23/08/2021
Entrepreneur and speaker Veronica Benini says: “Italian women feel ugly and fat compared to the beauty standard that TV and the media promote”. The standard Benini refers to, was originally set by Italian vallette, our own version of
“showgirls”. A product of the TV networks owned by Berlusconi since the ’80s,
they’re made to perform basic dance routines and have a supporting role to
the anchor or conductor of a TV program while wearing skimpy costumes, treading the mostly nonexistent line between irony and debasement. Their beauty is supposed to convey both “girl-next-door” and “bombshell” charm. Because of this, casting directors choose tall, slender women with medium to large breasts and narrow hips—my guess is that they are toying with innocence versus eroticism.
A reasonable representation of the multidimensionality that embodies real life is wanted in commercials, women wants to see real “normal” bodies.
The so-called “femvertising“, that is, implementing plans for equality and reality in order to overcome clichés and stereotypes.
After decades of humiliating representations for women, flooded by advertising and media, companies have begun to propose female models that are no longer univocal and stereotyped.
This does not mean that these images have been completely eradicated, but that especially in recent years, there are also companies and brands that tend to create advertising to overcome stereotypes and to get closer to gender equality.
Body positivity, the inclusion of different aesthetic canons in advertising, is a
declination of femvertising, for example.
Many companies made in Italy, are now showing more openness, really supporting women, such as
(sportwear), (water bottle producer) and who, for the first
time in 2020, started to involve plus-size models in the Milan Fashion Week.
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