Commonly, it dressed in reasonable-clipped attire or bathrobes and in intimately alluring poses as they organized decorative mirrors in one give and Stomatol tooth paste regarding the almost every other
Despite sounding confident, Stomatol did not offer users versatility of preference; as an alternative, they framed the quest for charm while the a personal and you may national responsibility, which have anybody who refused to buy what they are offering getting labelled since idle and thoughtless. Associated these statements have been photo regarding stereotypical blond-haired, blue-eyed Swedes, with pen slim eyebrows, like jewellery, reddish lip stick and you will shiny teeth. So it autoerotic gaze subverted the conventional “male look” and you can showcased a modern-day expression of females that the experience to understand themselves (Runefelt, 2019b). Many national and you may around the globe tooth paste names became into the comparable social bullying projects at this time, it tended as an alternative to utilize photo away from attractive feamales in the newest style of Movie industry starlettes in lieu of “lady next door” data. Thus, Stomatol stood aside with its canniness to focus on recently emancipated Swedish lady by the emphasising everyday lady once the “way of living models” off trusft (Schweitzer, 2004).
Thanks to including emotive phrases, Stomatol considering the latest possibilities to girls consumers consistent with their the fresh freedoms and you will liberty when you look at the Swedish community: an opportunity to browse stunning, yet also to care for healthy relationship with individuals
We come across a very clear exemplory instance of it during the a good 1933 Stomatol offer (Figure 5), which, at first glance, will be confused with an informative blog post. In the middle of the ad is a huge black and white photo off “Miss Britta Jakobsson, the ideal Swedish Woman”, just like the associated headings write to us. Britta has quick curly blonde tresses, a glowing complexion and you may white teeth that will be dressed in a fashionable beret, blazer and pearl necklace. No matter if she confronts new viewer, the girl sight check out the medial side, flipping the girl to your an item regarding “offer” (Kress and van Leeuwen, 2006, p. 124) once we consider their to make contacts between the girl looks and you can Stomatol. During the providing the woman a name, individuals are likely to means an emotional attachment, and thus giving her “role design authority” (van Leeuwen, 2008, p. 187). The text explains you to a rival try organized from the magazine Filmjournalen to discover the most Swedish searching woman and Britta claimed with “an overwhelming bulk” due to their “a few rows off white teeth”. Alongside the text message was a little pictures from Britta carrying a great bouquet out-of plants, implying that is actually once you to definitely she is actually granted the new prize, when you are a good testimony away from Britta, highlighted in the a book cut-off off to the right, states that Stomatol is the reason why she’s got such as for example sweet white teeth. The latest quote is designated together signature within the cursive, 
incorporating credibility towards the allege (Ledin and Machin, 2020, p. 129), as box overlaps the newest photo, so it’s clear it absolutely was Britta whom said they. Right here, charm is quicker to a single solitary feature – nice white teeth – that have Stomatol framed just like the only basis guilty of so it. The new advertisement stops by the getting in touch with right on “anything you almost every other Swedish females!” to help you “pursue Miss Jakobsson’s example, worth your teeth and use Stomatol each and every day”. Right here, Stomatol produces a responsible-irresponsible dichotomy, framing female who do perhaps not choose the tooth paste as the unwilling to conform to Swedish criteria out of charm. Although we do not have technique for understanding when your competition is actually legitimate, if the woman in the photographs is known as Britta Jakobsson (an incredibly Swedish term) or if perhaps the price can in fact become assigned to their, the mixture of vocabulary and you may semiotics was extremely persuading and leave absolutely nothing chance to question the brand new says.