Shape Liquid and Powder, 1970

[medren.livejournal.com]

I hate this ad SO much...it...it...flames...flames, on the side of my face...breathing...heaving breaths.

Comments

[vix.livejournal.com]

Here for the Clue quote and a chance to use my boss icon!

Why don't they just be honest and caption it like they want to caption it: "LOOK AT THE POOR FATTIE AT THE BEACH WITH HER FATTIE SWEATSHIRT AND HER BIKINI'D FRIENDS!"

[petalbentdevil.livejournal.com]

I WANT YOUR ICON SO BADLY.

[underpantsgnome.livejournal.com]

UGH. And what the hell is with that last part about getting fat on it? WTF.

[underpantsgnome.livejournal.com]

It's like they're backpedaling because it's not actually that good. ARGH.

So angry I double-posted.

[bzul.livejournal.com]

Nyet. Is not possible girl is overweight under this sweatshirt. Nyet, nyet.

"...you might start sneaking it and you would get fat on it." The ad is of its period, but still...the minds...the minds that pump this bilge. Are there equivalents seen in teen & women magazines today? Or do they just leave it to the photos and visual conventions to deliver/drill the same message without such blunt copy?

Will there be a contest here for ads convincing you you're awful somehow so you'll be persuaded in your fit of inadequacy and fretful self-consciousness to buybuybuy?

[bzul.livejournal.com]

..And apparently the advertiser's on a diet to lose punctuation; already shed a question mark.

[fallconsmate.livejournal.com]

Judging by the legs, she isn't fat. Yay for promoting anorexia! She can't be modest? Or cold? Or embarrassed to be wearing a two piece? OR have been scared to death watching the movie "Jaws" and not about to go in the water during her menses because you KNOW those sharks can just smell it from miles away?

Infuriating ad, definitely.

[violetscorpion.livejournal.com]

THIS.

I hated two-pieces. Heck, I just hate bathing suits period. I haven't owned one in...in...uh...16 years, and I don't intend to change that.

[whomp.livejournal.com]

oic

[say2.livejournal.com]

So, which one is overweight? Apparently, they included the wrong picture—I see no one fat.

[cionaudha.livejournal.com]

Hey, diet shake and diet powder people everywhere: FUCK YOU. FUCK YOU and your filthy misogynist propaganda. FUCK YOU and your cynical capitalist predation. FUCK. YOU.

[crossfire.livejournal.com]

I love this comment and want to take it out for drinks and dancing.

[cindyanne1.livejournal.com]

Ugh... and the final words. The "motto" of the product, as it were...

Stop eating.

YES YOU FATTIES DON'T YOU KNOW ALL YOU NEED TO DO IS JUST STAAAAARVE.

[weelisa.livejournal.com]

Yes, phrased as if eating was optional...

[charlotterhys.livejournal.com]

Okay, at one point in time I had to use liquid meal replacements (chocolate is best), but that's because my medication was playing merry hell on what I could eat/swallow. That ad though is just... nggh.

Also, that middle girl has some really, really short calves.

And then the even sadder thing is that today? They'd all be considered fat because they're not super muscular.

[crossfire.livejournal.com]

OH: If we made Shape taste any better, you might start sneaking it now and then, and you would get fat on it.

[tsuki-no-hana.livejournal.com]

Your icon is so perfect.

[rosehiptea.livejournal.com]

"Face it, you've got to stop eating."

Yeah, I don't think so.

[scarlet-carsons.livejournal.com]

[vintagoth.livejournal.com]

sheeeeeeeeeeeeeeeyet.

[petalbentdevil.livejournal.com]

Face it, you've got to stop eating.

If we made Shape taste any better, you might start sneaking it now and then, and you would get fat on it.

Oh, what the fuck??

[koboldmaki.livejournal.com]

I'm imagining they ordered three girls from an agency, looked at them and decided which one had to be "the fat one" by pure chance, because no way the one in the shirt looks any different than the other two.
Also, I hate the pressure to run around in what is basically underwear just because there's a large body of water near. Logically, everyone should understand that, and yet, millions of girls pressure themselves and their friends to look "bikini-fit" instead of saying "screw you, I'm not running around in my underwear ANYWHERE".

[vilakins.livejournal.com]

Absolutely! Here (where there is no ozone layer) you can buy cover-up suts ofr kids so they don't burn, but for adults? Noooo, they have to bare as much as poss. Me, I wear board short and t-shirt. It's sun-smart and I feel a lot happier with, you know, clothes on.

I have no words for this, so here's a distracting and inappropriate icon instead

[kitlizzy.livejournal.com]

Re: I have no words for this, so here's a distracting and inappropriate icon instead

[adrienneee.livejournal.com]

Off topic, but I can't decide if your icon is hilarious or horrifying. I'm going with "hillarofying."

[koneko-wish.livejournal.com]

When I was a teen, my mother was worrying about the fact that I didn't eat breakfast. Too rushed, and I don't like eating much when I first wake up anyhow.

So she got me something sorta like this. A powder mix thing that you put in milk. OH GOD IT WAS HORRIBLE.

So not only are they liars, because there's no way a powder can taste good; they're filthy lying liars, because I AM FAT and THERE IS NO FAT GIRL IN THAT PICTURE.

[misstia]

was it carnation instant breakfast?? that stuff was NASTY!

message to the advertisers.....

[misstia]

Re: message to the advertisers.....

[cremepuff.livejournal.com]

AHAHAHA. I LOVE YOU.

[boomdiada.livejournal.com]

...

[hannahsarah.livejournal.com]

That gif is a thing of beauty. <3

[bzul.livejournal.com]

Can't wish death on the Man who's probably responsible.

C. Joseph Genster, Marketer of Metrecal, Dies at 92 (August, 2010)

Pretty good history and trivia on the product and humping of it:
http://www.nytimes.com/2010/08/27/business/27genster.html

[ms-hissyfit.livejournal.com]

Thank you for the link!

[amiga500.livejournal.com]

I had no problem with this because I initially read the product name as 'Shame.' The text works perfectly for that.

[otana.livejournal.com]

[baron-waste.livejournal.com]

Problem is, the photographer just picked three girls from Central Casting, gave the shirt to one, and did the session. They're all the same.

And I got news: Annette Funicello was distinctly zaftig, all the more so by today's ridiculous standards, but she rocked the beach!

[nekochanpurr.livejournal.com]

Haha, i sure wish i was as fat as the girl in the sweater..

[http://users.livejournal.com/_sweater/]

insane

[glass-houses.livejournal.com]