Questionnaire

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?

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'

Wallis ad

Wallis 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.

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

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 ads

The 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?

Action Plan

(Main action plan in Microsoft word)

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