This ad by Nestle’s “Skinny Cow Candy” shows how advertisements directly target women in regards to dieting. In “Hunger as Ideology”, Susan Bordo talks about how advertisers purposely target women in advertisements about food restriction. These advertisements reinforce societies ideologies of beauty standards and body image by telling women that they need to restrict their eating habits in order to maintain the perfect body and be considered “beautiful”. Skinny Cow products are supposed to be just as delicious as average candy bars but with much less calories making them “guilt-free” which just proves what Bordo was arguing when she said that advertisements make it seem as though women should feel guilty when consuming a lot of food.
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