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Must we offend large women to sell them yogurt?

Posted by Thura on June 16th, 2007

Diamonds are definately not this girls best friend.Nothing Basic about it.America Pe.. nuff said

This can almost be a companion piece to my previous article Do we really need skinny models in our advertising? Only this time it is the exact opposite.

Here are a series of ads that use raunchy but well known movies to get the message across. The product is a Fat Free Yogurt. The ads are from Brazil and the translation reads “Forget about it. Men’s preference will never change. Fit Light Yogurt”

Right, I get the fact that they use rather large women to replace Sharon Stone in Basic Instinct etc.. and that Fit Light will make you thinner I suppose. I mean there might even be an attempt at humor in there, but the whole thing falls flat.

Not withstanding the stereotyping of both women and men, the ad, I would be offended if I were the target audience. Moreover I would not buy the product. Execution-wise it is fresh and different, but guys, you want women who think they may have a weight issue to buy your product - not stay away from it because of how you portrayed them. A little sympathy or affirming message will go a long way.

And who are you trying to sell the Yogurt to anyway? Women or to men who like rather larger women?

Just a word to the wise : Advertising is meant to make products desirably to buy. At least with this campaign there is something positive about it.

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Do we really need skinny models in our advertising?

Posted by Thura on June 16th, 2007

There is a long running argument in the advertising industry. Does advertising reflect the values of the society that it is in or is society trying to mimic advertising?

One point of view is that advertising portrays an ideal place of what we want our society to be. It’s all about fulfilling aspirations and dreams. Yes, our brands will make your dreams come true.

But there is a problem. We live in an imperfect world. Things happen, they go wrong – and the solution is never the quick fix that most advertising seems to promise. Specifically the portrayal of women in advertising has increasingly come under scrutiny and attack by groups who feel that the women are not accurately portrayed – especially when it comes to body size.

Unilever is one of the few companies that seem to be addressing the issue in it’s advertising.

First came the Campaign For Real Beauty for the Dove Brand. Instead of using slim and svelte models to promote the brand they used “real,” women of different body shapes and skin color. It has received wide coverage and praise from women’s groups. While other’s have complained that it is a cynical attempt to sell even more stuff, whatever the motivation, at least they are doing something about it.

Going a step further, the Anglo-Dutch company based in Amsterdam has recently issued further guidelines here to it’s marketers and advertising agencies. While not strict, it “expects,” that the models be between BMI (Body Mass Index) of 18.5 and 25. Anything below 17.5 is suspected to signal anorexia nervosa.

So now that someone is doing something about it, will others follow or continue to do what they have always done?

Or ultimately is it too big an issue for a single company or even and industry to overcome? Or, are we, as a society been brain-washed to expect the slim and svelte models in our advertising?

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Movie Review : Fantastic Four: Rise Of The Silver Surfer

Posted by Thura on June 14th, 2007

Fantastic Four: Rise Of The Silver SurferWhile I am still waiting for Tim Story to show us what is a Fantastic about this movie, it is a far better movie than the first one, which really didn’t have much of a plot and suffered from a rather limp climax. ahem..

This review is spoiler free - not that there are any major spoilers to begin with. The movie starts off with the destruction of a planet as Galactus finishes ‘devouring,’ it and the Silver Surfer heads to earth where we find our heroes getting on with their lives..

Richard and Sue are trying to get married amidst the media circus which asks “Reeds Richards Scientist or Celebrity?” Jessica Alba, despite how she graces the screen doesn’t have much of a role to play other than to nag at Richard. Also she looks a little too dolled up - too blond and too much make up. Ioan Gruffudd has grown to be the leader of the FF, but his ’stretchy,’ thing still freaks me out. Especially the dance-floor scene.

Ben has found happiness with a returning character Alicia after the heartbreak of the first movie and he is in a good place. Michael Chiklis as the Thing, feels just ‘right.”

Chris Even’s Johnny Storm kept the first movie going and in here he doesn’t disappoint. He is still the rascal and has some funny moments - where he wonders how Ben is ‘getting it on,’ with Alicia. The special effects for the Human Torch is pretty cool, and his flames look much more powerful this time around. And there is a really cool chase scene with the Silver Surfer.

And Victor - yes, Victor Von Doom, the most evil villain known to me (when I was but 8 ) makes an unexplained return to try to get back at FF. This time his costume is much closer to the comic book one, but still doesn’t look ‘right.’ I mean here is the coolest looking evil villain (that was until I saw Vader walk through the hole in the blockade-runner) and they still haven’t managed to make him look menacing.

Oh and Stan Lee does make an apperance as himself in case anyone is watching.

Now to the herald of Galactus, the Silver Surfer. Sure he is cool and has some great moves, but didn’t elisit much of a wow. Much has been made of the fact that Weta designed and animated him, but I just don’t see it. Having Laurence Fishburne voice him didn’t help either.

Lastly Galactus. Well he is a black space-cloud here - not the squat looking giant with spiky things from the comics. Hardly enough to keep us at the edge of our seats.

There are some nice action scenes - the Human Torch Vs. Silver Surfer chase scene, the fight scene between the FF and the more powerful Dr. Doom. There are also some funny moments - like the one where Johnny transfers his power to Thing and Johnny becomes the Thing like Thing. Or the not so funny one where Su becomes the Torch.

In conclusion, I walked out happy with the second effort and entertained. Obviously FF : ROSS will in no way threaten the overloaded Spiderman 3, but it is a decent movie. Yes, do stay a bit when the credits roll so you don’t miss the little snippit which may or may not be the topic of the next FF movie.

Go see it if you happen to have some time and don’t know what to do. Otherwise just wait for it to be on HBO sometime soon.

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Movie Review : Spider-Man 3

Posted by Thura on May 4th, 2007

Spider-Man 3 Now I know why Spider-Man didn’t follow, the oft abused, convention of putting titles after the movie name. They didn’t need to. 1, 2 and 3 are all part of the story of Peter Parker, Mary Jane and Harry Osborn. Spider-Man 3 brings to end a story arc that began with Spider-Man. It is still about people, relationships and love - not so thinly disguised as an action movie.

The story begins where everything is going perfect for Peter. He is doing well in College, his relationship with MJ is progressing and everyone loves Spider-Man. That lasted for all of 10 or 15 minutes into the movie; then things begin to happen, new friends and foes are introduced and the relationship with MJ begings to unravel.

We are rapidly - for lack of a better word - introduced to Gwen Stacy, Captain Stacy, Eddie Brock and Flint Marko. Of course we are not forgetting the Symbiote either.

Things kick off with a bang when the New Goblin attacks Spidy and what a fight it was - and Spidy ended up being clobbered most of the time by an even more powerful New Goblin. The fight scenes dizzying and most of the time too fast to follow as a lot of things are happening visually. This is true of most of the action scenes in the movie.

Then Peter “discovers” the black suit and things begin to change for him. It is really cool when Peter is in the black suit, he moves around menacingly, he is more powerful and much more aggressive. As the suit amplifies the aggressiveness in Peter, he begins to make mistakes - in his relationship with MJ, in his work and in seeking revenge for the death of Uncle Ben.

In someways this movie is as much about Harry Osborn as much as it it about Peter Parker and Mary Jane. While the New Goblin costume looks somewhat hokey, James Franco played the role really well and at certain points, you cannot help but like him. There is a powerful story here about the conflict between two best friends, however it was overshadowed by the addition of Sandman and to some extent Venom (although that was pretty cool).

The rest of the movie is to show the relationship with MJ going down the tubes, his best-friend is trying to kill him and two of his enemies getting together to get “rid,” of the spider, and we wait to see how Peter figures his way out of it all.

The action scenes are great - Spidy Vs. New Goblin, Spidy Vs. Sandman, Spidy (now in black) Vs. Sandman, Peter (also in black) Vs. Harry and the finale four way showdown. We also got to see Stan Lee, now in a speaking capacity, Bruce Campbell as a French Maître d’ and of course some really hilarious scenes with JJ.

Then there is the long awaited Gwen Stacy. I was a bit concerned that she would just be “tacked on,” but somehow she fits in quite well to both Spidy’s and Peter’s lives. Early in the movie, she gets to kiss Spider-Man in the same way that MJ got to kiss him in Spider-Man, which of course leads to all kinds of trouble for Peter.

There are few quibbles, one is why we need Sandman at all, the story could have worked fine without the character, the other is that the screen time of the awesome black spidy suit is really short, the Venom scenes are equally short as well. What happened was too many new characters, story-lines were introduced and took away the focus from the story.

The ending was a bit unexpected, but made sense in the context. In someways Spider-Man 3 feels like a middle act, I mean Spider-Man is a standalone, but Spider-Man 2 & 3 are almost continuations.

Overall I liked the movie and it is definitely recommended. With the story-arc wrapped up nicely, I hope that Raimi and the studios quit while they are ahead. However a few threads are left dangling (not many, but important ones) so most likely they will proceed with 4.

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