The Impact of Physically Evaluations Attractive Models on Advertising

The authors exposed thin models and average-size models to the participants for the study but they did not did not have a favorable brand attitude towards thin models. Nevertheless, individual’s body images did affect the participant’s perceptions of similarity with model images in the social comparison. This article will be able to support my thesis because it talks about the creation of social norms which is one of the reason why the exposure of ideal advertising images affects negatively individuals’ self-esteem. This article will be used in the sociology section of the research

Advertising has come a long way in terms of advancement with the enlightenment of the new technological age we live in now. In James Twitchell’s essay “What We Are to Advertisers,” the author explains that mass production means mass marketing, and mass marketing means the creation of mass stereotypes. Generally, the use of stereotypical profiling in our society not only exists in regards to race, social class, personality type, and gender but also holds a special meaning in advertising circles as well. To advertisers, stereotyping has become an effective means to pitch their products according to the personality profiles they have concocted for us and are most times eerily accurate. For instance, according to advertisers, the daytime

The claim presented in the article is how ads often set unrealistic beauty standards, and how the author encourages them to “break free” from these standards by giving two examples on how ads should be compelled.

     We live in a fast paced society that is ruled by mass media. Every day we are bombarded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us like a slide show. These ideas and images are embedded in our minds throughout our lives. Advertisements select audience openly and subliminally, and target them with their product. They allude to the fact that in order to be like the people in this advertisement you must use their product. This is not a new approach, nor is it unique to this generation, but never has it been as widely used as it is today. There is an old saying 'a picture is worth a thousand words,' and what better way to tell someone about a product

Moreover, as Richins (1991) reports, women always make social comparisons between the advertising models and themselves. As a result, advertising images create negative affect and increases women’s dissatisfaction with their own appearance. Since those images are edited through the consistent usage of digital technology, these idealized images do not portray women in a healthy manner. Indeed, these enhanced images would give these young girls the impression that they need to be ‘perfect’, just like these ‘fake’ images. According to Reist in ABC’s Gruen Session (2010), ‘young women get the message that they need to be thin, hot and sexy just to be acceptable’ in this society. Therefore, by generating the wrong perception of real beauty, the responsibility is pushed to the marketers, as they portray women with this stereotypical body type as acceptable. In addition, as the brand, Dove’s tagline in its advertisement - What happened to the ‘real beauty’? (Reist, 2010), marketers need not market their products in manners portraying women as airheads. Consequently, marketers gave most consumers viewing the advertisement, the wrong impression that

Napoli, Murgolo-Poor, and Boudville examine advertisements across three Australian magazines, aimed at females aged 5-15, in order to see if there is a difference in the images presented to younger and older readers. The physical characteristics and ethnic backgrounds of the females represented in the publication’s advertisements are examined. In their study, the authors discover that regardless of the publication type or the age of the model, the females portrayed in these magazines’ advertisements tend to be of the “ideal” body type—that is, thin and Caucasian.

There are many factors that contribute to the overall influence that an advertisement can have on an audience. In May 2005, Carl’s Jr. debuted the controversial ad featuring a bikini-clad Paris Hilton writhing sensuously on an expensive Bentley luxury car while enjoying a large burger. This ad’s effectiveness relies on trendy, sexualized imagery, and specific language choicest appeal to the young teenage to college age male.

3) In this essay, Bordo discusses how and where one is positioned, as subject or object, and in the moment of vision. The section, “Rocks and Leaners”, Susan Bordo presents an argument that the gaze and position of men in advertising give off a message of masculinity. She describes the gaze, and how it can show dominance. The male models are the objects in the advertisement and meant to create a certain reaction depending upon there position. There is the “face up, face down, and stare down” (182). She also discusses how often in advertising, the lean is used in a seductive way. The angle of the camera is used as a powerful tool in advertising to capture certain moments and feel that the product is trying to convey. Whether it is a seductive lean with a face of stare, the male model is trying to get the viewers to remember and focus on him, therefore selling a product.

Modern consumerism coupled with creative marketing tactics have created a vast array of advertisements designed to convince the public’s subconscious to purchase a target product. In other words, companies are making people feel like they need whatever it is they are selling, but how often is this actually true? Do advertisements actually focus on the physical aspects and usefulness of their product? Sometimes these companies stay true to the right objective, but the more common route that companies take is trying to associate seemingly unrelated characteristics and mannerisms with their product. Details such as stylish background music is added, the attractive actor or sports star is hired, or the perfect environment is presented to consumers

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I found a TedTalk by Jean Kilbourne titled The Dangerous Ways Ads See Women. I thought this would be a perfect foundation towards answering my question. Although this is a popular source, Kilbourne discussed about women body image issues in the United States and how there is a psychological effect that impacts the way that women present themselves. This video helped me get an idea

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Additionally, Edward Jones and Keith Davis’ theory helps individuals understand the process of making internal attribution (1965). People make internal attribution in correspondence between motive and behavior. Edward Jones and Keith Davis proposed a “Correspondent Inference Theory” confirming that people make attributions about other people by comparing their actions with alternative actions in order to evaluate their choices. According to Edward Jones and Keith Davis's theory, the sources of information people use as a basis for their inference of a person include factors such as: the person’s degree of choice, accidental vs. intentional behavior, social desirability, hedonistic relevance, and personalism. On the other hand, Harold Kelley's “Covariation Model” is an attribution theory in which people make causal inferences to explain why people behave in certain ways through multiple observations (1967). Kelley’s Covariation Model of Attribution also explains how people use social perception to attribute behavior to internal or external factors and how others

The Covariation model, created by Harold H. Kelley, has been a crucial contribution to the study of social psychology. The covariation model is one of two attribution theories. It states that there are internal and external causes for every occurring event that must be distinguished. There are three categories to the covariation model: consensus, consistency, and distinctiveness. Consensus is whether or not other people have acted in the same way as the person in question. Consistency is based on whether or not the person has acted like this in the past. Distinctiveness is the level of which this same person acted in the same manner when placed in diverse situations. Depending on these levels of consensus, consistency, and distinctiveness, the attribution to internal or external causes is determined. These situations are as follows: 1) low consensus, high consistency, and low distinctiveness results in internal attribution, 2) high consensus, high consistency, and high distinctiveness results in external attribution. Internal attribution shows that the events that occurred happened because of our own internal reasons, which is also known as disposition attribution. Whereas external attribution shows that events have happened because of external reasons, also known as situational attribution. The creation of the covariation model has been important to the field of social psychology because it has allowed us to understand the causes of behavior.

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