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:
Signet Classics
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When the world seems dark and terrifying, we shouldn’t feel ashamed to dream of Utopia

Right now, the future seems dark and frightening and it is precisely now that we must continue to imagine other worlds and then plot ways to get there.

There are many cruel and routine lies we tell to children but perhaps the most indicative is this: if you tell anyone your wish, it won’t come true. This parable was probably invented by parents trying to avoid the trauma of not being able to give their children what they want but we carry it with us to adulthood, when it is repeated to us by our leaders. Don’t tell anyone the sort of world you would like to see – at best you’ll be disappointed and at worst you’ll be arrested.

“We want more.” This week, exhausted by the news, I dragged myself out of the house to a book fair, where I came across a new collection of utopian fiction by radical women. That was the first line and it stopped my breath in my throat. When basic survival seems like a stretch goal, caught as we are between the rich and the rising seas, hope feels like an unaffordable luxury. The precise words I used to the bookseller were, “Shut up and take my money.”

There has never been a more urgent time for utopian ideas, precisely because the concept of a better world has never felt further away. Right now, world leaders are deciding how many cities are going to sink before something is done to reduce carbon emissions. They are meeting in Paris, which very recently saw the opening scene of a new act in everyone’s least favourite dramatic franchise, “War in the Middle East”. We seem to be living in a dystopian trilogy scripted by a sadistic young-adult author and I very much hope that our plucky young heroes show up to save the day soon, even if there’s a clunky love triangle involved.

Dystopias are easy to construct: to paraphrase the novelist Kim Stanley Robinson, you might as well pick five news headlines at random, make a collage and there’s your plot. Utopias are harder. Utopias require that we do the difficult, necessary work of envisioning a better world. This is why imagination is the first, best weapon of radicals and progressives.

Utopian stories existed long before the word was coined by Thomas More in the 16th century to mean an ideal society, or “no-place”. Plato’s Republic has some claim to being the first but there are as many Utopias as there are communities that dreamed of a better life. The greatest age of utopian fiction was the turn of the last century and it is no accident that the early 21st century is a great age of dystopian fiction. The ideology of late-capitalist patriarchy has become so all-encompassing that it no longer looks like ideology. Fredric Jameson observed, “It is easier to imagine the end of the world than the end of capitalism” – and the reason for that is not that capitalism is the inevitable destiny of humankind but that we have spent our lives being told that even thinking about any other future makes us ridiculous.

Most leftists do have an idea of the sort of world they would prefer to see. We don’t say what we want for the same reason that we were told as children not to tell anyone else what we wished for – because it’ll be awkward and painful if we don’t get it.

When I think about Utopia, I think about my grandmother. My mother’s mother left school at 13, lived through the Maltese blockade and was obliged by religion and circumstance to marry young, suffocate all her dreams of education and adventure and spend her life taking care of a husband and six kids. Half a century later, I can choose when and whether to have children. I can choose to live independently from men. I regularly travel alone and there are no legal restrictions on getting any job I’m suited for.

The kind of independence many women my age can enjoy would have been almost unimaginable half a century ago – but somebody did imagine it and that is why we got here. A great many somebodies, over centuries of struggle and technological advancement, asked how the world could be different for women and set about making it happen.

Exactly a century ago, Charlotte Perkins Gilman’s novel Herland envisioned a society of women in which production was communal, motherhood was valued, relationships were equal and rape and violence were unknown. Reading Herland today, it is striking that for every proposition that came true – women are now allowed to divorce their husbands and participate fully in political life – there are two more that seem as far-fetched now as they did in 1915. Motherhood is still not valued as work. Women are still expected to organise our lives around the threat of sexual violence. But all that can change as long as we continue to ask for more.

For as long as I have been a feminist, I have been asked – usually by grumbling men – when, exactly, we will be satisfied; when women and girls will decide we have enough. The answer is contained in the question: because the instant that we do decide that we are satisfied, that there can never be a better world than this, is the instant that the future shuts down and change becomes impossible.

Utopia is the search for Utopia. It is the no-place by whose light you plot a course through a harsh and unnavigable present. By the time you reach the horizon, it is no longer the horizon but that doesn’t mean you stop going forwards.

Right now, the future seems dark and frightening and it is precisely now that we must continue to imagine other worlds and then plot ways to get there. In the midst of multiple global crises, the only truly ridiculous proposition is that things are going to stay exactly the same.

Human societies are going to change beyond recognition and from the conference table to the streets, our best shot at surviving that change starts when we have the courage to make impossible demands – to face down ridicule and say, “We want more.”

Laurie Penny is a contributing editor to the New Statesman. She is the author of five books, most recently Unspeakable Things.

This article first appeared in the 26 November 2015 issue of the New Statesman, Terror vs the State