Lynx Dry Advert UNUGAR

Codes and Conventions: Media Form
in this advert there was different codes and conventions used, firstly there’s the technical aspect, this consist of the camera techniques and shots, the first shot we see is a long shot, when they show the young male walking and they then show a close up on his face when he notices the sand pile , it then moves onto a medium shot when they show the product, and now the audience are aware of what the product is and what is being advertised to them. The man then picks up the product, it then shows a POV shot of the product which can almost make the audience feel as if they are holding the products which could then influence them to go and buy the product. It then shows a medium shot of the man spraying himself with the lynx bottle, then immediately he gets pulled away and dragged by a rope, it shows the journey of him being dragged, during this journey it would leave the audience with question like why is he being dragged? Where is being dragged to? Etc. When they finally establish where he is being dragged to, they show 2 beautiful women on the waters, this could make the male men in the audience think that if they had this product then they could be dragged away by 2 beautiful women. Also the use of sound is used, some of the noises seem natural and some are added, this also related to the codes and conventions.

Representation
the setting of this advert is shown as a normal town/city and is represented as such. The actors on the other hand, the male is shown to be vulnerable to his surroundings. He is seen walking around alone with no one around him, he then picks up a random bottle of lynx and decides to spray himself, straight after he is being dragged like a fish out of water and there is nothing he can do about, this shows him as helpless and there is nothing he can do, the women are shown to be more dominant as they are ones dragging him towards them, this shows the women have more power over men, where as in real life men are seen to have more power, but this stereotype is broken in this advert.

Audience
one technique used is simply showing the product itself, once a male sees the lynx bottle he will automatically be draw into watching the add, well this really depends on what type of man it is, if its the sporty type then they will definitely be draw into the advert, where as a business man would not need a sports spray because his life does not involve sports. Another way is the actresses used, they show a young man, and beautiful women, if a lady was to see this add it could make them feel as if they could become more sexually attracted to their partners if they were to use this spray and men would think women are more attracted to them if they use it, so just by the characters used can help attract an audience.

Institution
the institution involved is uni-lever. They are a modern and contemporary establishment, the institution is new, which means their ideas are also new, being new allows them to be fresh and have strong ideas on what they want from their audience, their advertising techniques have made lynx a top brand in the advertisement industry.