Adverts are based on facts it is designed to persuade audiences to use a product that is either good or bad. The lynx fur campaign is trying to get people not to buy fur so it is campaign information. It is a way of getting people to raise awareness and to give money or to have an opinion about it. The advert exploits the public’s disgust at the thought of killing animals for fur. Advertising mostly goes over top this is called over exaggeration if you see a good advert, you want to no more so the more you see it the better opinion you get of the product.
The aim of advertising is to put a point across about something whether it is a Childs toy to a serious campaign such as the Lynx Fur Campaign. If you do not know about the Lynx Fur campaign here is a bit about it: It was set up in the 1980s as a campaign to stop animals being killed for their fur. In this moment of time, it was all about glamour and power dressing which in the 80s was very popular. Money was also an important materialism. The person who photographed these ‘rich bitch’ adds was called David Barley he was a top fashion photographer. However, the ad never hit our television screens as it was considered too shocking so it was only ever shown in the cinema.
The lynx advertisement persuades audiences that wearing animal fur is wrong because at the beginning of the advert it is going smoothly until reality hits that what the models are wearing is real fur an that 40 animals would have been killed to get only one of those coats. When the music changes to hunting music that’s when the mood changes. All of a sudden blood starts to come out of the bottom of the coats but the thing is the only people who notice are the audience.
The models carry on going as if nothing has happened. The models carry on going when the blood is coming out of the bottom of the coat just like the hunter when he ignores the pain and suffering that the animal is going through .In my opinion, I reckon that the advert is a good catchy advert and in the 45 seconds, it gives a lot of information for people to make an opinion about it. The advert is trying to tell us that the people who were these fur coats are dumb and don’t care about the suffering that 40 animals went through for them to look fashionable.
The Lynx Fur Campaign is very different from most other advertisements. In most adverts you see people talking so immediately if you like it you listen to the person but in this case there is no talking its just catchy music. In this advert because it is a fashion show most of the people are rich and if I should say snobby. When the girls come out wearing the coats made of fur the people in the audience are very impressed you can see this by the sexual nature of the pouting and licking of the lips. Near the end of the advert when it starts to get a Bit serious the music changes to an intense hunting theme so you hear animals literally screaming for there lives.
In the advert the audience are really acting as the animals where as the models are acting like the hunters. When a hunter hunts an animal it doesn’t care how much it bleeds as long as they get the animal dead you can tell that the models are acting this part because when the blood it coming out from the bottom of the coat only the audience notice and are shocked by it. The characters play a big part in this advert. The camera angle focuses in on some of the characters to make an impression that they like what they see. There is a one specific character that is very impressed when the models come out because her body language says it all she’s old so she is wishing that she was as young as the models you can tell this by the way she is dressed and how over the top her make-up is. There is also another member of the audience she is a young lady she is dressed in a black dress and veil this might signify that she is wearing a veil of death just like going to a funeral.
A few of the people in the audience are a bit over the top when it comes to make-up. They are sort of clown like their eyes are all on the models wherever the models go the eyes follow to show that they are interested. The audience play an important role in this advert because they are like the animals where as the models are the hunters. When they are clapping just as the models come out that is defiantly over exaggerated They clap in a posh type of effeminate way.
When the blood starts to pour out from underneath the coats the audience are defiantly shocked. You can tell this by the faces they make sort of like an “oh my god” look. The blood trailing out of the bottom of the coats on the floor is like a red carpet of death. There is a few things that I would change like, I would maybe add a bit of talking just to make it a bit more interesting you could of added flash backs of animals being killed when the blood starts poring out. Altogether I reckon that it is quite an effective way to put a point across to the public it is a very serious matter and people should listen.