Where do I even begin today, on this new ad? First, I will disclose that I was recently asked to participate in a focus group on the ad by the ad agency just before it was released, which I refused to do, as I would not agree to have my name associated with a food that is so blatantly ‘diet’ related.
Imagine my relief because I had refused then when I saw the actual Ad. Words failed me. It is BEYOND ironic.
The ad, whilst SAYING they are against the cliched images of skinny women jumping around whilst happily eating a presumably diet yoghurt or looking miserable because they can’t eat a muffin, ACTUALLY shows nothing BUT skinny women jumping around whilst happily eating yoghurt or looking miserable because they can’t eat the muffin. I saw NO ‘normal’ women, and today in Ireland normal is ‘overweight’, in the ad, and nobody DID eat a muffin. I didn’t see anyone just enjoying eating a regular meal, or a sandwich, or fitting into their size 14 jeans (not size 8) and getting on with their day.
This is the worst type of reverse psychology, because it’s like saying to you “Don’t think of an orange car”.
What did you just think of?
For more on the Media and Body Image Insecurity, please also see blog post “Are You Paying to Feel Insecure About Yourself?”