Analysis of Lynx ad campaign using an accepted theoretical framework related to sex and humour

소개

promotion management 시간에 쓴 그룹 리포트 입니다. Lynx (deodorant) 광고에 나타난 sex와 homour요소를 적합한 이론을 이용해 분석한 영문 레포트 입니다.

목차

1. introdution
2. market competition
3. Application of Sex within the Lynx advertising campaign
4. Application of humour within the Lynx advertising campaign
5. Incongruity theory; how it relates to the ad campaign?
6. Sexual embeds and symbolism
6. Release Theory
7. conclusion
8. Recomendation
9. References

본문내용

i)Executive Summary

Lynx applies ‘sex’ in their advertising in several ways. First, the use of ‘sex’ is shown through ‘body display’ referred to as ‘nudity’. Secondly, the ads use ‘sexual and promiscuous behaviour’ to communicate their sexual message. Lynx also applies ‘humour’ in their advertising in several ways. The first technique used is the pop culture iconic adult film sound “Bom Chika Wah Wah”. The second technique is the creative exaggeration of the product’s function and features. The last technique employed is to embellish the audience’s curiosity, gaining their attention in order to convey the ads underlying message.

Lynx uses three theoretical frameworks throughout the advertising campaign. Lynx utilize Embeds and symbols with sexual characteristics to trigger the audience’s subliminal recognition of sexual intercourse. This leads to an unconscious recognition provoking unaware thoughts of sexual arousal. Lynx effectively uses this theory in their ads through appropriate ‘sound’ and ‘gesture’.

Another theory used within the Lynx campaign is the Incongruity Theory. One of the famous Lynx campaigns known as “Bom Chika Wah Wah” reveals many incongruous situations. When looking at the incongruous situations,

참고자료

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