Analysisof Two Advertisements
Advertisers usually create material that is designed to entice thetarget audience. In many instances, celebrities and other successfulpeople are used to market certain products. Some of the most commonlyused models include sportspeople, movie stars, world leaders, popularmusicians, TV personalities, seasonal campaigners, and influentialactivists. Assumptions are made regarding the public image of suchpeople. Advertisers exploit star power to appeal to the audience andencourage certain outcomes. How the power of celebrity endorsement isused by advertisers to appeal to different audiences is evident inthe analysis of two ads. The ad featuring soccer player, CristianoRonaldo, was depicted on the cover of Men’s Health magazine.On the other hand, the ad featuring retired tennis player, AnnaKournikova, was placed on the front page of Women’s Healthmagazine. In this paper, I will argue that both ads encourage theadoption of fitness exercises through the use of athletes andwell-crafted words.
The ad featured on Women’s Health is designed to appeal to valuessuch as diligence and persistence. For example, the ad aimed at womenencourages the audience to strive for flat abs. In addition, the adincites the audience to perform 15-minute body fixes to ensurecertain favorable outcomes. Notably, such exercises would enable themto resize their thighs and blast belly fast. Their efforts would alsoenable the women to sculpt lean arms and attain a peak physicalcondition. As a former tennis player, Anna maintained an exemplaryworkout routine that boosted her fitness. The blue top is designedwith long sleeves and a cut that shows her flat abs. The model’sshort skirt also reveals her well-shaped legs. Anna is pictured whileplayfully pulling her strong silky hair. Therefore, the ad seems toshow the excellent results that could be achieved by women if theywere diligent in performing fitness exercises. The issue was alsotouted as a ‘weight-loss special’ that would reward the tirelessefforts of obese women. Consequently, Anna was depicted as a perfectexample of how overweight women could look if they persisted inexercises.
On the other hand, the ad featured on Men’s Health isdesigned to appeal to values such as determination, discipline, andaccomplishment. The ad encourages males to consider how they canacquire abs in just 28 days. The magazine also offers an upper-bodyplan that could enhance their physical appearance and self-esteem. Inthis regard, Men’s Health uses the chiseled torso of Ronaldoto entice males to emulate the fittest man alive. In fact, allreaders are encouraged to imitate the superstar’s workout secrets.The sense of accomplishment is accentuated by the model’sundergarments. Ronaldo’s success enabled him to develop a personalbrand that enhanced his image. Hence, all men could also reach outfor similar accomplishments.
Both ads use color, text, and images to engender positive qualitiesand inspire positive action. For example, the ad on Men’s Healthcontains bolded words such as “28-DAY ABS” and “THE FITTEST MANALIVE.” Such words draw the attention of the audience and pointtowards the major purpose of the magazine. Readers are encouraged toperform exercises and routines that would help them to acquire abswithin 28 days. Furthermore, Ronaldo is boldly depicted as thefittest man alive. Hence, the ad uses exaggeration to capture theinterest of the audience. A laid-back image of the model is postedagainst a white background to ensure maximum clarity. The athlete isshirtless to reveal his incredible physique. The abs and veins on hishands display his healthy stature. Ronaldo’s hands hang from thepockets on his jeans to show his sense of accomplishment. Hiscustomized undergarments are modeled in his “CR7” brand to showthe model’s level of success. Most of the words are written in redand black to appear clearly. A brown shade is used to advertisefashionable wear for men during fall. At the topmost section, the adfeatures a statement that points to a special section inside themagazine. In this regard, the audience is encouraged to peer into thecontents and discover a proposed fitness regime. Although males willexperience physical pain, they are sure to not only overcome thediscomfort but also derive pleasure from the exercises.
Nevertheless, the ad on Women’s Health is designed toinspire warmth and happiness. The words are set against a whitebackground to ensure clarity. Pink words are used to highlight themagazine’s title and 15-minute body fixes. Anna is also picturedwith a red dress and blue top to pinpoint her flat abs. Blue fontsare used to draw attention to the model’s strong silky hair and thehealth threat faced by fit women. Besides, a yellow shade drawsattention to the fact that the magazine could be used a guide forweight-loss. The yellow tint also entices women to achieve an optimumbody shape that would allow them to derive satisfaction from sexualactivities.
Both ads portray the society’s obsession with fitness and physicalbeauty. Persons with flat abs and toned bodies are exalted as idealand desirable. The ads exemplify observable trends that encouragepeople to lose weight through and exercises. Furthermore, theyperpetuate the mistaken belief that fitness is directly linked tohappiness. Hence, the pain that results from intense exercises wasnot only bearable but also enjoyable. In addition, the adserroneously equate fitness with success. The audience is fooled intobelieving that abs could be acquired in just 28 days or 15-minuteperiods. The ads on Men’s Health and Women’s Health use famousathletes to entice readers. In this regard, the magazines show thesociety’s fixation on sports. Individuals are always focused onemulating people they view as accomplished. The society is also readyto exalt persons, who experience unprecedented success in theirrespective fields.
Notably, the ads depict controversial issues regarding body shapesand self-esteem. In many cases, women undergo cosmetic surgeries tochange their physical bodies. Such procedures are usually motivatedby the body image exalted by the society. Besides, some females havedeveloped anorexic and bulimic tendencies in an effort to appear slimand desirable (Pinhas et al. 520). Social trends show an overwhelmingdesire to ensure fitness regardless of the costs. Hence, the adsencourage attitudes that may be harmful to the society.
Indeed, both ads encourage the audience to strive for perfect bodiesby emulating the athletes depicted on the cover. Participation infitness exercises can enable the audience to achieve proper outcomes.The ad on Men’s Health uses famous soccer player, Ronaldo,while the ad on Women’s Health uses the image of retired tennisplayer, Anna Kournikova. Both athletes are depicted as happy andsuccessful. Hence, the audience is enticed to emulate exercise anddesires that enabled both stars to achieve flat abs and toned torsos.The ads also exemplify the society’s obsession with athletes andfitness regimes.
Pinhas, Leora, et al. "Attentional biases to body shape imagesin adolescents with anorexia nervosa: An exploratory eye-trackingstudy." Psychiatry research 220.1 (2014): 519-526.