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Falling just behind Nestle and Kraft in advertising money spent per year, Unilever is a top dog for producing commercials to advertise their products. They average $6.77 billion a year to get their message across.
These strict rules were put into place recently in order to show that the company is concerned with the rising rates of anorexia, bulimia and compulsive overeating in both men and women.
After the modeling industry was bombarded with criticism for producing eating disorders, it responded by introducing guidelines that would help regulate the industry. Two sisters died this year, Luisel and Eliana Ramos, because of complications from anorexia, which sparked the debate further.
By making a minimum BMI rule, organizers are hoping to catch those with eating disorders and not allow them to work until they have undergone treatment. The drastic move is controversial, some likening it to discrimination of thin people. The fashion industry has fiercely defended itself, saying that most of the models are naturally that thin and are being singled out for the few sick ones.
Talking to the press last week [link widoczny dla zalogowanych], the company President [link widoczny dla zalogowanych], Ralph Kugler, stated: "Unilever has adopted a new global guideline that will require that all its future marketing communications should not use models or actors that are either excessively slim or promote 'unhealthy' slimness." (CNN Money, 2007)
Unilever’s step to also include the BMI guideline is a big step, as they are the company that makes Lipton teas and Skippy peanut butter. The brand is widely known all over the world and will hopefully prove to other corporations that by using a healthy actor, it sends a much more positive image to viewers than someone who doesn’t represent the general public.
One of the largest food manufacturers, Unilever, is following suite [link widoczny dla zalogowanych], banning underweight models, actors and actresses from its advertisements. Their guidelines include hiring talent with a BMI between 18.5 and 25.
The ban on too skinny models from walking down the runway has created a flurry of media attention. Corporate companies and agents are now making models calculate BMI (body mass index) to determine whether they are allowed to work in the modelling industry. Usually, the BMI must fall between 18 and 25.
Read on
Skinny Fashion Model Debate
Skinny Retail Mannequins Get Healthier
Gisele Bundchen on Banning Underweight Models
Let’s hope that the new message they’re promoting of a more positive body image will catch on. The public has clearly said that they want to see more natural looking actors and models on the big and small screen, as well as billboards and in magazines.