Target Audience: Overweight people at large. Average people are secondary.
The poster aims to target people who are overweight and also serves as a reminder for people who aren't to keep in shape and be healthy.
Thumbnails:
Roughs:
Critique
A comparison between a thin girl and fat girl has insufficient motivation for a person to take on dieting actions. In addition to inadequate persuasion, the scary effect of being a fat person was not communicated at all.
Final:
In order to achieve the scary effect and at the same time motivate audiences to be more conscious of the amount of fatty food they consume, a realistic internal body fat scan image was used instead. The stark contrast in an average person and an obese person raises awareness of how fats actually accummulate in our body. Normal people do not feel the existence of the fats, but they know that they have "fat" regions around the body. Reality is always cruel and harsh and the audience need to be aware.
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