These ads are from Companhia Athletica, a chain of gyms in Brazil and quite frankly I think they're just really stereotypical. Like a lot of other gym ads they fall back on the idea that all fat people are grotesque eating machines. Look at all the silouhettes they're chowing on ice cream or guzzling down drinks while they suffocate the thin people trapped in their stomachs. Clearly they've devoured these hard-bodied individuals in their mad cannibalistic quest for food. Even the translations "Give your slender body a chance to get rid of you" hammer in the idea that if you're fat you are slovenly and/or unhealthy. And why would you want your body to "get rid of you" in the first place? God forbid you go to the gym, eat the same foods as everyone else and are still heavy. Apparently thats just too much for advertisers to comprehend.
I'm tired of this sort of thing to be honest. Its boring and there are better, more creative ways to advertise a gym. How about promoting the idea that working out and playing sports can be ::gasp:: fun! Last I checked losing weight wasn't the only reason to go to the gym. Staying active and keeping healthy are important and I know a lot of people who don't have six pack abs but still go to the gym regularly or engage in physical activity. The word fat is not synonymous with lazy.
Better yet the could take a page from the book of Crunch and make ads that show all sorts of people go to the gym - even this sexy lady right here.
Now I've got a date with a tennis racquet - perhaps TFFF should do a little feature on the best in plus size fitness gear. I know we've all got a sport or activity we could use some cute accessories for.
4 comments:
these "lets put down the fat people" ads are really getting old. i understand using small people in your ads, but it's pretty wrong to make fun of larger people in the process. do these ads really work??
on the other hand, the crunch ad seriously just worked for me. i want to go to the gym now. i love the models body!
Wow.
Is someone really going to look at that ad and decide to buy their product? Ugh. It's so offensive to me I can't even find the right words right now.
Dude. Duuuuuuuuuuuuuuuuuuude. I'm in shock. Those silhouettes don't even look like people. Honest to goodness, fat human beings don't look like that. Those silhouettes are like a Viz cartoonist's idea of what overweight is.
I guess it's aimed less at overweight people looking to lose weight, and more at super-buff fitness-obsessed people who are terrified of the word fat. It's fear advertising. You're not doing enough! Sweat more! Work harder! Else this could be you! (The horror. Eye roll.)
Whereas the Crunch ad is fab and sexy and makes me want to go running even though today is my rest day.
We must be sharing brainwaves or something because I was just thinking about new fitness gear, since my stuff is basically crappy old t-shirts and not fun at all. I want to sweat in Stella McCartney for Adidas, damnit!
Nothing like using fear and loathing of fat people to sell your product!
What I like about the Crunch ad is that the chick looks like a normal human being, not a swizzle stick or some gym-rat hardbody.
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