All media content can be described as having been constructed to meet a
particular need. In some content there may be one, obvious need, in other
content there may be several needs, some quite subtle.
Two pieces of media that have been constructed to meet a particular need are
“Spray More, Get More” (Lynx, 2007), and “Dove: Onslaught” (Dove, 2007). The
obvious need that “Spray More, Get More” meets is to entertain its male target
audience in order to encourage them to buy Lynx’s products. However, it could
also be said to be informing their target audience that any type of man has the
ability to become attractive to model-standard women whilst wearing Lynx in an
attempt to boost male confidence. “Dove: Onslaught” (Dove, 2007) has one
obvious need that it is trying to meet and that is to inform its target audience of
females and parents about the dangers of the beauty industry. Both adverts
meet their obvious needs well but arguably, one is more successful than the
other.
The obvious need of “Spray More, Get More” is to entertain its target audience of
young straight men. The ensemble of women are all similarly clothed in
revealing, colourful bikinis, showcased in various angles, as they run towards a
man using the brand’s spray can. This sexualizes the women as it reduces them
to their bodies, yet satisfies the male gaze and engages their target audience.
These women are all of a homogenous tall, slim, and beautiful shape, which
attracts and appeals their audience when watching. The slow motion editing of
the women towards the man once in sight on the beach is a direct parody of the
film Baywatch with its similar objectification of women, running to show off their
bouncing chest, as it is a famous pop culture reference. In addition, the absurd
humour was injected into the advert via its visual and musical setting, with a
jungle backdrop that matches the fast pace of the women, with theatrical
dramatic music accompanying the engaging imagery. The slow increase of
volume in the music throughout the advert builds tension and excitement,
engaging the male audience and therefore entertaining them by layering an
element of action through sound. Therefore, absurd humour containing casual
sexualization of women in the efforts to replicate a famous movie was successful
in entertaining its target audience of young straight men.
The more subtle need that “Spray More, Get More” (Lynx, 2007) meets is that it
informs their target audience of young straight men that they don’t need to be
conventionally attractive or exceptional in any one field in order to gain female
attention, as long as they use Lynx. This approach boosts men’s self-esteem and
promotes good hygiene, as the advert shows them the fantastical and idealised
results and where to get their products. This is shown through the representation
of homogenous model-esque, tall, slim women running and chasing the man
frantically, all uniformed in colourful revealing bikinis. This sexually charged
focus on the women’s bodies extends the impact of the reversal of modern
society’s gender roles, as typically, men would chase the women, thus showing
the target audience that their product is so effective that it defies the status quo.
In comparison to the absurd amount of women in the advert, the sole male
protagonist is an average looking man, which promotes the idea that you don’t
need to look appealing to attract women if you use Lynx, like the man
exemplifies via product placement. The use of an average looking man here in
comparison to the beautiful and slim women supports the idea that any man can
particular need. In some content there may be one, obvious need, in other
content there may be several needs, some quite subtle.
Two pieces of media that have been constructed to meet a particular need are
“Spray More, Get More” (Lynx, 2007), and “Dove: Onslaught” (Dove, 2007). The
obvious need that “Spray More, Get More” meets is to entertain its male target
audience in order to encourage them to buy Lynx’s products. However, it could
also be said to be informing their target audience that any type of man has the
ability to become attractive to model-standard women whilst wearing Lynx in an
attempt to boost male confidence. “Dove: Onslaught” (Dove, 2007) has one
obvious need that it is trying to meet and that is to inform its target audience of
females and parents about the dangers of the beauty industry. Both adverts
meet their obvious needs well but arguably, one is more successful than the
other.
The obvious need of “Spray More, Get More” is to entertain its target audience of
young straight men. The ensemble of women are all similarly clothed in
revealing, colourful bikinis, showcased in various angles, as they run towards a
man using the brand’s spray can. This sexualizes the women as it reduces them
to their bodies, yet satisfies the male gaze and engages their target audience.
These women are all of a homogenous tall, slim, and beautiful shape, which
attracts and appeals their audience when watching. The slow motion editing of
the women towards the man once in sight on the beach is a direct parody of the
film Baywatch with its similar objectification of women, running to show off their
bouncing chest, as it is a famous pop culture reference. In addition, the absurd
humour was injected into the advert via its visual and musical setting, with a
jungle backdrop that matches the fast pace of the women, with theatrical
dramatic music accompanying the engaging imagery. The slow increase of
volume in the music throughout the advert builds tension and excitement,
engaging the male audience and therefore entertaining them by layering an
element of action through sound. Therefore, absurd humour containing casual
sexualization of women in the efforts to replicate a famous movie was successful
in entertaining its target audience of young straight men.
The more subtle need that “Spray More, Get More” (Lynx, 2007) meets is that it
informs their target audience of young straight men that they don’t need to be
conventionally attractive or exceptional in any one field in order to gain female
attention, as long as they use Lynx. This approach boosts men’s self-esteem and
promotes good hygiene, as the advert shows them the fantastical and idealised
results and where to get their products. This is shown through the representation
of homogenous model-esque, tall, slim women running and chasing the man
frantically, all uniformed in colourful revealing bikinis. This sexually charged
focus on the women’s bodies extends the impact of the reversal of modern
society’s gender roles, as typically, men would chase the women, thus showing
the target audience that their product is so effective that it defies the status quo.
In comparison to the absurd amount of women in the advert, the sole male
protagonist is an average looking man, which promotes the idea that you don’t
need to look appealing to attract women if you use Lynx, like the man
exemplifies via product placement. The use of an average looking man here in
comparison to the beautiful and slim women supports the idea that any man can
