The gym relies on body shaming in advertising and is drawing criticism.

Kraftwerk Fitness in Heerbrugg SG is making a big splash with its current poster campaign. An alien is depicted on the poster. However, Blick readers are outraged by the large print: “They’re coming… and when they’re there, catch the fat guys first! Save yourself!” With this provocative advertising, the studio wants to attract new members. But that backfires. For many people, the advertising goes too far.

The consternation is great. “Isn’t anyone allowed to be fat today?” or “Are fat people excluded and humiliated here?”, two of the numerous reactions. There is talk of body shaming, that is, derogatory statements about the appearance of others.

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