After a long tiring day at work when you are sitting in your front room sipping some coffee engrossed in your favourite TV show, suddenly a thing pops up telling you something about a product and making a first impression on your mind. These adverts are often used to give you a message or to attract you towards something .These adverts are important to TV producers and manufactures as it affects the profit and loss of their business. Advertising your product in TV, magazines, radio frequently turns out to be beneficial and moneymaking as these are forms of media.
Adverts are a powerful and necessary tool as these days media plays a important role in your daily lives and and people usually buy things which their stick in their mind and find attractive so advert makers make sure that there is one element which unique in their advert which makes the reader or viewer memorize it and often go and purchase the product or to something which the maker intends them to. Certain advert will be shown on certain channels as they know that their target audience will be watching that channel or prefers it the best, for e.g., a shaving cream advert will be shown regularly on a sports channel as the target audience is men and a lot mane like watching sports. In this essay I will be analyzing and comparing the two adverts, the chocolate lynx and the dove evolution, and will also correlate the different settings, props, sounds, content signs, camera shots and the advertising techniques.
The target audience for the lynx advert are teenager boys and men as it’s a men’s spray, the target audience for the dove evolution advert are women of all ages as it’s a self esteem advert, both of the adverts are aimed at people with low self esteem. The plot in both the adverts is poles apart. Lynx advert pictures an ordinary guy spraying lynx on himself and then turns into this seductive chocolate man which girls find irresistible, on the other hand in the dove evolution one a ordinary looking girl is turned into a glamorous one with the help of makeup, hairstyles and digital photography and then In the end her picture is put up on a billboard. The similarities in the plots is that they are conveying messages to you and there also doing this using one person not a crowd of people, the main focus in both the adverts is the changes happening to the person and how it might change their life and thoughts and aimed at people with low esteem .
The differences between the adverts is that there aimed at different sexes, the lynx one is telling you that if you do apply the spray your going to turn into something better but the dove evolution advert is saying that your natural look is your real beauty and the perfect look the media shows you doesn’t exist so this advert gains your trust in dove, the adverts are going in opposite directions. The lynx one is only advertising one product but the dove one is gaining our attention for all their products, and the whole brand. This makes an impact on our minds. Lynx advert also has a funny humour in it on the other hand the dove advert has got a serious effect in it.
The mise-en-scene of both these adverts creates an impact on the audience. The misc-en-scene of the lynx advert is colourful. The props used are the spray bottle, the strawberries, the coffee mugs, mirror, and ice creams. There are many settings used in this advert e.g. bathroom, park, cinema, hospital room, girls in front room, gym, train and streets. All these different settings are used as to show the audience that in every place he goes girls find him irresistible so if there telling the boys if you put this spray on, you will be treated the same by girls and these settings are the normal places we visit frequently so any ordinary man can put this on and turn seductive. The colours used in this are mainly brown as its versatile which keeps our focus on the same person. The mise-en-scene of the dove advert is a makeup studio, workshop, the street where the billboard is, the makeup. The props are the camera, the hair straightners and curlers and also the makeup; these things attract women’s attention towards the advert.
The chocolate advert is colourful which gives the audience a positive feeling and also a funny humour but comparing it to the dove evolution one, its different as dove evolution is dull at the start but starts getting brighter as that girl starts looking beautiful. There is only one setting used to also show that how quickly her face is changed in one room. The props used are makeup and hair straighners which shows us that they have to use all these different products to make her look gorgeous.
Both the adverts consist of diegetic and Non-diegetic sounds, The digectic sounds in the dove advert include the people talking in the background, flash of the camera , the computer editing and the shuffling of things. The shuffling of things give the audience a idea that the place is very busy as there are so many people talking in the background and they use so many products to make her look stunning, the computer editing sound is 1 second for every feature they change in her face so this tells the viewers that they do it so quickly as their habitant to this because they do it everyday and they make every girl look a similar way. The audience can hear the sounds which they normally hear when they go to a workshop or studio so this may also tell the viewers that this happens on daily bases and it’s a routine for them.
The lynx advert uses diegectic sounds like sound of the spray, the bus and the traffic on the roads and the beeping of the cars. The beeping of the cars and the traffic sounds may deliver the message that he is an ordinary guy, living in one of those houses near from the high street where he can hear the traffic when he’s in this bathroom. This may also attract boys towards the spray as it shows that he’s a normal boy as the same situation can relate in their personal lives. Both the adverts have background music playing and it only starts playing when the real matter of the advert comes up , for e.g. in the lynx one the song starts when he becomes the chocolate man and in the dove evolution the music plays when they start putting makeup on her. This music must be played to give your advert a typical
humour or a serious tone which makes the audience understand what message your advert is leading towards.
Every advert made till today does have at least one content sign as this gives the audience a feel of indirect understanding and this also adds humour to the advert. Therefore the lynx advert has a setting where he is on the train and a girl sitting on the train swiftly takes a bite of this butt which signifies that she’s attracted to him and finds him very irresistible, so the look on her face shows that she finds him seductive and he’s happy when she does this so this might tell viewers that if you put this spray on you, your live will change and you’ll turn more overjoyed and thrilled and satisfied. In the lynx advert the signifier is the Photoshop and the digital technology used to improve her face which signifies that the perfect look media describes doesn’t exist on a normal person; you need digital programs to give you that perfect look which some girls feel depressed about if they don’t look like that. The billboard tells us that media wants us to think that that is the only way you can look beautiful if you look like the picture, so these content signs want to tell the viewers that natural beauty is the best look and every girl looks beautiful the way she is. So the advert is showing you how a normal girl is turned into the girl in the picture we see in our daily lives.
The camera shots used in every advert are used for a certain purpose and intention. :
In the dove advert there are close ups on the girls face to show all the changes that are happening in her face to give the viewers a clear picture of what the advert aims to show. The whole advert is on a close up and at the end when the billboard is showed as a wide shot to give the advert a conclusion and which shows the girl looks beautiful over all.
In the lynx advert there is a close up on the mans face to show us the smile on his face to show us that he’s pleased and lucky to put this spray on , the long shots shows that how popular the man is between girls and how in every place he goes he’s getting favoured by all of them. There is also a long shot when he passes girls gym because this helps showing that all of them have the same reaction about him so it shows that girls love him up.
Advertising techniques are used to promote the advert to customers and grab their attention and make them willing to buy it.
In the dove advert there is a slogan used which says “No wonder our perception of beauty is distorted” This tells the audience that because of such billboards and media adverts we think that there is only one way we can turn beautiful, and the image of beauty in our minds is totally wrong which explains to the audience that no-one looks like that naturally and that’s not the only way to look beautiful. That is not even a real person look.
At the end of the advert they say it’s a workshop for the real beauty of girls and also call it a campaign which makes girls trust dove and its products
They call the advert a evolution which means a gradual change into something different which make the viewers think that dove also understands how they generally feel if they don’t have the ” perfect look ” and dove also says its time for that look to change and your real true beauty to be shown.
In the lynx advert there is no language themes and techniques used as it’s a universal advert and men in every country can use it and become popular and sexy.
Humours light hearted and the story has a funny humour which shows how much fun he’s having and it indicates and how ever you look, you put this on and you’re going to turn irresistible and seductive.
Both the adverts sell their products in an innovative way, the two adverts are very successful and will make an impression on the viewers mind. The storyline of both of them is very unique, one of the adverts is telling you how you can make your life better, the other one is telling you to change the way you think and have ideas about beauty and yourself. The most effective advert is the dove evolution one because common idea always show you how your life can be made better, this one is different from common adverts as the advert itself shows a understanding in what most common girls feel and go through, they are not jus advertising the product there also gaining their customers trust and faith in the brand.