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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.

Publication Type:	Book Section
Additional Information:	This is an Accepted Manuscript of a book chapter published by Routledge in The Advertising Handbook on 8 July 2009, available online: https://doi.org/10.4324/9781315881416
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform
Departments:	School of Communication & Creativity School of Communication & Creativity > Media, Culture & Creative Industries
SWORD Depositor:	Symplectic Administrator

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