Powerful Yogurt Advertisement

Powerful Yogurt Advertisement

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.

– Jen



  1. Jen does a great job analyzing both text and image in this blog post and backs up her assertions with visual evidence. This yogurt ad adopts several of the strategies that ads for body wash and deodorant also use with its bold, primary colors, and also black, lettering in all caps, and use of active verbs. It seems a bit absurd to make yogurt for men, but is it just as absurd that other yogurt commercials and ads almost always feature women?

  2. I agree that this commercial is attempting to use a males masculinity to attract him to this product. Males are constantly comparing themselves to other males and this is shown as a way to get a competitive edge on other male my helping your physic with this product. I think this ad will be unsuccessful because there are many other food and supplement ads that are known better and relate to the masculinity theme better than a yogurt ad.

  3. I think this image touches upon probably the most prolific marketing strategy in modern history – the marketing of sex. Juxtaposing the yogurt with a fit male implies a sort of cause and effect relationship – eat this yogurt, and you will become as in shape and attractive as this man. This is significant to the ad because it is the foundation of what this particular yogurt is attempting to sell, for the most likely reason someone would buy this yogurt is to look just as in shape as the ad’s model, and the most likely reason someone would want to look that in shape is to draw attention from the opposite sex. Thus, the promise of attraction is this particular yogurt’s specific allure. If this weren’t the case, the makers of this yogurt would be hard-pressed to find a different marketing vantage point with the same impact. Most evidently, showing us a body that embodies attractiveness, and accessorizing it with “Powerful Yogurt,” both do this.

    1. Interesting comment, Erik. I’m curious: is there anything about this ad that specifically constructs heterosexual attraction or do you think it could also be targeting a homosexual viewer? In contrast to TV or print commercials for razors or certain body wash brands that include images of a beautiful woman or explicitly suggest that using the product will help men attract *women*, this yogurt ad does not include any such details.

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