Sunday, April 11, 2021

A body of cause

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Matthew Steeples suggests that those protesting against Protein World’s advertising campaign should find another cause

 

This afternoon around a thousand “feminist terrorists” will gather at Speaker’s Corner in Hyde Park to protest against a perfectly legitimate advertising campaign. These ridiculous women should truly get over themselves and they genuinely ought to find another cause.

 

A body of cause - Protein World Arjun Seth Are you beach ready?
Protein World’s “Are you beach ready?” advertisements have been deemed offensive by many feminists

A body of cause - Protein World Arjun Seth Are you beach ready?
Protein World founder Arjun Seth has termed those who have attacked his advertisements “feminist terrorists”

 

In no way do I endorse Protein World, founded by Arjun Seth, the brother of the renowned designer Aruna Seth and the son of Ascot shoes founder Guru ‘Geoff’ Seth, but given his “Are you beach ready?” advertisements were approved by Transport for London, I cannot see what the fuss is about.

 

Described by opponents – many of whom have signed a Change.org petition demanding the adverts be banned – as making women feel “physically inferior to the unrealistic body image of the bronzed model” in Protein World’s adverts, all that the campaign against this company has achieved is to prove the mantra “all publicity’s good publicity” true in making the firm’s founder £2 million in sales in a week. Frankly, these campaigners should think about what real devastation is going on in the world right now. Frankly, they should find another cause.

 

 

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    19 COMMENTS

    1. Why aren’t these women campaigning against female mutilation and rapists? Mr Seth has done nothing wrong and I think the lady in the advert looks just perfect actually.

    2. Totally agree. There are far more important causes in the world that need a voice. Priorities are very confused.

    3. this woman has been photoshopped, this is not a natural or normal body thats why. yes we are fighting thousands of causes but this is just one. we dont want our children growing up that is the sort of body they must have to wear a bikini and that this shitty protein is gonna give them that its utter crap.

    4. money can buy you a new body but why would i want an oversexualized photoshopped body, you dont think this body is healthy you think its sexy which is why you dont have a problem with the advert

      • How is this “over sexualised”? .. If this picture was on any other advert in a women’s magazine there would nothing being said about it!

    5. It’s edited and therefore does not represent a real body
      The poster suggests that you are only ‘beach body ready’ if your body looks like the Photoshopped model
      There is no representation of other body shapes and sizes that are more realistic
      It makes women feel like crap, as one Facebook user comments: “I hate this sign. I look at it twice a day whilst waiting for my tube train. It makes me feel like sh*t.”
      It promotes extreme dieting, when we should be promoting healthy eating and a health lifestyle and not “meal replacement plans”
      It’s part of the reason why 47% of teens want to change their appearance and children as young as 13 now want liposuction
      It represents the bigger picture of using ‘ideal’ body image to sell product
      Consumers of the campaign will subliminally take the body shape shown as gospel and will then use it to benchmark themselves and others against
      Because the beach is for everybody, regardless of your appearance or body shape

    6. The word feminist now seems to get banded around as an insult towards any woman with an opinion. I never used to think about sexism until I started reading comment sections online, and it churned my stomach where I could be reading an article about the weather, and there would always be at least one man using it as an excuse to whinge on about women or feminists. I was reading an article about self service check outs where a man wrote a long comment about menopausal woman. Then another article about a paedophile who had been arrested had a man who completely ignored the serious news story, and thought it was a good time to rant on about feminists. Even if a woman is a feminist, why do they think they can tell her what she can be? I never realised the mindset of abusive men and serial killers was so common.

    7. The only reason this has picked up coverage is because of those who feel inferior because of it. How does this differ from any other Gucci or Louis Vuitton advert that project an image of ‘perfection’. As people rightly say – there are other causes in Nepal and Nigeria that merit greater focus than some twitchy feminist ideals

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