Whether you’re
watching television, browsing the Internet, flipping through magazines, or
driving by billboards, it seems like companies are always trying to sell you
something. Advertisements are absolutely everywhere. Advertisements tend to
target a certain group of people, a certain type of audience. At first glace,
it is pretty obvious what a advertisement is trying to sell. However, once you
start to take a deeper look at an advertisement, it becomes apparent that
advertisements have a deeper meaning and purpose to them. They’re not just
trying to sell you a can of Pepsi; they’re probably trying to sell you
something more, for example a certain appealing life style. The above advertisement
is Pepsi’s new ad for their new skinny Diet Pepsi can design. This
advertisement is an advertisement for a Pepsi product. However, when you start
to look at the advertisement more, this advertisement is trying to sell the
skinny lifestyle. Pepsi goes even further than just being skinny. Pepsi is
trying to sell being unhealthy skinny.
The advertisement
is a very eye popping advertisement. On the side of the ad, the words “the new
skinny can” are displayed. Except, the only real skinny thing about this ad is
the model that is also featured. The model is wearing a big blue sun hat, a
blue dress, red lipstick, and is also very pale. This corresponds with Pepsi’s
traditional red, white, and blue logo. There is also a model pictured in this
advertisement. The model has a very sunken in, defined, boney face. She is
clearly very thin. There are a number of different ways and a number of
different tricks the advertising company can use to get the model to appear this
way. First off, the model’s cheeks are very sunken in to give her the defined
bone structure look. However, this is a very clever use of shadowing. Unless
you’re well on your way to anorexia, nobody’s facial structure should be that
clearly visible to the naked eye. The model is also wearing a very oversized
sunhat, which I believe the advertising company chose to put on her for a
reason. This oversized hat makes her appear even smaller then she already
is. It helps bring out the illusion that
she is extremely skinny and tiny. The oversized hat covers a good 75% of her
face. The advertising company didn’t even bother to have us see what her face
really looks like because her face doesn’t matter. All that really matters is
she is a skinny.
If her sunken in
face isn’t enough to make you want to shove a cheeseburger down this girl’s
throat, the icing on the cake is her toothpick-sized arm. Her arm is really the first thing you notice
when you look at this advertisement. She is wearing a strapless blue number,
which really allows you to get a good look at her arm and her extremely bony
shoulder. Her arm is absolutely beyond the definition of skinny. Pepsi
definitely takes home the prize for Photoshop 101. If you take into consideration how skinny and
bony this model’s arm really is, you could only imagine how the rest of her
body must look to be considered proportionate, absolutely sickening. Her arm
looks very similar to that of a corpse. The image is absolutely fabricated. It
is amazing what a little bit of Photoshop can do to a person.
Advertisements
tend to target a specific audience. While anyone can enjoy Diet Pepsi, this
advertisement is targeting women. This advertisement is trying to portray being
skinny. Women more so then men tend to become obsessive over body image and
what society accepts as being beautiful. This advertisement is trying to drill
into women and girl’s heads that if you drink Diet Pepsi, you too can look like
this model and be beautiful and skinny. This advertisement is trying to twist
the concept of what beauty really is. The model is also sipping from a straw,
which has always been considered a very classy and feminine act. This
advertisement is hoping to grab the attention of someone who may be dealing
with his or her weight or trying to get skinny or stay skinny. I believe
someone who cares about his or her weight and being skinny will look at this ad
and consider drinking Diet Pepsi. Whether they’re trying to lose weight, stay a
certain weight, or maybe they have a very serious body image problem, this
advertisement is appealing to those earning to be skinny.
At first glance,
this advertisement is merely trying to sell a Pepsi product. But when you take
the time to look at it and take into consideration all the details about this
advertisement, it turns into another “the only beautiful is skinny”
advertisement. The world is full of them today. It is very sickening to think
that this is what beautiful is now considered. This advertisement is not just
selling a Pepsi product. This advertisement is selling a fabricated image of
what beautiful really is. It is images like this that cause women and girls to
hate themselves and develop serious self-esteem and self-confidence issues. We
weren’t born knowing how to hate our bodies, but it is images like this that
teach us too.