Yet the advertisement companies' tactics are effective for reaching its targeted audience. The audience in all categories (family, teenager, middle aged, pre-teen, etc.) would relate more so with a model that appeared similar to them – more atypical and average. However the bigger picture is that the models for the advertisement companies and celebrities are not considered average because of their appearance.
When looking at a magazine cover, a fashion runway show, or staying in tune with your favorite celebrities, it is be difficult to imagine them walking down the street like an average person. This idea of a celebrity interacting with average society is played with in the David Beckham commercial for Spirit. Beckham is walking down the street, as people begin to recognize him they follow him because it is David Beckham, a male professional soccer player. If the viewer examines the commercial closer they will notice that the crowd following David Beckham represents the average American population, overweight and obese. According to Amir Khan, the author of "America Tops List of 10 Most Obese Countries" the United States is ranked number one for the highest obesity rates. High statistics of obesity contributes to why Americans feel insecure about their self-image; advertisements contribute to this by not being "in tune with reality" (O'Neil 2). .
It is common for models and celebrities to have a below average body mass index from surgery, eating disorders, or extreme dieting. On the other hand, the average American views 300 to 1,500 advertisements per day, accumulating up to 100,000 advertisements per year (O'Neil 2). That is a lot of advertisements to take in, process, and understand how the viewer feels about the image. Unfortunately there are commercials similar to Carl's Jr.'s 'soft porn' that is somehow advertising their hamburgers and not sex.