Sunday, November 14, 2010
Of Fruit and Fat
No metaphor is more over-used than a comparison of female body parts with fruit. (Oh, and the occasional male these days, but this is rarely if ever taken very seriously).
The latest example being some research reported under the title of "Women's derrieres have evolved from pear bums to tomatoes". The take home message seems to be: peaches are perfect, pear are okay, tomatoes are just fat and god forbid you have a fully fledged "potato bum".
Of course if you look more closely into this message it seems to have been fed to the media by "Exercise Physiologist and Nutritionist Kathleen Alleaume". It is female-only version of an earlier "story" in which the exact role of Dr David Holmes, of Manchester Metropolitan University( in "bum research") is less than clear. It sounds a lot like bullshit dressed up as science and paid for by some company who hopes to profit from the resulting media coverage proliferated by lazy journalists who don;t know the difference between science and advertising.
http://www.lambrinigirls.com/) . The picture to the left is an actual professional advertisement for this campaign for a product that is almost synonymous with over-indulging female drinkers (Lambrini is a flavored, bubbly and very very cheap sweet wine with an alcohol level of around 7%). Their advertising is so routinely out of compliance with the law that it has to be run by the "copy advice" team in the UK (a process that is typically voluntary).
The so-called media outlets (Courier Mail, Sydney Morning Herald and more) who carried this reanimated non-story should be ashamed of themselves. David Holmes prostituted his scientific standing for money, and allowed it to be used to advertise a cheap brand of wine. Kathleen Alleaume spun the message to shame women and perhaps to sell the services of her "Right Balance" consultancy. The only tomatoes that should be involved in this whole mess should be aimed at their heads.
Erotica complaint upheld