Protein World is a company that was established in 2010 and produced one of the most controversial advertisements in British history. These advertisements were eventually banned across the United Kingdom due to citizens’ reactions. Their controversial advertisement included a thin model in a yellow bikini with the tagline: “Are you beach body ready?” (Protein World, 2014). Viewers said the advertisement promoted an unhealthy body image and was offensive towards women. Protein World 's beach body ready advertisement objectifies women by making them feel physically inferior to the unrealistic body image of the model. The advertisement devalues the beach going experience because it makes women focus on appearance rather than enjoyment, in order
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In order to understand why the advertisement was successful, the reader needs to understand the advertisement’s meaning. Firstly, it depicts a bright yellow backdrop. Yellow captures the viewer’s attention because it evokes a pleasant feeling, stimulates mental activity and is associated with joy and happiness (Gorn, 1997). The largest image on the advertisement is a slender woman in a yellow bikini, who is ultimately the image of physical perfection. Around her, there is a tagline that says: “Are you beach body ready?” (Protein World, 2014). She is clearly confident that she is beach body ready because she is looking straight at the viewer (Hackman, 2015). The seriousness of her stare encourages the viewers to instantly compare their own body to the model’s. Most viewers probably do not look like the model, which causes them to question why their bodies are not the same. The viewer will then see a small logo in the upper right hand corner that says: “Protein World” (Protein World, 2014). This makes the viewer feel that the company has the solution to their new body image problem. Finally, the viewer will see the product in the bottom right hand corner and text that says: “The Weight Loss Collection” (Protein World, 2014). This image and text suggest …show more content…
Protein World used the process of advertising to create a successful manipulative advertisement strategy. Firstly, the company identified a target audience, which is a particular group at which the product is aimed (Tepperman, Albanese, & Curtis, 2014, p. 96). Their target audience is women who want or need to be beach body ready. According to a Commonwealth survey, only “39% of girls are highly self-confident at high-school age” (Jermer, 2000, para. 6). As a result, women are easy targets for media companies because corporations manipulate their emotions in order to sell more products. Protein World captured this audience by using the perfect person advertisement strategy. There are many versions of “the thin, tall, perfect-complexioned, blonde young woman” (Tepperman, Albanese, & Curtis, 2014, p. 146). In this advertisement, the perfect person is the attractive model. She is the most prominent, and most eye catching component of the advertisement because she is most woman’s physical goal. This image of the perfect person makes women feel inferior because they cannot fulfill society’s beauty standards. They are constantly forced to purchase beauty products in order to make themselves self-confident (Veldhuis, 2012). A second strategy used is the element of sex. The woman in the advertisement is not only perfect, but she represents a sexy
In order to understand why the advertisement was successful, the reader needs to understand the advertisement’s meaning. Firstly, it depicts a bright yellow backdrop. Yellow captures the viewer’s attention because it evokes a pleasant feeling, stimulates mental activity and is associated with joy and happiness (Gorn, 1997). The largest image on the advertisement is a slender woman in a yellow bikini, who is ultimately the image of physical perfection. Around her, there is a tagline that says: “Are you beach body ready?” (Protein World, 2014). She is clearly confident that she is beach body ready because she is looking straight at the viewer (Hackman, 2015). The seriousness of her stare encourages the viewers to instantly compare their own body to the model’s. Most viewers probably do not look like the model, which causes them to question why their bodies are not the same. The viewer will then see a small logo in the upper right hand corner that says: “Protein World” (Protein World, 2014). This makes the viewer feel that the company has the solution to their new body image problem. Finally, the viewer will see the product in the bottom right hand corner and text that says: “The Weight Loss Collection” (Protein World, 2014). This image and text suggest …show more content…
Protein World used the process of advertising to create a successful manipulative advertisement strategy. Firstly, the company identified a target audience, which is a particular group at which the product is aimed (Tepperman, Albanese, & Curtis, 2014, p. 96). Their target audience is women who want or need to be beach body ready. According to a Commonwealth survey, only “39% of girls are highly self-confident at high-school age” (Jermer, 2000, para. 6). As a result, women are easy targets for media companies because corporations manipulate their emotions in order to sell more products. Protein World captured this audience by using the perfect person advertisement strategy. There are many versions of “the thin, tall, perfect-complexioned, blonde young woman” (Tepperman, Albanese, & Curtis, 2014, p. 146). In this advertisement, the perfect person is the attractive model. She is the most prominent, and most eye catching component of the advertisement because she is most woman’s physical goal. This image of the perfect person makes women feel inferior because they cannot fulfill society’s beauty standards. They are constantly forced to purchase beauty products in order to make themselves self-confident (Veldhuis, 2012). A second strategy used is the element of sex. The woman in the advertisement is not only perfect, but she represents a sexy