I agree completely. The history of advertising, particularly as it is directed at women, is to make you buy things by making you feel inferior in some way. That needs to stop. We’re seeing some shifts in that as more products celebrate women’s strength, smarts, or other admirable qualities as a way to appeal to them, but there’s still a long way to go.

“Then that same week, New York-based lingerie company Adore Me announced that using plus-size models in its advertisements actually generated FOUR TIMES as many sales as ads with a much slimmer blonde model. (I should add here that I’m a blonde, but research proves that if you want to sell lingerie, brunette models sell more. I’m not offended, I promise.) Surely there’s nothing wrong with being any shape that is healthy — we are what we are — but it’s great to see that you don’t have to be a size zero to want to look good (and indeed look good!) in underwear.

Campaigns featuring “normal” women have previously proved a resounding success. Dove’s campaign for real beauty used models whose appearances were “outside the stereotypical norms of beauty,” and Marks and Spencers’ Leading Ladies advertisement featured a range of aspirational British women that the brand described as “the unique and diverse women of a modern Britain.”

Written by

Dispelling cultural myths with research-driven stories. My favorite word is “specious.” Not fragile like a flower; fragile like a bomb! Twitter @ElleBeau

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store