Advert 1: Lynx Make Love not War (Television Advertisement 2013)
There is an extreme amount of detail and suspense within the advert itself. You
get immersed into the advert from the intense, dark music and images, like the
one above. The images through out the advert indicate a world war, but then it
suddenly goes from dark into light. Until about halfway suspense and jeopardy
are surrounding you. The advert is taken very seriously throughout.how?
The overall indication of
this advert is to create world peace and embrace it. This is the official Peace
One Day advert, which cost £9 Million to make and produce.
You will notice that the
leaders of each country are looking strong and confident and each is sitting or
standing next to their partner ready to make a decision about what to do next.
You will be holding your breath throughout the advert until you then can exhale
with relief with the sudden change of scenario. because of what? There are many different places
including, Vietnam, Iraq, Russia, and North Korea. The audience it is trying to
attract, I would say are from early teenagers to middle aged people. The advert
does include some sexism, in which at the start you can see up the Russian
girls skirt. The advert creates a dark mood that then changes into a happy
mood. The theme of the advert is a mix of suspense, love and action. The actor’s
faces are all serious and concerned looked. But as soon as the fireworks and
huge sign of the husband and wives face appear, the females faces light up. This
advert is a huge change in scenarios from Lynx’s usually scantily clad women
running to men spraying themselves with Lynx. Lynx have gone for the more
serious approach with creating a dark war atmosphere. I am surprised that Lynx didn’t get told off
for including North Korea in the advert, because it is none as a secret country
that is behind closed doors.
When I started watching this
advert I felt immersed and very interested in where the advert was taking me.
The background music adds a spice of darkness about the situation. Of course
the plot is to represent a world war, you are able to see world leaders from
powerful countries. I felt a huge change of mood as soon as the fireworks were
launched an the US soldier ran up to the Vietnamese citizen and kissed her.
This is a very moving advert. Although there are a lot of positives there is
also some negatives including the overall ambition of the advert is extremely
strange, in the fact that I understand that Lynx are trying to promote World
Peace, but I don’t really think that this advert would work. I admire the sheer
audacity in which Lynx have made the adverts message. The watchers also get a
sense of relief when they realise that there isn't going to be a huge bloodbath
after all.
The message of this advert for
Lynx Peace is to say that if you wear
this product you are against violence, death and destruction and for world
peace and making the global community a better, safer place.
Chaps Musk Ralph Lauren (Print Advert 1980s)
The central representation is of a very masculine and self - assured father and son. The setting helps construct the representation because it is clearly the rugged landscape of the bush, probably in Africa. We have a glimpse of the dusty, sun burnt area in which they are located, wild and uninhabited except for the glimpse of the tent which they are camping in. This contributes to the picture of their courage and physical bravery, because there would clearly be some sort of dangers out there, such as dangerous animals. Their ranger outfits evoke early pioneer spirit. The dark green tone introduces their wildness.
The masculinity is reflected by their upright posture and hands on hips.
This perfectly embodies the brand values of Chaps Musk
Two males, one
youth about 11 years old and an older male probably in his late thirties.
A rugged feel comes from not only the rural background but also the grainy effect that encompasses the whole image. This also adds to the masculinity of the advert.
If you look closely at the Chaps Musk emblem on the package, you can see a bull's head. A bull is usually associated as a masculine emblem or animal. A bull is tough, fearsome and proud. The title of the fragrance impacts hugely on the brand image, 'Chaps' is a rather upper class word for man or boy. Students at a public school is a common place where the word Chaps would be used as a way of greeting each other. 'Musk' is another word for adore, or scent. Again this word is usually associated with upper class figure of speech.
The advertising agency is Woody Chypre company who create their own fragrances but also help advertise and publicise other fragrances. It is quite ironic that Woody Chypre has the word 'Woody' in it, this is because chaps musk has a woody feel to it, a sense of outsiderness. The child has got dirty knees which implies that he has been active and . The pioneer spirit is noticeable across the whole advert. We can recognise this spirit from the rough, clothing and looks on their faces they have produced, rather stern mood shows us that they have been on a dangerous journey or are about to embark on one.
We can clearly see that the image is engulfed with masculinity and will continue through two generations, the young boy being accompanied by most likely his father. The texture of the image is rather grainy so we get the feeling of ruggedness and more masculinity.
Dante (Print Advert 1967)
The central representation of this advert is bravery and honour. The dark colours help construct a war like feel to it. The font is and extremely important part of the image, this is due to the boldness and courage it forms, it is very in your face and is certainly the very first thing you witness. The word "DANTE" all in capitals makes the advert seem very masculine, when saying the word "DANTE" sounds intimidating and threatening. The presentation on the fragrance advert comes across as dark and slightly old fashioned in its style. The background colour is pitch black possibly due to the intention of forming a mysterious rather sinister appeal to it.
The slogan to the fragrance is what adds to make the advert achieve a certain reputation. "The Glory of Rome". This is clearly a patriotic fragrance targeted towards the people of Italy. The word in the slogan Glory reflects the pride that should be associated when being part of Italy and its prestigious history. The old fashioned tone to the advert intertwines with the mention of Rome's history as it would be inappropriate to include an overly modern feel to it. This fragrance has pride and patriotism written all over it, the slogan has been mentioned and the warrior in the background asking the "X" symbol with his arms looking on into the distance resembles more patriotism. I will fight for me country an be willing to die doing it. The warrior is not a modern day soldier and is therefore a symbol of Rome's fighters throughout history. The person seems to be blending in with the shadows which you could say is an effect in its own right, to flashback to the idea of it being a mysterious sinister vibe. This is the type of vibe we receive when viewing this impressive unique advert. No special effects such as multiple colours or different interpretations are included which helps with the simple basic presentation that it has.
Overall this is a fragrance in honour of the glory of Rome and a symbol of its history. The colours, style and images included all represent the motive and intention of the advert.
