Summer, in the end, belongs to no one. The controversy that generated the cartel of Ministry of Equality with the slogan “summer is also ours”, after knowing the appropriation and modification of the images of his models, was a blunder that worthless to different sectors.
First, at disabled people, who have seen how their representation is hindered from the institutions and when they obtain it, it is in a symbolic way. On the other hand, society and advertising sector they denounce the shortcomings of the campaigns and the paradox that has been seen in this poster against the aesthetic violence suffered by women, also applying changes to their images.
Desiree Vilasrenowned Paralympic athlete from Vigo, wanted to comment on the campaign and was critical, “It’s a joke that it’s a poster of Body Positive and that they have fixed the body of a girl for having a disability”.
The poster of the ministry of equality is taking images of random influencers and tuning them.
But this girl has been given a leg because even though all bodies are valid, it can be seen that… All of them, all of them, well no. https://t.co/aPVZ1hnIZS— Lucia Etxebarria (@LaEtxebarria) July 29, 2022
Regarding the advertising trend, he thinks, “We have the body positive to an insincere extreme”. He denounces that “including a person with a prosthesis in a poster is useless if then the beaches are not accessible” and asks the question “Is something really being done so that people with disability we may have the right to go to the playa?”. Although yes, she agrees that women suffer aesthetic violence, “We always have to be perfect, have the perfect body”. In turn, she stresses the need to inform and have representation of people with disabilities in the media or in sports, “that’s why I try to create content on networks like TikTok and Instagram.”
PUBLICIST. Rosa Escolano, a publicist for a brand from Pontevedra, explains the protocol in the campaigns: “Models and companies have to sign a contract in which they give up their image” and clarifies that “it is not forever, for a year or two at the most”. Regarding the use and modification of the image, she asserts, “it is a crime.”
Although Rosa is clear about the aesthetic violence. “The modification in advertising of women’s bodies is crazy, a wrinkle, the hair, everything is modified.” Also in men, although he assures that in women it is more pronounced because “there is an extreme demand that benefits the industry.”
“The modification in advertising of women’s bodies is crazy. A wrinkle, hair, everything is modified”
about the industry, Noa Tablesgraduated in Advertising from UVigo, comments on the importance of messages Body Positive have great depth in the social networks and end up influencing the big trademarkwhom he considers “responsible for bombarding women for years by imposing impossible beauty canons to achieve”. It highlights the importance of girls having models with their own bodies as references, and affirms that “advertising currents are being born with a more renewed air” that aim to “normalize natural moments of the lives and bodies of women who until now were taboo”. In her opinion, “that brands join the trend either to sell more or to connect with the public” ends up having a positive impact on everyone’s lives.
Reactions on social networks
MINISTRY OF EQUALITY. The Women’s Institute published a Tweet the next day in which it said it was unaware that the models were real and delegated responsibilities to the creative artist.
RACCOON ART. The illustrator and designer of the poster apologized and claimed to have contacted the models to distribute benefits and buy the rights.
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