It's kinda gross, but it's only 90 calories!

The ridiculous and relentless marketing of yogurt to women.


Kate Harding
May 12, 2008 9:14PM (UTC)

True story: While putting away groceries Sunday night, my boyfriend actually held up a tub of Fage Greek yogurt and said, "What the hell is this?"

I'm reasonably certain he can read, so I'm still not sure why I had to help him out there, but his confusion makes a little more sense to me after watching a hilarious video (below) about women and yogurt advertising. Yogurt has been relentlessly marketed to women for so long now, men can probably be forgiven for failing to recognize it at first glance.

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Specifically, it's almost always presented to us as a diet food these days -- since every good ad wiz knows all self-respecting women hate their bodies. In fact, the whole reason I buy Greek yogurt is that it's often the only full-fat option left at the supermarket. When I gave up dieting for good a few years ago, after nearly a decade of yo-yoing, my big symbolic act was to swear off low-fat yogurt forever. I still truly enjoy stuff like grilled chicken breasts and steamed asparagus, but I find low-fat yogurt only tolerable as part of an overarching program of self-abnegation. I hate the texture. I hate all the extra sugar that's there to give it some semblance of a flavor. And I really hate the commercials, which seem to be the 21st century's answer to the General Foods International Coffee ads of my youth. You know what this watery, ultra-low-fat boysenberry with active cultures reminds me of? That guy in Paris! You remember -- the one who called me a fat pig and then gave me an enema? Jean-Luc!

If you hate ridiculous, female-targeted yogurt ads as much as I do, you owe it to yourself to watch this video right now. It's so full-fat good, I'm shitting myself!


Kate Harding

Kate Harding is the author of Asking For It: The Alarming Rise of Rape Culture--and What We Can Do About It, available from Da Capo Press in August 2015. Previously, she collaborated with Anna Holmes, Amanda Hess, and a cast of thousands on The Book of Jezebel, and with Marianne Kirby on Lessons from the Fat-o-Sphere. You might also remember her as the founding editor of Shapely Prose (2007-2010). Kate's essays have appeared in the anthologies Madonna & Me, Yes Means Yes, Feed Me, and Airmail: Women of Letters. She holds an M.F.A. in fiction from Vermont College of Fine Arts and a B.A. in English from University of Toronto, and is currently at work on a Ph.D. in creative writing from Bath Spa University

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