Messages Matter: What Body-Shaming Ads Can Teach Us About the Messages We Tell Ourselves
A few months ago I wrote an article speaking out against an NYC subway ad that shamed women into getting plastic surgery. I thought this body-shaming ad was a New York phenomenon, but it turns out that I was wrong. Apparently plastic surgeons in other states have created similar ads, plastering them on highway billboards that are impossible to miss.
From Coast to Coast
In case you missed my first article, here’s one of the ads that was displayed in the NYC subways.
Around the same time, Renuance Plastic Surgery Center in my hometown of Temecula, California put up a highway billboard ad that implied a very similar message. But instead of a fruit analogy, the ad featured two coffee cups — an “A cup” and a “D cup” — with a tagline claiming that “size matters.”
Interestingly, this same, shameless “size matters” tagline also popped up in Jackson, Michigan — only with a slightly different image.
Hmmm . . . Is this some sort of conspiracy?!?
It makes me wonder if there was some sort of standardized marketing toolkit that was distributed to doctors at a recent cosmetic surgery convention. Or maybe they all share the same advertising agency? Regardless, it’s clear that these plastic surgeons have been operating in their own bubble, especially since the outcry from the general public suggests that these ads completely miss the mark.
There’s No Such Thing As Bad Publicity . . . Or Is There?
Despite the fact that NYC, Jackson, and Temecula are vastly different in terms of their cultures, demographics, and income levels, the public’s reaction in each of these cities has been similar.
For example, in New York, feminist groups placed stickers over the subway ads claiming, “This oppresses women.”
Even the governor of NYC, Andrew Cuomo, got involved.
“With all due respect, we suggest that these [advertising] standards be revisited,” Cuomo’s policy advisor wrote in a letter to the Metropolitan Transportation Association (MTA), which runs NYC’s subways.
The backstory here is that the MTA has actually been burned in the past for having advertising standards that were too strict and that inhibited advertisers’ right to freedom of speech. Yet it looks like the pendulum may now have swung too far in the opposite direction — to the point where the MTA’s standards are now ineffective at shielding the public from offensive advertising. In response, the MTA promised to go back to the drawing board and revise its review process.
In Jackson, activists experienced a similar success with their efforts. After posting a barrage of complaints on Ann Arbor Surgery Center’s Facebook page, activists succeeded in convincing the center to remove its offensive “size matters” billboard ads.
Not surprisingly, California is the lone outlier. Even though a local teen made waves when she started a Change.org petition condemning Renuance Surgery Center’s billboard ads (garnering over 800 signatures), the jury is still out on whether Renuance will remove the ad.
“It’s meant to be a joke or satire,” said the surgeon behind the ad, Dr. Brian Eichenberg, according to CBS News.
He even claimed that many of his patients found the ad hilarious.
“It’s meant to promote discussion. … We don’t want women to honestly think that size matters.”
Well, if that’s the case, why post such an ad in the first place??
Just Because You Can, Doesn’t Mean You Should
The reality is that Dr. Eichenberg wasn’t just posting this ad to his patients in the privacy of his own practice, or in a marketing email to his patient listserv. Rather, he chose to post it in one of the most public forums possible — exposing women of all ages to this message. This shows a complete disregard and lack of respect for females who do not fit his target demographic. That’s just poor business sense, not to mention ethical sense.
To top it off, Dr. Eichenberg said that he will eventually remove the ad, but only because it’s been up for a while — not because it’s overly offensive. Come on dude, own up to your mistake. You’ll gain more respect that way.
According to the First Amendment, we are allowed to say what we want in public as long as it doesn’t pose a “clear and present danger” to others. Given that, you may look at this ad and simply brush it off as harmless. After all, how can a silly ad be dangerous? No one’s life is in jeopardy here.
However, while a doctor may legally be allowed to display an ad like this and exercise his or her right to free speech, it just doesn’t seem worth it. We technically have a right to curse in public, including in public arenas where children are present, but that doesn’t mean it’s a good idea. An offensive marketing tactic may work for some industries, but not in the case of plastic surgery.
MESSAGES Matter
What I have a problem with in this situation is making light of a medical procedure that is actually very serious. And what I have a MAJOR problem with is using scare-tactics to shame women into getting plastic surgery. The surgeon may claim that his patients aren’t offended by this ad and actually think it’s hilarious, but what about all the other people he’s impacting with this ad? Highly impressionable people, like young girls.
While young girls may not think twice about the message behind this ad, the inescapable reality is that these messages do matter. Every single one of them, no matter how silly or subtle the message may seem. In fact, I would argue that “satirical” ads like this one actually matter the most, precisely because they lead impressionable young women to believe that surgery is “no big deal” — no different than getting a new outfit or new set of blonde highlights.
This is dangerous. If we send the message that breast augmentation is not a big deal, it makes it less likely that women will perform the necessary due diligence before going under the knife. And I’m not just talking about taking the time to research the long-term health risks, but also taking the time to understand why they want plastic surgery in the first place.
When women jump into getting plastic surgery without really assessing why they want it, it’s dangerous. For instance, if you are motivated by shame, rather than by self-love, to get plastic surgery, I can almost guarantee you that an enhanced figure will not give you the self-esteem boost you desire. Sure bigger breasts may help you feel better in the short term, but if you don’t address the underlying causes of your shame and low self-esteem, then no amount of exterior alteration is going to help you feel fully confident.
The Lesson
I’m a firm believer that you can always find a lesson in any experience. So rather than simply criticize the doctors behind these ads, I think it’s important to view the situation as a reminder to be more proactive and positive with the messages that we tell ourselves and younger generations.
I love the way that Benjamin Hardy explains the concept of taking responsibility for shaping your worldview in this excerpt:
“Most people’s belief systems are, for the most part, unconsciously shaped overtime as the product of their environments. Few people take complete responsibility for their worldview. Few people own the fact that what they currently believe is what they have chosen to believe. Don’t take lightly what you choose to believe. Your beliefs not only shape your life, but can greatly influence the lives of those around you.”
What are you saying or thinking about your own body that may not seem like a big deal? Every thought matters. What we think we become. So the next time you make a seemingly harmless joke about your cellulite dimple, or your lack of thigh gap, or your mosquito bite breasts . . . whatever your “thing” is, try to consciously reprogram your thoughts. Acknowledge your tendency to be self-deprecating or critical, then actively try to redirect your attention toward something positive. For instance, counteract the critical thought with something that you’re grateful for about your body. Or switch gears and immediately focus on doing something that makes you happy. The trick is to nip the critical thought pattern in the bud before the fixation starts to happen. If you don’t give the thought attention, it won’t be able to grow and will eventually die out, just like a plant without sunlight. This may not seem natural at first, but over time your brain will get in the habit of choosing to see the good, rather than calling out the bad.
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This article originally appeared on YourBreastSelf.com. Thank you for reading!
Originally published at www.yourbreastself.com on July 1, 2016.
