In this ad, Jansson states “Women were expected to keep their attractive womanly figures even after they have had children. This is part of the larger expectation for women to keep their marriage and sex life exciting and happy”. This advertisement implants the idea that a female should always have a slim body, even after they have had children. This ad clearly delivers the idea of what mass media’s expectation are for being a female. If not otherwise without a slim body, this will not prove a women’s femininity. Another message that this advertisement gives is to criticize the female population that don’t have a slim body and influences them to develop their gender femininity role through weight loss.
