
Nothing Basic about the ad.
American Beauty indeed.
Diamonds are definitely not this girl's best friend.
This can almost be a companion piece to my previous article Do we really need skinny models in our advertising? Only this time it is the exact opposite.
Here are a series of ads that use raunchy but well known movies to get the message across. The product is a Fat Free Yogurt. The ads are from Brazil and the translation reads "Forget about it. Men's preference will never change. Fit Light Yogurt"
Right, I get the fact that they use rather large women to replace Sharon Stone in Basic Instinct etc.. and that Fit Light will make you thinner I suppose. I mean there might even be an attempt at humor in there, but the whole thing falls flat.
Not withstanding the stereotyping of both women and men, I would be offended if I were the target audience. Moreover I would not buy the product. Execution-wise it is fresh and different, but guys, you want women who think they may have a weight issue to buy your product - not stay away from it because of how you portrayed them. A little sympathy or affirming message will go a long way.
And who are you trying to sell the Yogurt to anyway? Women or to men who like rather larger women?
Just a word to the wise : Advertising is meant to make products desirably to buy. At least with Dove's Real Beauty campaign, no matter what type of women you are, there is a positive message in there.
My wife is a large woman.
She wasn't when I married her.
After 34+ years with her.
Who cares!
If I were you, I would care quite a bit. Being fit isn't just about looking good - it's about being healthy. Being overweight is about the best thing she can do, next to smoking, to shorten her life-span. Thirty-four years is a good run, but I why would anyone want to lose a single day with their loved ones in this blink of an eye we call life?
Well, Henry, that would be great advice - if only it were true. Just more folks who think they know what theyre talking about spouting half-truths and false facts in their eagerness to slam overweight people - and by people I especially mean women.
Remind me - why would any woman want to be thin enough to attract folks like that again? For the life of me, I personally can't think of a single reason. At least being fat weeds out the idiots.
Good riddance, and pass me some more pie.
Let no man's opinion of you become your reality. I forgot who said that originally but, pass the pie! ;)
Gee, I've been waiting for days for somebody to say something like that, but it really wasn't my place because I'm a guy, too. That scratches an itch.
Thanks.
Ignore the facts all you want. It's your life you're ending.
Henry - The jury is out on being overweight, Obesity is definitely a problem that should be addressed. http://www.malehealth.co.uk/userpage1.cfm?item_id=137&pop=424
I tried and failed to find recent Canada/US reports that suggest being slightly (whatever that means) over weight can be beneficial in helping the body fight off "STUFF".
It was a positive review none the less.
What appears to be most important is, getting regular exercise for the old heart muscle and overall circulatory system.
I think the idea here is to show women that they can look much better than they do. Frankly, I think women and men both need to have whatever methods necessary taken so that they understand that being obese should not be acceptable. Not only is your health greatly damaged, but the children that look up to you will think it's fine to pack on the pounds.
I have no problem with people that don't want to be too skinny, but the women in the ads are clearly unhealthy. Obesity needs to be perceived as smoking is perceived. Unhealthy - and not worth the risk.
Errrrrrr.
The the second image, the bed of roses spoof, is sexy.
And I didn't want to be alone thinking it, so it all worked out great!
Thura:
I don't want to get off on a rant here (Yeah. Right. Like I ever don't want to rant), but the famous scene upon which Image #2 is based:
Mena Suvari in American Beauty
is more than a little pedophiliac, both in itself and in context.
The ad "spoof" above is considerably sexier.
However, you can't avoid the "sexy versus not sexy" because that's the driving theme of the ad campaign.
In the context of the rest of the campaign, the woman in the bed of roses must be presented as supposedly NOT sexier than the famous image it was intended to spoof.
Otherwise, the ad campaign is incoherent. You can have an incoherent poem or ending to the Sopranos, but you can't have an incoherent ad campaign. At least, not for long.
The inference, then, is that women of the body-type in image #2 are regarded as or are supposed to be regarded as overweight in the audience to whom the ad is addressed.
That's even scarier.
That would mean the second ad was targeted at/for women of that body-type (not uncommon, as someone below mentions) to persuade them that they need to lose weight even though that's a healthy and attractive body type).
Yipes!!!
As you point out, that's the exact opposite of the Dove campaign.
Mena Suvari in American Beauty is more than a little pedophiliac, both in itself and in context.
Perhaps for an old man like you, but for us young ones - 20 isn't even near pedophilia...
...not that there's anything wrong with that.
I'm not sure if you actually, you know, saw the movie?
It wasn't much of a hit among age-appropriate teenage boys.
Yes, I did see the movie. I thought it was excellent. In fact, if is one of my favorite films.
I was simply commenting that you have no idea what is pedophilia. A forty year old man being interested in a twenty year old girl [reality] isn't pedophilia. A forty-two year old man being interested in a seventeen year old woman [the film] isn't pedophilia. A seventeen year old is not a child. Once a child hits puberty, it becomes ephebophilia. Unlike pedophilia, this is not a paraphilia.
Modern American society wants to treat everyone as though they are a child until they turn eighteen. This is an incompetent system of judging maturity.
Suvari's character was at most 17. Probably 16 though possibly 15.
Which of the images do you find more appealing, the zaftig girl in image #2 in the article above or the image of Suvari linked in comment 4.4?
Well, the girl in image two has larger breasts - but overall I find Suvari more appealing. That said, I am probably not the best judge as I find anorexic-looking girls pretty. Also, I like girls that are much shorter than me. Those are just my preferences though - and they aren't for everyone.
H8:
That said, I am probably not the best judge as I find anorexic-looking girls pretty.
So the stuff about "health" in comments 1.1 and 3.0 wasn't all about health, then?
Anorexic-looking. You can be quite healthy if you eat very few calories, but extremely nutritious foods. I would be upset if I were with someone who is unhealthy, but someone on a calorie restriction diet will outlive us all.
Thin people are healthy? And where do you get that? I was watching a special on the entertainment channel about stars' weights going up and down and up and down. The doctor on that program said that the lady who played the title character in "Bridgett Jones' Diary" will be dead by age 46. In addition, most supermodels will die between 10 and 25 years earlier than an average, overweight American. This is because, most supermodels are at least 10 pounds underweight most are at least 20 pounds underweight. This is actually more unhealthy than being 100-200 pounds overweight. Just check those "METLIFE" tables.
What people need to learn is that weight is much like height. It is generally genetically predisposed and there is little you can do to change it more than temporarily. The body is designed to protect life at all costs. That is why things like breathing and digesting are not conscious activities. Tall people can have surgery and become shorter. In fact, to an extent, there is a height range where you will live longer than at another height. Dwarfs can become taller also (although it is very controversial in their communities). But, changing the outside does nothing about WHY being too tall or too short cuts years off of your life.
The vast majority of studies on weight are crap science. Why? Simple, we are not that simple and they can not compare people who STAY fat to people who were FAT but became a "normal weight" for the rest of their lives. The reason is because they can not come up with a population to study of successful dieters because people who lose weight will regain it and more. So, comparing fat people to thin people is like comparing a dwarf to an average height person. The reason dwarfs do not live as long is because of the condition which rendered them shorter than average. It is that underlying condition which is not overcome regardless of how tall or short they are. The same thing applies to the overweight.
What research has found is that weight is not all that simple. They took prisoners and asked who would take part in a study to see if they could gain 15-20% over their current weight. About 50 signed up. Many had to quit exercising, eat constantly and over 10,000 calories and they still failed to make the goal. Less than 10 actually were able to make 10% over their normal weight. And, if they ate anything less than 10,000 calories a day, they would naturally lose the excess weight. When the study ended, all went right back to their pre-study weight but one person. They did exclude anyone who had an obese family member and this one person had one, it was found out, that he had never known about.
In another study, the famous "fat kills" study, they took 2 sets of 200 overweight people. one set dieted and the other stayed fat. The first group were able to lose about 20% of their total body weight. Then, the study waited. 10 years later, 50 people in the first set of dieters had died while 2 of the weight stable overweight people had died. And, the ones in the first group, regained their weight. This supposedly shows that "fat kills" but it was the dieting cycle which caused the increase, not the weight in and of itself. And, when the overweight are active, researchers have to drop them from studies because they are just as healthy as slim people who exercise. This screw up their results.
Lastly, think about any research done lately. There is always the diabetes studies which say that losing, even a small amount of weight will greatly improve their diabetes by using less meds. When you read the study, they stated that the average weight lost was 10 pounds and they provided diet and exercise to the participants to help them lose weight. Now, 10 pounds? Well, let's think for a second. Since that is the average, some people may have lost 5 pounds, others 15 pounds, some may have stayed the same and others may have even gain a few pounds while others may have lost 20+ pounds for the average to be 10 pounds. The study covered 5 years. So, if you assume that everyone lost 10 pounds, that would be 2 pounds a year. Also, we are assuming that the weight loss (which is what is reported) caused the diabetes to get better. That is 7000 calories in a year which comes to a little less than 20 calories a day. Now that seems like a small thing to do and it is. But, let's turn it around. So, the people who had no benefits to their diabetes ate 20 calories more a day than those who had the benefits of the weight loss. Or, they had an extra saltine that they did not burn off by say, making their hand into a fist a couple of times or walking up a couple of steps. Heck, they could burn it off by turning over in bed. That is, if you buy this. The problem is, diabetes is not that simple and it is impossible to believe that 20 calories a day will mean the difference of "well controlled" diabetes and uncontrolled diabetes. Give me a break!
Bottom line, since there are having to start children in Kindergarten and primary school on eating disorder education and have space in treatment for these kids (even 4 year olds have been known to quit eating to stay thin), I think that the world needs a better acceptance of all people and that health is not a number on a scale. The overweight often die earlier not because they are overweight but because they refuse to seek medical attention because everything is because they are fat. I get a cold because I am fat. I have torn rotor cup in my shoulder because I am fat. Like I walk on my hands or something. But, doctors are tell us that. And, we are dying because of that. A friend of mine who is close to 60 now and has always topped 500 pounds, was diagnosed with cervical cancer only because she had to ask the doctor about her bleeding a dozen times during her annual exam. A thin person and they would not have to repeat themselves that much.
Thanks Rebecca. This would make a great article with links to all the references!
pbbbllytttttt.....sorry Robin! I really meant you! Rebecca just came out of my fingers!
Robin... I admire you greatly. You have to be one of the most intelligent people on here. ^_^ And I do find my doctor blaming all of my ills on my weight and I've chewed her out for it.
If we'd all learn to love each other, we'd all be less afraid of each other. Let me admit. I do find men and women who are thin very sexy and I do not find their weight a fault. But I also find larger men and women just as sexy. We're all beautiful but for some reason it seems like we are all against each other when we shouldn't be. Peace and love is what we're lacking in this world.
Well, as a person in marketing, I try to stray from both extremes - showing people who are overtly "model-esque" in their stature, while at the same time avoiding showing "ugly" people to sell anything. That's just a personal choice.
But I can see the reasoning behind it.
Advertising is a two-step process: suggest a need, then suggest that your product is the solution. In cases like these, it's more likely reminding of a need than implanting the idea as a new one. By and large (no pun intended), people are not comfortable being overweight. When we look at iconic symbols of sexuality like those represented above, I think some part of us wishes we looked like that.
By contrasting the fantasy with the reality, it's a reminder that we can look more appealing, and suggests (ludicrously) that yogurt is the solution. Of course, the real solution is a consistent diet with plenty of exercise, but the "magic cure" advertising technique is not a new one.
So to answer the question, no, I don't think we need to offend people. But this ad campaign is very much a perceptual one: it will only work on you if you already know that you are overweight. It's calling attention to something you already know, so if a woman is offended, it seems most likely that it's because she already dislikes that about herself.
(Now we could go into an separate discussion of how women who are perfectly healthy weight, but not models, are conditioned not to be comfortable with themselves either... but that's another issue entirely.)
My question would be who is selling the yogurt. With the biotech push into Brazil it its like Monsanto's hormone dairy efforts here with the American "Got Milk" campaign, but refined for a new target.
Argg. Men have as much cultural bias as anyone. My husband likes larger women. My body shape is much like the middle one there (though I'm quite a bit older!!!). When I was a housewife, I could go to the gym every day for an hour and a half and keep my weight down. Now that I work in front of a computer, I'm lucky to get on the treadmill or take a walk for 45 min a day and that doesn't keep my weight down. I love who I am as a person and am tired of being so negatively focused on eating. We don't keep ice cream--I switched to low fat yogurt and skim milk years ago. I don't eat donuts or cookies or snack bars. It's partly a genetic thing and partly my choosing not to spend my every loose hour exercising. I think most women over 40 will tell you that it's hell trying to lose weight.
You're right Angel. Thin people don't understand what it takes some folks to lose weight. If you have generations of overweight family members in your genes, you are pretty much screwed. There's an assumption that you are choosing overeating as opposed to health. Yet friends who hang around you a lot can't figure out how you can eat the same as they do and still be overweight. Fatophobia is powerful and it's everywhere. Frankly, I think the women in the ads are all attractive, as are the women in the Dove ads. Time to stop judging people based on their appearance. Walk a mile, baby, walk a mile.
American movie themes in Brazil? Are our movies so popular there? What about Brazilian movies?
Our films are popular pretty much everywhere. That is part of the reason many people dislike us; they see us as the people portrayed in the films. We produce far more films than pretty much anywhere else, so they get subtitled or dubbed and sent around the globe.
How many Brazilian films have you seen?
I am Brazilian. If you want to know Brazilian cinema I suggest to start with "City of God" a masterpiece. Then you can try "Lisbela and the Prisoner", but this one I guess makes much more sense to Brazilians than to foreigners. But an awesome movie as well.
I think the "bad" image of the US now-a-days is way more due to Bush than to your movies.
Yes, US movies are popular everywhere, at least in Brazil and Europe. In Brazil at the movie theaters they are always subtitled, which is great. In Europe they are always dubbed, which sucks. My favorites: Tarantino and Kubrick. Those are two really cool Americans!
How about a happy medium? Somewhere between obese and anorexic.
Not for nuthin', but shouldn't the implication about a product be that if you use it, you will look good/slim? This ad would imply that eating no-fat yogurt has the opposite effect. 'Eat our yogurt and look like Totie Fields' is the message inferred here, no?
Thura. Odd as I am, and occasionally I miss the point.
I took this advertisement to mean : The yougurt won't make you skinny, It will give you attitude!
Either uber @!$%#, love bunny, flirtatious tease.
Hence the line " men won't change"
So by buying the product a consumer is identifying with an attitude, which initself is attractive.
Can't say I find the women un-attractive. Heck, the woman in the middle is down right gorgeous, and the Sharon Stone wannabe is Imitidating as hell. The Marilyn Monroe figure is cheeky, however their tag line reflects more of a cosmo-esque thought process.. That men prefer only those women who are svelte and model perfect.
That's certainly not always the case. There is someone for everyone, and every body-type is appreciated by someone, wether stick/skeletal thin or super sized. In America, it is a cultural bias to see thin as "beautiful" and fat as "ugly".
Thanks, I couldn't agree with you more.
Speaking of cultural bias, there are many MANY healthy people who are heavier - that eat well, even reduced calorie diets, and exercise and still their body maintains them at a heavier weight than is considered 'acceptable' - America is terribly absorbed with physical appearance and body size - especially in it's women, after all, how easy is it to sell something to someone who is Happy with herself?
I still can't see the relevance of men's measure of female attractiveness to the selling of yogurt. Seems like a crazy approach to take when actually selling to women as a target audience, which I'm presuming is the point of this ad. But then, so was a certain offensive billboard encouraging women to have cosmetic surgery (and males to purchase this service for their partners?)... also by an ad agency creative team of foreign men. I'm not surprised its the product of Brazilian ad men. I would be interested to see whether this ad can be linked to increased (or decreased) yogurt sales to women by this brand, though.
At BlogFabulous we say: Advertising like this is anti-woman. Don't expect me to eat your product if the message of your advertising is that I'm not allowed to be sexy if I EAT at all.
Tracee Sioux
So Sioux Me
Marcom...
Of course men's measure of female attractiveness is relevant to sell to women. I'm rather embarrassed for my gender (and me) but that's one of the most compelling motivators out there (you think anyone would ever willingly where thong underwear just for their own personal pleasure).
What really backfires about these ads, is that even if that is a great motivator behind how we act (and buy) as women, I'm going to hate you for shoving that weakness in my face.
Also, executionally, they probably made the women look a little too good. Ad number 2, she actually is a good argument for a little extra padding still behing sexy. It's almost closer to a dove ad campaign for real beauty ad.
I just judged an ad awards show in Canada and saw a yogurt campaign that I think is both amazingly effective and not loathsome. One ad showed a normal looking (and weight) woman running up a flight of stairs at work. As she rounded the first landing, we saw the same woman, but now she was huge and panting (actually a large man dressed up in her clothes and such). When she came out of the stairwell it was her again, but panting a bit too much. The payoff was all about how healthy you feel inside. I voted the hell out of it. It's getting a gold.
I definitely think the curvy roses girl above is much more sexy than this: but then again, I have a figure very similar to hers. I don't consider myself obese, am active/healthy, and have never had any problems with men's preferences. Of course, I'm in the US and not Brazil. But if I were in Brazil, I can tell you, I'd sure-as-hell never buy this yogurt.
I totally disagree that this ads are "offensive" whatsoever. I guess if you want to analyze it properly you need to take into consideration the intended audience, which are Brazilians. We do not get "offended" as easily as many Americans seem to be (judging by some Newsviners I read now and then). We just don't care. The "fun factor" is a key to successful advertising back home, and this campaign looks fun to me. It is also very well executed in my opinion.
I disagree with the perceived reasoning behind this campaign. I think the target consumer is the already thin women who DON'T want to get fat.
"If you don't eat OUR yogurt, you're going to get fat".
Indeed. Not to brag about Brazil, but I think we have much more beautiful women that think they are fat than really fat women. Of course we have some fat ones too, but I really believe even most of those laughed about these adds rather than felt offended by them. For example, I work with computers and I am perfectly able to laugh about computer nerds jokes, rather than be offended by those. It is just a matter of sense of humour.
There are two kinds of thin (fit and unfit) and two kinds of heavy (fit and unfit). When looking a women in the size 2 - 14 range, fitness is what counts in terms of health and size is not particularly relevant. Fitness has a lot to do with the way a woman is shaped and how she carries herself. I think fit and firm = sexy at any size.
Almost any size ;)
I think the ads are very smart! Many Americans are fat and disgusting, and not just women, men too. But the yogurt is obviously targeting a core group, and it's probably not fat women, it probably targeting women who are thin and fit already and the ads are encouraging them not to look like a fattie American. I'm not perfect, and I too could stand to loose 5 or maybe even 10 lbs, but I still don't have a gut that lobbs over by belt, I can still run a mile and a half in under 15 min, and when I go to a restaurant, I don't order a meal of deep fried fat, and top in off with a piece of cake that should serve 4 people either. If you are offended by this ad, then you are probably fat.
First of all... Being heavy DOES NOT mean a person is unhealthy. Being heavy means you're at a higher risk for health problems. Weight in itself is not unhealthy... Saying that a person who is big is unhealthy is like saying a blond person is unhealthy because they're at a higher risk for cancer and that's moronic. So why don't you bigots learn a little something.
Jeremy: Fat people aren't "disgusting"... if you would open your eyes you'd see that all beings are beautiful. Believe me, not just "fat" people are upset at this ad. When you're perfect, then why don't you come back and judge people, I'll believe your words then.
Not all large people are large because they eat, by the way. That's a grave misconception.
By the way... back in the day, large women were desirable and they still are by the standards of many people and in many cultures. Men's (and women's) preferences do change and are all different. And the women in those ads are all lovely.
If I'm too big for you, you don't have the equipment for the job anyway!
So live your life how you want to live it, don't judge others for doing the same... and PASS THE PIE!
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