April 7th, 2016
Huffington Post,
Jamie Feldman
Overview:
Gucci's "Cruise 2016 Campaign" Ad
has been banned from the United Kingdom. One of the models in the video
advertisement was deemed "unhealthily thin" by the Advertising
Standards Authority (ASA). The ASA also stated that the model's head and lower
body appear to be 'out of proportion' with her arms and torso. The dark make up
around her eyes and her somber expression makes her look 'gaunt'. They added
saying that the advertisement gives woman a negative attitude about their
appearance.
The Gucci ad first appeared at the end of
2015 in December on "The Times" website. Gucci acknowledged the ASA
saying that the advertisement was targeted to mature, sophisticated viewers.
They said that they don’t see how someone can be deemed so thin that it's
unhealthy.
The ASA has told Gucci directly that unless
changes are made to the advertisement, it will not be allowed to the public's
eyes. A new cut of the advertisement has been released showing the "too
thin" model at different camera
angles.
The regulations for models have changed
dramatically. The ASA has banned a numerous amount of advertisements in the
last year simply for models being too thin. Last year, France changed the
ruling that a model will be banned if they are not over a certain body mass
index. A healthier image of body perception is currently being put into place
in the fashion industry.
'Thin' Gucci model leaning against wall
Opinion:
In my opinion, this article shows the
controversy between what is considered healthy or not. Most people think of
unhealthiness as inserting toxins into out body or overeating. We don’t think
about how unhealthy it is to starve or force ourselves to throw up after meals.
I'm glad that there are authorities who take this matter very seriously. When I
see skinny models on advertisements, I get one dark image in my mind: the
holocaust. The images of holocaust survivors are gruesome. They have almost no
colour and you can see their rib cages. How much of a physical difference is
there between them and starving models.
Anorexia and Bulimia are problems in our
world that can be traced back to fashion advertisements. Gucci, Victoria
Secret, Louis Vuitton, etc. are all examples of companies with models who can
be argued as "twigs". When we see these gorgeous 100lbs. models
walking around, we feel guilty about how our body looks compared to theirs. To
me, it seems like these companies encourage you to starve yourself daily just
to get that thigh gap. 97% of women have an "I hate my body" moment
once a day. It is because of these stressful ads forced onto people that drive
them to the perception of thinking they will always be overweight.
I cannot say that I endure the gloomy
thoughts of having to lose weight, but I do know the negative thoughts that
come as you see someone on TV with the "ideal body". Society should
not be showing advertisements of feeble people walking around in expensive
clothing, but of those who want a positive change in their body. We should
promote going to the gym and eating healthy foods simply because we want to
live a healthy life.
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