Trending: Behind every ad man is a 'real' woman
The red swimsuit-clad model has been given her marching orders by Special K cereal, which is using "plus-sized real women" in its ads for the first time. The new campaign, called "What will you gain when you lose?", shows a gaggle of nervous women stepping onto scales in Covent Garden expecting to be weighed, but instead of revealing how many pounds they are, they are given inspirational messages such as "Amazing", "Stylish", "Glowing", "Patronised". Sorry, I added that last one.
While companies should be applauded for steering away from using identikit waifs, why do the "real women" they use (what is a "real woman" anyway?) come across as simpering fools? And while they might not be models, are we really expected to believe they're not being paid? (Please tell me they're being paid.)
Ever since Dove started featuring women of all shapes and sizes in their ads back in 2004, everyone from Nike to WeightWatchers has jumped on the bandwagon. It's great to see diversity, I only wish the adverts weren't so painfully cheesy, perpetuating adland's warped idea of what female empowerment actually means.
Life & Style blogs
Plus lateral thinking and living on London's waterways
Other popular areas include Didsbury, Clifton in Bristol, central Cambridge and West Bridgford
Doctors are allowed to have personal beliefs, just as long as these beliefs do not interfere with th...
- 1 'Sickening, deluded and unforgivable': Bloody attack brings terror to capital’s streets
- 2 Mothers' diets may harm IQs in two-thirds of babies
- 3 Gay couple beaten in park urge MPs to moderate language on gay marriage
- 4 After woman sells virginity for $780,000, here are the results of our prostitution survey
- 5 Far-right French historian, 78-year-old Dominique Venner, commits suicide in Notre Dame in protest against gay marriage
BMF is the UK’s biggest and best loved outdoor fitness classes
Find out what The Independent's resident travel expert has to say about one of the most beautiful small cities in the world
Win anything from gadgets to five-star holidays on our competitions and offers page.