Thin iMac
Does this angle make my butt look big?

I knew it was going to happen the minute I read that strapline: “You can never be too thin. Or too powerful.” Apple’s new iMac turned heads when they debuted a few weeks ago, but the attention was on more than the new innovative industrial design. There clever and cheeky new strapline, while it may have been reminiscent of various societal clichés, did not fall fondly onto the ears of those looking out for eating disorders.

The Alliance for Eating Disorders Awarenes has brought the ruckus claiming that the new campaign encourages youths to starve themselves in the name of physical appearance. A legitimate health concern.

“What kind of message is Apple sending our youth with an ad campaign of this nature?” The truth is one CAN be too thin. According to the American Psychological Association, in the United States alone 7 -10 million individuals are struggling with eating disorders. Of that 10 to 20 percent of them will not survive their struggle.

Heavy stuff. No pun intended. You can read the article from Yahoo News for more eating disorder-related factoids. The headline copy has been changed on the website.

Personally I think that Apple should have thought of this much earlier. Didn’t someone at the table say “wait a minute, this country is in the midst of a major weight and health epidemic — maybe we shouldn’t be selling ‘thin'”? People these days are friggin sensitive, especially people with weight and self-imaging issues (which is everyone, myself included).

I fear that this might go into that infamous vault of advertising copy gone awry — you know, where the Chevy No-Va and other things like that live. [can’t think of any examples at the mo]

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