This advertisement shows a controversial add towards women. The image shows a beautiful model called Renee Somerfield aged 24 who has been in the press for her appearance on the protein world advertisement on her appearance and body shaming.
Image shows a young model in very minimal clothing; bright florescent yellow bikini. Hair is lightly placed on the left side of her shoulder which accentuates the detailing for you to look at the top half of her torso as the hair is seen as a distraction or looks misplaced. The model is well shaped and very skinny which could miss lead the advertisement to shaming women who are bigger than her or even smaller as people may assume that the image has been photoshop. The image has probably/ most likely been re touched as the image is in black and white which i doubt they shot with a black and white filter ( post production )
I think the company/ editor decided to use grey tones are they are complimentary but also stand out
from the vibrant background and clothing; also use bold capitol text to make the quote to be eye catching; placing the model slightly off centre to create an edge to the image.
The advertisement has been called ‘sexist’ and ‘ body-shaming’ taking the social but viral hashtag of #eachbodysready’ causing 60,000 people to have voted for the advertisement to be removed because of the controversy that has been risen based on the image that has been advertised.I think the society now days has created a very specific gender type to females, as if for them being skinny, beautiful and attractive which has seen to be key for the stereotype of women.
The spoof advert follows the same striking format as the Protein World original, with an eye-catching yellow background and bold font, and is marked up as a Dove product (Dove's real beauty campaign encourages women to appreciate their bodies, regardless of size and shape) but the brand have denied being involved.
After being made aware of the copycat image a representative for Dove said: The ad was not created by Dove but we do believe that every woman is beach body ready!
Dove added: 'In 2004, 75% of women felt advertising and media set unrealistic standards of beauty. Today, that figure is 66%, with the perception being that more diversity is portrayed in the images of women we see around us.
'We have clearly made some progress in the 11 years since Dove started Campaign for Real Beauty but there is still much to do. Two thirds of UK women would prefer to see more women of different weights and shapes, different ages and without digital enhancement in the media. This is why Dove will continue to champion beauty for everyone because looking and feeling your best makes you feel happier.'
Interestingly, the 24-year-old model in the ad herself, Australian Renee Somerfield has cited the irony of people getting angry about the 'body-shaming' poster, whilst body-shaming her.
In an interview with Huffington Post, the model said: 'I am a real person behind the image. I work very hard and live a healthy and active lifestyle which is why Protein World chose me for their campaign. I couldn't work every day as a full time model by starving myself, dieting or not looking after my body. Nourish your body, be kind to it and it will love you right back, no matter your size.'
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