No to Anorexia

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No to Anorexia

• Ashley Steenbergen
• First Period AP Language

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(No Transcript)
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Background Information

• This advertisement was part of an ad campaign
  for the Italian fashion brand No-l-ita. The
  campaign was unveiled during Fashion Week in
  Milan in 2007 to raise awareness for the disease,
  and to promote a healthy lifestyle among models.
  The pressure for those in the fashion industry to
  be thin is very powerful.

• The photographer, Oliviero Toscani, is known for
  taking controversial photographs. He has
  photographed AIDS patients and death row inmates
  for other fashion advertisements.

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Who is the audience of this advertisement?

• Everyone who attended Fashion Week in Milan,
  and everyone who is interested in fashion is the
  audience of this advertisement. Also, those who
  purchase No-l-ita clothing. The people who are at
  risk of succumbing to the pressure to be thin in
  the fashion world are also targeted by this ad.

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What is juxtaposed in the advertisement?

• The word No-, the models face, and the word
  anorexia are juxtaposed to prove a point. Its as
  if the ad is saying no anorexia, or youll look
  like this.

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Why is the text important to the advertisement?

• The text is important to the advertisement
  because without it, there would just be a photo
  of a naked skinny woman with no significance. The
  words give the ad credibility, as well as the
  purpose of the ad.

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What is the focus of the ad?

• The word anorexia and the womans body are the
  focus of the ad. Both are rigid and stand out
  against the black background and pink loopy
  letters of No- and No-l-ita. By making these the
  focus, the message of how awful anorexia can be
  sinks in to viewers.

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Does the Lighting Seem Natural or Artificial?

• The lighting seems very artificial. Because she
  is cast in a gray, cold, light, the model looks
  almost corpse like. This makes anorexia seem even
  more dangerous.

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What is the Point of View?

• The creator wants everyone to realize that
  anorexia is bad and dangerous. Most people agree
  with the creators point of view because it is a
  common belief that anorexia is unhealthy.

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Ethos

• This advertisement is credible because
  Fashion Week in Milan is famous. Its one of the
  most important events in the fashion industry.
  No-l-ita is a popular Italian clothing brand, so
  most Italians and Europeans will listen to what
  they have to say.

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Logos

• Obviously, the model in the picture does not
  look healthy, or beautiful. Most humans want to
  be healthy and attractive, so when they see what
  anorexia can do to a person, they understand that
  they shouldnt do it.

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Pathos

• The advertisement makes viewers feel pain for
  the model, because she is so frail. It also
  invokes feelings of disgust, because the models
  bones are sticking out and she has sores on her
  body.

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Works Cited

• Moley, Jess Cartner. Shock Anorexia Billboard
  Annoys Fashion Designers. The Guardian. n.p. 25
  September 2007. Web. 24 October 2011