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What is the effect of advertising on consumer behavior
The influence of advertising on consumers
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An American unnoticeably views three thousand advertisements in a day, many of which use women and sex appeal to get consumers’ attention (Kilbourne). Advertisements subconsciously affect our lives, and often times not in a good way. Also, women and young girls are usually the ones that compare themselves to thin models featured in ads. Advertisements not only impact how women view each other, but also how they view themselves. Women and girls strive to look like the retouched and Photoshopped models, which can lead to serious issues including eating disorders, extreme dieting, and excessive plastic surgery. But what these women and young girls look past, is the fact that advertising companies use Photoshopping to completely change the look of models. Over time, The Surgeon General, should begin a process that will help eliminate this social issue. A policy should be initiated that all digitally altered photos in U.S. publications contain a warning label to help reduce the current negative effects of the unrealistic body image perpetuated by the media.
Often times, advertisements illustrate a prototype of a perfect body achieved through over photo shopping. These perfect pictures can negatively influence a woman’s body image of herself, bringing about a greater concern to the mind and body of a woman. For many, this extent of this issue is unknown, but according to Jean Kilbourne, an activist for women in advertising, “the advertising industry sacrifices our health for their profit,” she says, “They sell more than just products, to a greater extent they tell us who we are and who we should be,” (Killing Us Softly 4). Advertisements make women feel pressured to look like the supermodels on the cover of Sport’s Illustrate...
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... Label? - NYTimes.com." The New York Times - Breaking News, World News & Multimedia. 02 Dec. 2009. Web. 1 Nov. 2011. .
Kilbourne, Jean. Killing Us Softly 4. Television.
Pfanner, Eric. "A Move to Curb Digitally Altered Photos in Ads - NYTimes.com." The New York Times - Breaking News, World News & Multimedia. 27 Sept. 2009. Web. 1 Nov. 2011. .
"French MPs Want Health Warnings on Airbrushed Photographs - Telegraph." Telegraph.co.uk - Telegraph Online, Daily Telegraph and Sunday Telegraph - Telegraph. 21 Sept. 2009. Web. 03 Nov. 2011. .
http://scitech.blogs.cnn.com/2009/09/24/french-politicians-want-photoshop-warning/
New York Times - Breaking News, World News & Multimedia. 11 Jan. 2010. Web. 19 May 2010.
This is a stereotype, which has been engraved into heads of men, women, and children. By plastering the world with models who seem to have it the genetic jackpot, Dove set out to discredit this cultural cast created by our society. Body image, to some people, is the first part of a person they notice. A study conducted by Janowsky and Pruis compared body image between younger and older women. They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you. Jessica Hopper reveals, “some feel that the ads still rely too heavily on using sex to sell” (1). However, I feel as if these are just criticisms from others who are bitter. With the model’s hands placed assertively placed on her hips, her smile lights up the whole ad. She completely breaks the stereotype that in order to
The New York Times. Retrieved April 20, 2014, from
In “Beauty… and the Beast of Advertising” Jean Kilbourne argues that advertisements sell a lot more than just their products: “They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy” (1). Kilbourne states that in advertising there are two types of women, “Housewives” and “Sex objects”. Kilbourne calls the sexually objectified women “a mannequin, a shell” because their beauty is flawless, they lacks all of the imperfections that make people appear human (2). Kilbourne also states that these women are all skinny, often tall and “long-legged”, and youthful (2). She claims that all “beautiful” women in ads obey this “norm” (Kilbourne 2). Kilbourne strongly states that advertisements lack the sense
...ese images but it is awareness that society should be promoting. In 2009 in Europe, French Parliament member Valerie Boyer suggested that all published images that are digitally enhanced - including advertisements - come with a warning label that reads, “Retouched photograph aimed at changing a person’s physical appearance.” If they fail to do so they will be fined up to 50 percent of the cost of the publicity campaign in question. America should be creating a proactive movement that will bring teens and adults in society up to par on what is going and informing them of how they can change how they view their images. Like cigarettes, advertisements with false images should be given a warning label. Essentially, these industries should be creating an encouraging message to their viewers to provide a healthier outlook about size, beauty, and weight.
Advertisers create images people think are the most appealing based on their targeted audience. For example, in the documentary, Killing Us Softly 4: Advertising’s Image of Women Now, Jean Kilbourne sheds light on how advertisers use unrealistic, distorted images to reach their target audience. Kilbourne showed a video on how Photoshop is used to turn a normal woman into the “perfect” woman used in ads. This shapes how women view their own body images because they want to be like the women used on billboards. This does not exclude men. According to Fabio Parasecoli, there is a growing regard on the muscular body which increases the pressure on men to take better care of their bodies. This in part has to do with advertising and how advertisers portray the ideal man and how, “many of the advertising pages in these magazines (Men’s Health, Men’s Fitness, and Muscle and Fitness) often play with a sense of inadequacy.” (Parasecoli 189). An example is the Old Spice commercial, which features a very toned, good looking male talking to the camera, (female members of the audience) telling them to look at him and then to look at their “man” and how if their man uses Old Spice they can look like him. This is clearly shaping how men look at their own body’s because they want to look like the ideal male. Advertisers distort images and use these “ideal” people to display their product to sell, but really its shaping how people view their own body in a negative way. Although advertisements have now become a big part of body image, people’s views strongly stem from their personal
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
Sherry B. Valan, Broadcast Ad Standards for Personal Products," Advertising Compliance Service, December 21, 1987, pp. 5-7.
Advertisers use women that are abnormally thin, and even airbrush them to make them appear thinner. These advertisers promote a body image that is completely unrealistic and impossible to achieve (Dohnt & Tiggemann, 2006b). It has been instilled in these advertisers’ minds that a thinner model will sell more (Hargreaves & Tiggemann, 2003). Media has a direc...
The modern world is full of photographs. They are used for ads, political campaigns, and magazines. However it can be hard to tell whether or not a photograph is real. Many are ‘doctored’ or altered in some way. These doctored photographs can be seemingly harmless, such as advertisements, but they can misrepresent a product or person. There is a fine line between what is ethical and what isn’t for doctored images. Photographs should never be altered in order to deceive individuals, damage someone’s reputation, or when they have a strong negative impact on self-esteem. However if doctored photographs are used for art or for minor touch-ups for advertisements that don’t misrepresent a product then
In a brilliant update of the Killing Us Softly series, Jean Kilbourne explains the dangers of advertisements and how they objectify women. Advertisements intelligently portray women in a sexual and distorted way in order to attract the consumers’ attention. Media sets a standard on how young women view themselves and puts them at risk for developing an eating disorder. Kilbourne’s research has led her to educate those who have fallen victim to achieving the “ideal beauty” that has evolved in today’s society.
Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.
Today’s Society and media in the 21st century has projected an unrealistic and unattainable standard on the female body and has made women feel pressured into believing they should look like the models. The media have manipulated and overly used the female body image in today’s society therefore body images for women often are exposed, exploited, and manipulated with false advertising. Due to the media platforms, Negative body image of women is a hot and controversial topic. The portrayed female body image implies what a female should or could look like in marketing and advertising is the focused issue. According to the media’s standards, thinness is considered attractive for women and we live in a society where media images of airbrushed
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005