November 27, 2014

UMMM..AREN'T THE ADS AIMED AT MEN?:

Fairlife's new milk adverts are unoriginal and tediously sexist (Laura Bates, 27 November 2014, The Guardian)

You know something's up when images of the type associated with the sexism of past decades resurface in a thoroughly modern advertising campaign. So it was with a sigh that I read the news about Fairlife, Coca-Cola's new "premium milk brand" (nope, me neither), illustrated with images of naked women covered in flowing milk. The pictures - from period-styled hair to looks of arousal and "naughty surprise" - are clearly designed to evoke retro "pin-up girl" images. One loosely mimics the infamous Marilyn Monroe up-skirt moment. As if the implications of the slender, long-legged images weren't clear enough, another features a woman perched atop a set of scales (in high heels, obviously - isn't that how everybody weighs themselves?)

The ads, seemingly based on an existing set of photographs by London-based photographer Jaroslav Wieczorkiewicz, raise more questions than they answer. Is this milk for drinking, or are you just expected to pour it lavishly over your head as you sit at the breakfast table, pouting sexily at your dry cereal? Why don't men seem to be invited to partake in this new gastronomic experience?

Imagine butterscotch pudding made with this stuff and take it from there....

NB : By next Thanksgiving it will be within 5-10% of the price of regular milk.




Posted by at November 27, 2014 10:49 AM
  

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