A new ad campaign for Fit Light Yogurt uses well-known sexy images of famous women (Marilyn Monroe in the white dress, Mena Suvari naked and covered in rose petals in American Beauty, Sharon Stone in Basic Instinct), manipulates them to make the women heavier, and includes the tagline “Forget about it. Men’s preference will never change. Fit Light Yogurt.”
The message, apparently, is that men have always and forever preferred skinny chicks, and they always and forever will. The women in the ads are supposed to serve as a contrast to what men really like, since the women in the ads aren’t skinny. Their disgustingly fat bodies are supposed to make us all run for the fat-free yogurt.
At least, I think this is what the ad is supposed to do, based on its tagline. It kind of loses in its delivery, though. Check it (may not be safe for work):
Maybe feminism has rotted my brain, but when I saw this I didn’t go into a panic over the size of my thighs — and to be perfectly honest, it doesn’t take all that much to put me into a panic over the size of my thighs. I’m a very succeptible customer when it comes to scaring women into skinniness. But when I saw this ad I thought, damn, that’s a hot ad. No body panic. Just, “Shit, I want to lay in a bed of rose petals and look like that chick. She’s smokin’, and she looks like she’s having fun.”
I don’t think that was Fit Light Yogurt’s intent.
Once I got over the hotness, I felt a little sick at the idea that this woman’s body is what passes for fat these days. Then I felt like bad feminist for a minute, and, as I’m sure you all expect, concluded that it’s still shitty to put a half-naked chick up to advertise your yogurt no matter what she looks like, for all the feminist reasons that we’ve discussed a million times before. So what’s shittier: An ad that uses the image of a half-naked skinny chick to shame us all into buying their product so that we can look like her, or an ad that uses the image of a half-naked not-skinny chick to terrorize us all into buying their product so that we don’t look like her? I suppose the first option at least tells someone they’re good enough, but overall I’ll file it under lose-lose.
As a side note, since when do men’s preferences never change? I’m pretty sure the thin-with-big-boobs-is-hot thing isn’t exactly a universal truth through the ages and across cultures. I’m also pretty sure that I know a few men who have been quite attracted to not-skinny women.
And I’m annoyed that this entire conversation, including my own post, is all about what men prefer.
The other ads:
Thanks to Amber for the link.
(Just a quick FYI: The post title isn’t to imply that skinny or boney women are unattractive; it is a sarcastic characterization of the messages that the diet industry relies on).