Behaviour Change BY DAISY ROGERS
B E H A V I O U R C H AN G E BY DAISY ROGERS N0448356 FASHION COMMUNICATION AND PROMOTION COMMUNICATION AND MESSAGE SARAH LEWINGTON FASH20031 WORD COUNT:2600
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INTRODUCTION PG.6-7
THE IMPACT OF THE ADVERTISEMENT PG.8-15
CHANGING WAYS PG.16-21
PRIMARY RESEARCH PG.22-25
CAMPAIGN PG.26-31
CONCLUSION PG.32-33
LIST OF IMAGES PG.34
LIST OF REFERENCES PG.35
BIBLIOGRAPHY
APPENDIX
PG.36-37
PG.38- 43
ntr Fig 1- The Height of Skinny- N.d
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ashion has become a powerful voice that reaches millions of people across the globe. The fashion
industry should therefore not underestimate the consequences of the messages it sends (Kolb in Pearson, 2011: Online). For that reason we need to consider the industry’s responsibility of ensuring it promotes positive messages and morals for body image and well being. However using my primary research and looking at other studies, evidence and facts, it is clear that society has become obsessed with an unattainable beauty with the waifish becoming an integral part of the modern dictionary of the fashion world (Chato, 2011: Online). Within this essay I will firstly consider the power and influence of advertisements and the models featured within. I will also consider the ongoing debate of size and weight within the fashion industry and how this is promoted through advertising. Finally challenging this lack of diversity I will look at brands and companies trying to make a difference, being more forward thinking and what ways my own campaign could make a difference in the fight for diversity.
oduction 7
TI he
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I A
mpact
of the
dvertiement 9
Fig 2- Miu Miu Spring Campaign- 2011
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ost people may not comprehend the omnipresence of advertisements (Alysia, 2007: Online); they
constantly surround us, with the average women seeing 400-600 adverts a day (Anon, 2008: Online). Even though individually each of these may not hold power, together they are a force to be reckoned with, with the modern obsession of weight loss, youth, beauty and perfection getting out of control (Woolf in Ellen, 2013: Online).
Media and advertising influence what women
view as “beautiful”. With 69% of women in a study saying that models influence their idea of the perfect body shape (Anon, N.d: Online), it means that the fashion models in these advertisements are selling more than just clothes; they are selling a look and a lifestyle, as shown in Fig 2 (Anon, 2013: Online). Therefore, in showing an unhealthy model, the target demographic internalizes it as a “model” lifestyle. This view is supported by postdoctoral researcher Shelly Grabe, “It’s normal for women to want to be attractive, but what’s happening in society is that women are striving toward something that’s not realistic or obtainable, and that leads to a lot of health consequences.” (Fisher, 2008: Online)
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The promotion of this ideal body type in the
media has reduced both boys and girls confidence in their own physiques, a problem that is estimated to affect 78% of girls and 51% of boys (Poole, 2013: Online). This is supported by figures of the number of diagnosed cases of eating disorders rising 13% between 2003 and 2009, with the majority of cases in girls and young women (Poole, 2013: Online). It is now the second most common mental illness in teenage girls after depression, with it being most common in girls between the ages of 15-19 (Robinson, 2013: Online). This is proven by girls who were already dissatisfied with their bodies showing more dieting, anxiety and bulimic symptoms after prolonged exposure to fashion and advertising images in a teen girl magazine (Anon, 2008: Online).
Women have a near constant pressure to keep up
an unattainable flawless image with it becoming ingrained in society. This is supported with John Berger’s Ways
M
ost advertisements are exposing women who are
of Seeing theory of how women are depicted, with the
very thin and attractive, as shown in Fig 3. 20
statement “men act and women appear”(Leith, 2012). A
years ago the average model weighed 8% less than the
man’s presence is related to what he can do, his power and
average women, but todays model weighs 23% less (Anon,
his ability, whereas a women’s presence is herself, “women
2009: Online). Exposure to these “ideal” body images has
look at themselves being looked at”(Anon, 2011: Online).
been found to lower women’s satisfaction with their own
This is further supported in the well-worn statement in
attractiveness as it is sending messages to girls and women
gender debates that while men look at women as sex objects,
that you have to be like this or you are undesirable (Anon,
women look at men as success objects. This has lead to an
2008: Online). Women are routinely placing weight loss
ideal culture portraying men as strong and successful and
above all other goals with shockingly one in six women
women who are sexy and slim. These extreme perceptions
preferring to be blind than obese (Woolf in Ellen, 2013:
are damaging and dangerous, with women believing their
Online). Is it any wonder that in a study 30% of women
only power is their body (Poole, 2013: Online).With fashion
chose an ideal body shape that is 20% underweight? (Anon,
advertisements sending the message that if they accomplish
2008: Online). In using this size 4, thin to the bone model,
the image of the model, they too will have the same beauty
how can we not see the inherent danger in the message of
and sexual allure, giving them the power and ideal they
this?
desire (Alysia, 2007: Online). 12
Fig 3- Karlie Kloss October Numero Magazine- 2012
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lthough there is no issue with our attraction to images of beauty or with women’s desire to emulate them,
the issue is what we’ve come to define as beautiful: bodies that are unnaturally and unhealthily thin, as shown in Fig 4 (Grabe in Fisher, 2008: Online). Advertising needs to be changed, otherwise this extremity is just going to continue. The need to be thin has been passed down to women who are not in the industry and this unrealistic and narcissistic way of thinking needs to stop. If we don’t want our children thinking you have to be sexy to be successful we need to reevaluate ourselves and the messages we are projecting. The fashion industry has long been criticized for its unrealistic and unreflective representation of “real” women, is it not time that it now changed?
One way to change advertising, supported by
a study by Ben Barry (2011), would be to make adverts a microcosm of society. Barry (2011) a PhD student at Cambridge University researched whether female consumers are more likely to buy something when an advertisement features a model that is more reflective of them, therefore a theory that would support a change within advertising. Using mocked up fashion adverts, Barry surveyed 3000 women in the UK, US and Canada. He found the vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size and race (Saner, 2011: Online). This study consequently proves and under pins the success a brand would have if they used more diverse models, therefore truly representing society. “If you had been growing up and seen someone who looked like you in a magazine, it would change your life in terms of what you thought you needed to fit into in order to feel beautiful.” (Palmer in Pearson, 2011: Online)
However, one problem with this is that when a
more reflective and curvy model is used, such a big deal is always made, with it almost seeming like a publicity stunt and gimmick, as if it is just another trend that is going to be here one minute and gone the next (Chato, 2011: Online). It cannot just be another trend, and come and go like floral print, it needs to stick. As Look magazines editor Ali Hall
said “There have been so many novelty things around larger women. If you’re going to do it, you have to say this is the norm for us” (Hall in Saner, 2001: Online). Therefore, if we want to see a change and make a difference “Seeing plus size models in fashion spreads and ads should be as common as seeing anything else.” (Hall in Saner, 2001: Online). This would then become normality, with society expecting no different, and every woman being represented equally. After all, the streets are the eternal runway of the world, and we don’t freak out every time a women with curves walks down the street, do we? (Chato, 2011: Online) 14
Fig 4- Bones- N.d
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hanging
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ays
Fig 5- Dove Real Beauty Sketches- 2013
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lthough company’s using this one unhealthy type cast
month after its release date the video was the most viral
of female predominantly overwhelms the advertising
video ad of all time, with 114 million views (Stampler,
industry, there are brands that are supporting a change. One
2013: Oniline). Many found this to be extremely thought
of these brands includes Dove with their campaign for real
provoking and eye opening, with it really making you think
beauty. Launching in 2004 the campaign aimed for a need
and look at yourself; it moved people, evoking emotion
for a wider definition of beauty as it had become limiting
but hopefully in turn making you feel more beautiful
and unattainable. It wanted to challenge beauty stereotypes
(Waterhouse in Stampler, 2013: Online).
and raise the discussion about beauty; envisioning a world
where beauty is a source of confidence, and not anxiety.
campaign, with people believing that the beauty company
Their mission is to also help the next generation of women
is looking to make money out of women’s insecurities.
develop a positive relationship with the way they look,
Given that the campaign all focused on looks, it is just
wanting to raise self-esteem and to allow people to realize
reiterating and reinforcing the message that beauty is the
their full potential. (Anon, N.d: Online)
most important asset for a woman to have (Brinded, 2013:
Online). This relates back to the John Berger theory that
One campaign Dove used to promote real beauty
There is however a negative view point on this
was their real beauty sketch campaign. This short film
girls and women are not valuable without beauty.
featured an FBI-trained sketch artist who would draw a
women based on her own self-perception and then based
make a change, with the video ad clearly having a big impact
on that of a stranger (Stampler, 2013: Oniline). With the
because of the viewing figures, but it seems that it needs to
strangers description of the women being a far more
be careful in the fact of not promoting that happiness and
realistic outcome, it proved Dove’s point that women are too
success all relies on self image.
overly critical of their own appearance and beauty. One 18
From this it seems that Dove really is trying to
Fig 6- Dove Real Beauty Sketches- 2013
Fig 7- Dove Real Beauty- 2011
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nother company trying to make a change is a Brazilian modeling agency, Star Models. Featuring models
that have been turned into life-size fashion illustrations, this graphic and evocative campaign is a bid to warn of the dangers of anorexia and act as a reminder of the danger posed by unrealistic expectations of beauty promoted in our culture. The campaign images have been photoshopped to make the point that women can never be as thin as sketches, “you are not a sketch”(Anon, 2013: Online). The realism of these shocking images had the objective to prevent impressionable young girls to stay away from the thin ideals of society.
This campaign has also had negative reactions,
with the belief that the featured models could then act as images for “thinspiration”. For those already suffering from anorexia, the models are their goal (Anon, 2013: Online). It also goes on to question the modeling agency themselves; are they practicing what they preach? Nothing is ever going to change if the modeling agencies are still hiring and using models with eating disorders. This proves how hard it is tackle body image, as on the one hand you want to shock people, evoking a defiant feeling within them to never be like the images shown, but on the other hand you do not want to alienate sufferers of anorexia and encourage them more. 20
Fig 8 - You are not just a sketch- 2013
Fig 9- You are not just a sketch- 2013 21
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mary
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esearch
Fig 10- Stand Tall- N.d
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hrough carrying out my own primary research (see appendix pg 38) I wanted to explore peoples views,
beliefs and opinions on body image within advertising. Results confirmed that there is a distinct negative thought surrounding advertising, with a near universal demand for change. Participants did not agree with how body image is promoted within advertising, with comments including “the ‘perfect’ body that is promoted is unrealistically skinny, and may cause those viewing such advertising to feel that they need to meet these standards. Airbrushing also gives the impression that imperfections in the skin are not attractive.” Other comments included; “I feel it has become too body conscious, normal women do not look anything like the women on front covers. It is exposing young girls to strive to be something that isn’t possible.” This verifies the fact that people believe advertising does not represent them; it only makes them think negatively of themselves. My results also prove that people do not think there is a diverse range of models, “bring in a range of sizes, shapes, races and ages. Instead of promoting one size as being correct we should be promoting a healthier approach to body image, embracing all body types”. My results also prove that there is a real want for change and diversity within advertising, “It would reflect the true nature of society and hopefully lead to boosting self esteem of many people who lack in such self confidence as they are always bombarded with the so called ‘perfect’ body image”. Summarizing this need for change from my primary research is the comment, “It would promote awareness that everybody’s bodies are different and relieve pressure to conform to the body image that is currently always seen in advertising”.
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ampaign 27
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y target demographic will be 13-17 year old girls (consumer profile shown on page opposite) . I have chosen this age category as I feel they are most vulnerable and impressionable to the future impact of these advertising images, so will
therefore be the most responsive to change. With eating disorders being most prevalent in girls aged 15-19 (Robinson, 2013: Online), aiming at this slightly earlier target group will hopefully make an impact and change on these statistics, with teen eating disorders decreasing and self confidence increasing. 28
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Fig 11- Carlsberg Projection Campaign- 2011
Fig 12- British Airways Look up- 2013
Fig 13- Urban Projection- 2009 30
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ith consumers being hit with an increasing number of advertisements, it’s becoming
more important to make content easily digestible, and with Vine, Instagram and Pinterest being the social media sites on the rise, it is vital that the campaign is emphasized on image (DeMers, 2013: Online). This is also backed up with the visual sharing trend of 2014, mobile + social + video (DeMers, 2013: Online). Moreover, with 78% of teenagers now owning a mobile phone and 74% of those accessing the Internet (Madden, 2013: Online), I will use an online viral video campaign using Vine, Instagram, Pinterest, Twitter and Facebook to promote diversity to this tech savvy target age group. Inspired by the “You are not a sketch campaign”, the video will feature a similar concept with unrealistic, thin models, looking frail, weak and unhappy, surrounded by other models of a range of sizes looking healthy and happy, promoting a healthy, diverse, range of sizes, showing and promoting the negativity of being too thin. Taking inspiration from British Airways Digital Billboard that would point out incoming flights as shown in figure 12, my video will too feature on digital billboards. Incorporating sound and visuals this will specifically feature on bus stops, an area that is primarily used by teenagers going to school and town, as they are unable to drive yet. The final stage of the campaign will feature a moving video, projection-mapping campaign, as shown in figures 11 and 13, an effective way to capture attention of any audience anywhere, with brands such as Nike, Timberland, Jagermeister and Nissan being previous users. This will be the wow factor of the campaign with the video promoting diverse models, projected across buildings, including main city buildings, shops and shopping centre’s and even schools, creating that stop and stare moment.
The aim of this campaign is to really promote
and say to these girls that there is not just one type of beautiful. It hopes to ingrain a new normality and recognition of yourself within advertising, make a diverse range of sizes the norm, and something they will grow up with as normality. 31
T
he fashion industry has major responsibility in how body image is represented and communicated,
and we need a wider recognition of its role in how it is currently promoting emaciated models with no “real� women in advertising. Stylists, designers and casting directors, the people who control the industry, are the ones who need to make a change. We are currently in a time where there is a near universal acknowledgement that a thinner body is a superior body (Woolf in Ellen, 2013: Online), but unfortunately at the moment with very few brands and companies standing up to this, it seems that there will not be any change in this view. We need to redefine the standards of advertising, removing these unrealistic ideals. We need to help and inspire future generations, raising self-esteem. You shouldn’t have to conform to an idealized beauty to enjoy life; we should want to be so much more than just skinny and beautiful.
onclusi 32
Fig 14- Jessica Hart- N.d
ion
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LIST OF IMAGES Fig 1. Anon, online N.d. The Height of Skinny. Available at: http://lacywilliams.tumblr.com/image/35841251383 [Accessed 20th January 2014] Fig 2. Mert and Marcus, online 2011. Miu Miu Spring 2011 Campaign. Available at: http://www.fashiongonerogue.com/miu-miuspring-2011-campaign-preview-kasia-struss-mert-marcus/ [Accessed 20th January 2014] Fig 3. Greg Kandel, online 2012. Karlie Kloss October Numero Magazine. Available at: http://www.fashionloving.co.uk/karliekloss-ribcage-photoshopped-to-make-her-appear-less-skinny-for-numero-magazine/ [Accessed 20th January 2014] Fig 4. Anon, online N.d. Bones. Available at: http://wildchildrenfullofgrace.wordpress.com/2012/04/13/ [Accessed 20th January 2014] Fig 5. Anon, online 2013. Dove Real Beauty Sketches. Available at: http://www.ellecanada.com/blog/2013/04/17/the-life-of-an-ellecanada-intern-doves-real-beauty-sketches/ [Accessed 20th January 2014] Fig 6. Anon, online 2013. Dove Real Beauty Sketches. Available at: http://www.creamglobal.com/17798/32653/real-beauty-sketches [Accessed 20th January 2014] Fig 7. Anon, online 2011. Dove Real Beauty. Available at: http://www.wonderbranding.com/2011/03/hot-gossip-dove-to-dumpreal-beauty-campaign/ [Accessed 20th January 2014] Fig 8. Anon, online 2013. You are not just a sketch. Available at: http://www.dailymail.co.uk/femail/article-2311770/Powerful-antianorexia-ad-campaign-tells-women-sketch-using-models-fashion-illustration-proportions.html [Accessed 20th January 2014] Fig 9. Anon, online 2013. You are not just a sketch. Available at: http://www.dailymail.co.uk/femail/article-2311770/Powerful-antianorexia-ad-campaign-tells-women-sketch-using-models-fashion-illustration-proportions.html [Accessed 20th January 2014] Fig 10. Anon, online N.d. Stand Tall. Available at: http://www.pinterest.com/pin/300756081335693066/ [Accessed 20th January 2014] Fig 11. Anon, online 2011. Carlsberg Projection Campaign. Available at: http://www.blurrededge.co.uk/2011/04/created-sounddesign-for-carlsbergs-3d-projection-advertising-on-the-white-cliffs-of-dover/ [Accessed 20th January 2014] Fig 12. Anon, online 2013. British Airways Look up. Available at: http://www.businessinsider.com/british-airways-interactive-billboards-2013-11 [Accessed 20th January 2014] Fig 13. Anon, online 2009. Urban Projection. Available at: http://www.thecoolist.com/when-buildings-come-alive-10-unreal-urban-projection-videos/ [Accessed 20th January 2014] Fig 14. Anon, online N.d. Jessica Hart. Available at: http://jaggerthelabel.com/b-w/ [Accessed 20th January 2014]
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LIST OF REFERENCES Alysia, K. 2007. The Dangers Behind Fashion Advertising. Available at: http://www.lifepaths360.com/index.php/the-dangersbehind-fashion-advertising-in-america-22179/ [Accessed 5th January 2014] Anon, 2008. Statistics- Women in Advertisements and Body Image. Available at: http://womeninads.weebly.com/statistics.html [Accessed 3rd January 2014] Anon. 2009. Body Image- Advertising and Magazines. Available at: http://mediasmarts.ca/body-image/body-image-advertisingand-magazines [Accessed 5th January 2014] Anon. 2011. John Berger- Ways of Seeing. Available at: http://culturalstudiesnow.blogspot.co.uk/2011/05/john-berger-ways-ofseeing-summary-and.html [Accessed 5th January 2014] Anon. 2013. Powerful Anti Anorexia Ad. Available at: http://www.dailymail.co.uk/femail/article-2311770/Powerful-anti-anorexiaad-campaign-tells-women-sketch-using-models-fashion-illustration-proportions.html [Accessed 8th January 2014] Anon. 2013. Should fashion models be required to maintain a certain weight to help promote positive body image and health. Available at: http://www.debate.org/opinions/should-fashion-models-be-required-to-maintain-a-certain-weight-to-help-promotepositive-body-image-and-health [Accessed 4th January 2014] Anon. N.d. The Dove Campaign for Real Beauty. Avaialable at: http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx [Accessed 7th January 2014] Brinded, L. 2013. It’s an Ad but Dove’s Real Beauty Campaign is a Game Changer. Available at: http://www.independent.co.uk/ voices/comment/its-an-ad-but-doves-real-beauty-campaign-is-a-gamechanger-8580753.html [Accessed 7th January 2013] Chato, H. 2011. Skinny vs Curvy Models. Available at: http://www.1968magazine.com/index.cfm?PAGEPATH=ARTICLES/ SKINNY_vs_CURVY_Models&ID=33769 [Accessed 3rd January 2014] DeMers, J. 2013. The Top 7 Online Marketing Trends That Will Dominate 2014. Available at: http://www.forbes.com/sites/ jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/ [Accessed 8th January 2014] Fisher, M. 2008. Sweeping Analysis of research reinforces media influence on women’s body image. Available at: http://www.news. wisc.edu/15215 [Accessed 8th January 2014] Leith, W. 2012. Putting a Pretty Face on it. Stella Magazine. [Accessed 5th January 2014] Madden, M. 2013. Teens and Technology 2013. Available at: http://www.pewinternet.org/~/media/Files/Reports/2013/PIP_ TeensandTechnology2013.pdf [Accessed 8th January 2014] Pearson, C. 2011. Fashion and Eating Disorders. Available at: http://www.huffingtonpost.com/2011/09/13/fashion-eating-disordersindustry-responsibility_n_955497.html [Accessed 4th January 2014] Poole, G. 2013. Eating Disorders: how do we improve the body image of our girls and boys? Available at: http://www.theguardian. com/commentisfree/2013/may/21/eating-disorders-body-image [Accessed 3rd January 2014] Robinson, S. 2013. Eating Disorders on the Rise. Available at: http://www.gponline.com/News/article/1183077/eating-disorders-onrise-gp-records-show/ [Accessed 4th January 2014] Saner, E. 2011. Curvy Models bring a new look to fashion magazines. Available at: http://www.theguardian.com/media/2011/ feb/28/curvy-models-style-magazines [Accessed 8th January 2013] Stampler, L. 2013. How Dove’s Real Beauty Sketches became the most Viral Video Ad of All Time. Available at: http://www. businessinsider.com/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5 [Accessed 7th January 2014] 35
BIBLIOGRAPHY Alysia, K. 2007. The Dangers Behind Fashion Advertising. Available at: http://www.lifepaths360.com/index.php/the-dangersbehind-fashion-advertising-in-america-22179/ [Accessed 5th January 2014] Anon, 2008. Statistics- Women in Advertisements and Body Image. Available at: http://womeninads.weebly.com/statistics.html [Accessed 3rd January 2014] Anon. 2009. Body Image- Advertising and Magazines. Available at: http://mediasmarts.ca/body-image/body-image-advertisingand-magazines [Accessed 5th January 2014] Anon. 2011. John Berger- Ways of Seeing. Available at: http://culturalstudiesnow.blogspot.co.uk/2011/05/john-berger-ways-ofseeing-summary-and.html [Accessed 5th January 2014] Anon. 2013. High Street store H&M praised for using curvy models. Available at: http://www.hellomagazine.com/ fashion/2013050312415/handm-swimwear-jennie-runk-plus-size/ [Accessed 4th January 2014] Anon. 2013. Powerful Anti Anorexia Ad. Available at: http://www.dailymail.co.uk/femail/article-2311770/Powerful-anti-anorexiaad-campaign-tells-women-sketch-using-models-fashion-illustration-proportions.html [Accessed 8th January 2014] Anon. 2013. Should fashion models be required to maintain a certain weight to help promote positive body image and health. Available at: http://www.debate.org/opinions/should-fashion-models-be-required-to-maintain-a-certain-weight-to-help-promotepositive-body-image-and-health [Accessed 4th January 2014] Anon. 2013. Tide’s Halloween Vines get tangled up in DOOH. Available at: http://www.digitalsignagetoday.com/article/222065/ Tide-s-Halloween-Vines-get-tangled-up-in-DOOH?rc_id=157 [Accessed 19th January 2014] Anon. 2014. Digital trends in 2014. Available at: http://www.thelondoneconomic.com/2014/01/08/digital-trends-in-2014/ [Accessed 19th January 2014] Anon. N.d. The Dove Campaign for Real Beauty. Avaialable at: http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx [Accessed 7th January 2014] Bergstrom, B. 2008. Essentials of Visual Communication. London: Laurence King Pub. Bordo, S. 1993. Unbearable Weight. Berkeley: University of California Press. Brinded, L. 2013. It’s an Ad but Dove’s Real Beauty Campaign is a Game Changer. Available at: http://www.independent.co.uk/ voices/comment/its-an-ad-but-doves-real-beauty-campaign-is-a-gamechanger-8580753.html [Accessed 7th January 2013] Chato, H. 2011. Skinny vs Curvy Models. Available at: http://www.1968magazine.com/index.cfm?PAGEPATH=ARTICLES/ SKINNY_vs_CURVY_Models&ID=33769 [Accessed 3rd January 2014] Clements, K. 2013. Former Vogue Editor: the truth about size zero. Available at: http://www.theguardian.com/fashion/2013/jul/05/ vogue-truth-size-zero-kirstie-clements [Accessed 3rd January 2014] DeMers, J. 2013. The Top 7 Online Marketing Trends That Will Dominate 2014. Available at: http://www.forbes.com/sites/ jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/ [Accessed 8th January 2014] Edwards, J. 2012. Three Decades of Thin. Available at: http://www.businessinsider.com/three-decades-of-thin-how-the-fashionbusiness-promotes-anorexia-2012-3?op=1 [Accessed 8th January 2014] Edwards, J. 2013. Disturbing Anti Anorexia Ads. Available at: http://www.businessinsider.com/disturbing-anti-anorexia-adscompare-starving-women-to-fashion-sketches-2013-4 [Accessed 8th January 2014]
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Fisher, M. 2008. Sweeping Analysis of research reinforces media influence on women’s body image. Available at: http://www.news. wisc.edu/15215 [Accessed 8th January 2014] Kaiser, T. 2013. Survey: 94% of teens use facebook. Available at: http://www.dailytech.com/Survey+94+Percent+of+Teens+Use+Fac ebook/article31611.htm [Accessed 19th January 2014] Leith, W. 2012. Putting a Pretty Face on it. Stella Magazine. [Accessed 5th January 2014] Madden, M. 2013. Teens and Technology 2013. Available at: http://www.pewinternet.org/~/media/Files/Reports/2013/PIP_ TeensandTechnology2013.pdf [Accessed 8th January 2014] Mogg, T. 2013. British Airways New Digital Wizardry Billboard. Available at: http://www.digitaltrends.com/international/britishairways-digital-billboard/ [Accessed 19th January 2014] Muminova, O. 2013. Top 10 trends for 2014. Available at: http://www.theguardian.com/advertising/digital-media-trends-2014trends [Accessed 19th January 2014] Ongley, H. 2013. Are real women campaigns promoting obesity? Available at: http://www.styleite.com/news/curvy-girl-regularwomen-facebook-campaign/ [Accessed 4th January 2014] Pearson, C. 2011. Fashion and Eating Disorders. Available at: http://www.huffingtonpost.com/2011/09/13/fashion-eating-disordersindustry-responsibility_n_955497.html [Accessed 4th January 2014] Poole, G. 2013. Eating Disorders: how do we improve the body image of our girls and boys? Available at: http://www.theguardian. com/commentisfree/2013/may/21/eating-disorders-body-image [Accessed 3rd January 2014] Posner, H. 2011. Marketing Fashion. London: Laurence King. Robinson, S. 2013. Eating Disorders on the Rise. Available at: http://www.gponline.com/News/article/1183077/eating-disorders-onrise-gp-records-show/ [Accessed 4th January 2014] Saner, E. 2011. Curvy Models bring a new look to fashion magazines. Available at: http://www.theguardian.com/media/2011/ feb/28/curvy-models-style-magazines [Accessed 8th January 2013] Stampler, L. 2013. How Dove’s Real Beauty Sketches became the most Viral Video Ad of All Time. Available at: http://www. businessinsider.com/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5 [Accessed 7th January 2014] Taylor, T. 2013. Curvy Girl Lingerie Reminds us what normal bodies look like. Available at: http://www.thehollywoodgossip. com/2013/11/curvy-girl-lingerie-reminds-us-what-normal-bodies-look-like/ [Accessed 7th January 2014] Truscott-Howell, J. 2014. Matthew Knight gives his advertising and digital trends prediction for 2014. Available at: http://www. carat.co.uk/news/matthew-knight-gives-his-advertising-and-digital-trends-prediction-for-2014/ [Accessed 19th January 2014] Whitelocks, S. 2013. Because life is not photoshopped. Available at: http://www.dailymail.co.uk/femail/article-2511403/Plus-sizewomen-post-photos-Curvy-Girl-Lingerie-celebrate-real-beauty.html [Accessed 7th January 2014]
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APPENDIX -M E T H O D O L O G Y I conducted my own research to enable me to find out what people thought about body image in the fashion industry and advertsing and how it was represented. To carry this out I created a questionnaire on the online website, Survey Monkey. I considered this most appropiate to understand the views of my target audience, as it was an online survey for a viral generation. Participants included 3 males and 29 females between the ages of 16-27. This survey was critical in helping me to understand the power and influence of advertisements, the ongoing debate of size and weight within the fashion indusrty and how it is promoted in advertising and understanding others/societys thoughts on the lack of diversity with fashion and advertising. -R E S U L T S
GENDER
Male Female
Gender Male Female
3 29
A G E
16-‐18 19-‐21 22-‐24 25-‐27
Age 16-18 1 19-21 17 22-24 10 25-27 3 28-30 0 31+ 0
28-‐30 31+
WOULD YOU LIKE TO SEE MORE DIVERSE BODY SHAPES IN ADVERTISING?
Yes No Not Sure
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WOULD YOU LIKE TO SEE MORE DIVERSE BODY SHAPES IN ADVERTISING? Yes 30 No 3 Not Sure 0
DO YOU AGREE WITH HOW BODY IMAG IS PROMOTED WITHIN ADVERTISING?
Yes
Do you agree with how body image is promoted within advertising? Yes 2 No 26 Not Sure 5
No Not Sure
DO YOU BELIEVE ADVERTISING SHOWS A DIVERSE RANGE OF MODELS?
Yes No
Do you believe advertising shows a diverse range of models? Yes 6 No 24 Not Sure 4
Not Sure
Do you agree with how body image is promoted within advertisig? If no, why? It is not realistically or positively represented 1/19/2014 10:33 PM View respondent’s answers A lot of celebritys are used in advertising . The celebrities are subjected too personal trainers, makeup artists, they have had the money to have surgery.... so this is a fake image of women 1/13/2014 12:03 PM View respondent’s answers Models in advertising are often super slim and toned therefore it can leave you feeling insecure about your own body. 1/12/2014 4:50 PM View respondent’s answers The ‘perfect body’ that is promoted is unrealistically skinny, and may cause those viewing such advertising to feel that they need to meet these standards. Airbrushing also gives the impression that imperfections in the skin are not attractive. 1/11/2014 2:53 PM View respondent’s answers No, as companies say that using/buying their product will “improve” the consumers body image rather than what their product is about. For example Special K cereal has a regular advert campaign ‘slimmer and body confident in 2 weeks’ or ‘red dress ready’ and uses what looks to me like a size 10 model. This is in general is a perfectly healthy size, and perhaps doesn’t need to be slimmer. But suggests to consumers could get body confident from eating the product. Why don’t they just advertise the taste of the cereal rather than the suggestion it can change your body image? 1/10/2014 10:01 PM View respondent’s answers Within certain media it shows an example of the pressures men & women have to fit into society 1/10/2014 6:55 PM View respondent’s answers Because there is a pressure to look how the models do, particularly for young girls that are new to fashion and starting to gain an interest. 1/10/2014 5:46 PM View respondent’s answers I feel it has become too body conscious, normal women do not look anything like the women on front covers. It is exposing young girls to strive to be like something that isnt possible. 1/10/2014 5:38 PM View respondent’s answers Everything seems very airbrushed and all about having this perfect look. 39
1/10/2014 5:31 PM View respondent’s answers There should be a more diverse models 1/10/2014 5:28 PM View respondent’s answers The effect airbrushing has is extreme. 1/10/2014 4:31 PM View respondent’s answers I think its unfair in some ways as no one is perfect but in the world we live in everyone has to be super skinny. But think advertising should bring a variety of shapes and sizes as will make people feel that bit more normal rather then think they have to be skinny to be perfect. 1/10/2014 2:46 PM View respondent’s answers I feel it promotes an unhealthy image, with models being extremely skinny and in some cases unhealthily skinny. 1/10/2014 1:09 PM View respondent’s answers The word ‘Curvy’ is overused, to describe a larger woman. Curvy is max size 14. And the ‘real women’ in dove campaigns, are still heavily photoshopped just as much as any other models. 1/10/2014 12:28 PM View respondent’s answers Puts pressure on young people to live up to unrealistic standards 1/10/2014 12:04 PM View respondent’s answers It’s a false representation that people feel they have to live up to! 1/10/2014 11:16 AM View respondent’s answers Because it is unrealistic. It provides us with a pressure to have the perfect image 1/10/2014 11:15 AM View respondent’s answers Unrealistic 1/10/2014 10:53 AM View respondent’s answers Unrealistic 1/10/2014 10:53 AM View respondent’s answers Tend to play off skinny being good, and alienates most people. 1/10/2014 10:27 AM View respondent’s answers Too much emphasis on being ‘skinny’, not good role models, unrealistic role models that cause people to be over-conscious in an unhealthy way. Everything is also air-brushed. 1/10/2014 10:16 AM View respondent’s answers (Only agree as of recently) 1/10/2014 8:27 AM View respondent’s answers It’s a target nobody can reach 1/10/2014 8:23 AM View respondent’s answers Makes you believe that you have to look like these women to be successful 1/10/2014 1:51 AM View respondent’s answers Too much airbrushing, creating an unrealistic body image 1/10/2014 1:25 AM View respondent’s answers I believe within the current advertisement industry, models have to look a certain way, to fit a desired description 1/10/2014 1:06 AM View respondent’s answers too many models are unhealthily skinny, a need for more curvy models or fit models 1/10/2014 12:58 AM View respondent’s answers
Do you believe advertising shows a diverse range of models? If no, how would you like to see this change?
A range of sizes, cultures and ages should be seen, therefore becoming a positive representation of society. 1/19/2014 10:33 PM View respondent’s answers i think it has got better the industry are using more plus size and real women but i also real, the industry is very extreme as on the other hand models are also getting skinnier. 1/13/2014 12:03 PM View respondent’s answers Advertising is certainly getting better (I have noticed in magazines like Look that they use more normal size models occasionally) but it would be nice to see more size 10-12 models with more of a ‘fit not thin’ philosophy. A healthy image! 1/12/2014 4:50 PM View respondent’s answers Using average-looking women, as opposed to particularly attractive women. 1/11/2014 2:53 PM View respondent’s answers More average sized models 1/11/2014 11:46 AM View respondent’s answers It’s getting better where size and race is concerned, but there need to be more models with disabilities in advertising. 1/10/2014 10:56 PM View respondent’s answers 40
Yes and No that there is diversity.. No as Models either seem to be size 4/6 or size 16+. There are hardly any of the sizes in between used, which are the sizes I see on a day to day basis on the street. Would like to see more size 10/12. And Yes as there seems to be too much political correctness in advertising. Recently adverts have included ‘1 blonde slim woman, 1 black woman, 1 “plus size” woman and 1 ginger woman’. It just seems as though companies are covering all bases so that they can’t be accused of discriminating against anyone. They dont really have to do this. 1/10/2014 10:01 PM View respondent’s answers less photoshop, more average sized models. 1/10/2014 8:38 PM View respondent’s answers More models with curvier figures but still slim to show a healthy image 1/10/2014 6:55 PM View respondent’s answers Although there is a slow change the majority of advertising use slim, slender models that are not a realistic body shape. It would be great to see ‘real women’ modelling 1/10/2014 5:46 PM View respondent’s answers I would like to see normal sized people on the covers, with less airbrushing of wrinkles and wobbly bits. 1/10/2014 5:38 PM View respondent’s answers Would be good to see a wider range of shapes and sizes. 1/10/2014 5:31 PM View respondent’s answers Different sizes and body shapes together in one advert. Much like the Dove Real Beauty Campaign 1/10/2014 5:30 PM View respondent’s answers Bring in a range of sizes, shapes, race and ages. Instead of promoting one size as being correct we should be promoting a healthier approach to body image, embracing all body types. 1/10/2014 5:28 PM View respondent’s answers They’re all super-skinny and super tall. I would like to see models who are shorter in height and curvier. 1/10/2014 4:31 PM View respondent’s answers Bring different shapes and sizes in. 1/10/2014 2:46 PM View respondent’s answers More realistic mannequins and models in advertising. Aknowledgment that not everybody is a size 6 and that we should be proud of our bodies whatever size they are 1/10/2014 1:09 PM View respondent’s answers Realistic life type models not size 0. It has got better but realistically who has a perfect complexion? How many people do you see walking around with the perfect flat stomach I am not saying we need size 20 models in all advertising, but the typical size these days is 12-14 that you see walking round so that is what should be portrayed in advertising 1/10/2014 11:15 AM View respondent’s answers “Normal”body shapes 1/10/2014 10:53 AM View respondent’s answers “Normal”body shapes 1/10/2014 10:53 AM View respondent’s answers More ages and sizes, less PERFECT looking. I don’t believe in encouraging overweight but definitely not encouraging super-skinny 1/10/2014 10:16 AM View respondent’s answers (As of recently yes) However, the term “plus sized” is attached to models that are still very slim! 1/10/2014 8:27 AM View respondent’s answers Want to see real women advertising the clothes I’m going to buy to get a real perspective 1/10/2014 8:23 AM View respondent’s answers More average sized models 1/10/2014 1:51 AM View respondent’s answers A diverse range of body types, shapes and overall looks should be embraced and used in advertising 1/10/2014 1:06 AM View respondent’s answers I wouldn’t 1/10/2014 12:59 AM View respondent’s answers more black and asian models, that aren’t used in an editorial for example thats focussed on black models. 1/10/2014 12:58 AM View respondent’s answers
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Would you like to see more diverse body shapes within advertising? If yes, why? There would be less pressure on society for everyone to look flawless, therefore promoting self positivity. 1/19/2014 10:33 PM View respondent’s answers i would like to see healthy bodies used as it seems to be drummed into people its about what you eat so if you wanna be skinny eat nothing... or larger curvy women are used. i think they should use more athletic people where emphasis on exercise and health. 1/13/2014 12:03 PM View respondent’s answers It would reflect the true nature of society and hopefully lead to boosting the self esteem of many people who lack in such self confidence as they are always bombarded with the so called ‘perfect’ body image. 1/12/2014 4:50 PM View respondent’s answers Advertising using women with diverse body shapes gives the message that the norm isn’t super-skinny, and that being of average size is okay. 1/11/2014 2:53 PM View respondent’s answers Gives a false representation and they companies are only using very skinny models as it sells their product 1/11/2014 11:46 AM View respondent’s answers The general public have a wide weight range and therefore so should the people shown within adverts 1/10/2014 10:56 PM View respondent’s answers To better represent the body shapes of the general public on the streets who are buying the products 1/10/2014 10:01 PM View respondent’s answers To help young girls develop body image issues and possible eating disorders due to the false impressions given through advertising and the feeling that they should look as tiny as models. 1/10/2014 8:38 PM View respondent’s answers It makes the advertisement real 1/10/2014 6:55 PM View respondent’s answers I think it would make fashion a better thing to aspire to be a part of without having the demand of looking anorexic. 1/10/2014 5:46 PM View respondent’s answers If there are a range of body types, it puts less pressure on whoever is reading as there will be people of a healthy size. 1/10/2014 5:38 PM View respondent’s answers It would show more of what real people are like instead of one specific type of person thats considered perfect or beautiful. 1/10/2014 5:31 PM View respondent’s answers Can relate more to the brand and the people who are representing the brand being advertised. 1/10/2014 5:30 PM View respondent’s answers There needs to be a range of sizes within advertising, again promoting a healthier body image. 1/10/2014 5:28 PM View respondent’s answers I work in a school and it will make the students feel more confident about themselves seeing models of different size who are beautiful! 1/10/2014 4:31 PM View respondent’s answers I personally think will make people of today more confident in themselves seeing similar sizes on tv or advertising. 1/10/2014 2:46 PM View respondent’s answers To promote awareness that everyones bodies are different and relieve pressure to conform to the body image that is currently always seen in fashion advertising 1/10/2014 1:09 PM View respondent’s answers Not everyone is stick thin, so not everyone should be like that in advertising 1/10/2014 12:04 PM View respondent’s answers There are so many different body shapes in reality so it shown be shown in advertising. 1/10/2014 11:16 AM View respondent’s answers To portray reality 1/10/2014 11:15 AM View respondent’s answers So many teenagers have a distorted view on what a “normal” body is. 1/10/2014 10:53 AM View respondent’s answers So many teenagers have a distorted view on what a “normal” body is. 1/10/2014 10:53 AM View respondent’s answers To stop the alienation of potential customers. 1/10/2014 10:27 AM View respondent’s answers realistic role models, more healthy 1/10/2014 10:16 AM View respondent’s answers It will show people that everyone comes in different shapes and sizes so as not to feel pressured into looking like someone who has been photoshopped in a magazine. 1/10/2014 8:27 AM View respondent’s answers So women don’t feel like they should have to be really skinny 1/10/2014 8:23 AM View respondent’s answers Get bored at looking at the same type of women 1/10/2014 1:51 AM View respondent’s answers 42
Because there is all different sorts of people. 1/10/2014 1:25 AM View respondent’s answers I feel if this happened, a wider audience could relate more to the advertisements. Also its good to embrace the fact that everyone’s different and its ok not to look a certain way. Everyone is beautiful in their own way. 1/10/2014 1:06 AM View respondent’s answers because most average women are a 14-16 so want to see clothing on someone the same shape 1/10/2014 12:58 AM View respondent’s answers
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