Maybelline Close Up

People in advertising often talk about using aspiration as a motivator to sell a product. But in reality, advertising can often make people feel inadequate. Advertisers benefit from people believing they need to buy a product to fill this perceived inadequacy. By recognising this and being content in who you are, you can take away that power.

  • Maybelline
  • Brisbane, Australia
  • No longer active

Oyster Bay Returns

A few more Oyster Bay ads popping up. The photography, layout, and typography style seems to hint at making some kind of retro statement (the typeface and layout very reminiscent of Apple twenty years ago).

  • Oyster Bay
  • Brisbane, Australia
  • No longer active

Bonds

More of these ads for Bonds all around town. The campaign is inspired by Mad Max, which of course means it’s just like any other underwear campaign but in the outback.

  • Bonds
  • Brisbane, Australia
  • No longer active

The slim and masculine body ideals

The more you think about these two images the more confusing it gets. The body shape you are constantly being told to aspire to is near-impossible to achieve and changes over time anyway. It’s best to just aspire to be you.

  • Bonds
  • Brisbane, Australia
  • No longer active

Phone Boxes

Presumably the flawless model has been used to make their hotspot network look cool and glamourous. But what message does that send to those of us who aren’t blessed with fantastic genes, stylists, lighting, and photography teams? Don’t forget that your worth as a person is not defined by other people’s restrictive standards of what’s cool.

  • Telstra
  • Brisbane, Australia
  • No longer active

Nespresso

This advert features a naturally slender model, but when examined closely you can see has been skilfully edited to appear even skinnier.

  • Nespresso
  • Brisbane, Australia
  • No longer active

Valentine’s Day

It’s Valentine’s Day and Tiffany & Co. have filled the streets with advertising for their new fragrance. Remember: no bodies perfekt.

  • Tiffany & Co.
  • Brisbane, Australia
  • No longer active

Billboard take over

This augmented message serves to remind viewers of the toll that exposure to ‘flawless’ images can take.

  • Flower Clothing
  • Brisbane, Australia
  • No longer active

Lazy advertising

Lazy advertising? Other channels of this brand focus on the incredible landscape of Oyster Bay, but for this example they seem to have taken the easy way out. The overlay ‘Don’t Compare Yourself to This Image’ serves to remind viewers that images like these are carefully constructed using professional models, photographers, studio lighting, and digital manipulation.

  • Oyster Bay
  • Brisbane, Australia
  • No longer active

The beer choice for models

Advertising constantly tells us that looking good is the only way to a life of happiness. Your appearance does not equal your value as a person. Remember that there is far more to you than what you look like.

  • Peroni
  • Brisbane, Australia
  • No longer active

Resist!

Advertising in the public sphere has become so normalised we don’t tend to question it. What if we had art instead?

  • Brisbane, Australia
  • No longer active

Body type diversity

From a design perspective, this advertisement is a spectacular achievement for the casting agent who managed to gather so many ridiculously good looking people together in one room. Some would suggest incorporating models of various ethnic backgrounds demonstrates diversity, but really, they only perpetuate and reinforce the impossibly out-of-reach body shape ideal. The advert isn’t about demonstrating diversity, it’s about targeting a more diverse range of customer.

The digital overlay of ‘what techniques are being used to attract your attention?’ highlights that this arrangement of models is no accident. It’s important to remember this image does not reflect reality. It has been carefully constructed for one reason — to sell clothing.

  • H&M
  • Brisbane, Australia
  • No longer active