Too Many Beckham’s

Apparently, H&M is running out of ideas. To promote their new and flexible briefs, they have David Beckham running around a neighborhood that is clearly Beverly Hills, or something close to it. All of this while just wearing H&H brief. As if the plot itself is not criminally uncreative, there are some obvious problems with the advertisement.

As Hesse-Biber puts it, “The fitness industry has also deconstructed bodies into individual parts to be sculpted and perfected.” The problem is not that David Beckham can’t have a chizzled and sexy body. He does. The problem is that there are too many David Beckham’s being portrayed as the “must be” thing. It is as if the only people worth watching- without a shirt on- are either beautiful celebrities or fit men. In other words, the commercial implicitly creates a sense of inadequacy in its audience because the only type of body worth having is Beckham’s.

Sharlene Nagy Hesse-Biber, “Selling the Body Beautiful: Food Dieting, and Recovery” (2007)

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