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Skinny Analysis

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Submitted By Pedersenferaru
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During the great depression, the United States ran into a comprehensive food shortage. This had a major influence on the American beauty ideals, and the definition of sexy took a sweeping U-turn. Previously, losing weight had been a key part in the pursuit of the perfect body, but because of the shortcomings of food, beauty ideals most easily compared with those in Mauritius and Somalia were indoctrinated in the American custom. In this essay, I am going to analyse and comment on an advertisement from this historical period. I am going to do this by applying structural and textual analysis while comparing it to modern advertising.

Even at the first glimpse of the ad, we get a feeling of the message the company is trying to spread. Due to our diagonal reading pattern, the first thing that would catch our eyes is the face of a confident woman standing as tall as the entire advert. Two well-nourished males, complying with the beauty ideals of the 1930’s American man, follow this sight. Both of them look with adoration in their eyes, and this has a great impact on our perception of the product. The picture setup subtly says that,
”If you use this product, handsome men will adore you.”

Another interesting tool used in the advert is the borrowing of ethos from a more reliant source. The commercial mentions the word doctor, which carries a lot of ethos. A doctor is a trusted title used in commercials up to this day. When linking the word doctor to a product, consumers will often associate it with words like secure, healthy and effective. The effectivity and security of the product is also addressed through the result guarantee. The paragraph explaining the guarantee starts out by stating “No matter how skinny and weak you may be, this marvellous new ironized yeast should build you up in a few short weeks,…” The most interesting aspect of this statement is

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