North Face Advertisement Analysis

Though not always displaying it, American consumers generally find being physically fit important. This importance can commonly be seen in advertisements which often display a variety of physical fitness subject matter. In the passage Consuming Consumption, Maasik and Solomon claim that a common advertising strategy is to portray a product as a cultural symbol in order to increase consumption; this is the technique used by the Nike, North Face, and Body Beasts ads that portray their ads as symbols of physical success. These ads are in line with Maasik and Solomon’s claim because they capitalize on the American values of body/ lifestyle improvement by associating their products with physical success.
Nike, by depicting Lebron James, a successful …show more content…
Adventuring is commonly associated with physical strength through a show of masculinity. This can be shown as most fictional and nonfictional explorers, such as Daniel Boone, Indiana Jones, Captain Kirk, show traits of extreme masculinity. In the passage Men’s Men and Women's Women, Steve Craig states, “Men’s men have the unchallenged freedom of a fantasized masculinity - to travel, to be free from commitment, to seek adventure” It's is traditionally a masculine trait to seek freedom from daily commitment by venturing into the “great outdoors”. The text in the ad creates a link between their brand and physical strength through the masculinity of the traditional …show more content…
The ad portrays a shirtless man who is much more muscular than the average consumer. The ad uses this image to get the viewer to compares his body to that of the model. This is the “you aren't as good as you could/should be” technique found in many ads. This ad portrays protein powder as more than just a nutrient supplement, they show it as a key to get the superior body and masculinity of the model that men supposedly need. In the passage Men’s Men and Women's Women, Steve Craig states, “Men’s men have the unchallenged freedom of a fantasized masculinity.” The fantasized image of masculinity that men have often includes being physically strong such as the model in this ad.
The Body Beast ad also uses the text “Perfection just got easier” and “push your limits.” to inspire self improvement. As the model creates a feeling of of the model with the “perfect body”, the text focuses on getting the consumer thinking: “this product will help me achieve