The advert starts off with a very serious yet comical flow of image such as close ups of people crying when the 'angel' first falls, as well as a child 'popping gum' to create a comical effect. Lynx may have been trying to portray that their product is serious in the way that it works but also has character. The narrative is set in a quiet looking town in Italy in a religious area, (there are churches in the background) this sets the tone for the 'angels will fall' theme of the advert. I think what lynx is trying to portray through the advert is that with their product, the buyer will effectively get what he wants; in the sense that the local people to this religious city are gaining 'angels' from the product, a powerful religious icon. Within the last few cuts the angels crush their halo's. Lynx wants people to believe that their deodorant has the 'power' to make angels want to give up their omnipotent status as angels to be with the man who wears lynx. In simpler form they are trying to suggest that men will get the woman of their dreams (as these angels are models) ; they are made attainable by the product. The angels are also made to look as if they had no choice to come down, that the product was so strong that it was if they were naturally attracted. 

          The Advert uses a soundtrack, Non diegetic sound, to create religious context throughout the advert. It is a choir and violins, both related to classical music which also go in sync with how the angels are portrayed to be high class, this would be attractive to Lynx target audience of B,C1,C2,D as they would aspire to have one of these women. There is also diagetic sound such as when the angels fall the make a crash sound which helps the video to look realistic and gives it some continuity. 
The Advert starts by fading quickly into what would seem to be a normal day in this place, but where a boy is looking up at the sky in an aspiring manor, when the angel falls you see a close up of the boys face which reassures this. This would signify that the boy wants to be the man who is attracting these angels, and would therefore buy the product. 
             

Media edit 

lady percy - king charles Semiotics Analysis

Semiotic analysis of 

Lady Percy - King Charles

The story line within the video very much stays in suit with the piece of music itself. It manages to express the feeling that the artist feels within the song by using alot of close up and eye height shots so that we can relate to their emotion. The song progresses from a slow start into an up-beat, the film therefore represents this by starting with slow clips (mostly of walking) until gradually the film has lots of quick cut clips which change in time to the fast pace.

The grande building of which the music video has been set have been made to look clean and pure, this perhaps represents how the character feels about his lover. In the intro we also see 'King Charles' walk towards the portrait of lady Percy, this would also signify that the piece is based around her. The video is clever in the way that it uses the name of the band 'king Charles' to create a continuity about the piece such as setting it in a grande piece of architecture, the colour of the piece also shows that it is based in a part of history as the saturation is low which would adds to the dated effect.

Almost every shot puts 'King Charles' at the centre of attention, this shows the audience who the 'star' is. Other things such as him being on raised ground with the other people below him also signify that he is the centre of attention. The camera often uses low angle shots which gives him a sense of power. The music video uses more and more shots of people dancing and playing along to the music as the piece builds up, which helps to show the popularity of the music. Some of these include close-ups of the people dancing and in every single one they look up to king Charles on the stage which idolises him as a role model.