...Miss representation” Carol Pardun writes, “Is advertising a mirror of society? Or an agent of change? The basic premise is something like this: if advertising is a mirror of society, then the advertising industry is not really to blame for all the problems associated with bad advertising. We’re to blame.” Introduction Advertising is the process of communication whereby a person or group of people are persuaded to take some form of action, usually to make a purchase or participate in a particular behaviour. Studies undertaken by the Media Awareness Network estimate that on average, the typical North American will see 3000 ads per day (2010). With such a high level of advertising around consumers every day, is it likely that advertising shapes society, or that it merely mirrors pre-existing social trends? This is important because should advertising shape society, the high numbers of advertisements in existence could have a substantial impact to society’s wellbeing, as well as the ethical issues surrounding the messages and behaviours advertisers are trying to achieve. The question of advertising as a mirror vs. creator of culture is one of the most debated issues of the relationship between advertising and society. Does the image of woman represented in advertising shapes society or mirrors already prevailing social trends? Hypothesis The advertising media produces messages,images and ideas of woman, which therefore affect the process of social change. Conclusion ...
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...Media suggests that women should be portrayed as objects of beauty, leisure, sex and nurture. In my opinion it is apparent that media shapes society and gives woman unrealistic goals for what they feel they should look like. This in turn, ruins their self-worth and self-esteem. Some experts say that media mirrors culture, while others say the media shapes culture (Luttrell). I strongly believe that advertising dehumanizes woman, destroys self-esteem and distorts the view of woman in society. First of all, the way ads portray women is very dangerous. It’s not only dangerous to women, but it’s also dangerous to all of society. Women in ads are seen as flawless and perfectly beautiful. The only problem is, this beauty cannot be achieved....
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...Intro To Advertising Chapter 1: Intro To Advertising Advertising is a type of marketing communication which utilizes a range of tools In its earliest forms, advertising was intended to: a)Identify manufacturers and stores. b) Inform consumers of new products and services c)Promote and generate sales for products and services. The four key components of advertising are: Advertising strategy, creative idea, creative execution, and media planning and buying In advertising, a product can be services and ideas, as well as goods. (True) Marketing is: A mix of four important elements: product, price, place/distribution, and promotion In its economic role, advertising does all of the following except: Mirrors fashion and design trends In its societal role, does advertising help shape an image of ourselves? (Yes) The soft-sell technique of advertising assumes that: Consumers make decisions based on the image of the brand The key players in the practice of advertising are: The advertiser, the agency, the media, the supplier, and the target audience The emergence of consumer society enabled advertisers to charge a premium for their goods. (False) Does social responsibility mean that advertisers must sometimes stop producing a good or service? (No.) The “new” advertising means everything but: The “new” advertising is consistent with older forms of mass advertising Interactivity in advertising suggests that one-way communication may no longer work...
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...The discourse of advertising 1. What is advertising? Advertising is ubiquitous – it is the air we breathe as we live our daily lives (Jhally, 1995: 79). Advertising is a prevalent phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. People are exposed to the advertising process wherever they are. Advertising is not only an ‘ideal tool’ for reaching people economically, but it is a device of attaining and maintaining contact with persons socially, culturally, politically and even psychologically. Therefore, advertising is neither an innocent way of selling products nor the primary factor which changes society’s attitudes and behaviour so as to fulfil its ends and economic purposes. According to Harris and Seldon (1962: 40 apud Vestergaard & Schroder, 1985: 2), advertising is defined as a public notice “designed to spread information with a view to promoting the sales of marketable goods and services”. From this perspective, advertising exists “to help to sell things” (White, 2000: 5), which is limited to giving utilitarian information about the product with the objective of informing the consumer about the necessity and the importance of the commodity advertised. Besides, according to Nicosia (1974 apud Sheehan, 2004: 2-3), to advertise means “to give notice, to inform, to notify or to make known”. He goes on and suggests that a successful advertisement should include...
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...such as Susie Orbach, John Riviello, National Eating Disorders Association, Pamela Abbott, Francesca Sapsford and Ruth La Ferla will be used in the chapter overview. Imagining the Ideal Body The first section is entitled Imagining the Ideal Body. If you don’t have any exotic piercings, tattoos or body issues then you can’t really relate. This section is not only talking about tattoos and piercings but also how society influences the general people, including children think about their body. For example, in “Fat Is an Advertising Issue” by Susie Orbach talks about how “fat” can be used an advertisement. A person of all shapes, sizes, color and breed can be a part of product advertisement freely; well at least that is what Dove was trying to put out there to all ladies. Here’s one that a lot of people should know about, famous rapper Nicki Minaj. A lot of young girls and teenagers look up to her. She calls herself a Barbie. Along with calling herself that, she had plastic surgery on certain parts of her body to look like one. Since she does this, these young females think it is okay for them to do it too! In “What If Barbie Was an Actual Person? A Flash Movie” by John Riviello, this may come to mind while you’re reading it. In the reading they used an example where an image of an original Barbie doll was on one side and on the other side was an image of supermodel Laetita Casta. They had started making changes to the supermodel’s body to make her look similar...
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...in various ways. Modern society is founded on universal law, enlightenment of reason and science is solution to social problems, utopia is possible (except the poor will always be poor); Western-centric humanism will save the world; mass consumption means mass employment and modern society contained in the grand narrative of history. Progressive social transformation of the post-modern turn will take us on new adventures; resituating science, technology, society & capitalism into a multi-perspective and multi-disciplinary framework. One attempt to account for the emergence of post-modern condition is the shift during the 20th century of the economic needs of capitalism from production to consumption. Reality is what we see fit by these various forms of seductive illusion. The prefix ‘post’ clearly implies a break, a relation to a period that has happened before. In the case of post-modernism the previous period is undoubtedly ‘modernism’. Thus, postmodernism refers to a breakdown of the distinction between culture and society - emergence of a social order in which the importance and power of the mass media and popular culture means that they govern and shape all forms of social relationships. For Lyotard, a key post-modernism theorist, the post-modern condition is neither a periodizing concept nor does it refer to the institutional parameters of modernity and post-modernity. Rather it is: “…the condition of knowledge in the most highly developed societies. I have decided to use...
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...self-esteem and eating patterns are affected by what a woman sees in the media? Have this been researched enough to show the link between poor body image and the media’s portrayal of women and could this research allow for successful interventions to be evaluated and implemented. Could and intervention lead to fewer cases of anorexia and bulimia and could this lead to increased self-esteem and a more positive body image amongst women? The question many people want to know is if this is the case, where did these stereotypes come from exactly? Is it from the movie, television industry, fashion and beauty magazinesor is it from social and cultural influences , or maybe its just something we learn naturally. Does it really affect women and adolescent females selfworth, or does it go beyond that, leading to serious medical conditions? This paper explores the different factors that influences women body image and if the media is soley responsible for how adolescents and women view their body. Some arguments exist that body image is learned and influenced by self-esteem. Bailey, S.D., & Ricciardelli, L.A (2011) stated that body image is psychological in nature, and is more about a person’s self-esteem and less about their actual physical attractiveness as judged by others. S.D., & Ricciardelli, L.A (2011) reported that body image is learned by what occurs in families and among...
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...married now if I hadn’t lost 49 pounds.” Society never noticed beauty because it is too busy trying to create it. What role is media playing in the effects it has on people? Today's media in America affects social standards, and many often identify the media as their primary source of information. The mass media serves as a mediating structure between individuals and how we address identity by sending a powerful message to society: only a determined physical stereotype of beauty is valued. Reiterated by other primary agents of socialization, such as families, peers and schools, the idea is taken seriously by individuals. Body image is a complicated aspect of the self-concept that concerns an individual's perceptions and feelings about their body and physical appearance. Media negatively affects body image through ideal appearance, health issues and self-esteem. Effects of Advertisement: Society is extremely immersed in media. Media portrays the ideal body image negatively and impacts ideal appearance through magazines, commercials, and advertisement. The mass media's depiction of women portrays a standard of beauty that is unrealistic and unattainable for a majority of women in society. For example, Amy Finley, a community leader advocating advice for women, discusses a healthy message that women shouldn't be judged by their appearance is underscored by the glossy pages of magazines focusing on external appearances and advertising countless beauty products. Also, Jo Swinson...
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...Analysis and Critique of: “Managed Hearts and Wallets: Ethical Issues in Emotional Influence By and Within Organizations” Molly Wagner November 29, 2012 Business Ethics: PL 311 Tuesday Thursday 12:30-1:45 The ethics of advertising and emotional appeals by businesses grows into a hotter topic as the United States falls deeper into a world completely pervaded by ads. While the pure inescapability of ads and appeals creates enough controversy, emotional aspects add further to the debate. In the past, most companies managed their advertising so that it reached the local people, and informed them that the company carried a product and the use of the product. Their advertising tended to be informational and, in general, inherently true. Now with a worldwide market, companies must employ emotional and associative ads and appeals to create a competitive advantage. Ingrid Smithey Fulmer and Bruce Berry discuss in their article, “Managed Hearts and Wallets: Ethical Issues in Emotional Influence By and Within Organizations,” the emotional appeals by businesses internally to employees and stakeholders, and externally to customers. A critical analysis of Fulmer and Barry’s article points out that, while the issues are many and not wholly backed up, they are logically believable and concisely argued. The article begins by defining important terms such as “mood” and “affect,” and describing the origins of emotion and logic. This provides a nice background to increase...
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...Rasheena Rattu P11270471 The aim of this project is to understand how visual merchandising can impact young adults impulse buying patterns. During the project I will create surveys for face to face interaction, experimental studies in controlled and structured environments such as toy stores which then would develop into case study on particular families which were interesting during the experiment. Identify-I would like to identify the key factors of visual merchandising for young adults – what works best, what persuades a young adult to buy? Compare- the different technique that works with different ages for example, a particular technique would work better with a 7 year old rather than as 15 year old. Look at different stores such as grocery store, toy store and clothing store. Establish the key factors of impulse buying for young adults in a retail environment Establish needs and wants for young adults and how impulse buying can play a big part Establish the most used visual merchandising techniques in retail “Successful retailers are aware of and satisfy shoppers’ expectations in decor and presentation. All VMs must know their products well and know their target customers’ wants and needs. Disappointing a customer is negative retailing.” , ‘Visual Merchandising: The Business of Merchandise Presentation’. Robert Colborne Initially I need to research children’s characteristics, what they enjoy looking at, when they begin to recognize brands, behaviours when wanting...
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...Are You Beach Body Ready? Advertising is one of the most influential and prevalent art forms on Earth. Everyday people come face-to-face with a multitude of ads attempting to persuade viewers to invest in their products. Consumers continuously observe ads on billboards, television and all over the internet. While many ads prove to be unquestionably prosperous, a portion of ads become more well known for the controversy they bring along with them. One specific ad that got a lot of people talking was Protein World’s Are You Beach Body Ready? This advertisement encourages women to lose weight by using precise visualizations and inferring specific body standards, further insinuating that women must maintain a certain body image to be beautiful....
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...arises that whether does the media have an influence over eating disorders? What is it the most about the media is that it makes female fatally overwhelmed to the unrealistic and serious pressure towards slenderness? The affect of the media on the development of the eating disorders like Anorexia, Bulimia or Compulsive Overeating can’t be disproved.Since from the very early age the people are pelted with the images along with the messages that reinforce the idea to be pleased and successful that the individual must be lean. Now, as seen in daily day to day life that it is notified as a message that fat is bad, whether it is a television, a magazine, or a newspaper, or listening to the radio, or whether shopping in the mall. The most fearsome part is that the destructive message it conveys is somehow reaching towards children. Adolescents sometimes really feel like fatally blemished if their hips, weight etc. doesn’t match up I comparison to those of famous models and actors. Today even the children of the elementary school aged are also obsessed in respect to their weight. Even if the contention is also made that the media’s depiction of women is just only a mirror of the society and not as an instigator, the media will still need to consider for the fact for at least upholding the dysfunction. MEDIA INFLUENCE As seen today the media is almost an important part of about most of the individual in the society. Most of the people living in the society either have a radio...
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...Danielle Spieler Kristen Hughes ENG 105 October 23, 2012 Women in the Media According to Dove Research, The Real Truth about Beauty, only 4% of women around the world consider themselves beautiful (“Surprising Self Esteem Statistics”). Women in the media are shown as having a body type that is unrealistic and impractical. Although mass media has many negative effects on today’s women, including low self-esteem, an increase in eating disorders and an inaccurate definition of beauty, advertisements and thin models can also serve as role-model and as inspiration. From dolls to Victoria’s Secret models, women are exposed to all types of media images that portray “the thin ideal” from a very early age. Media pressure to be thin can cause individuals to have negative thoughts about their appearance. According to psychologist Tiffanie Domil, “Body image is the way people perceive themselves, and the way they believe others perceive them” (“The Influence of Media Images”). Therefore body image is all about what we see about ourselves, and our opinions of our bodies, even though they opinions may not be exactly true. For example, one woman might think she is overweight when in reality she is perfectly healthy. There have been multiple studies done to connect media to women’s low self-esteem. One example of the effects of media is in Fiji in 1995, when televisions were introduced. Statistics show that after 38 months of being exposed to media, females started to be more conscious...
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...Group 5: Nguyễn Kiên Giang Vũ Linh Giang Nguyễn Thị Quỳnh Lê Thu Trang Nguyễn Thị Hường Nguyễn Văn Hà – The leader DOVE’S MARKETING STRATEGY ON “REAL BEAUTY” CAMPAIGN I. Theoretical background of marketing. 1. Definition of marketing. There are many definitions of marketing which help us understand clearly about it. In general, marketing is all activities of company, which tend to meet the customer’s needs and suggest their needs in the market, to achieve the business targets of company. It is the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired product/service more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 2. Characteristics of marketing. Marketing is run in a big scale that is an uninterrupted process which has the beginning, but has not the ending. It means that marketing is started by market researching; detecting the customer’s needs, and providing the products and service which meets those needs. Marketing is the interaction between two factors of the united process. First factor is meeting the current needs of customer. Second factor is suggesting the potential needs. Marketing provides the products and service which the market needs, not provide ones which the company has. It means that are oriented strategies...
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...From Baggy Sweaters to Crop Tops and Tutus “It’s the intensity and extent of being sexualized — not just one or two elements, but much more— that we are seeing increase in the portrayals of women.” -Erin Hatton, sociology dept. university at buffalo One rising trend is sexualized clothing for women and young girls. Based on a study done by social psychologist, Sarah Murnen, a trend that has been rising in the last 25 years is shorter skirts, tighter bottoms and lower necklines. By analyzing different copies of the popular magazine Seventeen from various years, Murnen was able to conclude that the average for sexualized images shown in the magazine has tripped in the last three decades (Melker). These results however, do not mirror the results...
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