Most Helpful Girl
I think that it is done to counter the "model move" of society. In reality no one - not even the models themselves - will ever look like the models in magazines. I think the whole "real women have curves" is intended to make women of all sizes feel better about their natural bodies. Because let's be honest, even thin girls have a little something something going on that doesn't make them TOTALLY straight.
Heck, I look like a ruler and I have a tiny bit of something happening.
I don't argue with what you said - that it portrays fat as the new normal - but I believe the original intention of the ad was to reassure women that their normal bodies were perfectly fine.
Obese/fat women have used the slogan to justify their unhealthy appearance, certainly, but that isn't the original intention of the slogan I don't believe.
However, there *are* naturally curvy women out there who are healthy for their builds and let's be honest, they are seen as "ideal" by the male population of the world. That build is ideal for baby making lol but it doesn't mean that other shapes of women aren't real. We can all still make babies :p
But yeah, the original intent of the ad was directed toward all women to perhaps try to stop unrealistic expectations or eating disorders or something.