Questions to Consider:
* Who is the target audience for this product?
* What does this product do? Is it clear or unclear?
* What role does the woman’s body have in this ad?
* How many recent ads have you seen which display only pieces of a model?
* Why is it so common for a woman’s worth to be based on her body parts rather than her whole person?
What We Think:
Body-building supplement Syntha-6 would like consumers to take notice. Their tagline reads: “SHAKE WELL and enjoy”. We here at About-Face find a few reasons to be alarmed. Taking a quick glance at this ad, the eye is drawn to the red drink bottle and bikini bottom worn by an all-too-familiar dismembered female model. The woman in this ad is not espousing the benefits of this protein concoction. Her incomplete body is a sign; this product is marketed toward men. Her truncated figure is posed with an extremely arched back, giving her the look of unrealistic proportions. Everything in this ad: the fake skyline and white sand beach, the poorly Photoshopped drink container (and the hand around it), and the woman delineated down to key eye-catching elements, are merely props meant to fulfill a heterosexual male fantasy. With this advertisement, Sythna-6 delivers a low blow to both men and women by making assumptions about male sexuality and marginalizing women in order to sell an ambiguous sports beverage. According to their calculations, it is a man’s world, and a woman’s worth is based on how well they accessorize it. (By Jason Leach)
Take Action! Contact:
BSN, Marketing Department
5901 Broken Sound Parkway NW
Boca Raton, FL 33487
via web: bsnonline.net/misc/support.php