READING LYNX

In the lesson we looked at an article called Reading Lynx which analysed a banned advert created by Lynx. From the article I learnt about cultural and technical codes, substitution and the sign. The article taught me about how to break down and understand an advert as a media analyst would. I've been discovering that there is a lot of objectification of women in media than I thought and instead of sighing and ignoring it like I normally would I've been looking at it in more detail and understanding why it's used.

Lynx unlike other brands are not at all subtle about their objectification of women. They just directly say 'Hey, middle aged male looking at our advert, yeah you see that woman? Well if you buy our deodorant you can have a woman like that waiting at home for you and with our help you can keep your cool and not break a sweat when around her'.