Boots body shaming advert?

[MouthFullofGum]

So two curvy girls take off their sarongs and feel confident walking into the sea - Great.

But why do they have to walk by obviously thinner women who are made to look judgmental and unconfident in themselves?

I thought body confidence was about saying all shapes and sizes should be embraced? Not uplifting one to shame the other.

It's AWFUL!!!
Are they trying to appeal to bigger women? Because they've used two slim women who are supposed to be portraying large women who would stereotypically hide away on the beach. So this is offensive to larger women who look at the slim models who are being cast as large. And then it's also offensive to slim women who are being portrayed as being fake and unrealistic, because there are women who look like that model.

So way to go Boots. Offend everyone.

I fucking hate this advert, mainly because I can't even work out what they're singing, is it 'thighs coming out?'

I love that advert

I can kind of see what their intentions were behind this advert, but they've executed it all wrong.

They should have had a line of women of all different shapes and sizes, skinny, fat, somewhere in between, and that would been s more powerful body confidence message.

Implying slim women are less 'real' (god I hate that term with a passion; we are all real...!!!!!) is unnecessary and contradictory to what they think they're trying to get across.

And also, FYI marketing bods, slim/skinny shaming is worse than the 'fat shaming' you're all trying to counteract. Being slim never caused an obesity crisis, type 2 diabetes or a national strain on the NHS.

I thought the same thing OP.

As the point of all adverts is to sell people things they don't really need and the whole advertising industry is built on creating insecurities and then selling products designed to soothe them I wouldn't expect any single advert to be anything other than disingenuous.

So YABU to expect anything bodering on honesty from an ad campaign of any variety.

Drat! The advert was on earlier and, prompted by this thread, I intended to look closely to observe the thin people. Unfortunately I didn't. I will make a better effort next time it's on.

I think the advert achieves what it’s intention is

Well theres a great article on intuitive eating in the Boots magazine so they are doing way better than this thread.

Why on these type of threads do people just discuss size? What size you are isn’t necessarily indicative of how fat you are or what shape you are. Also the only options seem to be size 8 or size 16.

ILikeyourHairyHands
I agree. I think the thing that irritates me with the boots ad is that it's presented as some body positive, love yourself, aren't we empowering curvy women (at the expense of slim women, and only a certain type of curvy women), but then the whole principle is still 'buy all these products to look good and feel beach ready'.

That's why I find it odd when people say the judgement towards the model on the poster isn't saying 'nobody looks slim' and it's all about how nobody looks that airbrushed. Of course it's size related because the rest of the advert is all about airbrushing yourself.

I really hate the spiteful looks the woman on the beach is giving the "curvy" women as they run past into the sea.

I must be missing something, I didn't see any 'spiteful' looks, indeed the second woman gives them a 'you go girl' look.

I must be missing something, I didn't see any 'spiteful' looks, indeed the second woman gives them a 'you go girl' look.

couldn't agree more.
It shows how much some people are projecting, even when they are not the ones involved!

There really is such a lot of nonsense on this thread.

The whole point of the advert is trying to reverse the idea that you have to be a size zero to go on the beach in a bikini.

It shows normal women getting all the stuff they might use on holiday (and yes, I'd wear make up on the beach and nail polish.)

It's not about 'curvy' women, it's about products from Boots for your holiday AND two girls having fun.

I don't think they are curvy anyway.
Apart from the thighs, they look about my shape. I'm an 8-10 and weigh under 8 st.

I'd be one of the ones sat reading on the beach, because that's what I do, not because I'm too ashamed and unconfident to suddenly get up and rush to the sea. I'd probably look up in surprise as well if I saw two grown adults dashing into the sea just to stand there and do a silly dance!
God, what an annoying ad.

Their adverts have been terrible for a while! I do think running in the sea most of the hair, body and make up products they are promoting will come off anyway . I think whether the second women is smirking or saying 'go girl' both are bad, the latter as it's basically saying you're larger than I am but still going out in a bikini, good for you. I don't think promoting that confidence comes from products is a message to aspire to anyway, sounds cheesy but it really does come from within. Another part of me thinks it's just an advert, no need to look so much into it (although when it's on your screen every hour bound to have an effect).

Lots of things cause health problems, obesity is just one of them
Current research indicates that obesity (coupled with a sedentary lifestyle) is the leading cause of health problems, having overtaken smoking.
If you think this is 'fatshaming' then hold onto your hats, because you're going to see a lot more of it in the future.

Lots of things cause health problems, obesity is just one of them

Obesity is a full-on assault on the body and all its organs.

It stands alone, really.

jinglinghellsbells

There’s no way they are under 8st.

She didn’t say they were under 8st. She said she is and she’s the same shape as them.