Advert Analysis- Lynx Shower Gel

"The Cleaner You Are, The Dirtier You Get"

Lynx is a brand of male grooming products, selling things such as shower gels, shampoos, aftershaves, hair styling products and deodorants. Their products are targeted at males who care about their appearance who want to look/smell good. In the Lynx shower gel advert, comically named 'the cleaner you are the dirtier you get' it shows a fairly unattractive guy showering casually at the beach. As he cleans himself with 'the' shower gel, all the hot women start doing the same as him. Fortunately for him/unfortunately for them, they happen to get undressed and show him their boobs at the end of the advert. This gives the audience the impression that this will happen to them if they use the shower gel. Sadly, this is false advertising. However, the advert is appealing to the target market because, generally, men like looking at women and their ultimate fantasy would be to have lots of (almost) naked women showing their boobs at them.The girls shown in the advert are all gorgeous and will be found attractive by most men. They have pretty faces and great bodies and are offering themselves to the guy in the advert. They all look at him like he is really good looking even though he isn't that attractive meaning 'if you use this product, you will be attractive.' You can tell he is overwhelmed by all of the attention from the girls by the shocked, appy expression on his face- especially when they show him their boobs. They all give him suggestive looks, showing that they find him attractive- this is, supposedly, because of the shower gel. This is a perfect example of Laura Mulvey's theory of 'The Male Gaze.'