Women portrayed in fitness advertisement

i would like to talk about women portrayed in fitness advertisement. The advertisement portrays a woman’s body form that is clearly not representative of that of most women and, in particular, associating this body with the meaning of (the need of) weight loss. Therefore, the advertisement’s recognition of 'social responsibility’, (in the sense of sending positive messages about body shape and healthy weight ideals to women, especially young women given its viewing before “Adults Only” time), is dubious. This advertisement clearly has the potential to depict and

reinforce negative messages about women’s body shape ideals to women, as well as about women to the wider society. Rather than promoting positive images to women about the dangers of body weight obsession, that results in a prevalence of eating and other related disorders in this country, it can be seen instead to contribute to this disturbing tendency. Thus, failing to exert ‘social responsibility’, the advertisement, being a negative representation of women, and ‘femininity’ more generally, is arguably also in breach of Clause 4 of the above mentioned code principle.

Gwen Minyoung Kim

Women in sport (Kin 338I) Wednesday 7:00-9:45pm