Initial Unilever Research

Lynx TV Advert-'Make Love. Not War'

In the Lynx 'Make Love. Not War advert' Advert, at first it looks like a seriously dark war story between 4 couples. Each story involves some representation of war and dictatorship, such as Country Invasions, Vietnam wars, Nuclear Warfare and Korean Dictatorships. At exactly half way in the advert, we can see that it is about Love and not War. The motif of the advert is Love and Peace as the name of the product in the advert is 'Lynx Peace'.

There is no surprise that the Lynx excite print advert was banned, all due to the hypersexualisation of the female in the advert and the tagline 'The cleaner you are, the dirtier you get'. The advert is using the typical 'smellies product' USP, Sex sells. The advert is a representation of the typical males fantasy. A blonde 21 year old female with a 'great' figure on a sunny beach with very minimal clothing. Almost to the point of using the Zeitgeist of Lad Culture. The models body figure has been photoshopped to resemble the bottle as if they are one in the same, or in other words, 'If you get the bottle, You'll get the girl'. The advert also features some convergence such as the link to their website and/or Facebook page.

V05 TV Advert-'The Pageant'

In the V05 TV advert, it uses the opposites of Amish culture and modern day products such as the Old vs New and is all about 'sticking out from the crowd which is what you will do if you use V05 products'. and seems to represent caring more about how you look than what you are capable of as the male lead is looking around at what everyone else is doing and he just cares about the hair gel.

The V05 print advert shares the same motif as the TV advert, which is 'Standing out from the crowd'. We can see this as the models t-shirt is lined up and the exact same pattern as the background wallpaper and the only thing in the image that stands out is the models face and hair, which connotes that V05 makes you stand out from the crowd and to 'break the mold'.