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.
Diving in at the deep end is no excuse for shirking the style stakes
Life & Style blogs
- 1 Game of Thrones author George RR Martin says 'f*** you' to fans who fear he will die before finishing Westeros saga
- 2 Loom bands: Bids for dress made from colourful rubber reach almost £154,000 on eBay
- 3 PornHub begs users to stop uploading video clips of Brazil getting beaten 7-1
- 4 Why I'm on the brink of burning my Israeli passport
- 5 L'Oreal cuts ties with Belgium supporter Axelle Despiegelaere after hunting trip photographs
iJobs Food & Drink
£45-£55k OTE £75k : Charter Selection: Major London International Fashion and ...
Voluntary, reasonable expenses reimbursed: Reach Volunteering: Are you keen on...
£33000 - £45000 per annum + 8% Bonus, pension: Deerfoot IT Resources Limited: ...
£30K- £40K pa + Commision £10K + Benefits: Charter Selection: Rapidly expandin...