Dane, Julia and Yoon, Hyunsun ORCID: 0000-0001-5679-3335 (2009) Lynx: the challenges of lad culture. In: Powell, Helen, MacRury, Iain, Hawkin, Sarah and Hardy, Jonathan, (eds.) The Advertising Handbook. Media Practice . Routledge, London, pp. 91-98. ISBN 978-0415423113

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Abstract

This chapter explores the way in which youth offers both possibilities and ongoing challenges to advertisers. Lynx (also known as Axe in some countries) will provide the narrative drive for the discussion and function as an illustration of the way in which a brand became aware of and tapped into the development of a new market sector, namely, deodorants and bodysprays for young lads. Acknowledging Lynx’s twenty-year history, the chapter will focus on how the brand through its advertising has continually reinvented itself, keeping pace with both the rise and demise of lad culture. In view of this, the main topics considered include: characteristics of the youth market, development of brand loyalty, identity construction and media/new media influences.

Item Type:	Book Section
Additional Information:	Ch. 6
Uncontrolled Keywords:	advertising, lad culture, youth market, Lynx, brand loyalty, identity construction
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Last Modified:	04 Feb 2021 13:40
URI:	http://gala.gre.ac.uk/id/eprint/24011

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