Good afternoon ladies and gentlemen my name is Harry O 'Connor and today I am here to talk to you about the strong signified meaning to young men and teenagers the Lynx deodorant company is able to achieve in their advertisements. Throughout this talk I will be deconstructing the text through the denotative and connotative meaning that the advertisement conveys. Firstly, before we begin, I will show you a quick snip-it from the advertisement that will be the main focus of the talk today. There are many questions we can ask in order to be able to deconstruct a text, for this text mainly Frye’s semiotic theory (Anatomy of Criticism: Four Essays, 1957) will be used.
The Lynx deodorant company adopts strong codes and conventions to convey messages they attempt to signify through use of connotative visuals and audio to influence its targeted audience. Lynx’s ' extensive use of repetitious themes in all advertisements also allow brand recognition for the audience to connect further with the brand.
The Lynx deodorant company has many controversial advertisements, as most of the advertisements express highly provocative and sexual underlying messages in order to portray the young male as a dominant character in the advertisements. To deconstruct this now we must follow Frye 's theory, to do this we should ask ourselves questions such as; speculate about the relationship between the lynx advertisement and the culture from which the text emerged? What patterns exist within the text that makes it a product of a larger culture (Anatomy of Criticism. 1957)? As stated earlier the product advertisements target young males, in relation to today’s culture most young males and teenagers long to be the centre of attention of beautiful women, they long to be the sexual entity of girls "around the world", the advertisement as shown promises all of this with not only the whole video with
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