Originally uploaded by mo pie
I have been reading Elastic Waist daily since it launched; especially since my friends (including BFD contributor Weetabix) write for the site. I have been on their “daily special” show and have even written a guest post or two for them. However, the fact remains that it is a corporate-sponsored site, a Conde Nast site, affiliated with SELF magazine. And it seems like that fact has come back to haunt us.
Imagine my dismay when I visited the site yesterday and saw this ad. “Be sexy & sleek in 4 weeks / Shed 8 pounds / Sculpt flat, sexy abs / Lose the baby weight.”
Okay, we could talk about what’s wrong with this ad ad nauseum, but what really bugs me is the use of the word “sexy.” It’s used twice, both times emphasizing that if you lose weight, you will be sexy, and implying that if you don’t, you’re not sexy. What’s more, you have to lose enough weight to give you “flat abs,” which certainly won’t happen if I lose the advertised 8 pounds, and probably wouldn’t happen even if I lost 80 pounds.
A while back, Weetabix said this:
Is the goal of this site to fix our heads on the perceptions of weight, or is it to do a subtle Folger’s taste test switch on you and when you think you’re getting a size-acceptance blog, you’re really getting some subtle brainwashing to lose weight?
God, I hope not.
I hope not too. But maybe the best way to describe this ad is “subtle brainwashing.” So what is it they’re really selling?
I love my friends who work for EW and I love their work for the site; obviously it isn’t the bloggers themselves who are responsible for the content of the ads. But how can Elastic Waist as an entity purport to be part of the solution if its also part of the problem?
Posted by mo pie