Weight Watchers Ad Reflects French Attitude Toward Dieting

In the U.S., the commercials produced by the diet company Weight Watchers follow a fairly regular script, encouraging dieters to "conquer" hunger and "show it who's boss." American viewers might be surprised, then, by the company's latest French commercial, which features models with metallic or glitter-encrusted lips gnawing on a chicken leg, french fries and even a sardine.

The ad's tagline "Treat Yourself Better" is in keeping with the Weight Watchers mantra that dieting shouldn't mean deprivation, but the imagery pushed this idea outside the comfort zone of some American viewers. One U.S. blogger called it "creepy" and "phallic" and another "Dieting Dentata," which walks "a weird line between empowering and degrading."

At the very least, it seems in line with the French philosophy towards food, as represented in and proselytized by books like "French Women Don't Get Fat." The idea is that food should never be a guilty indulgence and that maintaining a slim physique by no means involves skipping pastries and Merlot -- or, it seems, chicken legs, french fries or sardines.

Given how closely it seems to fit its national context, the new commercial suggests that the way diets are advertised in other countries might reflect those countries' specific attitudes towards dieting. Here's a look at recent diet ads in various nations and what they could be saying about how intentional weight loss is viewed in those places.

WATCH: 7 Diet Ads From Around The World

 

 

 

Follow Claire Gordon on Twitter: www.twitter.com/clairedon

Comments

[urface]

12:42 PM on 01/25/2012

Take a brief look at which nation has more fit women. It sounds like a much healthier mindset to "treat yourself better" than it does to attempt to "conquer hunger."

[Chad Wheeler]

12:28 PM on 01/26/2012

The percentage of American men who are overweight is higher than that of American women. So I would guess France has more fit men than us as well.

[urface]

03:41 PM on 01/26/2012

Yea probably. The mindset should be the same for anyone. Instead of trying to lose weight they should try to live a healthy lifestyle.

Too much focus on weight, as if it is the only contributing factor to health. Fact is, Americans for the most part don't seem to care about health. They just care about appearance.

[Springer Mom]

02:23 PM on 01/24/2012

Maybe French women need Crunchy Cheetos!!
Check out my funny blog!
http://springercrazymommy.blogspot.com/2012/01/hooray-for-cheetos.html

[kindcruelty]

10:33 AM on 01/24/2012

I have to say...I loved the Weight Watchers ad from the UK the best.

[Andrea W171]

07:03 AM on 01/24/2012

It comes across much more styllish and appealing, with a fashionable look. Completely prefer this one over the ones in the USA.

[pixeloid]

10:31 PM on 01/23/2012

I found this commercial far more appealing than any diet commercial from the US.

[recless]

09:49 PM on 01/23/2012

It says that appeals to a hyper-perfect body image are excellent marketing strategies.

[The Corporate Champion]

07:56 PM on 01/23/2012

"What Our Diet Ads Say About Us"

That American women are some of the most obese on Earth.

[enhancedvibes]

07:58 AM on 01/24/2012

The US produces, sells and ingests more processed foods. American men are some of the most obese on Earth too. It's not like American women corner the market on fatness in the US. It's just that the media pays more attention to women because people still think it's ok to comment on women's body structure, something we do not subject American men to.

[KateB21]

08:15 AM on 01/24/2012

You seem to just pop up in these posts like you're waiting for them to spew your anti-American women rants. Anyone else find that sad?

[David Daisy May Boldock]

09:43 AM on 01/24/2012

He or she is right no matter the nationality!

[The Corporate Champion]

11:04 AM on 01/24/2012

It is indeed sad that American women have much to be criticized about.