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Yogurt Advertisement Insulting Fat Women?

August 7th, 2007 · 4 Comments ·

A Brazilian yogurt company is stirring up a bit of controversy over new advertisement for its Itambé Fit Light Yogurt. The company has recreated few classic movie scenes featuring “larger” beauties – in place of Sharon Stone in Basic instinct, Marilyn Monroe in The Seven Year Itch, and Mena Suvari in American Beauty.

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The photos are actually nicely done and stylish. At first glance, I thought the advertisement is sending the message of “Eat Itambé Fit Light Yogurt and You Can Still Be Beautiful Even If You Are Fat.”

After checking out the English translation, the tag line is the kicker – “Forget about it. Men’s preference will never change.” Means, when you are fat, even if you are Sharon Stone, Marilyn Monroe or Mena Suvari, men still only like thin women.

Not that Sharon Stone or Mena Suvari complained about their largely inflated bodies, but some are asking, “Must advertisers offend large women to sell them yogurt?” Many American women felt offended by this advertisement and consider it sexist. My friend said, “People used to complain of using only skinny models in advertisements, now, it is opposite.”

I am not in creative line, but I believe that this advertising agency has actually achieved one of its objectives in creating people’s awareness about this small brand. However, if the uproar continues, the company may fail in selling the product to its target customers. After all, advertising is meant to make client’s products desirably to buy. The photos will definitely attract attention, but the tag line has probably left a bad taste in the mouths of consumers who are on the heavy side.

How about advertisement like this which is used by one of the popular gyms in US?


Can we say that it is also offending fat women too?


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Category: Other Fitness/Sports Articles

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