It Does a Body Good

Past milk advertisements have been catchy and universal. Milk: It Does A Body Good; Got Milk? and so on. I’ve noticed the latest batch of trends are trying to capitalize on the (I think unproven) claim that eating dairy products can help boost metabolism and/or help you shed pounds. This is fine and makes sense to me.

What doesn’t make sense is that these commercials are geared to and feature only women. Like women alone have to watch their figures by drinking milk. If the motivator was to combat, say, osteoporosis I could see the sole focus on women.

All I can think when I see these already thin milk commercial models parading around is “Why aren’t there guys here?”


  1. Revena says

    My feelings on this one are mixed. Eating dairy -does- help you lose weight, if it’s non or low-fat dairy (I’ve skimmed one of the studies, and the data seems sound). And that’s news that weight-conscious women need, because a lot of them cut dairy out of their diets in an effort to shed pounds, and then end up with serious calcium deficiencies.

    So I guess I think it’d be great if men were featured in the “milk for weight loss” ads, too, but I can understand why it’s mostly women that are being targeted – they’re the largest group that elminates milk from their diets in order to promote weightloss.

  2. sbg says

    Good point, of course, but I don’t know many guys who drink a ton of milk and looking at these ads isn’t likely to compel them to.

    One thing I found interesting on the milk website was this:

    Studies indicate that milk protein plays an important role in building and keeping muscle. Other studies suggest that teens who get enough milk are more likely to weigh less and have less body fat than those who don’t.

    By drinking 8 oz. of lowfat or fat-free milk 3 times a day in place of sugary soft drinks (with little or no nutritional value), along with regular exercise and eating smart, you can keep your body looking toned and healthy.

    This assumes that you’re drinking lots of sugary soft drinks to start with. I wonder if me replacing my organic fruit/vegetable smoothies or water with skim milk would really help me lose weight and gain muscle tone?

  3. Jennifer Kesler says

    Well, they DID target boys in the 80’s – “Milk: it does a body good”. All about skinny runt boys growing big and strong on milk so they could attract the bikini babe who had previously ignored them. Maybe that campaign didn’t really work, and now they think women are a better target audience? Which would, of course, intrigue me since I’m a big proponent of the idea that women are worth marketing to.

  4. scarlett says

    I find that interesting, because apparantly men are much more susceptible to the persusions of advertising then women are. Health and beauty may be the exception, but everytime I’ve dome a mass communications unit (as opposed to media, which is the main thing I’m studying) we got it drilled into us that the most desire ad market were young urban males.

  5. Jennifer Kesler says

    I got that drilled into me when I was working in film, but I could never get anyone to show me the data proving it. It’s like a rumor that got started 50 years ago – it’s become gospel.

    Maybe it’s true that boys are stupid enough to buy anything, and no companies make anything a discriminating customer would buy, but I have to question that “wisdom” because I buy stuff. I’d buy even more if someone saw fit to make sure I earn as much as guys.

  6. scarlett says

    THe logic goes like this:
    BF and I are watching TV, an ad for Hungary Jacks/Burger King comes on. BF thinks ‘I’m hungry, let’s get HJs’; I think ‘I”m hungry, but I don’t like HJs, let’s got to KFC’; men are more likely to but whatever is advertised, women are just as likely to buy the general product being advertised, but more likely to stick to a particular brand , regadrless of what brand is being advertised.
    I dunno how factual this is, but I’m curious how it got to be that way; men getting it drilled into them that they are entitled to what they want, when they want it (ie, as soon as the advertisers suggest it?)

  7. Jennifer Kesler says

    If men really are more susceptible, that doesn’t seem to indicate they have an equal capacity for critical thinking, does it? I always wonder what men would think if more of them realized this is how the marketing industry/media views them.

  8. Mecha says

    My immediate mental response to that is ‘Muscles unneeded are muscles atrophied’. Critical thinking is at a minimum in today’s society for everyone, in my opinion, and entitlement makes it even less necessary. Not very flattering, from me or advertisers, but then again, parts or the whole humanity can be pretty unflattering to look at sometimes.


  9. sbg says

    Heh. Shows how well it hit a note with me. :)

    Overall I’d like to see more blurring of stereotypical lines in advertisements. I get that men are the usual suspects for lawncare products and I get that women are good for lotion. But…women mow the lawn and I’m pretty sure men use lotion on occasion.

  10. Jennifer Kesler says

    I’ve always wondered: do men have naturally moister skin? Why don’t they use lotion to the extent we do? Are we just programmed to think we need it, or do hormone cycles do weird things to female skin, or are men just suffering with dry skin for fear of looking effeminate?

    Truly a question for the ages. 😉

  11. scarlett says

    I always found that amusing myself. How would all the guys who watch CSI feel knowing that the reason a glut of such programming exists for them is because they’re the most gullible ad audience :p
    Weather that’s actually true or not, I still find it amusing.

  12. Mecha says

    Hrm. Angle brackets messed up the rest of it. What I wanted to finish with was that my elbows (and many techworkers’ elbows, as far as I see) are dry to the point of being cracked and flaking slightly. The rest of me, I’ve never thought there was a problem. ^^;


  13. sbg says

    My dad used lotion all the time – but then, he worked with his hands all his life and if he didn’t keep them moisturized they would’ve been a wreck.

    Come to think of it, though, he only truly gave them a good exfoliating treatment once or twice a week and they were still rough.

  14. sbg says

    Oh, and I’ll bet if more guys shaved their legs (hey, swimmers and bicyclists do, right?), then more guys would use lotion. Hair contains oils that would, I would think, help retain moisture on the skin.

  15. SunlessNick says

    I wonder if might be targeted at mothers rather than women – based on the assumption that the women will be determining what the kids get – and hoping that they’ll give it to the kids.

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