TV Advert Analysis

TV Advert Analysis

LYNX | JOIN THE LYNX GOLD BROTHERHOOD | ANTHONY JOSHUA (5th September 2018) 

1. What is the ad for / what is the message?

This advert is to introduce a new range of LYNX Gold aftershave to the market. The advert is to promote the LYNX brand using the famous boxer Anthony Joshua,the advert is trying to say that you will smell like Anthony Joshua who is a big UK boxer.

2. Who is the target audience?

The demographics of the advert is targeted at 16-32 year old mostly aimed at males of all races with statuses of C2, D and E as the product is cheap to buy and is a well known brand in the UK now sponsering Anthony Joshua which reaches out to all of his fans as it is cheap and affordable.

The pyschographics of the advert is targeted at 16-32 year old males who want to smell good and also not spend an expensive amount of money to smell good, they use LYNX products as they are presented as a quality product and is affordable to most if not everyone as stores such as WHSmiths, superdrug, poundland and many more sell them at a cheap price ranging around £1-£4 depending on the can size.

3. When was the advert aired / when would you expect it to be aired?

The TV advert was aired in the UK on the 5th of September 2018 before his boxing match against Wladimir Klitschko on the 22nd of September 2018. The advert would be expected to be aired around 3:30pm-12pm due to it's target audience to be around 16-32 year olds, the advert would be aired around this time due to college times ending around 3pm in the UK meaning that the audience will watch TV after they get back from college meaning they'll see the advert at that time. If the advert was aired before 3:30pm then it may not reach their 16 year old audiences due to them still being in college. 

Weekdays - 3:30- 12pm
Weekends - 10am-12pm

BARB (Broadcaster's Audience Research Board) - BARB is responsible for delivering the UK’s television audience measurement currency. We commission research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the viewing behaviour of the UK’s 28 million TV and broadband-only households. Each year, £7.5 billion is invested in the production and distribution of programme and commercial content, which is guided and accounted for by our data. (BARB Website)

4. What form does the advert take?

The advert is a stand alone advert showing the LYNX Gold Brotherhood product with Anthony Joshua as the leading character in the advert linking the products with Anthony Joshua's hard work for a boxing belt. It's a live-action documentary about the work that Anthony Joshua goes through to get a belt and that the product will make him smell good even after his hard work.

5. What style is the advert / what persuasion techniques are used?

The advert is shown as a serious advert showing a solution to smelling dirty/sweaty after a day of work by introducing LYNX Gold Brotherhood to make you smell better and is cheap to buy at different stores around the UK. 
The advert uses celebrity enendorsement and overt messaging with Anthony Joshua who is one of the most famous boxers from the UK which draws attention to his fans and others that may know him meaning that they want to smell like a celebrity for a small price compared to companies such as BOSS who also do celebrity endorsement but sell their product at higher prices due to the product being a higher end product.

6. Does the advert follow AIDA? If so, how?

Attract - How does it attract the potential consumer?
It attracts potential consumers due to the brand being a big company that many people use as the product is cheap and affordable and can be bought in most shops, the product is being used by Anthony Joshua who is a well known boxer and will attract his fans to use the product that LYNX has made for him.

Interest - What is its interest?
The product is low priced making it affordable to most people due to its pricing being around £1-£4 depending on the size of the can that is sold or if the product comes within a package with their body wash.

Desire - How does the advert convince the consumer that they want/need it?
The product is shown to convince the consumer to buy it due to the use of the product on the celebrity Anthony Joshua, they use the product to signify that Anthony Joshua uses this product to make him smell better. The product is seen to be used by a celebrity giving the product a good name for itself as all celebrities are expected to smell good.

Action - How are the consumers guided to take action?
The consumers are guided to take action as they are asked to "Join the LYNX Gold Brotherhood" during the advert and is also advertised on the product itself meaning that there may be more that the consumer would want gain out of it.

7. What are the characteristics of products/services?

The benefits that are offered throughout the advert are the groups that are called the "Gold Brotherhood" which allows the conumers to know first about offers and product updates.

Advantages of the product over other similar products are that a celebrity is advertising their own sub brand within LYNX meaning that the smell is indicated to be good smelling "Wealthy" in some cases due to celebrities mostly being rich.

LYNX's unique selling point is that the product stars Anthony Joshua who is seen as a professional boxer that earns a lot of money meaning that the product indicates that you can smell like Anthony Joshua if you buy the product which usually sells at £1-£4 around in different stores.

Lifestyle appeals to the males due to the celebrity being male but also doesn't descriminate against females as LYNX products can be bought by both genders but mostly appeals to the males as it is seen as a male sided brand.

Brand identity is shown on the product and also at the end for the logo of Gold Brotherhood  stating that it is a LYNX product, LYNX is a company that most people know for as a deodrant company but also makes things such as body wash.

8. Who is responsible for regulating this advert (and all advertising) in the UK?

Who are the 2 organisations that regulate advertising content in the UK and what exactly do they do / what are they responsible for?

ASA - The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes). (www.asa.org.uk)

OFCOM - Regulates the TV, radio and video on demand sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices operate.

9. What are the codes and conventions of the advert's construction?

Mise-en-scene and iconography
Within the mise-en-scene the actor within the advert Anthony Joshua is seen to be constructing his own boxing belt showing that the hard work he puts in also along with the LYNX product LYNX Gold Brotherhood being used to amke the celebrity.

Angles
The shot angles are shown to be mid shot, and high angle showing all sorts of props within the scene such as the metal face mask, Anthony Joshua and the 3 people at the end of the advert.

Shot types, framing and composition
Shot types such as close-ups were used to show the detail of the belt, the vinyl playing the Gold Brotherhood vinyl, the metal face mak and the magnifiying glass.

Camera movement
The camera movements used within the advert consists of the following over the shoulder shot and the dolly shot which focuses on Anthony Joshua walking towards the smeltery to create the belt.

Editing
The shots are cut so that the advert is not too fast or too slow but shows the main product with its glory as the can is black but the logo on them are glowing gold instead of being dark due to its lighting within the room.

Lighting
The shots are mostly dark with the main light source being the furnace/smelter and the fireplace behind most of the shots meaning that the scenes are very dark except for the main points that the avert wants to make pop out such as Anthony Joshua, the belt and the LYNX cans.

Soundtrack
The soundtrack is a very intense and fast paced track that is orchestral and older styled music with strings and brass instruments complimenting each other and creating a dramatic effect due to the faster paced soundtrack

Special FX
The special effects used in the advert may include the smoke that comes off the gold that Anthony pours into the mould for the belt or the dust that comes off the belt once he's done with it.