The Advertising Standards Authority

Airbrushed advertisements have been all around the media for years now and the editing of models have caused a huge influence on men and women around the world. Ever since airbrushing was used in ads and commercials many have started to notice something. These advertisements have made people realize that they are either editing the model to where they aren’t themselves anymore or they’re selling a false product. Along with these, the advertisement is also sending off a message that the body shape a model has in the ad should be what everyone should look like; it’s causing a huge unachievable body image for most people. The advertisements are hugely negative nowadays because of airbrushing. Airbrushed advertisements are altered images, due to airbrushing, which is mostly used to conceal any unwanted parts of an image or to make a product being sold look “in it’s best light.” Otherwise known as making a product look like it can do one thing but in reality it can not. Beauty Standards is a set of looks women and men should all have and strive for. How physically attractive they are is a useful quality they have. These standards are typically set up by society. Airbrushed advertisements should be banned because it would lower unrealistic beauty standards, would stop the sales of false products, and although people claim it benefits the aesthetic of a photo, it in fact takes away from what’s

The largest, most eye-catching image in the advertisement is that of a model of color. Then, to pose contrast, the advertisement also provides an image of a very light-skinned model. Additionally, there are models with skin tones in between. Further, the advertisement includes a male model. This fulfills the pathological appeal to identity; L’Oreal intends for a large variety of people to identify with this advertisement. As previously mentioned, other makeup brands have come under fire for not including makeup intended for darker complexions. They have also been criticized for not using models that represent these groups. L’Oreal aims to establish itself differently: this brand wants to cater to the lightest and the

"I do not think that marketers should use sex in advertisements. Sex makes things look more appealing, but it isn't a reason to buy a garment. I definitely look at the ads, but I am not naive enough to think that by simply buying what the model was wearing, I would look like him/her. I definitely think that sex has an effect on consumers, but more on the opposite sex of the model than on the sex that would probably be buying the product." Krista Funke

Advertisements are an important vehicle designed to promote or help sell a product, service or idea (Young, 2014, p.35). As a dimension of IMC, advertising is “…most often associated with offenses that attract attention from critics and regulators alike” (Young, 2014, p.34). This can be

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

The legislation affecting on what the business can and cannot say about their products and services, marketing activities are observed by the independent Advertising Standards Authority (ASA). The ASA is an industry body, rather than a part of a legal framework; it promotes and maintains the British code of advertising, Sales promotion and Direct marketing (CAP). This is a set of rules and standards that businesses follow when marketing, it is to Keep within the legal framework, protect customers from false claims, and create an even balance for advertisers.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

The beauty industry is important in the modern world because we are consumed for the need to look like a Barbie doll all the time. The advertisement for “Better Than Sex“ mascara was well made it convinces viewers to buy their product in the hope of becoming more attractive. Most makeup commercials are structured like this, for example Cover Girl who use celebrity endorsements to promote their products. It gives audience the hope of one day becoming as successful as them. Sexual appeal is a trait found in most successful product advertisements, and it’s not going anywhere anytime

The average American sees around 4,000 to 10,000 advertisements every day ( redcrowmarketing.com ). Advertisements are everywhere consumers look, including on television, billboards, menus, and apps. Most of the advertisements that are published are airbrushed. Airbrushing is an popular method that a myriad of companies use to make their products look higher quality. Even the models shown with the product are airbrushed. The airbrushing completely distorts the model’s physical appearance. Although it may not seem harmful, airbrushing the models and products is not healthy for consumers to see. Many major companies, such as Aerie and Seventeen Magazine, have decided to stop photoshopping. Airbrushing models in advertisements should be banned

Their mission is to “review national advertising for truthfulness and accuracy and foster public confidence in the credibility of advertising” (http://www.bbb.org). The NAD, governed by the Advertising Self-Regulatory Council (ASRC), check out “complaints regarding advertising claims filed by competitors and consumers and identified through its monitoring program” (Villafranco, 79). Their attorneys determine if the advertising is an authenticate representation of their product and, if not, recommend that the advertisement be discontinued or modified. “The NAD serves as the ‘watchdog’ of the advertising industry, monitoring all national dissemination in all media, with the goal of maintaining high standards of ‘truth and accuracy’ and providing a speedy and effective mechanism to resolve complaints” (Brown, 95). The organization consider all the aspects of the case including the position of the advertiser, conclusion based on applicable law, and “a brief response by the advertiser to the decision indicating the advertiser’s intentions regarding the NAD recommendation” (Villafranco, 79).

One will see a white female with pouting red lips and the very petite body that resembles a thirteen-year-old girl. The extremely artificial women and the heavily photo-shopped pictures in these ad’s create a norm and make those women who look differently, feel insecure of who they are and make them feel as if they are less of a woman, for example they tend to over represent the Caucasian, blonde with bright eyes, white complexion and a petite body. This is an unattainable beauty for most women, which has caused many to develop issues such as eating disorders, depression and the very much talked about these days, anorexia.

Regulation of advertising: As we have seen in Ireland in recent months, there have been proposals to ban the advertising of

Advertisement regulations are laws which govern the ways in which the product or service must be advertised. Laws can be defined in a

Advertising and promotion, ethical pitfall: Issues over truth and honesty. Issues with violence, sex and profanity. Taste and controversy and negative advertising

The ASA is independent and is funded by a small surcharge on all advertising expenditure. The main purpose of an advertisement is to sell a product or service. Advertisements were initially basic in the sense that they were informative and descriptive about the product they were selling. Today, many advertisements try to appeal to our senses of lifestyle and social acceptance when selling a product.