DISTORTED
Distorted
PERCEPTIONS
Perceptions
Beth Hamblin-Warren N0429794
Distorted Perceptions B y B e t h H a m b l i n -Wa r r e n N0429794 Fashion Communication and Promotion Communication And Message Sarah Lewington FA S H 2 0 0 3 1 Wo r d C o u n t : 2 , 6 0 0
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CO NTENTS
Contents
Introduction 5
B r a n d s Vs B o d y I m a g e 8
Body Perceptions 12
The Proposal 20
Conclusion 23
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I t h i n k p e r f e c t i o n i s u g l y. Somewhere in the things humans make, I want to see scars, failure, d i s o r d e r, d i s t o r t i o n’
Yohji Yamamoto
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Fig 1. Plus Size Mannequins
INTRODUCTION
Introduction
We have become a generation fixated with attaining an unachievable body image, resulting in only 4% of women considering themselves as beautiful (Dove, 2013 online). This dissatisfaction with how we look and the anxiety women have regarding how they’re perceived is having a knock on effect upon younger generations. Analysing the information from Dove’s global study, revealed that more than 90% of girls (15 to 17) years want to change at least one aspect of their physical appearance. Women are fundamentally brought up to be insecure about their bodies, often comparing themselves to images fed to them through advertising; informing their opinion on how they should look. Within this report I am going to discuss where we currently are in terms of diversity within fashion adverts and campaigns, and the responsibilities I have as a fashion communicator. I will compare brands that are trying to combat body image and self esteem, through fully integrating diversity as part of their campaign strategy and brand message. Against brands that use shock tactics, with the intent to create a buzz around an issue. Analysing this information, I want to try and understand the different impacts both of these types of campaign have on their intended audience. Through primary and secondary research I can see where we are now in terms of body image, and how I would best influence my target audience, initiating my proposal for behaviour change towards diversity within fashion. 5
Fashion remains a huge source of inspiration for women and young girls to seek advice regarding beauty, clothes and body image. It should be a place where they feel secure and accepted within their own body. Instead they are finding it a place where they are left feeling shut out after comparing themselves against models within the adverts and are left feeling concerned they are not beautiful. ‘I think they add a pressure to attain a flawless image, with you constantly comparing yourself to them, and if you don’t come near their image, you are not deemed as beautiful.’ Anon(See appendix Pg.31) Fashion has a moral obligation to nurture such girls and teach them you don’t have to look a certain way to be deemed beautiful. Fashion is a hugely influential industry and carries with it a responsibility to persuade young girls and women to accept and appreciate their body for the way it is.
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B R A N D S VS B O D Y I M A G E
Brands vs Body Image
Dove
Diversity campaigns have become a form of tokenism within brands, something they feel they have to show in order too appear as an accepting and diverse brand. Certain brands have started to develop and deliver a consistent message of diversity through each of their campaigns, the main leader of this being Dove. (See Fig 3) Dove as a brand have set themselves apart from other companies, using innovative brand strategies focusing on promoting a more confident appearance and building on women’s self acceptance.
Fig 3. Dove Diversity
‘ Women are there own worst beauty critics. In fact, only 4% of
women around the world consider themselves beautiful’ (Dove, 2013) Above is a statement released by Dove in conjunction with their latest campaign to promote positive self-esteem and to show women they’re more beautiful than they think. Their latest campaign ‘Dove Real Sketches’ aims to raise brand love and loyalty and turn beauty into a source of confidence not anxiety for women. This ‘social experiment’ documented Gil Zamora - an FBI trained forensic artist compose seven sketches of women, who’s identities were hidden. (See Fig 4) Zamora then used the self descriptions given by the women to produce his drawings. Each of the women were then asked to spend a short period of time with a stranger they’ve never met before. The stranger then gave a description of the women and Zamora again had to create a drawing based on the descriptions given. The result of the ‘social experiment’ ended with two drawings. (See Fig 5) One based on a self description and an other devised upon a strangers description. (google.co.uk, 2013, online)
Dove
‘Wome n are t he re ow n worst b e aut y c r it ic s. In fa c t , on ly 4 % of wome n around t he worl d c onsi de r t he ms elves b e aut i f u l’
Fig 4. Dove Real Sketches Gil Zamora
Fig 5. Dove Real Sketches
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Fig 6. Dove Real Sketch
The aim of the experiment was to highlight that we are are own worst critic. Using this campaign Dove demonstrated the biggest beauty pressure is the pressure we put on ourselves (Unilever, 2013, online). This campaign aimed to ignite a global conversation regarding self acceptance and our perception of ourselves. Dove say the success behind the campaign was due to the strong emotional response it provoked in millions of women, who were able to relate too the campaign. The campaign received over 163 million views via youtube; causing a world wide debate between millions of people regarding how we perceive ourselves. The campaign was fast to break records, according to Unruly media, it was the most shared video in over a year, targeting a variety of different media platforms with over four million shares. (Tomalin, 2013, online)
Despite the impressive results, the campaign was quick to be analysed for its lack of diversity, only focusing on a very small subset of women, whom are mostly white and petite. Its been highlighted that out of the 6:36 minutes of footage, people of colour are shown for less than 10 seconds (Stampler, 2013, online). Also some people have argued that the campaign is ‘teaching what it preaches against - Beauty is paramount’ (Stampler, 2013, online) sending a hypocritical message, that beauty is judged solidly based on your physical appearance. Other points which have been raised, accuse Dove as being patronising towards women, instead of looking at society as a whole and sourcing where women’s bodies anxieties come from, Dove are shifting the blame onto women for critiquing themselves on their smallest physical imperfections.
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Undeterred by the arguments raised, I believe the idea and motive behind the campaign - we are our own worst critic - is an area worth investigating. Taking into consideration some of the criticisms highlighted, in order to develop a more considerate campaign you need to try and target why women have developed these insecurities. Looking into the relationship women not only have with themselves but the relationship they have with body image and how it’s portrayed within the media. Acknowledging body image as a sensitive area to discuss Dove approached the campaign using an innovative strategy, targeting peoples emotional affiliation with body image. Thus allowing the women to see for themselves that their own worst flaw in their eyes, was their best feature in someone else’s. Dove used a more emotional lead communication theory, Think, feel, do. This theory relies on the consumer, basing their reaction around the emotional connection they have with the issue. ‘Reasons lead to conclusions emotions lead to actions.’ (Hughes, 2013, online) Dove managed to create a meaningful and relatable campaign for many women, helping to reinforce their proposal, you are your own worst critique. Looking at the effects and comments the Dove campaign received shows how strong and powerful an emotive campaign can be. This campaign is an example of more traditional methods of communication persuasion.
Fig 7. Dove Real Sketch Participant
Fig.8 Dove Real Sketch Final
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BODY PERCEPTIONS
Body Perceptions
In the UK alone there are 1.6 million people who are suffering with an eating disorder, 89% of those are women.
B-eat
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Fig 9. Eating Disorder Victim
Society today are too heavily using physical attributes to define someone as beautiful. As a generation we are becoming fixated with achieving an unattainable body image and going to extreme lengths to make this happen. We are now seeing that in the UK alone there are 1.6 million people who are suffering with an eating disorder, 89% of those are women (B-Eat, n.d. online). These people are constantly pushing their bodies to the extreme, trying to morph their figure into something its not. We are seeing many brands and creatives trying to target issues surrounding eating disorders, by using an aggressive and shock tactic approach, despite the sensitivity of the subject. I want to compare the effect a shock tactic campaign has against an emotive campaign. 13
Star Models
Fig 10. Thin Model Catwalk
In contrast to Dove we see Star Models create a campaign intended to shock. This campaign targets people suffering with an eating disorder. Who are often left feeling isolated and alone through the messages advertisers are portraying regarding body image. We often see young girls struggling to come to terms with their body shape, after being bombarded by images of unnaturally thin models. With these images becoming harder to distinguish which are real opposed to those that have been manipulated. Its making it harder for young girls to recover from these eating disorders. (Metro, 2013)
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‘We know the difference it would make to all young people’s self-esteem and body confidence if they could be sure which of the images they see are natural and true to life,’
Mary George
After
Before
Fig 11. Karlie Kloss Photo-Manipulated
The line between authentic and superficial imagery has become blurred and our idea of beauty has turned distorted. We are a living within a society where we are inundated with 1000’s of images daily, depicting the perfect body image. Most of which have been edited in order to distort the human form into someones idea of a perfect body. (See Fig.11) However within Star Models recent campaign, ‘You’re Not a Sketch’, we see them use photoshop manipulation with the intention not to perfect the body, but quite the opposite.
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Y ou Ar e N ot A Ske t ch
Fig 12. You’re Not A Sketch 1
Fig 13. You’re Not A Sketch 2 16
Fig 14. You’re Not a Sketch 3
The campaign consists simply of two images and a tag line, a simple yet powerful composition. The first image is a fashion illustration, notoriously consisting of long thin limbs and prominent cheek and collar bones. The other is a photoshop manipulated image of a model made to resemble the fashion sketch on the left. (See Fig 14)At first glance the image was slightly ambiguous, but after further inspection you soon realise the image is a disturbing comparison. Although fashion illustration is considered as an art form, the campaign created by Star Models, questions the moral responsibilities of fashion designers, when creating these illustrations. (Krupnick, 2013, online) This campaign highlights an area of the industry - where in the past has probably been overlooked - as a possible contributor for the issues we have with body image. It looks at the fact that maybe our issues with body image don’t just stem from advertising but actually begins in the early stages of the design process. Putting forward the argument that if designers are basing their designs on a body image like that; is it making people aim for an unattainable body, in order to feel worthy of wearing those clothes. Asking the question, at what point do designers have to take responsibility to help portray and nurture a more positive body image. These shocking images are trying to help bring home the truth and the seriousness of eating disorders, which can be fatal for about 4% of patients. (Anad.org, n.d. Online)
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The Likeness
Fig 15. Likeness Girl Staring
We see creatives like Roderigo Porieto try to raise awareness through the medium of film. The ‘Likeness’ is an eight minute film created by Cinematographer Roderigo Porieto with help from his 19 year old daughter, Ximena, who has previously suffered from anorexia in her early teens. The film depicts the feelings and emotions of someone suffering from an eating disorder, loneliness and isolation. ‘The worst feeling is when everybody ignores you’ - Ximena. (See Fig 17) It shows a very graphic representation of how suffers often don’t feel comfortable in their own skin; Porieto fabricates this idea by someone tearing their skin of in disgust. (See Fig 16) Despite being an accurate representation of what its like inside the mind of someone suffering with an eating disorder, the film was criticised for its shocking scenes and could prove to be more damaging then helpful for sufferers. (Grefe, Dahl, 2013, Online) Shocking images are often used as a marketing strategy in order to trigger the consumer into action and change their behaviour. This tactic is often used when discussing body image and eating disorders. They are often surrounded by a quick social media storm but then are often forgotten about within the next couple of weeks. Within my project I wish to emulate the same success and longevity of the Dove campaign, using a strong relatable topic in order to promote an emotional response and engage with my consumers.
‘The worst feeling is when ever y b o dy ignores you’ Ximena
Fig 16. Likeness Tearing The Skin
Fig 17. Likeness Cry 19
THE PROPOSAL
The Proposal
After analysing the results from my online survey, Its clear to see that there is a strong correlation with women and young girls self esteem and self acceptance; against the way advertisers portray body image. With some respondents saying ‘When I was younger, I felt I had to look a certain way because of the women in the media and advertising.’ (Anon 2013, See appendix Pg. 31) Looking into my research I want to target 15- 19 year olds; this is a prime age where young girls are starting to become very aware of their own body, often comparing themselves with friends and models within magazines. This age bracket are often vulnerable and naive towards advertisements, who portray a flawless body image, which young girls often buy into. Looking at Victoria English (See Fig 19) we can see she is heavily influenced by social media and is constantly on her phone and laptop accessing the internet, being overloaded with imagery. She is exposed too 1000’s of images daily influencing her opinion on how she should look. Victoria like many other young girls her age are constantly using social media sites, youtube and the internet to source information and advice regarding style, fitness and beauty, this is where the heart of my campaign must lie. Following the success of the Dove youtube campaign, I will try and emulate a similar response using social media as a form of direct contact to my target audience. Primarily using youtube as my main point of contact. The heart of this campaign will revolve around educating young girls to understand and appreciate that the adverts within magazines aren’t always as real as they seem. With the help from professionals within the industry trainers, dieticians, make up and hair stylists - I want to highlight aspects of the industry they might not be aware of, exposing them to what goes on behind the scenes of an advertisement.
From my primary and secondary research I’ve discovered YouTube bloggers heavily feature within my target consumers lifestyle. (English, V. See Appendix Pg.32). Therefore along with industry professionals, I will invite bloggers to talk about their opinions of diversity, possibly their struggles with their own body image and how they’ve overcome these issues. This YouTube channel needs to be relatable, inspirational and influential to young girls everywhere, in order for them to accept who they are. Looking into the future I hope to see the channel turn into a branded event that gives subscribers, the chance to attend events. These events will consist of live talks, lectures and workshops from industry professionals, bloggers and even models. I want my idea to develop and grow as a project. Allowing the message of self acceptance to grow through engagement, feedback and input. I want the project to be contagious, teaching young girls to appreciate the skin they’re in. 20
Consumer Prof ile
I love gossiping and shopping with my friends, we are always on Instagram.
Following 227 people on Twitter Following 30 YouTube Bloggers Following 446 people on Instagram Friends on Facebook 327
Fig 18. Victoria English Consumer Profile 21
Fig. 19 Barbie Proportions
‘ I m a g e i s p o w e r f u l b u t a l s o i m a g e i s s u p e r f i c i a l .’
Russell
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CONCLUSION
Conclusion
It is evident that women are now feeling pressured to look a certain way. With 90% of girls wanting to change an aspect of their appearance, and even more disturbingly 13% of girls acknowledged they had an eating disorder. Referring back to my survey, when asked, do you as a consumer feel represented through advertising, 85% of participants asked said no, following with comments like ‘everyone is different shapes and sizes and the same body type is repeated within adverts’ and ‘Too thin and unrealistic.’ (See Appendix Pg.30) Advertisers are found guilty of misleading many young girls to have a distorted perception of beauty, having a negative impact on body image. Recognising this as a fashion communicator, comes a moral obligation to promote a healthy and realistic body image for young girls to aspire too. Through meaningful and relatable campaigns, I want to change young girls distorted perceptions of beauty.
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IMAGE REFERENCES
Image References
Fig 1. Plus size mannequins, Anon [Online] Available at: http://media-cache-ec0.pinimg.com/736x/91/a5/51/91a55134bc4d07bfccbffbd70c4eb663.jpg Fig 2. Dolce and Gabbana S/S 2011 Catwalk [Online] Available at: http://www.teampeterstigter.com/uploads/2010/09/DOLCE_WCFSS11_1135. jpg Fig 3. Dove Diversity [Online] Available at: http://genderstuds.files.wordpress.com/2013/03/impossibly-beautiful.jpg Fig 4. Dove Real Sketches Gil Zamora [Online] Available at: http://www.creamglobal.com/media/2110625/doverealbeautysketches.png Fig 5. Dove Real Sketches [Online] Available at http://i.huffpost.com/gen/1093461/thumbs/o-DOVE-REAL-BEAUTY-SKETCHES-facebook.jpg Fig 6. Dove Real Sketch [Online] Available at: http://www.fastcocreate.com/multisite_files/cocreate/poster/2013/04/1682823-poster-1920-theman-behind-dove-sketches.jpg Fig 7. Dove Real Sketches Participant [Online] Available at http://pursebuzz.com/wp-content/uploads/2013/04/Dove-Real-Beauty-Sketches-YouTube.jpg Fig 8. Dove Real Sketch final [online] Available at: http://theinspirationroom.com/daily/print/2013/4/dove_beauty_sketch_florence_ad.jpg Fig 9. Eating Disorder Victim [Online] Available at: http://www.geofffrancis.com/wp-content/uploads/2011/10/Eating-1.jpg Fig 10. Thin Model Catwalk [Online] Available at: https://i0.wp.com/s1.ibtimes.com/sites/www.ibtimes.com/files/styles/v2_article_large/public/2013/04/02/models.jpg Fig 11. Karlie Kloss Photo-manipulation [Online] Available at: http://www.fashionloving.co.uk/wp-content/uploads/Karlie-Kloss-Numero-Magazine-Photoshopped-Ribs.jpg Fig 12. You’re Not a Sketch 1 [Online] Available at: http://www.ibelieveinadv.com/wp-content/uploads/2013/04/Star-Models-Sketch1.jpg Fig 13. You’re Not a Sketch 2 [Online] Available at: http://www.ibelieveinadv.com/wp-content/uploads/2013/04/Star-Models-Sketch2.jpg Fig 14. You’re Not a Sketch 3 [Online] Available at: http://editorial.designtaxi.com/news-model1804/3.jpg Fig 15. Likeness Girl Staring [Online] Available at: https://s3.amazonaws.com/tribeca_cms_production/uploads/uploads/film/photo_1/513e29e1c07f5df43e00002c/likeness_1.jpg Fig 16. Likeness Tearing The Skin [Online] Available at: http://d1oi7t5trwfj5d.cloudfront.net/fa/f5/475f953a404fabb6c4c9dfaa9f32/likeness.jpg Fig 17. Likeness Cry [Online] Available at: http://2.bp.blogspot.com/-R9JpywX7QB4/UrYKUYhBPrI/AAAAAAAABD8/Qg2U_QwTWMw/ s1600/elle-fanning-2.jpg Fig 18. Victoria english Consumer Profile [Own Image] Fig 19. Barbie Proportions [Online] Available at: http://1.bp.blogspot.com/-orci5kAbpfk/UJHhG11IKDI/AAAAAAAAADE/2FHO2QM68eM/ s1600/Untitled.png
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R EReferences FERENCES Anad.org. n.d. Eating Disorders Statistics « « National Association of Anorexia Nervosa and Associated Disorders. [online] Available at: http://www.anad.org/get-information/about-eating-disorders/eating-disorders-statistics/ [Accessed: 8 Jan 2014]. B-Eat. n.d. beat :: Facts and figures. [online] Available at: http://www.b-eat.co.uk/about-beat/media-centre/facts-and-figures/ [Accessed: 9 Jan 2014]. Dahl, M. 2013. Elle Fanning short film on horrors of bulimia may be too much for victims - TODAY.com. [online] Available at: http://www.today.com/health/elle-fanning-short-film-horrors-bulimia-may-be-too-much-2d11744239 [Accessed: 10 Jan 2014]. Dove. 2013. Real Beauty Sketches - Dove. [online] Available at: http://realbeautysketches.dove.com [Accessed: 1 Jan 2014]. English, V. 2013. Your Body Image Perceptions. Interviewed by Beth Hamblin-Warren [in person] 9 January 2013. English, V. 2013. Your Body Image Perceptions. Interviewed by Beth Hamblin-Warren [in person] 9 January 2013. Google.co.uk. 2013. Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think Insights – Google. [online] Available at: http://www.google.co.uk/think/case-studies/dove-real-beauty-sketches.html [Accessed: 1 Jan 2014]. Hughes, M. 2013 Pilanthropic Marketing (Projects not Campaigns) 18 Nov 2013 at Nottingham Trent University, England [Accessed: 5 Jan 2014] Krupnick, E. 2013. Anti-Anorexia Ads Stun With Tagline ‘You Are Not A Sketch’. [online] 18 April 2013. Available at: http://www. huffingtonpost.com/2013/04/18/anti-anorexia-ads-photos_n_3110649.html [Accessed: 9 Jan 2014]. Metro. 2013. Why Brazil’s shocking Say No To Anorexia campaign may be self-defeating. [online] 13 May 2013. Available at: http:// metro.co.uk/2013/05/13/why-brazils-shocking-say-no-to-anorexia-campaign-may-be-self-defeating-3754768/ [Accessed: 9 Jan 2014]. Nesita, L. 2013. Not A Sketch: The Most Creative Anti-ED Message We’ve Seen Yet. [online] 21 April 2013. Available at: http:// www.refinery29.com/2013/04/45958/fashion-sketches-anorexia-ad-campaign-pictures [Accessed: 9 Jan 2014]. Russell, C. 2013. Looks aren’t everything believe me I’m a Model. [video online] Available at: http://www.ted.com/talks/cameron_russell_looks_aren_t_everything_believe_me_i_m_a_model.html [Accessed: 5 Jan 2014]. Stampler, L. 2013. Why People Hate Dove’s ‘Real Beauty Sketches’ Video. [online] 22 April 2013. Available at: http://www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4 [Accessed: 2 Jan 2014]. Tomalin, E. 2013. Dove Real Beauty Sketches Becomes The Most Viewed Online Video Ad Of All Time. [online] 20 May 2013. Available at: http://www.unrulymedia.com/article/20-05-2013/dove-real-beauty-sketches-becomes-most-viewed-online-video-adall-time [Accessed: 2 Jan 2014]. Unilever. 2013. Dove Real Beauty Sketches Most Viewed Online Ad | Media center | USA. [online] Available at: http://www.unileverusa.com/media-center/pressreleases/2013/doverealbeautysketchesmostviewedonlinead.aspx [Accessed: 3 Jan 2014].
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B IBibliography BLIOGRAPHY ONLINE Anad.org. n.d. Eating Disorders Statistics « « National Association of Anorexia Nervosa and Associated Disorders. [online] Available at: http:// www.anad.org/get-information/about-eating-disorders/eating-disorders-statistics/ [Accessed: 8 Jan 2014]. BBC News. 2010. Call to label airbrushed photos. [online] Available at: http://www.bbc.co.uk/news/uk-10856055 [Accessed: 8 Jan 2014]. B-Eat. n.d. beat :: Facts and figures. [online] Available at: http://www.b-eat.co.uk/about-beat/media-centre/facts-and-figures/ [Accessed: 9 Jan 2014]. Beautyredefined.net. 2011. Photoshopping: Altering Images and Our Minds | BEAUTY REDEFINED. [online] Available at: http://www.beautyredefined.net/photoshopping-altering-images-and-our-minds/ [Accessed: 10 Jan 2014]. Dahl, M. 2013. Elle Fanning short film on horrors of bulimia may be too much for victims - TODAY.com. [online] Available at: http://www.today. com/health/elle-fanning-short-film-horrors-bulimia-may-be-too-much-2d11744239 [Accessed: 10 Jan 2014]. Dove. 2013. Real Beauty Sketches - Dove. [online] Available at: http://realbeautysketches.dove.com [Accessed: 1 Jan 2014]. Dove. 2004. THE REAL TRUTH ABOUT BEAUTY: A GLOBAL REPORT. [report]. Founder, M. n.d. What are the Causes of Eating Disorders?. [online] Available at: http://psychologyofeating.com/what-are-the-causes-of-eatingdisorders/ [Accessed: 8 Jan 2014]. Google.co.uk. 2013. Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube – Think Insights – Google. [online] Available at: http://www.google.co.uk/think/case-studies/dove-real-beauty-sketches.html [Accessed: 1 Jan 2014]. GREENWICH. 2010. Negative Feelings About Their Looks Cause Majority of Girls to Disengage From... -- re> GREENWICH, Conn., May 10 / PRNewswire/ --. [online] Available at: http://www.prnewswire.com/news-releases/negative-feelings-about-their-looks-cause-majority-of-girls-todisengage-from-life-56275162.html [Accessed: 9 Jan 2014]. HARAMIS, N. 2014. Now Screening | A Shocking Short Film About Body Image, Starring Elle Fanning. [online] 12 December 2013. Available at: http://tmagazine.blogs.nytimes.com/2013/12/12/now-screening-a-shocking-short-film-about-body-image-starring-elle-fanning/?_php=true&_ type=blogs&_r=1 [Accessed: 10 Jan 2014]. Krupnick, E. 2013. Anti-Anorexia Ads Stun With Tagline ‘You Are Not A Sketch’. [online] 18 April 2013. Available at: http://www.huffingtonpost. com/2013/04/18/anti-anorexia-ads-photos_n_3110649.html [Accessed: 9 Jan 2014]. Metro. 2013. Why Brazil’s shocking Say No To Anorexia campaign may be self-defeating. [online] 13 May 2013. Available at: http://metro. co.uk/2013/05/13/why-brazils-shocking-say-no-to-anorexia-campaign-may-be-self-defeating-3754768/ [Accessed: 9 Jan 2014]. Nationaleatingdisorders.org. 2014. Get The Facts On Eating Disorders | National Eating Disorders Association. [online] Available at: http://www. nationaleatingdisorders.org/get-facts-eating-disorders [Accessed: 10 Jan 2014]. Nesita, L. 2013. Not A Sketch: The Most Creative Anti-ED Message We’ve Seen Yet. [online] 21 April 2013. Available at: http://www.refinery29. com/2013/04/45958/fashion-sketches-anorexia-ad-campaign-pictures [Accessed: 9 Jan 2014]. Russell, C. 2013. Looks aren’t everything believe me I’m a Model. [video online] Available at: http://www.ted.com/talks/cameron_russell_looks_ aren_t_everything_believe_me_i_m_a_model.html [Accessed: 5 Jan 2014]. Stampler, L. 2013. Why People Hate Dove’s ‘Real Beauty Sketches’ Video. [online] 22 April 2013. Available at: http://www.businessinsider.com/ why-people-hate-doves-real-beauty-ad-2013-4 [Accessed: 2 Jan 2014]. Tomalin, E. 2013. Dove Real Beauty Sketches Becomes The Most Viewed Online Video Ad Of All Time. [online] 20 May 2013. Available at: http:// www.unrulymedia.com/article/20-05-2013/dove-real-beauty-sketches-becomes-most-viewed-online-video-ad-all-time [Accessed: 2 Jan 2014]. Unilever. 2013. Dove Real Beauty Sketches Most Viewed Online Ad | Media center | USA. [online] Available at: http://www.unileverusa.com/media-center/pressreleases/2013/doverealbeautysketchesmostviewedonlinead.aspx [Accessed: 3 Jan 2014].
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LECTURES Hughes, M. 2013 Pilanthropic Marketing (Projects not Campaigns) 18 Nov 2013 at Nottingham Trent University, England [Accessed: 5 Jan 2014] TALKS Russell, C. 2013. Looks aren’t everything believe me I’m a Model. [video online] Available at: http://www.ted.com/talks/cameron_russell_looks_aren_t_everything_believe_me_i_m_a_model.html [Accessed: 5 Jan 2014]. INTERVIEWS English, V. 2013. Your Body Image Perceptions. Interviewed by Beth Hamblin-Warren [in person] 9 January 2013. BOOKS Etcoff, N. L. 1999. Survival of the prettiest. New York: Doubleday. Wolf, N. 1991. The beauty myth. New York: W. Morrow.
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A Appendix PPENDIX METHODOLOGY By conducting primary research I wanted to investigate the way in which a certain type of body ideal is portayed within advertisments and whether this has a knock on effect on womens self esteem and confidence. Another area I wanted to investigate, is do women feel well represented through advertising and therefore do they find the adverts relateable. In order to reach a wide range of consumers I sent out an online survey using Surveymonkey. I sent this out on a variety of different social media platforms and got a range of responses. By conducting my survey I was able to discover who I wanted to target my proposal for behaviour change towards, by seeing which age group are the most susceptible to the way media portrays body image. After collating my research I found I wanted to target my proposal for behaviour change towards 15 - 19 year old girls. I then conducted further primary research in the form of an interview. I interviewed Victoria English, a 15 year old girl who is often comparing herself too images she sees within the media. I asked a variety of different question regarding how she percieves her self and what she regards as beautiful. I then went on to ask further questions regarding which is the best way to reach and influence her fellow peers, in terms of self acceptance and body image. I found that this generation are exposed to 1000’s of images daily via the internet and social media sites and was informed that this would be the best place to form and initiate my campaign. Looking at the responses from the survey and the interview there is an obvious correlation between the way advertisers portry a perfect body ideal and the way in which consumers percieve their own bodies.
ONLINE QUESTIONNAIRE RESULTS
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Interview - Your Body Image Perceptions - Victoria English ! What makes someone beautiful?! I think what makes someone beautiful is their personality. !
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Describe what makes you beautiful? ! I’ve often been commented on my sense of humour and personality.!
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Are you unhappy with the way you look? If so what would you change?! Im unhappy with certain aspects of my body, in particular my bum and tummy. I don't like my tummy because it is not flat and I don't like my bum because I don't have one. I think if I had a perkier bum and flatter tummy, I’d be more confident. If I was given the option I would change these.!
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If you changed these aspects do you think you’d be consider more beautiful?! Yes but also not. I think curves are beautiful too. However in my mind If I changed these aspects I would feel more confident and happy with my body.!
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How would we best targeting and informing your age group, with issues concerning diversity and body image? ! Through Social media sites, me and my friends are constantly on Facebook, Twitter, Instagram and YouTube. Looking at what my friends, celebrities and bloggers are doing. !
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CONSENT FORM
33
Distorted Perceptions Beth Hamblin-Warren N0429794