The advert has very muted but bold colours such as the dark blue and the red of the underwear. The red is clearly used to be a signifier for lust. It is low lighting and the background is almost a similar tone to the skin.
This advert would be aimed at the teen male possible stretching to the attention of an early 20’s male. It is implying that the product (Lynx body spray) has a new scent that will automatically get a woman to take he trousers down if she smells you. This is denoted by the ‘string’ attached to the zip what is joined to the name of the product followed by the product itself. It is playing on the idea that many boys between 16 – 23 (approx) want all women to want them and that this spray will make them lust for them. It gives them the impression that if they used Lynx ‘Touch’ they will become irresistible. As mentioned this red of the underwear is used to connote lust, sex and possibly love. These are all in the most needed and important section of the hierarchy of needs. It is trying to tap into young men’s most important feelings.
It is clever how they have achieved an advert such as this, however much like other adverts of this nature, it reduced the female to nothing more than an object of a man’s pleasure. It could even imply that if a woman doesn’t want you for wearing this then she is wrong.
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