Gender stereotypes in advertising

A common theme which is expressed throughout the three included ads is the idea of achieving/attaining the "perfect body", which is presented as slim and toned. Throughout the years, the 'athletic body' image has become increasingly popular. All of the three ads show a product which will 'help' women reach this 'ideal' body. With this, all of the shown products are within the fitness industry. Statements such as "Are you beach body ready?" and "I will be more than a pretty face", suggest that all women have to match unrealistic societal ideals in order to be accepted. Such statements make women viewing the ads question their bodies, and begin comparing their image to the heavily edited ones used in the advertisements. However, the image used for Under Armour concentrates on the subjects face, in order to match the "I will be more than a pretty face" marketing statement. All the women used in the ads are centered and passive, and not interacting with what is being marketed. 

The fitness industry has heavily grown throughout the past decade, as people have become more critical with their outer image. Therefore, advertisers have taken advantage of such a wanted body ideal, and have used this commonly wanted body type for their ads. People viewing the ads see these toned/slim bodies, and begin to believe that the marketed product may help them reach this "perfect body". The Nesfit cereal and Protein World protein products are consumable products which are presented in the ads with 'fit' women, which is not the reality of consuming such products by themselves. As well, using only perfectly toned women in these ads reflects the idea of fitness being used only to perfect ones body image, when in reality fitness covers a plethora of activities which aren't always pursued to change ones body image. By only promoting muscular/tone bodies throughout the fitness industry, it creates a false 'purpose' of fitness. Although fitness is a good way to stay healthy and alter ones body image, it shouldn't be the only purpose one wants to invest their time into such a lifestyle. By only presenting one body type throughout the fitness industry's media, it can create an unhealthy relationship between the public and fitness as they desperately try to achieve such a body status. 

The three ads reveal a lot about societies body ideals. Firstly, women should be toned and slim, with men being muscular. As well, increasingly, women should spend their time doing athletic activities, and eating healthy/protein packed foods. The increasingly popular 'athletic' body type should be reached through various fitness regimes. Women shouldn't have stretch marks, loose skin, etc. as represented in the various ads. "Are you beach body ready?' reflects that only this certain body type is accepted at the beach. As well, "I will be more than a pretty face" reflects on the idea that women are heavily judged from their outer appearance. Caucasian women are also commonly used for marketing purposes, which neglects the celebration of diversity. As an underlying message seen in the ads, women should be fit in order to be accepted, and should spend money at such vendors in order to reach this ideal.