Isopure TV Commercial Link:
Isopure is a brand that makes pure
protein drinks and powders that are lactose and milk sugar free. This print
advertisement is specifically for their liquid protein sports drink. This
advertisement is a great example of the stereotype that men are to be extremely
muscular and manly.
The man in this advertisement is centered
and larger than the picture of the drinks, so therefore our eyes are drawn to
the athlete. The man is not wearing a shirt to also draw attention and show off
his upper body strength. Boys and men who want to become athletes, or anyone
who wants to be proud of their body, would love to be muscular like the man in
this advertisement. This man portrays masculinity because of his expansive
stance and stern facial expression. His facial expression shows feelings of
confidence and dominance. The athlete also looks determined because he is not
looking directly at the camera, but is looking above and beyond.
The model looks like a professional athlete
or body builder, but in reality he is just a regular man. Isopure could have
used celebrities and professional athletes, but instead they decided to use
regular people because this is a brand made for the people. Isopure started out
when the CEO of the company consulted regular people about their fitness needs
and created the product around them. The athletes in the advertisements used
the product to change their lives and are able to show it with their protruding
muscles. These real athletes also have truly authentic and inspirational
stories. By using real athletes who exercised and achieved their dreams of
being in shape, these advertisements can persuade others to work hard and achieve
their goals through this product.
People who read this advertisement can relate
to this product when they read the text, “we are all more than muscle. We’re
for shorties, ballers, marathoners, shredders, adventurers, moms and dads,
because there’s so much more to each and every one of us.” Also, in the video
commercial for Isopure, the athlete says that he works out every day so that
his body is an example that anyone can do it too. The only problem that I have
with the message that anyone can do it is that in all of Isopure’s
advertisements, there is only one advertisement that uses a female athlete.
Even if females are not their target audience, there are still many muscular female
body builders and athletes. In the text in the print advertisement, the word “dads”
is much larger, bolder and more noticeable than the word “moms” that sideways
and in small font. This advertisement is portraying that only men can be
muscular athletes or that men are just better at it. There are great, muscular,
female athletes that girls and boys look up to as role models.
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