While flipping through an issue of Men’s Style Australia, writer
Jo-Anne Klocke came across an ad for dive equipment showing a
young, virile guy with a six-pack of abs wearing full dive gear while
gallantly protecting a young, partially-clad blonde. “I’m wondering
if the advertising gurus who think up these ads are divers because
every time I go diving, I seem to only spy older, dolphin-shaped
divers (just like me), not those hunky, spunky divers portrayed in
the magazines. Or is it because I’m going to the wrong dive sites
and clubs?”
However, she did give kudos to an ad in Dive Log Australasia, the magazine that publishes her column “Scuba Diving and the
Single Female.” It was from another dive equipment supplier showing
its female “Diver of the Month.” But it was a real diver in all
her salt-encrusted glory. “Yes, she was a young, blonde female but
she is a genuine, realistically portrayed diver. I hope that others in
the dive industry follow that example.”
But the reality bite is understanding that we need fantasy in
our lives. It drives us to desire things, to spend money. If it were
portrayed ‘as is,’ would we want to own it? Klocke admits that
while perusing dive magazines and Web sites to pick out a new
dry suit, she selected one because of how way the model looked
wearing it. “The dry suit manufacturers make the suits models
wear skintight-like wetsuits, but the one you receive is made baggy
to fit the thermals underneath, so it fits more like a second skin
for the Michelin man. Would I have bought this model of dry suit
if they had portrayed it realistically? The answer: ‘No.’”
We all need fantasies, otherwise life would be depressing.
But let’s remember what Keats wrote: “Truth is beauty, beauty is
truth.” It’s hard to measure up to the media’s fantasy of the ideal diver with the hot, 20-something body, but, as Klocke writes, “once
we see past the outside wrapping, we discover true beauty.”
From the article “Reality Bites” by Jo-Anne Klocke, published in the
March 2007 issue of Dive Log Australasia.
Look what the marketing of fins has come to