Beach Bodies v Real Women
1) What was the Protein World 'Beach Bodies' campaign?
The campaign was about a weight loss product that advertised that it would help people achieve their beach body the they've always wanted, or needed.
2) Why was it controversial?
The advert had targeted women to show them that this was the body needed to go to the beach. The advert had claimed to 'body shame' women and make them feel less comfortable with their bodies, the advert also gave into the male gaze which is already a controversial subject. The advert was seen as irresponsible and was taken off streets.3) What did the adverts suggest to audiences?
The adverts suggested that the women would have to achieve the body shown in the advert to be beach ready and any less would be put to shame. This led to the stereotype of women only being allowed to show themselves if they look appropriate to the male gaze which this advert campaign reinforces.4) How did some audiences react?
There was a big protest or anti-campaign on the advert stating that their bodies were also suitable and a more real representation of what any beach body can be like not just the body shown in the advert.5) What was the Dove Real Beauty campaign?
The campaign conveyed the opposite ideals that the beach body advert conveyed, as the advert was all about how women can be of different race and shapes and can be seen as beautiful, as they do not have to be restricted in their stereotypes but can be whatever they want. The advert conveyed women all with underwear on of different race and body type all looking beautiful and natural.6) How has social media changed the way audiences can interact with advertising campaigns?
The media has had to much wider consider what is published as the voice of the consumer is so much more clear and heard now due to social media and how easily peoples voices can be heard.7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
The idea of third wave feminism and their views on being more vocal rather than passive on the views they have of the representation of women. The constructed meanings of this can refer to the content being shown in many public places in the eyes of men women and children. The target audience of the advert is also the main reason as the product seemed to want to appeal to women but indirectly appealed to men due to the male gaze.8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
I strongly agree that the representation has changed with a example of the CSP of the hair cream as women are shown idolising a man, now while the female representation may have gotten better it is just as the same for men in the modern day, with expectations being set and mannerisms being set for men to follow.
The campaign was about a weight loss product that advertised that it would help people achieve their beach body the they've always wanted, or needed.
2) Why was it controversial?
The advert had targeted women to show them that this was the body needed to go to the beach. The advert had claimed to 'body shame' women and make them feel less comfortable with their bodies, the advert also gave into the male gaze which is already a controversial subject. The advert was seen as irresponsible and was taken off streets.3) What did the adverts suggest to audiences?
The adverts suggested that the women would have to achieve the body shown in the advert to be beach ready and any less would be put to shame. This led to the stereotype of women only being allowed to show themselves if they look appropriate to the male gaze which this advert campaign reinforces.4) How did some audiences react?
There was a big protest or anti-campaign on the advert stating that their bodies were also suitable and a more real representation of what any beach body can be like not just the body shown in the advert.5) What was the Dove Real Beauty campaign?
The campaign conveyed the opposite ideals that the beach body advert conveyed, as the advert was all about how women can be of different race and shapes and can be seen as beautiful, as they do not have to be restricted in their stereotypes but can be whatever they want. The advert conveyed women all with underwear on of different race and body type all looking beautiful and natural.6) How has social media changed the way audiences can interact with advertising campaigns?
The media has had to much wider consider what is published as the voice of the consumer is so much more clear and heard now due to social media and how easily peoples voices can be heard.7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
The idea of third wave feminism and their views on being more vocal rather than passive on the views they have of the representation of women. The constructed meanings of this can refer to the content being shown in many public places in the eyes of men women and children. The target audience of the advert is also the main reason as the product seemed to want to appeal to women but indirectly appealed to men due to the male gaze.8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
I strongly agree that the representation has changed with a example of the CSP of the hair cream as women are shown idolising a man, now while the female representation may have gotten better it is just as the same for men in the modern day, with expectations being set and mannerisms being set for men to follow.
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