06 Junio 2017 15:39
The advertising campaign for this animation is all wrong
It got off to a bad start. A poster for a children’s animation which read ‘What if Snow White were no longer beautiful?’ and accompanying the phrase an image of a tall, slim Snow White next to another short, fat one.
This is the promotional poster for the film, Red Shoes and 7 Dwarfs, a children’s film that reinterprets the Disney and Brothers Grimm classic. The plot: Snow White’s shoes have magic powers and make her look thinner than she is. And the dwarfs, not so dwarf like.
The plus-size model Tess Holliday slammed the poster during the Cannes Film Festival and tweeted it around her followers. ‘How did this get approved by an entire marketing team? Why is it ok telling young kids being fat = ugly?'.
Holliday also mentioned the actress, Chloë Grace Moretz, in the same comment, who embodies the voice of the main character, Snow White. Grace Moretz responded on the same network and ensured that she felt just as appalled as everyone else by the disgraceful ad campaign.
However, the poster isn’t the worst of it. The trailer - which has since been taken out of official circulation - is even more insulting. It shows two of the ‘dwarfs’ spying on the main character, hidden in her room and being visually horrified that she is actually fat. Snow White takes off her magic shoes when she gets home, sits down in her armchair, burps and says in relief, ‘now I can breathe’.
The social networks are accusing the campaign of body-shaming.
The actress, Chloë Grace, has defended the script, which she said had nothing to do with the trailer and that the film actually promotes the exact opposite. As far as her character is concerned, the website says she’s ‘a Princess who doesn't fit into the celebrity world of Princesses — or their dress size.’ That’s why she puts those shoes on.
— Tess Holliday ? (@Tess_Holliday) 30 May 2017
I have now fully reviewed the mkting for Red Shoes, I am just as appalled and angry as everyone else, this wasn't approved by me or my team
— Chloë Grace Moretz (@ChloeGMoretz) 31 May 2017
Sujin Hwang, one of the film’s producers at Locus Corporation, has announced the campaign’s termination and apologised ‘regarding the first elements of our marketing campaign which we realize has had the opposite effect from that which was intended. Our film, a family comedy, carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasising the importance of inner beauty.’
The producer’s response is not exactly reassuring and leads us to think they’ve got it all wrong from start to finish. Not just the ad campaign. Her comment about ‘emphasising her inner beauty’ is particularly worrying and suggests that the approach to the film is simply not what it should be. The importance of inner beauty is all very well, but has nothing to do with size. This response merely continues the body-shaming, as if to say, “Ok, so Snow White is fat and ugly, but she’s really a lovely person deep down’. Let’s hope this is not what it seems and they don’t squander the chance to make a film that really does break with body size standards and show that fat and beautiful princesses are also cool.
In all honesty, if we hadn’t seen everything else, we’d have thought this image of Snow White slouching about at home was awesome.