Blog Post #3




This advertisement was published in 2017 by the company Lynx which sold "Lynx Dry Full Control Aerosol Anti-Perspirant Deodorant" which is now discontinued; most likely as a result from activist groups whom protested the sexist ad. This ad demonstrates the deadly sin, "Lust".

Lynx is a UK masculine grooming brand which is known for  degrading women through the use of stereotypes in their advertisements. In the advertisement above, it shows a woman cooking in her lingerie. This is degrading to women because the ad is dehumanizing women by making them feel like objects rather than human beings.When examining the advertisement closely, it has the phrase "can she make you lose control?" making the inference that by using Lynx products, you will gain back the control in the relationship. This phrase in the ad contributes the dangerous stereotyped idea of the man should be the one in control and have the power; which in some cases leads to physical or/and emotional abuse. 

The intended audience for this advertisement are (straight) men between the ages of 17 and 29. Their economic background would most likely be the middle class because the lower class is prone to buying brand name items and the upper class prone to buying higher brand names. The cultural knowledge this intended audiences possess is that women like men who smell good. Thus, they want to buy products which will achieve that goal. 

Lynx used the image of the women to grab the intended audience's attention. Then the eyes follow to the phrase which they can easily relate to. The colors of the text in the advertisement match the women's lingerie to make the holistic appearance easy to look at. This deodorant advertisement is an example of persuading boys/men into buying products based off of sexualizing women. The overt bias the ad conveys: using the product will get you laid, is also a factor which persuades the intended audience into purchasing their product. 

Comments

  1. Bria's BlogOctober 29, 2017 at 12:23 PM

    I loved the way you analyzed this poster, and I agree with everything that you said. I think you made a good point when you referenced the economic background of men and how the lower class is "prone to buying brand name items". I didn't think about that, so I thought that it was a good point. I'm glad that Lynx is now discontinued because this poster makes me want to drop kick whoever came up with it.

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  2. AnonymousOctober 29, 2017 at 5:11 PM

    I am appalled at the advertisement but enjoyed your assessment! It's hard to believe that in 2017 advertisers aren't more conscious of the things they put out there. In the age of social media, people can easily gain traction for exposing sexist people, advertisements, etc., so I find it interesting that Lynx didn't take this into consideration before publishing it. I completely agree that the company is objectifying the subject of the advertisement, as if she were a product, too. This "association" technique can also be connected to the WWI propaganda we viewed in 20th Century Topics.

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  3. Nia WilsonOctober 29, 2017 at 8:30 PM

    I really thought the social context that you started your post off with was very intriguing since it explains the author's motives for why he used a woman cooking in lingerie or use the phrase, "Can she make you lose control?" . Not only that, but the point you brought up about the message it sends to young boys and men was really interesting and I honestly couldn't agree more with how dehumanizing it is to women.

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  4. Lauren GeneskyNovember 3, 2017 at 8:22 AM

    Some really good analysis here- two suggestions: review your literary devices/techniques and try to be as specific as possible. Your effects/so whats are great, but I want you to really use a critical and specific eye whenever possible. Also, watch out for assumptions/generalizations (for example, your first sentence)! On Paper 2, you lose points for doing this!

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