I worked upon a college assignment where in an ad campaign was created combining ‘Lays’ with a social cause. After studying the brand, its brand image, target audience and prior ad campaigns- this advertisement was created.
Body shaming is something that everybody deals with, it is basically criticising somebody on the basis of their physical appearance. There are three categories of this concept:
1. Criticising your own appearance, through a judgment or comparison to another person. (i.e.: “I’m so ugly compared to her.” “Look at how broad my shoulders are.”)
2. Criticising another’s appearance in front of them, (i.e.: “With those thighs, you’re never going to find a date.”)
3. Criticising another’s appearance without their knowledge. (i.e.: “Did you see what she’s wearing today? Not flattering.” “At least you don’t look like her!”).
It often leads to comparison and shame, and perpetuates the idea that people should be judged mainly for their physical features.
Concept: Ritika Gupta & Sanya Khurana
Photography: Ritika Gupta
P.s. this is just for college purposes.