This ad encourages negative, occasionally fatal, and self-abusive behaviors for the sake of a joke. But, the brand actually uses two juxtaposing ideas which contrast eating with healthy habits through its allusion to eating disorders and harmful food tendencies. The company also used the visual aid of pretzels to insinuate that eating those pretzels would then make a person thin. This means that even though the pretzels have barely any shape, they are still not “too thin.” Placing this image next to a pro-anorexia phrase further enhances Snack Factory’s claims that being unhealthily thin is still okay.
Moreover, the picture shows almost paper-thin pretzels. Simply by challenging the severity of eating disorders, Snack Factory misses its intended audience and goes on to offend another one. Overall, the diction skews the perception of health by suggesting that Pretzel Crisps are the best because they are skinny, therefore people will be better when they are skinny too.įinally, the juxtaposition of a pro-anorexia phrase within a food ad clearly teases the importance and the weight of eating disorders.
Through its glorification of being thin, the ad indirectly encourages negative behaviors in the effort to becoming a skinny person. Furthermore, the diction implies that thinness is the goal we all want. “Never” also impresses upon any person struggling with an eating disorder that there is no healthy limit to how skinny they can or should be. In particular, the word “never” suggests that the ad is a general, factual statement, when in fact, it is not. The Pretzel Crisps ad then goes on to misunderstand the implications of its diction. Through Snack Factory’s attempt to relate to the struggles of people trying to improve their eating habits, they make fun of a serious mental illness and make light of a sometimes fatal disease. So, rather than inspiring fit young people to try their healthy snack, the pretzels encourage a negative, somewhat triggering response for people who suffer from eating disorders. Using the phrase “you can never be too thin” to grab the attention of their intended audience, Snack Factory neglects to realize that the phrase originated through the pro-anorexic and bulimic communities. But, Snack Factory missed the mark by a lot.įirst, the snack food company attempts to pathetically appeal to an audience of young, healthy people.
It was probably the intention of the company Snack Factory, who makes Pretzel Crisps, to join the bandwagon of companies advertising beach bodies and easy, healthy foods. To most people, this ad may not immediately sound controversial.
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