Body Image and Advertising -who gains, loses, and effects
.Who benefits?
It is argued, hardly with any dispute, that capitalists have the
most to gain when it comes to advertising and the use of ideal images. The ideal imagery contained in
advertisements captures an audience because people generally like to look at
good looking things. When the beauty, sports, cosmetics, fashion, and dietary ads use unnaturally good looking people to sell their products, people tend to be more swayed than if
unattractive imagery were used. Essentially, feelings of “if I use that product, then I will get to look like that too” start to emerge and people then buy into the advertisements. To reinforce these feelings a lot of ads will also have the model or ideal looking figure actually tell the viewers that they will gain self-confidence if they use the product.
most to gain when it comes to advertising and the use of ideal images. The ideal imagery contained in
advertisements captures an audience because people generally like to look at
good looking things. When the beauty, sports, cosmetics, fashion, and dietary ads use unnaturally good looking people to sell their products, people tend to be more swayed than if
unattractive imagery were used. Essentially, feelings of “if I use that product, then I will get to look like that too” start to emerge and people then buy into the advertisements. To reinforce these feelings a lot of ads will also have the model or ideal looking figure actually tell the viewers that they will gain self-confidence if they use the product.
The Power of persuasion
Most advertisers put ideal figures in their commercials in an attempt to
persuade buyers. The ideal figures transform the ordinary merchandise into
something more appealing, meaningful, and something deserving of attention.
Diederik A. Staple and Frans W. Siero state that “one of the signature strengths
of advertising industries lies in its ability to transform seemingly mundane
objects into highly desirable products”. Essentially, beauty ads or ads
containing ideal looking figures change regular products into must haves for
regular looking people-in order to obtain “the look” people must buy the
products.
persuade buyers. The ideal figures transform the ordinary merchandise into
something more appealing, meaningful, and something deserving of attention.
Diederik A. Staple and Frans W. Siero state that “one of the signature strengths
of advertising industries lies in its ability to transform seemingly mundane
objects into highly desirable products”. Essentially, beauty ads or ads
containing ideal looking figures change regular products into must haves for
regular looking people-in order to obtain “the look” people must buy the
products.
Who loses and effects
The “Journal of Consumer Research” reported in 2011 that just by simply looking at
ads involving appearance enhancing products often makes consumers feel worse
about themselves. Women, men, boys, and girls have proven to be affected by ads containing the ideal figure although younger women and girls are shown to be the highest. Women and young girls are influenced by the slim figured and proportionate ideal while men and young boys are influenced by the muscular ideal.
The advertisements constantly being displayed and viewed can cause people to focus
solely on their shortcomings which could lead to depression, lack of
self-esteem, confidence, eating disorders, and anxiety..
ads involving appearance enhancing products often makes consumers feel worse
about themselves. Women, men, boys, and girls have proven to be affected by ads containing the ideal figure although younger women and girls are shown to be the highest. Women and young girls are influenced by the slim figured and proportionate ideal while men and young boys are influenced by the muscular ideal.
The advertisements constantly being displayed and viewed can cause people to focus
solely on their shortcomings which could lead to depression, lack of
self-esteem, confidence, eating disorders, and anxiety..