Defining the subgroup Skinny Girl drinks are targeted towards a very specific sociocultural environment. The philosophy of this subculture can be leveraged in various ways. A girl who desires to look up to a mentor may take advantage of the endorsement of Bethenny Frankel who is a positive entrepreneurial role model. By taking advantage of this image, there can be a link established between the attributes of the image and the emotional inclination of customers towards the product. This can have very specific appeal. By pinpointing the culture of the target market, the communication can be more arousing and effective. A culture is made out of their total sum of learned beliefs, values and customs. These serve to regulate the behavior of certain groups in society. One can narrow down culture into a subculture, which is a distinct cultural group that exists as an identifiable segment within a more complex social system. Decisions made by the Skinny Girl subculture exist usually halfway between loyalty and routine decision-making. It is a subculture generally unconcerned with details when it comes to alcohol purchases. Strengthening Normative Beliefs A potential option could be to add a new vivid belief, however, the approach taken by skinny girl takes advantage of existing attitudes. It would be far more advantageous to increase the strength of previously existing normative beliefs. A large part of this process is emotional, not logical. The point is to shine ideals through the skinny girl image that one can move towards. In the particular case of this product, the image of the product could compensate for any minor competitive disadvantages. Strengthening various attitudes within the subculture involves highlighting and accentua... ... middle of paper ... ...mage of the ideal girl with skinny girl products, we can tie in this image through positive qualities like excitement, activity and pleasure. By linking this through the image of their self-concepts, they can learn to associate our product with a positive emotional feeling. This ties into self-perception theory, which proposes that attitudes are developed by individuals reflecting on their own internal and external behavior. Recommended Advertisement Promotion Referring to appendix B, a sample promotional technique that Skinnygirl should consider implementing is a points system. Customer’s can sign up online and receive a card that is scanned for points when the customer purchases a Skinnygirl Ready-to-Serve Cocktail product. The points can then be redeemed for rewards. This incentive provides customers with constant reminder and motivation to purchase the product.
There are three variables that affect the body image one perceives about themselves, the first according to Thompson and Stice is “internalization if the thin-deal, that is, the endorsement of the media-prescribed ideal as part of one’s own personal belief system” (Thompson & Stice qtd. in Ashikali et al. 143). (Alvarez 4)
...ization of the Thin Ideal, And Perceptions of Attractiveness and Thinness in Dove's Campaign For Real Beauty." International Journal of Advertising 29.4 (2010): 643-668. Business Source Premier. Web. 14 Feb. 2014.
Rather than feature and promote unnatural body weights, society can benefit from the promotion of a healthy physical appearance. This would increase self acceptance for young girls of their body. After all, women and girls come in all sizes and shapes. If society cares about the future of our young girls, steps should be taken to minimize eating disorders. With the knowledge that young girls can be very impressionable, society and the media have a responsibility to stop promoting unrealistic body images. The need to have clothing look better on the runway is not more important than the health concerns of young women.
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 direct and indirect influence on the developing body image of young girls.... ... middle of paper ...
Today’s culture has placed women across the globe in a position where they are constantly flooded with idealistic images that depict what the media perceives as the “perfect body.” Quite often, young university-attending females, those who are involved in social identity formation, are exposed to numerous forms of media that fabricate various experiences relative to body image. In the past, researchers have surveyed women who are exposed to body-related standards using multiple forms of mass media as a unified entity, which has caused for limitations since each means -such as magazine advertisements- differs in relation to how a thin idealistic image is portrayed. In light of prior research, Harper and Tiggman established that about 94% of North American women magazines implemented images of thin-idealized models on the cover; this lack of diversity exhibited the media’s support for slenderness as a norm for women (Harper & Tiggemann, 2009). Similarily, Murnen et al. not only uncovered that magazines were the most popular amongst females and was strongly associated with body discontent as compared to other mass media, but also that women often compared themselves to those seen in the images (Bell & Dittmar, 2011). Despite these numerous studies, the mechanism behind if and how women are affected negatively by such imagery is still unclear (Ferreday, 2011). This report’s research question resolves to uncover any parallels and causal impacts that may exist between university-aged females’ body perception and short-term exposure to idealistic body-related images within beauty related magazine ads. Based on the stated preceding studies, it is easy to hypothesize that female students may exhibit meager body images. However, i...
The most fashionable, sought after magazines in any local store are saturated with beautiful, thin women acting as a sexy ornament on the cover. Commercials on TV feature lean, tall women promoting unlimited things, from new clothes to as simple as a toothbrush. The media presents an unrealistic body type for girls to look up to, not images we can relate to in everyday life. When walking around in the city, very few people look like the women in commercials, some thin, but nothing similar to the cat walk model. As often as we see these flawless images float across the TV screen or in magazines, it is hard to remember they are not real and hardly anyone really looks similar to them....
Everywhere one looks today, one will notice that our culture places a very high value on women being thin. Many will argue that today’s fashion models have “filled out” compared to the times past; however the evidence of this is really hard to see. Our society admires men for what they accomplish and what they achieve. Women are usually evaluated by and accepted for how they look, regardless of what they do. A woman can be incredibly successful and still find that her beauty or lack of it will have more to do with her acceptance than what she is able to accomplish. “From the time they are tiny children, most females are taught that beauty is the supreme objective in life” (Claude-Pierre, p18). The peer pressure for girls in school to be skinny is often far greater than for boys to make a team. When it is spring, young girls begin thinking “How am I going to look in my bathing suit? I better take off a few more pounds.”
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
The models are thin and wearing nice, party dresses, which show a fair amount of skin. This showing of skin creates a fashionable and carefree image. The dresses that the two women wear are tasteful and complement each one individually, adding a sense of appeal to the men and women that are viewing the advertisement. The clothing, fitted to slimmer models, implies that Diet Coke does not cause weight gain. The dresses "promise" the consumer that they will look thinner and more radiant if they drink the product. Also, the Diet Coke advertisement uses thin models to portray that drinking this product is harmless to the body. The slim models compel the viewers to believe that they won 't gain weight if they drink this beverage. If young women see beautiful girls drinking Diet Coke, they 'll want to drink it too, so that they might look as attractive as the models. Meanwhile, the young men who see this advertisement will want to drink a Diet Coke so that they would have a common interest with girls similar to those presented. When an individual sees the image of the two models having a fun time, they associate it with the Coca Cola brand and will want to buy a Diet
Skinny was not the most beautiful thing to people, and it was not as big of an issue as it is now. So where did the ideals change from curvy being beautiful to skin-and-bones skinny being beautiful? In the 1960 's, popular figures like Twiggy promoted being skinny as beautiful, around the same time the Barbie doll became popular with young girls (Bahadur). Sure, many people are actually born skinny. But some are born big-boned and cannot help that they are that way - and they should not have to worry about it. However, we as a society have changed these ideals because we are constantly exposed to the media 's rendition of what being beautiful should mean and accepting it. The fact that being bigger used to mean that someone was wealthy just goes to show that our culture has completely thrown this principle away. But, however appalling the issue may be, there are solutions to this terrible problem that is still on the rise and hope that it will get better. Instead of letting these vulnerable people look at magazine covers and wish they were in different skin, our duty as a society is to promote the embracement of beauty and self-confidence in everyone. Motivational speakers, many of which have had their own share of self-esteem issues in the past, need to be brought to the surface and get their messages out in the open even more than they already are. Jessica
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
The overwhelming idea of thinness is probably the most predominant and pressuring standard. Tiggeman, Marika writes, “This is not surprising when current societal standards for beauty inordinately emphasize the desirability of thinness, an ideal accepted by most women but impossible for many to achieve.” (1) In another study it is noted that unhealthy attitudes are the norm in term of female body image, “Widespread body dissatisfaction among women and girls, particularly with body shape and weight has been well documented in many studies, so much so that weight has been aptly described as ‘a normative discontent’”. (79) Particularly in adolescent and prepubescent girls are the effects of poor self-image jarring, as the increased level of dis...
The underlying philosophical paradigm used by Diamond et al. (2009) in the American Girl article is interpretivist research. The authors don’t predefine variables (Myers, 2013) to explain the American Girl brand, but use social activities, costs, facts, images, meanings and differences (Kozinets, 2001) to make sense of the American Girl phenomenon. To gain an in-depth understanding and broader context (Myers, 2013) of the multi-ethic, multi-generational and multi-national (Diamond et al., 2009) nature of the American Girl environment, the research method used was an ethnographic exploration. For three...
The advertising involved targets young teenage women and features models that portray desirable items, and the “norm” is for these women to be slender and beautiful (Vonderen & Kinnally, 2012). Research has been done to prove that the media’s pressure on being thin causes women to be depressive and have negative feelings about themselves. Women’s views are skewed and perceived incorrectly of what the typical female body should be (Haas, Pawlow, Pettibone & Segrist, 2012). Body image for women has always been stressed for them to look a certain way and to try to obtain “physical perfection.” But due to the pressure on women to be this certain way, it is common for the mass media to be destructive to the young, impressionable girl.
The media has promoted a dominant view of how people should perceive beauty, and what consists of perfection in beauty. According to Dr. Karin Jasper, the media have women encouraging them to be concerned with their outward appearance and how others perceive them by surrounding everyone with the ideal female beauty. (Jasper, 2000) Body image has become a particular concern for young girls and women, often females work diligently to attain the perfect body image advertised in mass media. (Gibbs, 2010) When women are not able to obtain their ideal body goal, many develop negative feelings and become self-conscious about their bodies. Conversely, it is not possible for someone to look like a model in ads, someone without blemishes, scars, or pours. Another study conducted in 2012 showed contemporary media and culture has defined a women’s social desirability in terms of their bodies. For females, this has often resulted in comparing themselves to bodies shown in advertisements, commercials, magazines, etc. however not all body