The excellent blog "Sociological Images" recently featured a story on the following ridiculous image:
The whiz-kid marketers at Lucerne cheese have decided that in order to sell "light" cheese they should focus on a narrow demographic: women. Thus, they introduce a cow named Monterey Jill, surrounded by lovely pastel colors and flowers. They introduce her with the phrase "Meet Jack's lighter companion!"
Women's bodies are endlessly scrutinized, critiqued, and dismissed in all sorts of media, and advertising in particular. But this case seems especially nasty to me. It goes beyond the mildly offensive practice of making separate girls' and boys' items (girls' pink bikes, boys' blue ones; girls' pink LEGOs, boys' multicolored ones) to add an element of body awareness. If it's light cheese, it must be for women, right? And if you're a cow, you'd better be light one.
More from Sociological Images here.
Plankton says NOOOOO!
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