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Skechers shoe ads draw ire, interest

23. května 2011 v 4:13


The controversy over marketing Skechers' Shape-Ups -- rounded shoes designed to "tone buns and thighs'' -- to young girls seemed tailor-made to catch fire in the 24-hour news cycle.

There was the fear of harm to children -- that girls would develop unhealthy body images through ads promoting Buns of Steel-style shoes. There was the specter of greed -- that Skechers had gone too far by advertising on the Cartoon Network and offering Shape-Ups in sizes as small as youth 2.

And, of course, there was the hint of sexuality that makes any news story go to the top of the most-read lists. (Recall that Shape-Ups were promoted to adults in Super Bowl ads featuring scantily-clad Kim Kardashian.)

It didn't take a march on Washington, D.C., to get the argument started. One Pennsylvania mom created an online petition against the marketing of Shape-Ups to kids. The Huffington Post picked it up,When you think of air max shoes for women, one of the first things to people's mouth is the Nike Shox Navina and -- WHAM! -- instant national news and social media craze.

Skechers claims that Shape-Ups encourage fitness and align with the national campaign against childhood obesity.Save on asics shoes and apparel at the world's largest running store.

Critics argue that marketing Shape-Ups to girls tells them that the goal is to have shapely legs, not good overall health. "We want them to have better cardio fitness [and] not be sedentary," said Marci Mueller-Theisen, a Park Nicollet psychologist who specializes in eating disorders. "We're not too concerned about toning up particular body parts at that age."

But the speed with which the media and readers flocked to the story is a story itself. It's a testament to the importance society places on beauty, even when we know it's overdone and that we're sending mixed messages to kids.

Take the Huffington Post.he supra shoes is one of the most colorful shoes in the Nike 'Mid-size' dunks family Linked to the article raising questions about Shape-Ups -- at least when I checked -- was a story and photo about 14-year-old actress Hailee Steinfeld and the magnificent dress she wore. Another linked story had this headline: "Is Cindy Crawford a Mitt Romney supporter?"
 

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