1) What is the first thing you notice about the following adverts?
2) Are you initially drawn to the model or the clothes being advertised?
3) What are your reactions to the model in the advertisement?
4) Do you feel this is an accurate representation of the shops’ consumers?
5) Would you buy the clothes because you like the style or are you influenced by the model wearing them?
6) How do you feel about the adverts that use larger women, such as size 12? Is this a more realistic image of the female audience?
7) Do you prefer to see young, thin models or curvier models in fashion adverts?
8) Do the following fashion advertisements make you feel unhappy about your body or proud of your figure?
9) What are your overall opinions about the models used in fashion advertisements? Do they portray a realistic or idealistic image and do they have any major effect on how you feel about your body?
Tuesday, April 1, 2008
Thursday, March 20, 2008
Forums on how people view body image
1) http://www.bodypositive.com
'I have been fat my whole life. I've noticed that there is a big double standard for girls and guys when it comes to weight. When people see me they automatically think that I should be depressed or that I'm stupid or slow or something. I've actually heard girls say "Gosh I'd kill myself if I was that fat".
'I have been a yo-yo dieter since about the age of 8. I am now 47.'
'I used to always hate how I looked. I was always too fat; couldn't fit into the clothes I liked, couldn't imagine anyone wanting me in them even if I could, etc, etc. And why, oh why couldn't I be nice and skinny like the models?'
2) Campaign for real beauty forum
'Its wierd. People say that they strive for perfection, but actually, no one knows what it is. Nearly every advert we see has been airbrush, completely fake and a load of rubbish. That isnt perfection, its just a lie.'
'My name is Ashley. I'm now 19. I have been suffering with how I look for the past 8 years. Ever since I was 11, I've wanted to be what I seen on tv.'
'Are models in advertising always portrayed as slim'
'I have been fat my whole life. I've noticed that there is a big double standard for girls and guys when it comes to weight. When people see me they automatically think that I should be depressed or that I'm stupid or slow or something. I've actually heard girls say "Gosh I'd kill myself if I was that fat".
'I have been a yo-yo dieter since about the age of 8. I am now 47.'
'I used to always hate how I looked. I was always too fat; couldn't fit into the clothes I liked, couldn't imagine anyone wanting me in them even if I could, etc, etc. And why, oh why couldn't I be nice and skinny like the models?'
2) Campaign for real beauty forum
'Its wierd. People say that they strive for perfection, but actually, no one knows what it is. Nearly every advert we see has been airbrush, completely fake and a load of rubbish. That isnt perfection, its just a lie.'
'My name is Ashley. I'm now 19. I have been suffering with how I look for the past 8 years. Ever since I was 11, I've wanted to be what I seen on tv.'
'Are models in advertising always portrayed as slim'
Wallis adWallis is a shop that targets middle-age women, reflected by the model used in the advert.
Her pose is strong, and she is making direct eye contact with the camera, immediately connecting her with the audience, and not elevating her above them.
The model is curvy, pretty and she has very minimalistic hair and makeup, again creating a very realistic and achievable image.
This advertisement, promoting a shop for more mature women, has a much more realistic representation of women, compared to those targeting teenagers and young female audiences.
Textual Analysis
John Lewis size 12 ads
Both these women have curvy, size 12 “womanly” figures, achievable for most women, and although it is below the average size for women in Britain, which is size 16, size 12 models are rarely used in fashion advertisements.
The models are around mid-late 20’s, younger than John Lewis target audience of women around the age of 30+
They are both pretty and natural, not wearing much makeup, therefore promoting a realistic image
Direct eye-contact with the camera – draws in the audience, relates to them
The model on the right is smiling, friendly, happy, proud of her figure, encouraging for the audience
The model’s stance on the left is very strong, dominant and she is showing off her curvaceous figure. Again, she seems proud of her body, which is encouraging for the audience, as they aren’t fronted with images of unrealistic stick thin models.
Both these women have curvy, size 12 “womanly” figures, achievable for most women, and although it is below the average size for women in Britain, which is size 16, size 12 models are rarely used in fashion advertisements.
The models are around mid-late 20’s, younger than John Lewis target audience of women around the age of 30+
They are both pretty and natural, not wearing much makeup, therefore promoting a realistic image
Direct eye-contact with the camera – draws in the audience, relates to them
The model on the right is smiling, friendly, happy, proud of her figure, encouraging for the audience
The model’s stance on the left is very strong, dominant and she is showing off her curvaceous figure. Again, she seems proud of her body, which is encouraging for the audience, as they aren’t fronted with images of unrealistic stick thin models.
Wednesday, March 19, 2008
Textual Analysis
H & M ads
H & M targets teenagers, early 20’s
Model on the left, slim pretty, young.
Red lips and nail varnish anchor the red H&M, but also connote passion, glamour and along with her pose, very sensual
Long, golden blonde hair – angelic, fairy-like, desirable for young girls
Not much focus on the actual clothes – is the advert promoting the product or lifestyle?
Model on the right - strong, independent women.
Business-like suit, however sexed up by her flesh shown.
Young, pretty slim model
Wild hair
African model – opens up appeal to wider audience
H & M targets teenagers, early 20’s
Model on the left, slim pretty, young.
Red lips and nail varnish anchor the red H&M, but also connote passion, glamour and along with her pose, very sensual
Long, golden blonde hair – angelic, fairy-like, desirable for young girls
Not much focus on the actual clothes – is the advert promoting the product or lifestyle?
Model on the right - strong, independent women.
Business-like suit, however sexed up by her flesh shown.
Young, pretty slim model
Wild hair
African model – opens up appeal to wider audience
Both models are young, slim and pretty, stylish and glamorous. As H&M’s target audience is teenage girls, do these adverts promote an idealised image of how women should be, to be attractive and successful?
Textual Analysis
Dorothy Perkins adsThe model in both these adverts looks very doll-like, which immediately creates an unrealistic portrayal of women.
She looks very glamorous in both adverts, movie-star-like in the left advertisement, making her desirable, showing off her small waist and slim figure.
In the advertisement on the right, the model looks dressed for a “night-out”, and although she still looks slim, her figure is not accentuated as she is wearing a loose fitting top.
Dorothy Perkins does not predominantly target young teenage audiences, despite the use of a young, early 20’s model.She is young, slim and pretty and the clothes suit her well, however, as Dorothy Perkins is more of an early 30’s, middle-aged woman’s shop, are these adverts promoting an idealised image that is unachievable for its target audience?
Tuesday, March 18, 2008
Action Plan
(Main action plan in Microsoft word)
Week beginning 17th March:
Week beginning 17th March:
- Textually analysing my catalogue of fashion advertisements
- Pilot questions on classmates – record feedback
Target - Devising questionnaires – thinking specifically about the feedback I am aiming for from my target audience
Week beginning 24th March:
- Organising focus groups (try to use a Dictaphone to record session)
- Transcribe and record results
Target - Look for similarity/contrast in audience response
Week beginning 31st March:
- Evaluate and analyse findings from research
- Make a hypothesis based on research
Target - Writing up notes from research, findings, references etc
Look at academic research and theorists to back/oppose my hypothesis
Week beginning 21st April:
- Organise all research and hypothesis to help start planning essays
Target - Having a clear knowledge of what to write for both essays (read sheets in folder)
Week beginning 28th April:
- Draft essays and notes
Target - A clear understanding of my question and how to approach both essays
Miss T asks some qs
Hi Natalie
I have some older women's magazines which you might be interested in looking at for a kind of brief historical perspective - if you'd like to look - shout.
Also, can you prioritise your work and come up with an action plan for the next few days and post it on the blog,
cheers m'dear!
:-)
I have some older women's magazines which you might be interested in looking at for a kind of brief historical perspective - if you'd like to look - shout.
Also, can you prioritise your work and come up with an action plan for the next few days and post it on the blog,
cheers m'dear!
:-)
Thursday, March 13, 2008
John Lewis
A recent survey carried out by the store found that 80 per cent of its swimwear was bought by women who were size 12 and larger.John Lewis spokesman Mark Forsyth said: "We wanted a realistic image and body shape in our shots. The photographs show you can be size 12 and be healthy and beautiful.
"This is about being honest by showing the garments worn on the shape and size of a woman who is more typical of our customers."
The store had problems finding a suitable size 12 model for the shoot - when it contacted regular agencies they said they did not represent such "large" models, and referred them to agencies specialising in "plus size" women.
"We were astonished," said Mr Forsyth. "Size 12 isn't big. It's still quite slim."
"We were astonished," said Mr Forsyth. "Size 12 isn't big. It's still quite slim."
The stunning size 12 model branded 'too fat' for TV competition
Poured into a gold swimsuit, Make Me A Supermodel winner Jen Hunter looks as if this outfit was custom-made for her.
But the one-piece triggered a furious row about stick-thin models when her rival finalist Marianne Berglund appeared painfully underweight in the same attire.
Appearing here for the first time in the outfit which sparked the debate about size zero models, Miss Hunter - who was criticised on the show for being too fat - said: "This is what a real woman should look like.
"I am all curves and flesh, not skin and bone. Boys, who would you rather snuggle up to?"
Looking as different as chalk and cheese, the swimwear clings to Miss Hunter's voluptuous curves and reveals acres of cleavage while on clinically underweight Miss Berglund, it shows her protruding hips and ribs and appears to hang off her.
Barmaid Miss Hunter, 24 - who weighs 11 stone and is a healthy size 12 - was reduced to tears when she was castigated on the reality TV show for not taking a food and exercise regime seriously.
Judge Tandy Anderson, managing director of Select Model Management, criticised her for having "stocky" legs while supermodel Rachel Hunter, a fellow panellist, reprimanded her for saying she wanted to prove larger women could be successful models.
Swedish blonde Miss Berglund, 18, who made it to the final with her, was meanwhile praised for having a "sensational" body for modelling despite having a body mass index of 16.1.
It fell well below the minimum BMI of 18 for models taking part in Madrid Fashion Week in September, set after catwalk model Luisel Ramos dropped dead from self-starvation.
But mother-of-one Miss Hunter triumphed when viewers voted her to the top female slot in the contest - and claimed she owed her success to her favourite dish of hotpot and chips.
In a refreshing admission which will have millions of women breathing a sigh of relief - and letting out their stomachs - she said: "It's fantastic to know the public prefer a woman with a few wobbly bits over a stick insect.
Her confession comes after a chorus of calls for the fashion industry to stop using stick-thin and underweight models.
Wigan-born Miss Hunter, who beat five female hopefuls to the top slot after refusing to bow to pressure, claimed her win proved women could not relate to skinny models.
The divorcee triumphed over eight-stone Miss Berglund - who was dubbed "the walking skeleton" - but was beaten to the overall prize of a modelling contract by a male competitor.
In a blog diary she kept throughout the show, in which she cheekily gave herself the nickname "fat bird," she announced: "I am doing this for every hardworking single mum and every woman who isn't a size eight or below.
"You don't have to be a size eight to be beautiful. I am trying to change an industry that is so set in its ways and its definition of what is beautiful. It is so hard and harsh at times.
"You analyse every step you make, every mouth full of food you take. As long as I am being me, I am not going to regret anything I do."
But the one-piece triggered a furious row about stick-thin models when her rival finalist Marianne Berglund appeared painfully underweight in the same attire.
Appearing here for the first time in the outfit which sparked the debate about size zero models, Miss Hunter - who was criticised on the show for being too fat - said: "This is what a real woman should look like."I am all curves and flesh, not skin and bone. Boys, who would you rather snuggle up to?"
Looking as different as chalk and cheese, the swimwear clings to Miss Hunter's voluptuous curves and reveals acres of cleavage while on clinically underweight Miss Berglund, it shows her protruding hips and ribs and appears to hang off her.
Barmaid Miss Hunter, 24 - who weighs 11 stone and is a healthy size 12 - was reduced to tears when she was castigated on the reality TV show for not taking a food and exercise regime seriously.
Judge Tandy Anderson, managing director of Select Model Management, criticised her for having "stocky" legs while supermodel Rachel Hunter, a fellow panellist, reprimanded her for saying she wanted to prove larger women could be successful models.
Swedish blonde Miss Berglund, 18, who made it to the final with her, was meanwhile praised for having a "sensational" body for modelling despite having a body mass index of 16.1.
It fell well below the minimum BMI of 18 for models taking part in Madrid Fashion Week in September, set after catwalk model Luisel Ramos dropped dead from self-starvation.
But mother-of-one Miss Hunter triumphed when viewers voted her to the top female slot in the contest - and claimed she owed her success to her favourite dish of hotpot and chips.
In a refreshing admission which will have millions of women breathing a sigh of relief - and letting out their stomachs - she said: "It's fantastic to know the public prefer a woman with a few wobbly bits over a stick insect.
Her confession comes after a chorus of calls for the fashion industry to stop using stick-thin and underweight models.
Wigan-born Miss Hunter, who beat five female hopefuls to the top slot after refusing to bow to pressure, claimed her win proved women could not relate to skinny models.
The divorcee triumphed over eight-stone Miss Berglund - who was dubbed "the walking skeleton" - but was beaten to the overall prize of a modelling contract by a male competitor.
In a blog diary she kept throughout the show, in which she cheekily gave herself the nickname "fat bird," she announced: "I am doing this for every hardworking single mum and every woman who isn't a size eight or below.
"You don't have to be a size eight to be beautiful. I am trying to change an industry that is so set in its ways and its definition of what is beautiful. It is so hard and harsh at times.
"You analyse every step you make, every mouth full of food you take. As long as I am being me, I am not going to regret anything I do."
Thursday, February 14, 2008
Detailed Proposal
1) Topis area is advertising
2) The effects of the images of women in fashion advertisements for high street fashion brands on the female audience
3) Yes, teacher approval in principle
4) Print advertisements
5) The question of size zero and thin models is a hot debate in the press/media and the effects of the images of thin models on the female audience it is targetting. I also want to find out how women actually respond to the representation of women in fashion advertisements, and if they feel there is an idealised/unbalanced portrayal, looking at adverts using both thin and "real" models/women.
6) I will be looking at similar research into the effect of advertising on its targetted audience and if thin models create a negative effect of how women feel about their bodies.
7) Institutional context -
2) The effects of the images of women in fashion advertisements for high street fashion brands on the female audience
3) Yes, teacher approval in principle
4) Print advertisements
5) The question of size zero and thin models is a hot debate in the press/media and the effects of the images of thin models on the female audience it is targetting. I also want to find out how women actually respond to the representation of women in fashion advertisements, and if they feel there is an idealised/unbalanced portrayal, looking at adverts using both thin and "real" models/women.
6) I will be looking at similar research into the effect of advertising on its targetted audience and if thin models create a negative effect of how women feel about their bodies.
7) Institutional context -
- the representation of women in fashion advertising and the effects on its female audience
- the theory that the use of thin, beautiful, young models in fashion advertisements creates a negative effect for its audience
- issues, such as the inbalance of "plus-size" or "real women" used in fashion adverts
- how does the female audience actually respond to fashion adverts and the effects on them
8) Audience context -
- Females aged between 14 - 50
- Focus groups in school
- Speaking to family and friends - questionairres/surveys
9) The key concepts -
- Audience - how they respond to fashion advertisements and the effects on them
- Institution - the high street brands
- Forms and Conventions - visual and textual codes in fashion advertisements
- Representation - the representation of women in fashion advertisements
10) Secondary research sources -
- Websites - Media Awareness
- Times Online
- Fashion Capital
- International Debate Education Association
- BNet Find Articles
- Daily Mail website
11) Primary research sources -
- Response from audience (focus groups, questionairres, surveys)
- My own textual analysis of fashion advertisements
12) My teacher has agreed on my focus
13) Not having a wide enough debate for my focus could be a limit - for example if the audience all respond the same to the adverts
14) None
15) Yes, teacher approval
Debenhams, H&M, and Marks & Spencer are the most popular shopping destinations for women aged 20 and 45. A survey carried out for Vogue magazine by Taylor Nelson Sofres revealed that 92 per cent of the 2,500 women questioned shopped for clothes at department stores, with 70 per cent regularly visiting Debenhams, followed by House of Fraser at 62 per cent and John Lewis at 56 per cent.
An increasing number of studies shows that exposure to thin ideal bodies in the media has negative effects on young women's body images, at least in the short-term. However, this research has (a) consistently confounded the effects of thinness and attractiveness, and (b) not investigated the potential use of alternative images in advertising that do not decrease women's body esteem. This study examines the impact of three types of advertisements—featuring thin models, average-size models, or no models—on adult women's body-focused anxiety, and on advertising effectiveness. As expected, exposure to thin models resulted in greater body-focused anxiety among women who internalize the thin ideal than exposure to average-size models or no models. Yet, advertisements were equally effective, regardless of the model's size. This implies that advertisers can successfully use larger, but attractive, models and perhaps avoid increasing body-focused anxiety in a large proportion of women.
Author(s): Emma Halliwell 1 Helga Dittmar 2
copyInnerHtmlForAuthorsHack("AuthorsHackSource", "AuthorsHackTarget")
An increasing number of studies shows that exposure to thin ideal bodies in the media has negative effects on young women's body images, at least in the short-term. However, this research has (a) consistently confounded the effects of thinness and attractiveness, and (b) not investigated the potential use of alternative images in advertising that do not decrease women's body esteem. This study examines the impact of three types of advertisements—featuring thin models, average-size models, or no models—on adult women's body-focused anxiety, and on advertising effectiveness. As expected, exposure to thin models resulted in greater body-focused anxiety among women who internalize the thin ideal than exposure to average-size models or no models. Yet, advertisements were equally effective, regardless of the model's size. This implies that advertisers can successfully use larger, but attractive, models and perhaps avoid increasing body-focused anxiety in a large proportion of women.
Author(s): Emma Halliwell 1 Helga Dittmar 2
copyInnerHtmlForAuthorsHack("AuthorsHackSource", "AuthorsHackTarget")
Initial Proposal
1) The topic area for this proposal is advertising
2) I am aiming to focus on how the female audience responds to images of women in fashion advertisements for high street brands.
3) The main focus is how women are represented in the adverts and how this affects the audience - is it a realistic or idealised image?
4) I would choose this, as i have a specific focus and there are a lot of sources for research both on the internet and in books.
5) I am concerned about making my research too broad, i need to focus specifically on the effects of the adverts on the female audience - whether they like the "typical" portrayal of thin, young beautiful models or if they feel it is an unfair/unbalanced representation.
6) 4/5
2) I am aiming to focus on how the female audience responds to images of women in fashion advertisements for high street brands.
3) The main focus is how women are represented in the adverts and how this affects the audience - is it a realistic or idealised image?
4) I would choose this, as i have a specific focus and there are a lot of sources for research both on the internet and in books.
5) I am concerned about making my research too broad, i need to focus specifically on the effects of the adverts on the female audience - whether they like the "typical" portrayal of thin, young beautiful models or if they feel it is an unfair/unbalanced representation.
6) 4/5
Research on response to advertising
In a 1992 study of female students at Stanford University, 70% of women reported feeling worse about themselves and their bodies after looking at magazines. (A British study also had a similar finding.) Roughly 50% of teen girls in the U.S. read teen or adult fashion magazines.
Lanis and Covell (1995) conducted a study on images of women in advertising and their effects on beliefs about sexual aggression. Both men and women were less supportive of feminism and the Women's Movement after being exposed to sexually explicit advertisements.
According to a study (Posavac, Posavac, & Posavac, 1998) on the effects of exposure to pictures of fashion models from popular women's magazines on young women's concerns with body weight, even passive exposure to such images resulted in negative body image and increased weight concern. Negative body image is often the result of a social comparison process, in which discrepancies are perceived between the cultural ideal of attractiveness, usually characterized in the media by a particular emphasis on thinness.
Lanis and Covell (1995) conducted a study on images of women in advertising and their effects on beliefs about sexual aggression. Both men and women were less supportive of feminism and the Women's Movement after being exposed to sexually explicit advertisements.
According to a study (Posavac, Posavac, & Posavac, 1998) on the effects of exposure to pictures of fashion models from popular women's magazines on young women's concerns with body weight, even passive exposure to such images resulted in negative body image and increased weight concern. Negative body image is often the result of a social comparison process, in which discrepancies are perceived between the cultural ideal of attractiveness, usually characterized in the media by a particular emphasis on thinness.
Monday, February 11, 2008
Research ideas websites
http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_beauty.cfm
http://www.healthyplace.com/Communities/Eating_Disorders/body_image_advertising.asp
http://www.timesonline.co.uk/tol/news/uk/article521097.ece
http://www.fashioncapital.co.uk/content/view/232/63/Appealing_or_Appalling_Images_of_Women_in_Advertising/
http://www.mad.co.uk/Main/News/Articlex/9973438b20b54b7385129c236125f86e/TV-programme-challenges-fashion-brands-to-use-
http://www.idebate.org/debatabase/topic_details.php?topicID=276
http://www.aber.ac.uk/media/Students/del0001.html
http://images.google.co.uk/imgres?imgurl=http://img.dailymail.co.uk/i/pix/2007/09_03/modelDM2109_228x691.jpg&imgrefurl=http://www.dailymail.co.uk/pages/live/femail/article.html%3Fin_article_id%3D483219%26in_page_id%3D1879&h=691&w=228&sz=49&hl=en&start=7&um=1&tbnid=p9KHkB6SDFEzgM:&tbnh=139&tbnw=46&prev=/images%3Fq%3Dthe%2Buse%2Bof%2Bwomen%2Bto%2Bpromote%2Bproducts%26um%3D1%26hl%3Den%26cr%3DcountryUK%257CcountryGB%26sa%3DN
http://www.nowtoronto.com/issues/2005-03-17/news_feature.php
http://www.adrants.com/2005/03/american-apparel-ad-campaigns-dance-with-.php
http://www.visit4info.com/brands/D/
http://findarticles.com/p/articles/mi_m1272/is_n2620_v125/ai_19029242
http://findarticles.com/p/articles/mi_m2294/is_n11-12_v37/ai_20391904/pg_1
http://www.healthyplace.com/Communities/Eating_Disorders/body_image_advertising.asp
http://www.timesonline.co.uk/tol/news/uk/article521097.ece
http://www.fashioncapital.co.uk/content/view/232/63/Appealing_or_Appalling_Images_of_Women_in_Advertising/
http://www.mad.co.uk/Main/News/Articlex/9973438b20b54b7385129c236125f86e/TV-programme-challenges-fashion-brands-to-use-
http://www.idebate.org/debatabase/topic_details.php?topicID=276
http://www.aber.ac.uk/media/Students/del0001.html
http://images.google.co.uk/imgres?imgurl=http://img.dailymail.co.uk/i/pix/2007/09_03/modelDM2109_228x691.jpg&imgrefurl=http://www.dailymail.co.uk/pages/live/femail/article.html%3Fin_article_id%3D483219%26in_page_id%3D1879&h=691&w=228&sz=49&hl=en&start=7&um=1&tbnid=p9KHkB6SDFEzgM:&tbnh=139&tbnw=46&prev=/images%3Fq%3Dthe%2Buse%2Bof%2Bwomen%2Bto%2Bpromote%2Bproducts%26um%3D1%26hl%3Den%26cr%3DcountryUK%257CcountryGB%26sa%3DN
http://www.nowtoronto.com/issues/2005-03-17/news_feature.php
http://www.adrants.com/2005/03/american-apparel-ad-campaigns-dance-with-.php
http://www.visit4info.com/brands/D/
http://findarticles.com/p/articles/mi_m1272/is_n2620_v125/ai_19029242
http://findarticles.com/p/articles/mi_m2294/is_n11-12_v37/ai_20391904/pg_1
Friday, February 8, 2008
Initial Proposal
1) This proposal is for the Advertising topic area
2) I am aiming to focus on the representation of women in perfume adverts
3) At the moment, i don't have a distinct question in mind, but i am aiming to research into how the portrayal of women in perfume adverts targets the audience, and if they are effective
4) I have chosen this focus, as i can cover a wide range in my research, such as studying institutions and the history of perfume adverts, whilst having a specific focus on one or two particular adverts.
5) I currently do not have any concerns for this proposal
6)4/5
2) I am aiming to focus on the representation of women in perfume adverts
3) At the moment, i don't have a distinct question in mind, but i am aiming to research into how the portrayal of women in perfume adverts targets the audience, and if they are effective
4) I have chosen this focus, as i can cover a wide range in my research, such as studying institutions and the history of perfume adverts, whilst having a specific focus on one or two particular adverts.
5) I currently do not have any concerns for this proposal
6)4/5
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