ABSTRACT

T his chapter explores the way in which youth offers both possibilities and ongoingchallenges to advertisers. Lynx, also known as Axe in some countries, will providethe 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 20-year history, the chapter will focus on how the brand through its advertising has continually reinvented itself, keeping pace with both the rise and reconfigurations 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.