I think the Don Imus debacle is causing women to think twice about the media's role in maintaining the patriarchy (that word sounds old fashioned, but good lord, it feels relevant to me). Before a certain radio host made news, feminist blogs lit on this new vile ad campaign for Metamucil.

"P&G builds a market for eating disorders. Procter & Gamble, which markets Metamucil, has repositioned the brand and is now pitching it with the slogan, “Beautify Your Inside.”[img_assist|fid=3613|thumb=1|alt=Metamucil]
Now, I’m not the gambling type but if P&G isn’t targeting anorexics, bulimics, and other weight-obsessed women with this campaign, you can have my house. Notice how the ad is clearly directed to a much younger audience than the typical (over 60) user of laxatives. Also, the top two questions on the Metamucil website FAQ (what kind of carbs does the drug contain and how many?) are clearly directed to weight-loss junkies.

Metamucil’s desperation is all the more clear in that laxatives have fallen out of favor with some "pro-ana" (that is, pro-anorexia) types,

partly because they can cause weight gain.

Hat tip to Carrie McLarren via WIMN's Voices and Stay Free, her excellent blog.

Leisha writes

"Lately I’ve been thinking alot about social issues for women - body, hatred of the body, self-loathing, eating disorders, violence against women, sisterhood, sexuality, menstruation - and so forth. Much of this stems from working on my thesis at last and being swarmed in transcribing and immersed in the often painful stories of women. That said, I can’t but help notice how marketing companies seem to push these issues - and have no problem in doing it."

Gawker was pretty funny about the ano-ad,

Great news, ladies! It's not enough that you must look slender, dewy, and always-f**kable on the outside. Madison Avenue wants to make sure that you're insecure about your insides as well. We don't know if the campaign will prove effective, but we're pretty sure that Lara Flynn Boyle is stocking up as we speak.

Will teenage girls with eating issues be stealing Metamucil from grandma now? Metamucil has been a staple for years. Maybe P&G innocently hopes young women stay regular...but I just don't think so.