The Lynx Effect: The over-sexualised nature of advertising.
Introduction:
Technology has improved rapidly over the past 65 years, but one thing has remained constant throughout the time, the presence of advertising in media. Advertising is an extremely powerful tool and its primary function is to encourage or persuade an audience to continue or take some new action. Advertising can come in many different forms, but I will be looking mainly at advertising on television. One of the main tools that advertisers use to try and sell their products is using sex. Sex is easy to sell because people who are sexually aware/active desire it. But what affect is the over-sexualised nature of advertising having on young people, and also culture? Is the sexualised nature of advertising a result of the sexualised culture, or vice-versa? The main text I will be looking at are a series of Lynx adverts.
Paragraph 1:
Lynx is a brand which specialises in male grooming products. They market their products to their target audience by portraying the products as helping men attracting women. They use this same technique to this date to market and sell their product, but have also included others such as: sexual innuendos, sexualisation of women and midriff advertising.
To put it simply, lynx rely on sex to sell their products. The teenage males are attracted to the products because they want to get girls, specifically the attractive females that are sexualised in the advert. The teenage audience is influenced fairly easily, and they are dealing with pressures from all around them. The advert reinforces the cultural stereotype that they should seek a hetrosexaul relationship. Adverts such as this that reinforce the norms in society, can cause huge confusion with the homosexaul audience, as it makes them the different to the norm.
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