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Did Apple Cross the Line?


Apple's new iMac Campaign states, "You can't be too thin. Or too powerful." The Alliance for Eating Disorders Awareness calls upon Apple to rethink their new media campaign. The Alliance asks, "What kind of message is Apple sending our youth with an ad campaign of this nature?"

Apple was simply applying the Duchess of Windsor's adage to technology, but fears are that it will trickle down to body image. What do you guys think -- Was Apple crossing the line by using the phrase "You can't be too thin. Or too powerful"?

(Oh, and thanks to GeekSugar for bringing this issue to my attention.)

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Join The Conversation
millarci millarci 8 years
I can see how this can offend people. However, I agree with JenBrett. They are talking about the computer and I honestly didn't think about it until the subject was brought up. No one wants a big clunky computer. Everyone wants a thin, powerful computer. Relax everyone...
JenBrett JenBrett 8 years
hello people, they are talking about a computer, not a person. now if they'd used an olsen twin as a spokes person, than yes. but get a grip, it's a computer, no one wants them big and slow.
Wikipedia Wikipedia 8 years
Its supposed to be clever, its a play on words so it sticks in your head. Can you imagine what the world would be like if people ACTUALLY took ad slogans as solid advice? Come on.
angiee angiee 8 years
I don't think they're crossing the line. You always want your gadgets to be thin and light, it's convenient. Why do people think they're sending message about body weight? :(
junebrug junebrug 8 years
They're right -- computers can't be too thin or too powerful. People are another matter.
paii paii 8 years
I don't believe they were thinking in terms of weight.
lanuchan lanuchan 8 years
no way i don't think they crossed the line, although the issue is certainly interesting...they wanted to make an ad that caught people's attention, and for sure, it did.
gumdrops334 gumdrops334 8 years
I agree that people are just taking it too far. It's almost sarcastic, taking off of the saying "you can never be too thin", applying it to their computers. I'm sure they know you CAN be too thin, but it IS a saying that Hollywood takes to extreme measures. Maybe Apple is being clever and facetious, using that dumb saying, and applying it to electronics. I'm sure they're not telling everyone to barf up their dinner, jeez
Bahia Bahia 8 years
People CAN be too thin/ and or too powerful.
The-City-Girl The-City-Girl 8 years
It's a well-known, famous expression that is simply being applied to a computer! It's just a tongue-in-cheek slogan! Anyone who takes it as a statement about how WOMEN should look already has a LOT of serious body issues already.
Hollisterbabe01 Hollisterbabe01 8 years
it didn't cross the line! they are marketing a computer for the love of god it is not that serious! but also some people may take it seriously!
tralalala tralalala 8 years
You can never be too thin, too rich, or too powerful; if you've never heard that before, you've lead a very sheltered life haha, I don't think they crossed the line, they used a really common phrase and applied it to their product
lovekailua lovekailua 8 years
i'm in the "wayyy too sensitive" corner for sure! getting ridiculous. i thought it was funny and did not first think of weight even though i know where the original quote came from.
moonlite moonlite 8 years
Oh, please. Next thing you know, you won't even be able to say the word "thin" on television without negative consequences. I highly doubt our youth are THAT sensitive. If people really want to make a difference in the media regarding the images young people see, stop showing stick-thin models in every commercial and on the pages of every magazine! Don't worry about cutting one word out of an electronics commerical.
rubialala rubialala 8 years
No I don't think they did.
leeluvfashion leeluvfashion 8 years
People are twisting the meaning just to start an argument. It's a COMPUTER ad, it's not an ad for health purposes. I don't think it's worth the fight at all.
xlove33 xlove33 8 years
they aren't talking about people, they are talking about computers. Society seriously needs to relax. And by the way a little more thinness in this country would be a good thing.
ellenmarie ellenmarie 8 years
Some people are way too sensitive...I thought this was amusing.
magita magita 8 years
I think its pretty obvious its a tongue-in-cheek reference to the saying....if they said something like that out of the blue, then yeah it would be in poor taste. I personally think its cute
phatE phatE 8 years
as someone who struggled with anorexia for 8 years, i didn't think a thing about it, because it's referencing a computer.. maybe i have my head in the sand, but i think the attention drawn to it causes more damage than the original campaign.
LolaKat LolaKat 8 years
I agree with whtevjenny.
purrtykitty purrtykitty 8 years
i'm iffy on this issue. being a female who struggles with body image issues, i can see how that ad might have an affect on some people. but when i think about apple's target market, i'm pretty sure that the majority wouldn't see that far into it.
jkat jkat 8 years
"The level of discourse reaching a mailbox simply cannot be limited to that which would be suitable for a sandbox." ~Justice Stevens. Not everything in this world has to be perfectly safe, non-controversial, non-offensive, warm fuzzy sunshine. This isn't even provactive. It is just a play on words applied to technological advances. People need to stop being victims of the media. Own your life and your choices. If you don't let a media slogan dictate your body image, it won't.
Tutta Tutta 8 years
People are WAY to sensitive now. You can't say anything without offending someone! It's ridiculous! Can we just not take something for what it is? Why does everyone have to read so much into everything? It's like society is looking for excuses to complain.
Chaoticfury Chaoticfury 8 years
The Duchess of Windsor? Yeah that's who we should take our media influence from...What was Apple thinking?
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