the advert they have used Prop Lighting to show that they are in a covered area and the sun is coming though ever so slightly. To make this they might of used slats attached at certain distances apart to show the sun coming through. This makes the location more believable.
Iconography:
Following on from the above point, it is clear to see that Lynx have thought through and planned every single element of this advert. An example of this could be the text and how the "A" bleeds into the "F" I feel this represents the angels physically falling for the guy. As you can see the "A" falls further then the "F" I think lynx have done this to show that the angels have fallen a long way just to get to the guy. Which backs up their point of if you wear Lynx Excite you will be irresistible to any type of girls.
Sound:
In terms of sound they have used a slowed down cover of "Sexy Boy" by Air. For the cover they have used what i'm assuming is the fallen angels to sing the song. Although they would of still had to get permission from Air to cover their song. by using the Angels it emerses the audience into the scene and gives a sense of calmness. The song also is quite catchy and then will get stuck in the audiences head making the product more rememberable and the song will become their brand identity.
Graphics:
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