The Representation of Women through Protein World's Beach Body Advertisement

The Semiotic Analysis of the Protein World’s ‘Beach Body Ready’ Advert
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The Semiotic Analysis of the Protein World’s ‘Beach Body Ready’ Advert
Introduction
Advert Description
On the surface, Protein World'sbeach body ready' advertisement shows a slim tone blond young woman posing in a yellow bikini against a yellow background. At the top right corner is the name of the company responsible for the advertisement: Protein World. At the bottom right corner is three containers that most likely contain the company's products: protein supplements. Directly above the containers, the advertisement consists of the words 'The Weightloss Collection' to typify that the containers' contents are solutions to weight loss problems. However, apart from the woman in question, what standout in the advert is the question 'Are you beach body ready?'. These words are in black capital letters (against the yellow background), with its font dwarfing all the other written elements on the image. At the bottom, directly below the three containers, the advert informs the audience that products are exclusively available online on the company's website. At the top left corner are symbols of social media platforms on which the company is active.
About Protein World
Established in 2012, Protein World specializes in the production of nutritional solutions that help consumers lose weight. The company combines sports nutrition and pharmaceuticals to produce female-friendly sports nutrition for the larger masses (PW, 2021). The company’s products are available in over 74 countries with major market bases in the USA, AE, Australia, and mainland Europe. The company prides itself as nutrition experts, sourcing ingredients from top-quality GMO-free suppliers and producing premium products with quality flavors. Based in the UK, the company's main target market segment is women who seek slender and lean bodies. The company operates on the philosophy of inspiration, being real, working hard, and implores consumers to be the best version of themselves.
Advert Controversy
The advertisement encountered a massive backlash because it was accused of 'body-shaming women.' Over 400 filed complaints suggested that the advertisement was socially irresponsible because its objectified women (Sweney, 2015). Apart from the 400 complaints, over 70,000 online signatures were collected in a petition to stop the campaign. The major complaint was that the very slim, toned model implied that other body shapes were inferior and that the promotion of slimming products using the image was socially irresponsible. Protein World argued that the advert did not imply that everyone should look like the model in its defense. Despite the backlash, the campaign was cleared by the UK adverts watchdog.
Analysis Approach
The campaign is significant because it represents some of the controversial media products in the current society based on cultural differences and biases. Semiotic analysis refers to the study of signs and sign processes based on cultural presentation, language, brands, warning signs, and emojis. Therefore, semiotic analysis is the pursuance of symbolic connotations beyond mere denot...