Why Does This New Ad Cause So Much Anger!?

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Anybody who tries to argue that ‘Anger’ is the wrong descriptive for people’s opinions on the latest advert from Protein World need to go and tell that to the people making BOMB THREATS...yep, you read that right! People are actually making bomb threats to a business whose advertising banner depicts a healthful looking lady with the slogan ‘Are you beach body ready?’. Now bomb threats are insane, how do you even approach such stupidity, however the fact that Protein World have received 52,000 signatures on a petition for the ad to be taken down does mean it is touching a nerve with many people. Would I sign the petition, absolutely not, do I understand why others are, not really, but does that matter…not at all! Fact is we live in a world of diversity, people have their opinions on something and that’s that. In order to live in a harmonious society we have to respect and try to see things from other people’s perspective. So here goes...

 

Try to disprove yourself before acting…

Before getting yourself lost in a mindset or belief, try to stand back from a situation and heed the advice of the lawyer, investor and business man Charlie Monger, who famously said ‘try to disprove yourself’. What he means by this profound statement is question your own belief first, ask is it reasonable and rational what I am doing, do I really need to take this viewpoint, is it that important to me, what is the other sides perspective and is it really a statement/ message that hurts or discriminates? Yes, you could argue that the term ‘beach body’ is a term that is based on the fabricated norms of the fit and healthy, or that it tries to exclude people of a larger body type from spending time on the beach. If we think rationally then surely this isn’t the case, people aren’t implying you can’t enjoy the beach unless you look like this pic, I do not think for one minute that this was what Protein World were doing with their advertising at all. Although, heeding Mr Munger’s advice I will try to disprove myself and look at it from a larger (or smaller) person’s point of view when going to the beach with a body that looks nothing like the one on the poster.

 

Question & Answers

Question… How is this picture any different from other company’s ad campaigns that exhibit fit, toned and muscular individuals on a poster? Answer…It’s not, and that’s where I fail to disprove myself on the first point. The lady isn’t unhealthy looking or ‘skinny’ as people like to say, in fact she is rather athletic looking and embodies health and wellbeing, and so what’s wrong with that? Question… Is this discriminative? Answer… No, at least I don’t think so, I appreciate feminists have taken their stance on this, but would it not be more discriminative if the lady was overweight or obese, surely the ads message would then be implying that overweight people need to take this slimming supplement. Again, it seems to me that the poster shows a healthful young women that is in a bikini ready for some sun on the beach and a swim in the sea… oh wait, maybe I shouldn’t assume she can swim, that’s just presumptuous right!? I am not meaning to be clever or controversial (quite the contrary), I merely wonder where we as a nation draw the line. Granted Protein World haven’t had the best press recently with disputes with the European Specialist Sports Nutrition Alliance (ESSNA) and now the Advertising Standards Authority (ASA), and as a business working in a sensitive industry they have an obligation to stay vigilant, but it seems we are rather quick to jump on things like this and I am concerned where this may take us as retailers and consumers in the future. I get that it’s good to question in order to keep people and businesses honest, but is there really that much wrong with the image (that’s a question not an assertion), in my humble opinion I can’t see it, but that doesn’t mean to say that’s right.

I’d love to know your thoughts on this.

 

Source

Nutringredients.com, (2015). Protein World called into ASA office after beach bod fiasco. Retrieved 1st May, 2015, from http://www.nutraingredients.com/Manufacturers/Protein-World-called-into-ad-agency-office-following-beach-bod-fiasco/?utm_source=newsletter_daily&utm_medium=email&utm_campaign=29-Apr-2015&c=FN21qK%2FOpvJ2BV%2BSyrgIRJ05lTTN%2BojV&

Beach body ready ad

Source

Nutringredients.com, (2015). Protein World called into ASA office after beach bod fiasco. Retrieved 1st May, 2015, from http://www.nutraingredients.com/Manufacturers/Protein-World-called-into-ad-agency-office-following-beach-bod-fiasco/?utm_source=newsletter_daily&utm_medium=email&utm_campaign=29-Apr-2015&c=FN21qK%2FOpvJ2BV%2BSyrgIRJ05lTTN%2BojV&

About the Author

Job Role Qualified Dietitian and Sports Nutritionist Qualifications BSc (Hons) Sports Science | BSc (Hons) Dietetics Tom has always participated in sport both recreationally and competitively which led to an unquenchable thirst for information on anything health, nutrition and fitness. After leaving school Tom went on to play for a football academy during which time he studied Sport and Exercise Science. From here he went on to study a BSc (Hons) Sport Science at UEA followed by his second BSc (Hons) degree, this time at the University of Hertfordshire studying Dietetics. Tom has worked in the fitness, educational and clinical nutrition industry starting out at David Lloyd Health and Leisure Clubs. He then went on to work as a Dietitian (RD) in the NHS, during which time he conducted clinics for healthy eating, weight loss and weight gain, as well as specialised consultations on Diabetes, IBS and Coeliac disease to name a few. He has vast amounts of experience at devising diet plans and supplement regimens, as well as working in the community with schools and competitive athletes. As Head Nutritionist and Supplement expert at Discount Supplements Tom is here to provide current and evidence based health and nutrition information to help you reach your health and fitness goals!
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