Thursday, July 13, 2006

Have You Seen This Commercial?



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.

6 comments:

PalmTreeChick said...

That commercial drives me insane.

allisonsky said...

Dear anon blogger,
This is the type of commercial that could move someone from eating disorder thoughts to eating disorder actions. The reason I LOVE Dr. Stacey is because I have been at times so unhappy with what is going on in my life, and the way I look that I have come close to a binge and purge. I have also not eaten for DAYS when I have been upset when I was a teen through now, because of the same reason. Some of us are just on the fringe of having a physical eating disorder while having a mental eating disorder. Just like pot is supposedly the gateway drug, mental thoughts and emotions are the gateway to a full fledge physical eating disorder. That is why commercials like this one plant the seed in our head, that once again we don't look the way we should, so we should take measures such as YOplait, or starvation, or purging to get there. By labeling this blog Every Woman has an eating disorder, it is bringing in people like me,who have the potential to become an anorexic or bullimic. By reading Dr. Stacey's post's each night it keeps me in check and forces me to think where these mental thoughts and emotions are coming from. Soooo not only is Dr. Stacey helping to treat past and current victims of anorexia and bullimia, she is also aiming at preventing others taking the same route. Thank you DR. Stacey for your extreme interest in the subject, your expertise, and your humor which is really what helps us most. And for you anonymous people who are being extremely rude you have the choice to not read the site!

PalmTreeChick said...

What a great post, allisonsky.

Anonymous said...

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....

wading through recovery said...

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.

Anonymous said...

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.