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.