Focusing on the health benefits of eating its cereal rather than the supposed weight loss benefits, Special K manufactured by Kellogg’s announced yesterday that it’s no longer going to use the slender models to promote it’s cereal. The idea is to focus on a healthier lifestyle rather than just a thinner body. Clearly, it’s a marketing ploy that the company hopes will work.
If we have to have advertising in this world, I am all for using real people. But how does Madison Avenue define plus size, when it comes to modeling?
The term plus size has come under attack in general. Some feel that it’s a damaging euphemism used by the fashion industry for the more accurate, yet perhaps politically incorrect word, fat. Others think it’s debasing, since it suggests that there are normal sizes for women’s clothing and anything beyond that range is “plus.” After all, there are no plus sizes in men’s clothing; just “big and tall.”
Beyond the war of the words, there is the clear confusion of what plus size means to you and me, and what it means in advertising. Check out the company’s version of plus size models, courtesy of The Mail. Oy vey.