The representation of attitudes and cultural mores intro and lynx sexism

The representation of attitudes in the media especially women and foreigners in the media is a hotly debated one with many people calling advertisers sexist/racist and in many cases this is true, certain advertisers are now pushing to create adds that represent people in a good light and that show fair treatment for all.

Lynx’s advertising campaigns are a very major example of the use of women to interest a target audience, in many of there newer adds they focus on the fact that using lynx will cause flocks of women to rush to you, many other advertising companies use women in there adverts, some not for the same ideology, Snickers for example use a woman to represent a man when he hasn’t eaten enough however recently both Snickers and Lynx have released somewhat women friendly adds lynx released one in Australia that as David Nobay, creative chairman of Droga5 states is moving on from the “days of the simple tale of ‘boys sprays/boy gets girl’ have moved on”(9) showing a much better attitude towards their marketing. Although initially the lynx adds were well received, in fact “the lynx effect” as it was termed “won a top ward at the Cannes International Advertising Festival-the ad industry’s equivalent of the Oscars”(10) but over time and after repeatedly using the theme culminating adverts in which  massive ‘hordes’ of women descended on guys who sparayed on lynx. Not only does lynx degrade women in its advertisements they also focus on the fact that with lynx yu can be the ‘right’ man that women need with one advert “featured Friends star Jennifer Aniston pictured in bed reading a book entitled How to Keep Your Man. The man in question is a nerd, naturally, transformed into a cool dude with a lick of Lynx.”(11) This shows that lynx will happily target both men and women with their advertising but in term alienate a section of the public as well.

(9)Campaign brief

(10)Claire Cozens

(11)Claire Cozens