Diet Product's Wonder Woman Cross Promotion Draws Ire

Do Amazonian warriors need to 'think thin?'
By Michael Harthorne,  Newser Staff
Posted May 4, 2017 5:19 PM CDT
Diet Product's Wonder Woman Cross Promotion Draws Ire
Wonder Woman works up an appetite for a thinkThin-brand protein nut bar.   (Clay Enos/Warner Bros. Entertainment via AP)

"'Think thin' is not a slogan we need associated with a fierce warrior," the Mary Sue states. Ahead of Wonder Woman's release in theaters next month, the superhero film has entered into a promotional partnership with thinkThin, maker of diet products. Unsurprisingly, people see some problems with the first major female-led superhero film being tied to weight-loss snacks. Wonder Woman should be an "opportunity to ... celebrate the female form not as a subject of desire but a source of power," Salon argues. And the Daily Dot says linking Wonder Woman to thinkThin focuses attention on her appearance instead of her actions, doing a disservice to a "feminist icon."

There had already been a lot of focus on Wonder Woman's body, with Gal Gadot being called "too skinny" when she was cast in 2013. Add to that a thinkThin survey identifying invisibility as women's most desired superpower—Mary Sue argues it highlights a "hard to ignore" link between diet messages aimed at women and a desire to have their body disappear entirely—and Wonder Woman has become an example of the "unrealistic standards" women have to deal with: Be strong like the Amazonian warrior, but make sure you maintain the thin figure that society deems attractive. (This Cosmo weight-loss article infuriated Twitter.)

We use cookies. By Clicking "OK" or any content on this site, you agree to allow cookies to be placed. Read more in our privacy policy.
Get the news faster.
Tap to install our app.
Install the Newser News app
in two easy steps:
1. Tap in your navigation bar.
2. Tap to Add to Home Screen.