Textual Analysis

H & M ads

H & M targets teenagers, early 20’s

Model on the left, slim pretty, young.
Red lips and nail varnish anchor the red H&M, but also connote passion, glamour and along with her pose, very sensual
Long, golden blonde hair – angelic, fairy-like, desirable for young girls
Not much focus on the actual clothes – is the advert promoting the product or lifestyle?

Model on the right - strong, independent women.
Business-like suit, however sexed up by her flesh shown.
Young, pretty slim model
Wild hair
African model – opens up appeal to wider audience

Both models are young, slim and pretty, stylish and glamorous. As H&M’s target audience is teenage girls, do these adverts promote an idealised image of how women should be, to be attractive and successful?