And the latest buzz item to circle body-acceptance blogs are a series of adverts for Brazilian-brand yogurt Itambé. The ads, created by Brazilian advertising agency Salles Chemistri, re-imagine iconic film images of stars Mena Suvari, Sharon Stone and Marilyn Monroe, but with images of larger, and supposedly less desirable women.
The ad copy on each reads: “Forget about it. Men’s preference will never change. Fit Light Yogurt.”
Ahh, yes, nothing like overly blatant consumerism to encourage women to alter, transform, whittle, sculpt and starve their bodies for the purposes of pleasing and attracting a man. Isn’t that the supreme reason for women’s existence, after all? To be objects of male sexual desire?
I don’t know about you, but I think photoshopped Mena Suvari, in all her bountiful beauty, is so much sexier than the real Mena Suvari, who somehow resembles a skeleton in a Christ-like pose.
I’m not familiar with Brazilian sociological history (read AdiosBarbie’s summary here), but as with American culture, I would expect men’s preferences (as if there is one collective taste among all men) to be fluid with the passing of time and culture. A brief historical rundown on the “ideal” American woman:
1837-1901, Victorian Era: Plump, fleshy and full-figured is in, thin is out. Slender women were openly mocked and jeered for their skinny bodies, while actress Lillian Russell, who weighed in at over 200 pounds, was considered a “voluptuous beauty.” Bottoms were broadened with bustles and women used padding. They ate and weighed themselves frequently. Doctors encouraged a plump shape as a sign of health. The male’s potbelly was worn proudly.
1900s, Gibson Girl: Charles Dana Gibson creates the Gibson Girl, tall, whose long arms and legs with a distinctly thinner figure reflected impossible proportions. Desperate to distinguish themselves from shorter, rounder immigrants, wealthy Americans begin to look to the European aristocracy who displayed a snobbery towards thinness, disregarding the fact that the delicate figures of Europe’s gentry were due to tuberculosis.
Early 1900s – 1920s: Beauty was curveless and the ideal body was boy-like, as epitomized by the Flapper Girl. Women abandoned the corset and began binding their breasts to flatten their silhouette. The bra was invented, not as means of support, but to hide breasts.
Post WWI: Active lifestyles promoted energy and vitality. After severe food rationing during the war, body fat was perceived to contribute to inefficiency and seen as a sign of self-indulgence.
1950s: Waist size declines, bust size booms. Thin women with large bustlines were considered to be most attractive, although the ideal woman would still be considered heavy by today’s standards. Marilyn Monroe, a reigning sex symbol at size 14, would be considered plus-sized today.
1960s: One word: Twiggy. 97lbs Measurements, 31-22-32
Here are the other Light & Fit Yogurt ads of women who are supposed to disgust you.