I have chosen to look at a Specsavers advert.
The whole concept of the advert is mimicking the 'Lynx affect' where a guy is spraying himself with a deodorant and girls start running towards him from different parts of an island, when they get to him he cannot see clearly so puts on these awful glasses, it which the girls see, are turned off by and walk away from him. This followed by their trademark line "Should've gone to Specsavers"
Specsavers 'The Specs Effect' Advert (Lynx/Axe parody) - YouTube
Production:
How was it made and what methods were used? Designed, directed, produced and filmed, cutting to different camera angles and switching from man to women.
Is it identifiable as a particular genre? I wouldn't say the advert has a genre to it but it has glimpses of sex appeal, action and slight comedy.
Who made it, where and when? It was directed by Daniel Kleinman (Rattling Stick) and written by Specsavers creatives Neil Brush and Simon Bougourd, it was made on an island and was aired on screen in may 2010.
Why did they make it? Who was it made for? At first impressions the advert appears to be a well known Lynx advert. Specsavers do many adverts but this one is appealing to just the male sex,wanting to get 'hot' girl.
What else was being made at the same time? The Lynx adverts were very popular and easily recognisabl at the time this advert came out. The ad was made as a parody to the Lynx brand and also Axe.
What was the social, cultural and technological context of its production? I feel that this avert had the sex appeal with all of the women running in their bikins and feel this advert was made so it could go viral. If it does well, viral's are a great way to spread a brand name and encourage buyers.
Image:
What visual effects are produced by the materials and techniques used? The point of the advert is to persuade buyers to get their prescription glasses from Specsavers, they don't use of show their glasses in their adverts but make the audience think and feel that theirs are best.
The women in the advert are set in groups/tribes having a different colour set each all running to the same thing/point/man could represent that everyone wants it making the target audience wider instead of targeting men.
Audience:
How has it been displayed and where? On Tv and also as a viral on the internet, during daytime and at water shed hours.
How has it been circulated? It was shown all day long, being one of many of the adverts that Specsavers used, it was also shown through online Tv catch-up.
What viewpoint or values does it offer to its audience consumers? This is only one of many Specsavers adverts, this particular advert appeals to the male audience, being made just for men, it uses the sex appeal and wanting of a man. The main audience though, has to be someone who wheres glasses as the advert is only there for amusement to others.
How does it relate to other visual texts? Like other texts it is trying to entice an audience or buyer, unlike others who advertise their product. Specsaver use the cathy line "Should've gone to Specsavers" to make costumers feel that they are the best brand.
Who is the audience? Is there more than one? Yes!!! specsavers audience is everyone needing to use prescription glasses, this particular advert is for males, but Specsavers brand is world wide and anyone would be able to watch the advert as there is a slight comical side to it.
Are the meanings surprised or resistant? Unless you have seen the advert and know it is for Specsavers, the advert doesn't give anything away until the last 15 seconds when the glasses are shown and the punch line is given away.
Is it's meanings challenged/contested by different social groups? The man used in advert isn't the best looker in the world so he is genuine and average, this could be good because all the girls are flocking to him but it could be challenge in the sense that others may want to see a model-esque man. It would be a better ending to the advert as the point being made would be you could be a stunner but if your eye wear is awful/terrible then a girl wouldn't want you.
