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These Ads Are Trying To Sell You On The Notion Of Loving Your Body

Illustration for article titled These Ads Are Trying To Sell You On The Notion Of Loving Your Body

The South African edition of Marie Claire put together a "body issue," and asked ad agencies to come up with concepts where the thing being advertised is loving your body. An interesting twist from a ladymag — usually such publications are blamed for fostering low-self esteem in women.

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Illustration for article titled These Ads Are Trying To Sell You On The Notion Of Loving Your Body
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One ad features a voluptuous naked woman, glaring defiantly at the camera. The copy reads, "You wish you had Stephanie's skin, and Stephanie wishes she had Tasj's boobs, and Tasj wishes she had Kassie's legs…" and so on, until "And Alex would kill to have your freckles." Another ad marks up a Barbie doll, adding things like laugh lines and a Cesarean scar.

Illustration for article titled These Ads Are Trying To Sell You On The Notion Of Loving Your Body

In a third ad, a photograph of a woman has been blacked out in certain areas: Nose, chin, belly, thighs. The haunting question: "If you were to get rid of everything you hated, what would be left?"

The best ad, in my opinion, is the one at the top of this post, by M&C Saatchi. A corpse, prone on a metal table, and the words "when will you stop worrying about your appearance? Love the body you live in." this goes right to the heart of the matter — the perfect body is the not the one with the "right" hip-to-waist ratio, great tits or lack of belly fat. It's the one that lets you live a full, interesting life.

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But you have to wonder: Should these ads be targeted only at women? Or do men and women deserve to learn lessons about body acceptance and judging ourselves and others? Because someone commented on this piece — specifically targeting the ad with the naked lady — "[That one] is gross. But I get it. You are trying not to insult your Black female readers. I bet you would never in a million years marry the top right woman." Right, because a woman is only worthwhile if someone she's never met wants to marry her.

Women: do these ads in "Marie Claire" convince you to "Love The Body You're In"? [Copyranter]

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DISCUSSION

tiredfairy
tiredfairy

I get the idea here, but the confrontational tone in a few them seems...counterproductive. No one wants to hate their bodies, they aren't doing so because they want to die never appreciating themselves or liking themselves. But we live in a culture that constantly tells us we aren't good enough and that our value lies in how we look and how that is perceived by others more than ourselves. We are told that other people judge us, but more importantly, we should never stop judging ourselves.

It's easy to say "love your body because one day you'll die"...and I do remind myself of that. And I am ultimately responsible for how I treat myself. But. I am not to blame for being effected by the never ending barrage of "you are not good enough". It would be weird if I wasn't ever effected by it, honestly. It's everywhere and it's exhausting.

So I suppose my issue with these ads is that I get it, but if you don't treat the underlying issues that create a culture that says the exact opposite of this all the time, starting when you're basically a baby...then shaking a finger at the people who are effected by it seems just like more judging.