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Shape-ups...or ship out?

By It's My Life on May 17, 2011 1:49 PM | No TrackBacks

eatdisorders1.gifHave you seen the TV commercial for Skechers Shape-ups for girls? The one where an animated rock band sings about "Heidi" having "everything a girl wants" in her new Shape-ups, with a backup chorus that sounds a lot like a teasing "nyah-nyah-nyah-nyah-nyah-nyah" and boys running around dressed as junk food?

What did you think when you first saw it? (And if you haven't, go watch it on YouTube. We can't, and won't, post it here.) Parents are in an uproar over this ad campaign, because Shape-ups are shoes that promise to help grown women tone their legs, lose weight, and generally get fit (which is widely doubted at this point). These parents think the fact that blinged-out versions of the sneakers are now being marketed to tween girls is, well...really disturbing. And we agree.

The president of Skechers says that Shape-ups are just aimed at encouraging girls to be more athletic and active. Do you buy it? Are parents overreacting? Do you feel that the company is just trying to take advantage of girls' natural self-esteem issues to sell sneakers? Are there hidden and not-so-hidden messages in this TV commercial?

We want to know! Tell us your thoughts on our Media Pressure YSI page.

Now that it's spring and swimsuit season may be tempting you to try to "look your best," check out the IML section on Eating Disorders. Even if you don't feel you'd ever be in danger of having an eating disorder, it's helpful to understand the reasons why some people struggle with them.

We also love visiting our friends at Don't Buy It, who have some great info on how to see through media and advertising messages and actually -- gasp! -- make consumer decisions for ourselves.


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