A Yoplait Light yogurt television ad features a swimsuit-clad woman shimmying around a boardwalk and the beach, hiding her body with an inflatable raft. When she finally lifts the raft, we see 2006’s version of the “Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini.”
But, don’t think the raft came off that easily.
At the same time, we’re introduced to the product, Yoplait Light yogurt. Our heroine would not have had the courage for this particular raft-ectomy had she not befriended the Yoplait product, marketed for its “weight-loss boost.” Fine-tuning a broader advertising campaign that focuses on the scale-savvy features of dairy, we’re exposed to the message that body acceptance will only occur if you're thin. And if you’re not, because you haven’t done your dairy, you better raft-wrap yourself again.
5 comments:
That commercial drives me insane.
What a great post, allisonsky.
Dr. - great comments! This commercial is the worst. I hate that it makes me want to go to the yogurt despite the fact that I have to have a conversation with myself about the fact that I'm dairy intolerant. Seems stupid that I'd consider something that I know doesn't work and that my body can't take just to get into that bathing suit... but I do. The temptation is too great.
Allison - you hit my sediments exactly. I'm right there with you, fighting it every day.
Anonymous - I know it's hard to believe a world could exist where we don't actually think about food and fat, but try to imagine it. It sounds like you don't think Dr's prior post is sound advice b/c you are clinging to the word reeking in fat and thin comparisons. Without that world you'd be lost. Frankly most of us would be. The Dr's point is that although it's a foreign world it also could be a better one. It's understandable to be skeptical of her concept for a better world, we have all lived in this one too long, but think about it. Dream about it. It could be freeing....
I actually hate this commercial too, and it makes me not want to eat the yogurt (but I do because I um...like it) just because how they marketed their product.
I think what I hate about it is how transparent the intentions/associations are.
As a physician and a parent of a young daughter, I was infuriated when I saw this commercial. I was standing in a patient's room when the advertisement came on and could not believe what I was seeing. This is one of the many reasons we do not have a television at home. The way advertisers prey on the insecurities of young women makes me sick.
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