Bikini season is often used in marketing weight loss products around the summer season. In this Crystal Light video advertisement, the concept of bikini season is used to polarize the two females. One blonde female who is concerned about looking attractive in her summer wear, and the brunette who does not care to engage in weight loss practices as she believes her work ties her down so much she will never get the chance to put on a bikini, therefore rendering it pointless to consumer Crystal Light. By analyzing the entire advertisement the underlying ideology represent is that, women who focus on their jobs often end up alone, compared to women who focus their energy on maintaining beauty standards, will always be confident and ready to engage,
…show more content…
As Ascher explains “if the anxieties and insecurities aroused naturally by contemporary life were not enough to sell products, then these feelings were provoked and drawn out by the advertisement themselves (51).” This advertisement clearly states that you should always have a bikini body because “you never know”, you could end up on a beach. Anxiety is used in this advertisement by telling women you should always be prepared, just because you 're working doesn’t mean you couldn 't be put into a situation where a bikini is necessary. And if you’re not prepared when other women are, you will be left alone and receive no sexual attention or pleasure. Crystal Light is using women’s personal anxieties and insecurities around thoughts of having to sport a bathing suit to see their product as something you would drink whilst preparing for “bikini season”. The brunette has a “who cares” attitude because she will never be in that situation, this advertisement illustrates reasons one should care. The insecurity in this case is not confident in wearing a bikini, the solution to this insecurity is drinking Crystal Light. Proving Aschers point that “advertisements were (and clearly still are) aimed at heightening women’s insecurity so that their product might then be sold as a solution” (51).
The entire Crystal Light advertisement is playing up natural insecurities around body image in order to sell their product. While doing this the ideology that women who keep their bodies in shape will receive praise and attention from men, while women who don’t will be left alone, or in this case stranded on an island. Crystal Light is being pushed as a weight loss product, that also will make you more attractive and more
As Ascher explains “if the anxieties and insecurities aroused naturally by contemporary life were not enough to sell products, then these feelings were provoked and drawn out by the advertisement themselves (51).” This advertisement clearly states that you should always have a bikini body because “you never know”, you could end up on a beach. Anxiety is used in this advertisement by telling women you should always be prepared, just because you 're working doesn’t mean you couldn 't be put into a situation where a bikini is necessary. And if you’re not prepared when other women are, you will be left alone and receive no sexual attention or pleasure. Crystal Light is using women’s personal anxieties and insecurities around thoughts of having to sport a bathing suit to see their product as something you would drink whilst preparing for “bikini season”. The brunette has a “who cares” attitude because she will never be in that situation, this advertisement illustrates reasons one should care. The insecurity in this case is not confident in wearing a bikini, the solution to this insecurity is drinking Crystal Light. Proving Aschers point that “advertisements were (and clearly still are) aimed at heightening women’s insecurity so that their product might then be sold as a solution” (51).
The entire Crystal Light advertisement is playing up natural insecurities around body image in order to sell their product. While doing this the ideology that women who keep their bodies in shape will receive praise and attention from men, while women who don’t will be left alone, or in this case stranded on an island. Crystal Light is being pushed as a weight loss product, that also will make you more attractive and more