This advertisement campaign isn’t new but it still makes me laugh each time I see it.

Nutrisystem says that “real” men can diet, too….as long as they can eat “mmmmm…man food” consisting of meaty burgers and pizza.  Man food is hearty cuz real mean are hearty and beefy, too.

Think Carl’s Junior.  Enough said.

Food as an expression of gender has been around for centuries.

Victorian women were urged not to be seen eating by their mothers because eating led to defecation and women didn’t have and still shouldn’t have bodily functions.  Furthermore, food and the act of eating is sensual, physical and pleasurable.  The Victorian women was not supposed to be sexual, sensual or carnal.  If she did eat, she should steer clear of “heat-inducing” foods such as spices, caffeine and…meat.

Nutrisystem and Carl’s Junior are simply playing out gender rules that are more than 150 years old. And, Nutrisystem has found a way to target men as a new demographic to increase their profits. It does so by allowing men fret over their appearance without losing their manhood. Dieting has long been considered a feminine trait. In order to sell diet food to men you must make commercial that promise these men that they will not be emasculated.

What’s the ultimate message? Diet by eating  “man food” (and we can make money off your new weight obsession without appearing to be a like silly girl).