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

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!

:-)

"Plus size" models

Size 12, 14, 16

Sizes 10 and 18/20 are also used, but are not as common.

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."

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."