Of all the ads cashing in on the MUST-LOSE-WEIGHT New Year Resolutions, this one from Contours, an Australian franchise of gyms targeting women (as if you couldn’t tell by the name) cheeses me off the most.
Oh sure, the women in it are ‘normal’ (read: they aren’t Hollywood thin or gym junkies). They are happy. They are having fun in an energetic way. So why to I hate this commercial so much?
Simply because, with its cheerful chant about “arms, bellies, bums and thighs”, it blithely forbids women to be happy with any of the listed parts. After all, they are our Trouble Zones, aren’t they ladies? It simply isn’t socially acceptable to be happy with one’s Forbidden Regions.
- If you think you are happy with your arms, think again. Haven’t you heard of bingo wings?
- If you think your belly is just right, think again. Got a bit of a muffin top, there, haven’t you love?
- If you think your bum is perky, think again. God, look at that cottage cheese.
- And don’t even mention your thighs. They are like hams.
So get thee to a
nunnery Contours and do thy (happy! energetic!) penance in only 29 minutes!
(As an aside, have you ever noticed how much of the terminology used to shame women about their body parts is food related? Food is shameful. Bodies are shameful. Bodies that consume food are anathema. AAAARGH!)