The MacBook Air is one thin computer. That’s the selling point. Apple has done an impressive job associating thinness with coolness since the launch of the laptop.
But could Apple’s “You can’t be too thin.” campaign be extrapolated by young women into apply to things other than computers, such as their own bodies?
That’s what one woman from the Eating Disorders Institute in St. Louis Park, Minnesota is concerned about following the launch of the MacBook Air, according to a report by Christina Capecchi at MinnPost.com:
Apple’s ‘Thinnovation’ marketing strategy — and Air itself — troubling to some
[Shannon McCartney-Simper] can’t help but consider the parallels between ultrathin computers and people who are striving to be ultrathin. “These laptops are really thin and portable — almost like you can hide them,” she said. “And then you take that to another level, and you think of how women so often want to hide their bodies.”
Perhaps, “You can’t be too thin.” was a poor slogan choice, but how exactly are you supposed to market a product that is differentiated by its thinness without discussing how cool the thinness is?
Personally, I chalk this one up to “unintended consequences.”