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Apple Takes Down "You Can't Be Too Thin" iMac Ad

Apple Takes Down "You Can't Be Too Thin" iMac Ad

Apparently I wasn't the only person bothered by the online ad for Apple's new iMac that read: "The new iMac. You can't be too thin. Or too powerful."

After some scolding by the Alliance for Eating Disorders Awareness, who asked Apple to rethink the campaign, Apple has taken down the ads, which now just read "The all new, all-in-one iMac." Prior to the edit, the Alliance sent out a strongly worded press release noting that one can be too thin:

"What kind of message is Apple sending our youth with an ad campaign of this nature?" The truth is one CAN be too thin. According to the American Psychological Association, in the United States alone 7 -10 million individuals are struggling with eating disorders. Of that 10 to 20 percent of them will not survive their struggle. Eating disorders not only have extreme physical and mental repercussions - including the highest mortality rate among all psychological disorders but they also act as a barrier for personal growth, achievement, education, and success. We live in a society in which Messages from the media are influential and they do make a difference.

The release goes on to quote the Executive Director of The Alliance, who notes she's also a recovering anorexic and exercise bulimic.

"I must say that I find the new IMAC campaign troubling and extremely triggering," said Johanna Kandel. "Apple's revamping of the Duchess of Windsor's adage draws a direct connection between being thin and being powerful. While this concept may work well from a technological perspective, it can become deadly in the eyes of an individual that is genetically predisposed to developing an eating disorder."

I'm honestly a little surprised Apple made the edit, and even more surprised that the tagline was approved by what must be a near endless board of marketing and ad consultants. What do you think, did Apple make the right choice?


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