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The Portrayal Of Overweight People In Advertising

It's not often done with respect.

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7. VIP Medicum, an Estonian beauty clinic.

View this video on YouTube

To hawk their suspect procedures, VIP paraded around zaftig and skinny look-a-likes in identical clothing to show "overweight" women the Utopian possibilities—a live, walking, smiling version of the type of Before/After ad you've seen forever in the back of women's magazines.


8. Obesity League of Belgium.

"1.5 million Belgians are obese or suffer from overweight" reads the clunky copy here, which has been translated for publicity purposes.

Not exactly an inspirational to the corpulent.

The visual, however, does quickly and simply communicate "fat dead person."


15. Pilates With Gerda, in Istanbul, Turkey.

Fat baggage.

Another ad from an award-winning (Gold at Europe's Epica Awards) campaign.

Nice Photoshop work, but such an obnoxious negative-sell isn't effective, IMHO.


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