January 06, 2004
Heavier models in fitness ads

THERESA: The AP reports that fitness clubs are starting to use more stout-looking models in their ads, so as not to discourage people who want to start an exercise program but are afraid they won't measure up to the hard-bodied types they expect to see at a gym.

In a similar vein, perhaps, Whoopi Goldberg is now a spokesperson for Slim-Fast. Have you seen her ads on TV - she doesn't look rail thin by any means. Do you ever find yourself comparing yourself to others at the gym? Do you find the hard-bodied types intimidating, or inspiring? And do you think these ad campaigns are likely to be as successful as, say, having a very skinny Zora Andrich showing off her new form on behalf of Nutri-System?

LAURIE: My favorite is the new one for some diet/food program featuring Anna Nicole Smith. Now there is a model who's a little TOO real! One of the most freeing things about getting older, I have found, is that you just stop comparing yourself to other women in that "Oh, if only I looked like her!!" way. My attitude? I'm 50, I'm working out, keeping my weight down and staying pretty fit, so sue me if I don't look like Jennifer Anniston.

YVONNE: Wise words, Laurie. Here are some more I heard from Debbie Allen on Oprah many years back when Debbie was urging women to look at themselves in the mirror naked every day. She said "If you can't stand to look at it how do you expect a man to?" Men aside, we have to look at ourselves and appreciate what we see. Find one thing you like about yourself, then another and another. doesn't have to be all in the same day. Work on what you can. Accept what can't be changed. Noticed I said changed, not fixed.

JILL: I, too, no longer worry how I shape up, literally, to other women at the gym, or worry how I look to the muscle-laden guys. That's one advantage of being older and having become "invisible" to most of the world: they don't see you as a real human being anyway! I don't even bother to put on serious makeup or make sure my hair is suitable for public consumption. I'm just thrilled that at my age, I'm probably in better condition than I've ever been and I love the workout. I do think it's a great idea to have spokespeople who don't represent some unreachable ideal and it's probably representative of the growing sensitivity to the damaging messages our culture sends to young girls.

YVONNE W: I've been going to a fitness club for 13 years. I'm not intimidated by hard bodies and I'm not crazy about the rail thin look. Using larger models in fitness ads is a great idea. Many women have curves and are proud to show them. Featuring Whoopi Goldberg in an ad is great because she is not classically beautiful. There are woman that can relate to being fit, but not necessarily skinny with a hard body. I think curves are attractive. Beyonce coined the term "bootylicious" which means beautiful and bountiful. Works for me.

THERESA: I'm not motivated by emaciated TV starlets-- they look freakish to me, and I think Jill is right about the damaging messages our culture sends to young girls. But I do find strong, athletic women very inspirational. I don't feel intimidated by muscle-bound people at the gym. I feel --- Wow, I want to work hard and maybe someday I can look like that! I remember when I was in my 20s taking aerobics and feeling inspired by a 50-something woman in the class who was really buff and energetic. She would literally run out the door to jog home after the class. I do know that a year or so ago when I was heavier, I would compare myself negatively to other women who were slimmer and feel, ugh, I'll never look the way I want to. That's such a self-defeating mindset, and obviously one these advertising campaigns are trying to counter. It's hard when you start a new exercise routine to believe that you really can make big changes in how you feel and how you look, but once you've settled into new, healthy habits, changing your diet and combining cardio and weigh training, amazingly enough, you do actually start to slim down and become stronger. I can relate to what Jill says--- right now I feel stronger than I've ever felt in my life. I don't care how anyone else looks, but I love seeing people who look healthy, and I wish everybody could feel the same way.

JENICE: Remember when Shari Belafonte was a spokesmodel for Bally's? I used to look at her and think, "If I work really hard, I can get a body like that." So, I guess she inspired me, to some extent. But I can see how it could easily go the other way. I'm trying really hard to get my mom to start working out. But she doesn't feel as if the gym is for people like her. So, I say bring on the grandmothers. Put them in the ads, too!

THERESA: That's a great idea, Jenice. I'll bet if you visited a gym with your mom, she'd find that there are plenty of women all shapes and sizes and ability levels there. My mom started doing water aerobics many months ago, and when she comes to visit, we go to a gym in my neighborhood together-- I hit the treadmill and she hits the pool-- and we share lots of info on good nutrition. (Last time she was at my house, she bought me a blender and turned me onto her Slim-fast chocolate shakes (with a fresh banana thrown in) -- nutritious, low-calorie and very tasty. I'm really proud of her. She's become so diligent about her water weights. For years I think she felt the way your mom feels, and now she seems to be totally over that!


Comments

I know a woman in her NINETIES who just won a weight-lifting competition (I am pretty sure she was the only one in her age group, but still...) She goes to my church, has faced illness and the loss of her husband, and has maintained her strength, emotional and physical, throughout.

Posted by: Wendy on January 6, 2004 08:17 AM

I've never really been the gym type. But I like the sound of the ad campaign. I think it will appeal to people who want to work out, but don't look like the guys and gals we traditionally see in those ads.

Posted by: Yvette on January 6, 2004 08:18 AM

It is good to see that more "normal" people are being used in ads for fitness and dieting. However, that does not seem to be the case with books. I was walking by the Barnes & Noble window the other day, and there was a display of health/fitness books and a lot of the guys with their six pack abs on the cover look like they spend the whole day in the gym. That turned me off from those books.

Posted by: Janet on January 6, 2004 02:48 PM

I think using overweight people in fitness ads is one of the best ideas I've heard in a long time. More than anything else, I think this would get obese people into fitness.

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