They Go Way Over the Line

I may not be the brightest or most observant man on the planet, but I do know that when it comes to weight loss, men seem to have it better than women.

Now, I’m not referring to the fact that it seems like men are able to drop more weight with less effort than women. What I’m referring to here is the pressure that society puts on women to be thin.

I don’t know where or when it first happened, but somewhere along the line, “You must be thin to be beautiful” became an accepted way of thinking. But only for women, as far as I can tell. Men do NOT have this kind of pressure on them. Good lord, you only have to go to a public beach or swimming pool to see evidence of that. In fact, the recent spate of ads on TV promoting an expensive diet plan starring a famous retired football star is the first diet-marketing campaign aimed specifically at men that I can recall.

As unfair as this way of thinking is to women, unfortunately it does exist. But I saw something today that takes this way of thinking to a new, all time low.


A Brazilian yogurt company thats’ pushing its “Fit Light Yogurt” has produced a new series of commerials that are running on the tube in Brazil. These commercials parodize scenes from American Beauty, Seven Year Itch and Basic Instinct. But what these jackass marketers do is replace Mena Suvari, Marilyn Monroe and Sharon Stone with plus sized models, and add a tagline that reads:

“Forget about it. Men’s preferences will never change. Fit Light Yogurt”

Frankly, I was appalled. I hope you are, too.

I realize that I don’t need to say it, but I’m going to anyway: beauty is NOT determined by weight. And I hope that none of you reading this, women or men, buy into this hurtful way of thinking.

And Fit Light Yogurt…screw you.


17 Responses to “They Go Way Over the Line”

  1. practiceliving Says:

    Thank you for saying this!

    I think the women in those ads (esp. the American Beauty knockoff one!) are HOT. Sure, they are plus-size, but they look healthy, fit, and gorgeous.

  2. Mark Says:

    Great post πŸ™‚ I couldn’t agree more!

  3. Kery Says:

    What a bunch of jackasses, indeed.

    Although I could just as easily retort: “Women’s preference will never change either. Forget about it, put on those running shoes, and get rid of that jiggly huge beer belly before throwing that stupid yogurt stuff in our faces again.” Now how would THAT sound, eh?

    So, yep: Fit Light Yogurt, screw you, while I proceed to throw a barf party.

  4. Sayre Says:

    But… Marilyn Monroe WAS a plus-sized gal! Back then, they were called “voluptuous”, not “fat”.

    Ironically, I thought those photos were quite beautiful with the larger ladies in them. I get awfully tired of seeing ribs and hip-bones and collar bones that could hurt you if you got too close.

    My goal is NOT thin, but fit and healthy. Don’t ever look for bones poking out of me – I had that look when I was anorexic and it was not pretty.

  5. Steve Walters Says:

    I’m sorry, but when I go to the swimming pool or beach here in America most of what I see are overweight people…both male and female. It may not be true all over the world, but here in America both sexes need to take more responsibility for their weight and their health. I’m sorry, I know that beauty is not determined by weight, but from an ascetic standpoint it is not attractive to see on overweight person of either sex.

  6. tweetheart Says:

    I totally agree about the pressure that are put on women. This pressure is put on children at a very young age. My 8 and 12 year old came home from school one day saying that they were fat and it was all due from other kids saying it.

    If you are happy about yourself that is all that matters.

  7. Sandy Says:


    I have to say though most men I have spoken to (who obviously are never polled for what men prefer) don’t like ultra skinny women. They don’t. I was told that ultra skinny women have spearlike butt bones and hurt if women sit in their lap. I was told it is better to have a woman with a little meat on her so her butt isn’t so painful.

    That’s what I was told anyway.

  8. Chicken Girl Says:

    I find it amusing that Steve Walters seems to have confused ascetic:

    as-cet-ic adj.
    1. Leading a life of self-discipline and self-denial, especially for spiritual improvement. See Synonyms at severe.
    2. Pertaining to or characteristic of an ascetic; self-denying and austere: an ascetic existence.

    with aesthetic:

    aes-thet-ic adj.
    1. Relating to the philosophy or theories of aesthetics.
    Of or concerning the appreciation of beauty or good taste: the aesthetic faculties.
    2. Characterized by a heightened sensitivity to beauty.
    3. Artistic: The play was an aesthetic success.
    4. Informal Conforming to accepted notions of good taste.

    Oh, and Steve? I don’t give a rat’s ass what you think about my aesthetics, or my ascetics. My self worth is not determined by you.

  9. Katie Says:

    Yeah, this is appalling. Not only that, but there are lots of men who would be quite attracted to these women (particulary the one on the bed of roses…she’s just curvy!). I am fortunate to have a husband who loves the look of me even when I’m nine months pregnant (in fact, mine is a man who doesn’t like skinny skinny girls, anyway). I have started refocusing my weight loss in the last year, and instead of bending under the weight of Hollywood, etc., I have decided to focus on health – and that’s when I finally started losing weight. When I focused on being “thin” to please people, I was in too much of a hurry and likely to do things that weren’t healthy in order to lose the weight.

    I was recently mentioning to my husband that Hollywood has put themselves into a bind. Look at the front of tabloids – on one side is a before and after picture of some celebrity who lost twenty pounds…making her seem hideous before hand and gorgeous after. On the other side of the tabloid is a picture of an anorexic celebrity and headlines reading “Why is ___ so skinny?” Why do you think she’s skinny? Because there is such a focus put on thinness rather than health. And unfortunately, many of us regular girls fall prey to that kind of advertising. My sister was bulemic for a time…in my wedding photos from three years ago, she looks like a rail. And still that’s all she could talk about (getting skinnier). You’re right, men do have it easier. I’ve never heard a man talking about needing to be skinnier like that.

  10. Lady Rose Says:

    Three cheers for you Brian taking on this topic! And I totally agree that beauty is definitely NOT about someone’s weight.

    I wish I had bookmarked it — but I came across video of a noodle commercial (Japanese I think) that had a large man with a young slim girl sitting out in the country side — then as the camera pulled back the “fat man” opened up (as if it were just a box) and a slim smiling man was inside offering the young girl a bowl noodles – she fell in love with the noodles and the slim man. I was like geeez this is revolting.

    The commercials you mention sound worse (will have to take a look when I get home can’t view videos from work)

  11. loseweightwithme Says:

    PRACTICELIVING — I agree, I think they’re hot, too! I was going to write my opinion about their smokin’ hotness, but was afraid it would sound like I was kissing up. πŸ™‚
    MARK — Thanks for stopping by.
    KERY — That’s one party I don’t want to go to! LMAO πŸ™‚
    SAYRE — My goal, as well, is to be healthy, not thin.
    STEVE WALTERS — I could be wrong, but I think you missed my point. Yes, men and women, lots of people everywhere are overweight..we are one of the fattest countries on the planet. My point is that it is more acceptable for a man to be overweight than a woman. That has nothing to do with aesthetics, and everything to do an unfair pressure on women.
    TWEETHEART — Great point. The pressure starts on girls at a younger age all the time. That an 8 year old is worried about it breaks my heart.
    SANDY — You’ve been told right, as far as I’m concerned. πŸ™‚
    CHICKEN GIRL — Have I mentioned that I love your directness? πŸ™‚
    KATIE — Great points, thanks for voicing your opinion. And you’re right about focusing on getting healthy. That was when I truly made a life change from the old habits to the new habits.
    LADY ROSE — I knew I had to post about it when I saw the pictures. It doesn’t happen very often, but I was offended.
    Thanks to all for a lively discussion!

  12. Tammy Says:

    You are so right on with this Brian and as an overweight woman – I appreciate your stance. Because Hollywood is often the target of these discussions – I’ve always noticed how most male actors have put on weight over the years – think back to when they were in their 20’s – I could name many great guys that are top notch actors that are alot heavier now in their 40’s. These really BIG male stars that aren’t expected to stay as thin as they were when they were 20, 25, 30. In fact when they had big comebacks or new power at the box office they were heavier than when they were younger.

    Am I saying they need to lose weight? Nope. But I’ve often wondered what would happen to women actresses that put on the same amount of weight – as their male counterparts. Many of these female actresses are not chosen for roles because of their size now.


  13. loseweightwithme Says:

    TAMMY — You perfectly illustrate the difference between what’s acceptable for men and what’s acceptable for women. Thank you so much for checking in.


  14. southernfriedfatty Says:

    I saw those ads too. I thought the women were gorgeous. I think that the pressure to be thin and the “ideal” weight has changed even over the past couple of years. Take it from someone that has yo-yo’d my whole life. All you have to do is take a look at VH1 Classics or rent a bunch of movies from the 80’s-90’s. “Like a Virgin Madonna” would be considered chubby compared to what she is now. I want to be a size 12 (currently 18). I’ve been a size 12 before. I felt as though it would be almost impossible for me to lose any more weight afer that. My friends and family agreed that 12 was a good size for me. Now everything I read tells me that 12 is too big and that a size 4 would be better. While I’m ranting, what is up with a size 0? Doesn’t zero equal nothing? I’m glad I’m more than nothing.

    I’m done

  15. loseweightwithme Says:

    Hey, SFF — I love your rants!


  16. And Now, for the Flip Side « Lose Weight With Me Says:

    […] Now, for the Flip Side On Sunday, I posted a little rant about the unfair standard of “you must be thin to be beautiful” that our society […]

  17. Controversial sexy ads are a disgrace! BOYCOTT Fit & Light Yogurt « The Diet Pulpit Says:

    […] to Brian for bringing this dreadful ad campaign to our attention.Β Β  I feel so strongly about it I just had […]

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