In modern advertising, a multitude of tactics are employed in order to appeal to the intended audience of women, ranging from shame based advertisement to advertisements that empower women. An example of this can be seen in the comparison of the Katy Perry ad for Popchips, and the nike ad featuring Serena Williams. Both of these ads use influential women in our culture to promote healthy living and physical strength; however they appeal to their respective audiences using very different visual and contextual tactics.
The advertisement for Pop Chips, which is centered around Katy Perry, and the image promoting Nike, featuring Serena Williams both utilize idealized women in our society in an effort to plant an idea in women's heads. Both advertisements advocate for healthy living, though the Katy Perry one is centered more towards physical strength while the Serena Williams ad is focused on mental strength. The advertisement for Popchips implies that eating Popchips will make women stronger, as she can be seen in a strength position holding up the chips while she “curl[s] Popchips” to gain strength. It also informs the intended audience that women no longer have to be insecure about their body because if they eat Popchips no one has to worry about getting “handles.” The Serena Williams ad promotes healthy living through mental health by stating that no matter how a woman looks on the outside “you can never take away her superpowers;” meaning that a womans shape doesn't matter, its |