Link: Repubblica.it » spettacoliecultura » Sexy sì ma non solo modelle lo spot scopre la donna normale

More and more advertising companies recently using in advertising campaigns image of “real people” instead of skinny models.

On this week Nike presented their advertising campaign of new line of sport wear, where rarely used in advertising photos body parts are shown.

Thunder thighs and big butts are the images du jour for the sports goods giant, and new posters promoting its women’s range of sportswear in the US are not shy about saying so.

“I have thunder thighs,” roars one poster, featuring a set of rock solid female quads wrapped tightly in a pair of Nike running shorts.

“Though they are unwelcome in the petite section, they are cheered on in marathons.

Moving further up the female anatomy, the “butt” ad proudly lauds the benefits or a rotund rear end.

Simultaneously Dove issued new advertising campaign and showing amateur underwear models with round forms. They look like the majority of the women that we see everyday on the streets of our cities.

So the appearing of these two campaigns is not incidental, there is a clear indication that we are tired of looking at slim women on the ads.

This trend was obvious for a long time, but why just now the change of style is noticed?

There is an impact of reality TV, that more and more seen on our screens, where real people became celebrities. Maybe it’s happened because of aging of “Baby boomer” generation of born in 1946-1964 years, who long time determined the style and stereotypes in advertising industry.