Textual Analysis: Lynx Excite – Fallen Angels

Lynx Excite – Fallen Angels

This advertisement contains features like:

• Real Time
• Repetition
• Speech – There is a voiceover at the end of the advert which states the name of the product, the name of the company, that the product is new, and the product’s tagline “Even angels will fall.”
• Demonstrative Action – At the end of the advert we see the main character using the product.
• Dramatic Action – The dramatic action used in the advert was used to create an exaggerated, literal illustration to emphasise the products tagline. The casting agents for the campaign selected attractive females to represent the angels, and this was supported by the wings and halos’. The advert shows these angels falling from heaven and approaching the main character.
• Symbolism – Halos are associated with angels and represent virtuousness. An angel is a symbol of purity and chasteness. Using angels and halos and then showing the angels throw their halos away implies that the angels have gone bad because of the product that has been used.
• Music and Sound – The advert starts off with diagetic sound as we hear the people talking and walking, we then hear the sound of thunder as the first angel falls. We hear the crashing sound as she hits the ground and the distant sound of church bells echoes. The music begins to play; we hear violins and then singing. The music is calm, peaceful and soothing which supports the idea of angels and their innocence.

This advertisement is a dramatization, which is showing angels falling from above and walking towards the man who sprayed the product; they smash their halos and give him a flirtatious look.

The advert targets males, the product is a men’s deodorant and so the advert must understandably be aimed at males. The women used in the advert are gorgeous and this will significantly increase the appeal of the advert to men. In terms of age it would be to teenagers and younger adults as sexualised themes would appeal more to them.

The advert puts forth the idea of irresistibility. It aims to make the audience think that by using this product they will become irresistible to women, that the most beautiful women and even angels will be drawn to them. The angels’ smashing their halos implies that they've gone bad, and the sexual idea of angels going bad appeals to men.

Women are represented as angelic and striking; however they lose control if a guy uses Lynx Excite. Men are shown in a positive way which will make them want to buy and use the product; women will be drawn to them after they've used it.

I think the advert had a formal feel to it, as it wasn't made personal to the audience, but I think with the style of dramatic action in the advert, this formal and fairly serious tone helps it be successful.