This is an advertisement for Powerful Yogurt, a dairy product designed specifically for men.
I’ll begin with the text found in this ad: “Find your inner abs.” This text functions as a call-to-action for, as well as a challenge to, consumers — male consumers. This text demands that men find their “inner” physical strength, which promotes ideologies concerning what it means to be “masculine” (i.e. physical strength, physical fitness).
Pictured in this ad, consumers see (to the left) an enlarged cup of Powerful Yogurt, which overlays a number of grey rays, meant to draw attention to the product. The packaging itself, as well as the text beneath the product, is presented in bold, masculine colors. It is also worth noting that the logo for Powerful Yogurt is a bull’s head (a symbol of masculinity and masculine strength). To the right, the ad contains a close-up of a man’s defined abdominal muscles; this man is, supposedly, a consumer, just like the potential consumers viewing this ad, as implied by his wearing blue jeans. In the same frame is an open container of Powerful Yogurt and spoonful of Powerful Yogurt, which overtly communicate the man’s consumption of the product. The layering of the yogurt with the man’s abs draws a direct correlation for consumers between the yogurt and the man’s appearance, between a product and its “effects.”
This advertisement, however, goes further than just telling male consumers that they should eat this yogurt in order to look like this man because every man should look this man. This advertisement — and the fact that a product such as this was even developed — feminizes regular yogurt and communicates to male consumers that they need and deserve a better, tougher-looking yogurt that will meet their dietary and physical fitness needs (which regular yogurt could never hope to do). This product effectively associates regular yogurt with emasculation and further perpetuates the ideologies surrounding gender identities and gender performances.