Deconstructing a Print Advertisement

 

Step 1-Observations:

Adjectives to describe the advertisement:

Fit: Sexy: Tan: Feminine: Tasty

Aesthetics analysis:

There is the same woman in the ad in 2 different images.  One is physically fit, wearing a bright pink bikini with open arms highlighting her chest, abs and butt.  The other picture is the same woman, smaller image, wearing dark clothing, sunglasses with her arms folded and hair hanging forward in attempt to cover up her weight.  To the right are diet supplements and protein replacement shakes specifically designed for women.  Most of the text on the page is small except for the heading “I lost 60- pounds… and became an IFBB bikini pro!” which is significantly bigger font and partially in color.

 

Step 2- Purpose:

The product being marketed is Labrada Lean Body replacement shakes and Lean Body diet pills.

It is appealing for the target audience of younger women, ages 18-35, because of the feminine colors used and the woman has dark complexion with long dark hair, tanned in a pink bikini, which is a stereotypically an ideal image for most women.   

The advertisement is trying to draw on a women’s desire for a perfect self-image and that a replacement shakes are tasty ways to lose weight. I would believe that this ad is effective in its delivery for the general target audience. 

 

Step 3 – Message Sent

The message conveyed in the ad is that the average sized woman wearing black with dark sunglasses is overweight, which she is not, and undesirable.   Whereas the woman in the forefront of the ad is the more desirable look for a woman and the way to obtain that body type is to use the supplements and the meal replacement shakes.  The woman’s race is not clear from my perspective however she is very tan with dark hair and exotic features. 

 

 

Step 4 – Consequences of the message

The ad definitely portrays unrealistic expectations for women.  Not only is it showing a skewed image of the typical woman but it also falsely represents what it takes to obtain and maintain a body that is so clearly portrayed in the ad. 

Today’s society is moving towards acceptance of every body type and size, at times to a fault, I believe this image is depicting an unobtainable goal for most of American women.  In reality, the amount of women who are able to achieve a body like this one is few and those who do, the ability to maintain that body for a long period of time is difficult and at times unhealthy. 

As stated in the video Killing Us Softly 3 Jean states, “advertising tell us what we should be… what’s at stake is the ability to have authentic and freely chosen lives.”  This ad is a clear depiction of the paradigm that is discussed in the video.  If being physically fit means being a clone of the woman in the forefront of the picture then most women will work their entire lives and never achieve a physically fit status.