The ADgenda: this week's most offensive advert

Fat binder tablets.

With the waistband of Britain tightening as obesity statistics grow, it’s
only understandable that adverts quietly confront us with solutions to
shrink our shameful stomachs. It’s nicer than being told off by news
articles! But, when the news lectures us about children wider than they are
tall and our imminent deaths at the hands of the Big Mac, the underlying
message is, above all, health (and maybe Britain not being picked last in
the PE class of the world). XLS Medical’s advert for their fat binder
tablets remarkably omits all possible health benefits for whatever the
cartoon science says their product does.

Of course, health isn’t their main selling point. Why would it be? It’s not
as if the name of their brand features the word “medical”, a word pointing
directly towards health in all possible uses. Marching under this universal
“medical” flag, it must be difficult to segregate your market so harshly,
but they manage it. This advert’s target is so fixed on women it’s like an
insecurity-seeking missile. The central figure, our heroine, laments at
gaining weight until she doesn’t feel like herself anymore. The images
accompanying this claim are indeed shocking deviations from being oneself:
she happily holds a baby and eats a sandwich at her desk. But the straw
that breaks the camel’s back is when she struggles to zip up her
tightly-squeezing clothes – and the penny drops. The only reason XLS
Medical would ever expect anyone to buy this is because of insecurity about
their image – insecurity which their adverts help to create.

Are men not in need of help with dieting? Or is it expected that,
since they don’t wear red dresses like on the Special K box, they’ll just
do the Manly Thing and keep drinking their beer-bellies gargantuan, sucking
in their gut when a pretty lady walks by? Targeting diet products at women
is not just perpetuating a worn-out ad stereotype like women as homemakers
or sex objects; it’s stretching the gender gap beyond repair. When men
barely get tutted for being an above-average size, women are so fervidly
encouraged to look like models that some can end up starving themselves.
And defining beauty under “medical”? Maybe the advertising world just holds
different definitions to the real world: New Medical Special K: now more
effective in keeping you presentable!

 

XLS Medical’s advert. Photograph: youtube.com
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Leader: Mourning in Manchester

Yet another attack shows we are going to have to get to used to the idea that our liberalism and our freedoms can only be preserved by a strong state.

Children are murdered and maimed by a suicide bomber as they are leaving a pop concert in Manchester. As a consequence, the government raises the terror threat to “critical”, which implies that another attack is imminent, and the army is sent out on to the streets of our cities in an attempt to reassure and encourage all good citizens to carry on as normal. The general election campaign is suspended. Islamic State gleefully denounces the murdered and wounded as “crusaders” and “polytheists”.

Meanwhile, the usual questions are asked, as they are after each new Islamist terrorist atrocity. Why do they hate us so much? Have they no conscience or pity or sense of fellow feeling? We hear, too, the same platitudes: there is more that unites us than divides us, and so on. And so we wait for the next attack on innocent civilians, the next assault on the free and open society, the next demonstration that Islamism is the world’s most malignant and dangerous ideology.

The truth of the matter is that the Manchester suicide bomber, Salman Ramadan Abedi, was born and educated in Britain. He was 22 when he chose to end his own life. He had grown up among us: indeed, like the London bombers of 7 July 2005, you could call him, however reluctantly, one of us. The son of Libyan refugees, he supported Manchester United, studied business management at Salford University and worshipped at Didsbury Mosque. Yet he hated this country and its people so viscerally that he was prepared to blow himself up in an attempt to murder and wound as many of his fellow citizens as possible.

The Manchester massacre was an act of nihilism by a wicked man. It was also sadly inevitable. “The bomb was,” writes the Mancunian cultural commentator Stuart Maconie on page 26, “as far as we can guess, an attack on the fans of a young American woman and entertainer, on the frivolousness and foolishness and fun of young girlhood, on lipstick and dressing up and dancing, on ‘boyfs’ and ‘bezzies’ and all the other freedoms that so enrage the fanatics and contradict their idiot dogmas. Hatred of women is a smouldering core of their wider, deeper loathing for us. But to single out children feels like a new low of wickedness.”

We understand the geopolitical context for the atrocity. IS is under assault and in retreat in its former strongholds of Mosul and Raqqa. Instead of urging recruits to migrate to the “caliphate”, IS has been urging its sympathisers and operatives in Europe to carry out attacks in their countries of residence. As our contributing writer and terrorism expert, Shiraz Maher, explains on page 22, these attacks are considered to be acts of revenge by the foot soldiers and fellow-travellers of the caliphate. There have been Western interventions in Muslim lands and so, in their view, all civilians in Western countries are legitimate targets for retaliatory violence.

An ever-present threat of terrorism is the new reality of our lives in Europe. If these zealots can murder children at an Ariana Grande concert in Manchester, there is no action that they would not consider unconscionable. And in this country there are many thousands – perhaps even tens of thousands – who are in thrall to Islamist ideology. “Terror makes the new future possible,” the American Don DeLillo wrote in his novel Mao II, long before the al-Qaeda attacks of 11 September 2001. The main work of terrorists “involves mid-air explosions and crumbled buildings. This is the new tragic narrative.”

Immediately after the Paris attacks in November 2015, John Gray reminded us in these pages of how “peaceful coexistence is not the default condition of modern humankind”. We are going to have to get used to the idea that our liberalism and our freedoms can only be preserved by a strong state. “The progressive narrative in which freedom is advancing throughout the world has left liberal societies unaware of their fragility,” John Gray wrote. Liberals may not like it, but a strong state is the precondition of any civilised social order. Certain cherished freedoms may have to be compromised. This is the new tragic narrative.

This article first appeared in the 25 May 2017 issue of the New Statesman, Why Islamic State targets Britain

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