Apple's controversial iMac advertising: Did they cross the line?

by Rigel Celeste (Subscribe to Rigel Celeste's posts)
Aug 26th 2007 8:27AM

Until recently, Apple computers had a new campaign for their iMac that said "You can't be too thin, or too powerful." but it caused so much controversy they ended up changing it. The Alliance for Eating Disorders Awareness called on Apple to rethink the message they were sending, stating "What kind of message is Apple sending our youth with an ad campaign of this nature?"

What do you think, was Apple's slogan in bad taste? I hate the stigma of today's media pressuring young people to be ultra-thin as much as the next person, but electronics are another story. Can't we separate the two?

I can see the point of how a message like that could easily be misconstrued, but if the modeling and fashion industries were promoting healthy images this wouldn't even be an issue -- the slogan would be about computers and that's it. Seems like people are getting all bent out of shape over side issues instead of the real problem.

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Amanda 8-26-2007 @ 5:31PM

I thought it was a cute slogan. I totally agree that we should be able to separate people from computers. Its not like there was an super skinny model using the computer or anything. People need to target the real culprits - not a computer maker.

Daryle 8-28-2007 @ 4:22PM

Amanda... I have to agree with you. It's to bad that some of these groups have to blow things out of proportion.

Erika 8-29-2007 @ 12:23PM

I agree that we "should" be able to separate computers' thin-ness and people's. But the human mind isn't quite there yet, is it? Where do you think that phrase stemmed from in the first place? "You can never be too rich or too thin." That, as we all know, is about people. It isn't a coincidence that Apple used that slogan in a nation where the obesity rates are soaring through the roof.

Advertising, btw, works subliminally. None of us are immune to it. Just because we don't all immediately start vomitting our food up doesn't mean that the message isn't at work in our psyches. This message also works in tandem with other corporate advertising messages to do the unsettling work of making us feel unsettled. (Unless of course, we go ahead and buy that next Blackberry or shampoo, or anyother myriad products and services.) Oh, and don't kid yourselves, ads work or the corps. that pay BILLIONS per year wouldn't be shelling it out.

Let's pull our collective head out of the sand. They're not some innocent sweet company that truly wants the best for you. They want your money and they don't give a damn what it does to whom.

Daryle 8-29-2007 @ 1:26PM

Erika....good point BUT do you think it is right for these groups to spout off and raise this trouble over the campaign? If you do, then when should it stop....

"choosy Mom's choose Jiff"....should it be stopped because it infers that the other Mom's are not as careing for their children?

At what point do we draw the line and let the consumer be the one to make that call on whether or not this is offensive? If sales dropped you can bet that this would no longer be the slogan.

One true fact about cell phones is that people do often comment on the size of a phone. The thinner ones are well liked by some people. So it is not like this is way off base.

There is no doubt that they are a huge and powerful company, but again that does not mean that, they cannot be creative and even at times manipulative in order to sell their product.

I am NOT condoning eating disorders and have had several experiences dealing with this issue from people who have been very close to me. I just believe that as an American consumer this particular slogan didn't cross any lines. (plus I love to debate!)

btw...I hope you are up for a debate and that you enjoy it because that is the road that I see this heading down!! :)-

Barbara 9-02-2007 @ 9:14AM

When I heard this slogan I assumed it was being said tongue-in-cheek. The idea of a slim, powerful electronic device, be it a laptop, phone, mp3 player or whatever, appeals to me because it means that it's probably lighter in weight and easier to carry. Although I see clothing ads (take a look at the models on eluxury.com) that I find offensive because the models look like they're a salad away from death, I don't translate this offense to something that I'll be carrying around.