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From embarrassment to acceptance. The journey of the natural body. -…
From embarrassment to acceptance. The journey of the natural body.
old advertisement
embarrassment
The main takeaway for the women who saw this ad was that if they didn't have a hairless body that would constantly be humiliated. Because of this mind game the ad played women gave in easily.
fitting in
Something that made this ad so popular was that women in this time always wanted to be seen as in the know, so when this came out women jumped on the bandwagon.
Ethos: I don't believe there is ethos within this ad. There is nothing that tells us that we should trust what the ad is saying.
summary
This ad is targeting women especially those who are in the stage in their life that they need to shave their armpits. It is claiming that without the product's help they will be embarrassed. So many ads released during this time are directed at changing women's bodies and constantly telling them that if they don’t they will not be happy in life. The woman in the graphic is displaying her freshly shaved armpits with smaller graphics of men and women kissing around her. This is showing us that if we don’t look like the woman then we won’t have what the people around her do.
This ad was published in 1922 by Harper's Bazaar, their mindset behind the start to shave the female body was the introduction of sleeveless dresses, and knee high skirts.
Fallacies: appeal to emotion, slippery slope, false cause fallacy
Pathos: appeals to the emotion of embarrassment, no one ever wants to feel that
Logos: it makes sense that they would want to avoid embarrassment and the ad is saying the way to do this is to shave your body so thats what everyone is going to do.
new advertisement
How the advertisement enforces acceptance.
The world has changed and so have the standards
"summary"
This ad is showing us that women are perfect the way they are and that they don’t need to change themselves to fit in. The words “However, whenever, if ever” are passing a message to women around the world stating that the choice is ours. We can do what we want with our bodies by showing their natural hair.
This piece was published in 2018, it was part of Billie's ad campaign and one of the first ads to show women with their natural hair. The whole idea behind the ad was to tell women that their shaving habits is up to them to do what they want with it.
Ethos: coming from a feminine care line
appeal to nature
The advertisement above appeals to our nature, it is natural for our bodies to have hair so why should it be seen as a bad thing?
Pathos: the visuals are something every women can relate to. Also the words reinforce that it is OUR choice and OUR body to do what we want with it.
Logos: lies in the words, telling us that no matter what we choose the brand will stand behind us