Before choosing a text to analyze, I wanted to first grasp a stronger understanding of what makes a particular image or idea controversial. What concepts spark anger or resentment? Are there audiences that respond in particular ways to certain elements of an advertisement? Starting broadly, I googled “controversial advertisements” and scrolled through a variety of images and texts which could be perceived as provocative, insulting, or disturbing to members of our society. As I was searching, I found an image that particularly stood out. I have included it below.
Fitness Town Weight Loss Advertisement
The first thing that captured my attention was the image itself. Living in a society that is obsessed with health and nutrition, and that idolizes the perfect body, this advertisement differed vastly from the ones I am use to seeing in monthly publications. Not pictured was the ultra tan, makeup coated supermodel, but instead, a faceless woman is shown struggling to button her jeans. Not only does the lack of identification create a sense that the model should be embarrassed or shamed by her appearance, but it designs an overall interpretation that all women of such size and stature should be humiliated, as well. Furthermore, as I studied it closer I noticed other startling elements that sexually objectify women. By stating, “don’t be caught with your pants down,” the creators of the image are utilizing emotional appeals, or ethos, to spark women’s self-esteem concerns in order to convince them to participate in their weight loss program. Not only does this insinuate that women are sexual objects, but also that if women look a certain way, they should be embarrassed to present themselves in an intimate setting. As these concerns are currently mainstream debates and dominate certain aspects of popular culture, I considered this advertisement to be a great opportunity, or a kairotic moment, to analyze and address such concerns.