Special K: More Than A Number

24 Nov

1. The campaign I chose to talk about in this blog was Special K’s “More than a number” campaign. This campaign’s mission is to help women rethink what defines them and promote that the number that measures your size does not measure your beauty. It was first presented as a commercial (attached at bottom). In the commercial you see a bunch of women walk in to a jeans store and essentially start shopping. Then it cuts to women looking for the sizes and realizing that there aren’t any sizes on the jeans and then an employee walks up and asks to measure them which in a public place can be embarrassing because of the way society perceives women who aren’t a certain size. The twist in this however is that when each lady is told her size it isn’t a number it’s a positive adjective like “radiant or strong”. The women respond in such a manner even saying things like “not seeing the number is so freeing” and even more importantly “to feel amazing, that is what makes a woman truly beautiful”.

2.Obviously the class discussions around this topic are structured around how women perceive themselves based on what they take from the media. This “body image problem” is right at the center of society right now. Women starve themselves and strive to follow not what they consider beautiful but what society and the media portray as the perfect amount of body fat or luscious booty. The fact is that most of the time the images people strive for are photoshopped or touched up to reach that level of beauty that has been pushed on society by the media and the famous people around the world. The study that was conducted by Marika Tiggemann on “Social comparison of thin within media images” was conducted to see how women would respond and process differently to images that were considered thin. The study found that social comparison was what made women have body dissatisfaction. This directly correlates with the campaign that “Special K” is doing. Women are viewed as certain sizes and can;t space that stigma and at the end of the day the things that make a person who they are isn’t what they look like but it’s their personality traits. I also have to attribute the “Thin ideal” not only to the media but to members of the opposite sex as well. While the problem may stem from the media the opposite sex has only enhanced it because they view the thin ideal as what is socially acceptable or what is “hot”. This campaign itself only address women but men as well can be subconscious about their weight and it is only heightened by what is considered thin or beautiful. In the film Code of Gender it talks about how women in the media are shown in sexualized and submissive positions and this is the acceptable view of women in the media. While I don’t agree with a lot of what the film stated the one thing that women especially can’t get away from is the thin ideal being the true measure of sexy and this in itself is what the campaign is meant to fix because anyone no matter how big has qualities about them that make them beautiful people.

3. I think this campaign will succeed not only because it’s a huge issue right now but, because it address the issue in a very unique and positive way. They don’t come at the viewers in an aggressive way but more in a way that exemplifies what people should be feeling and how people should perceive themselves. Pro-social media is extremely important in society because it promotes change and with all the changes that happen everyday trying to make media portray positive things instead of negatives can only help.



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