Sheena Horgan

Airbrushing reality?

Parents’ perspective

The might of the media

• Ireland is a highly consumerist, commercial and media saturated society

• The growth of media has been prolific. • And its particularly visual• Really embrace media

informs

Shapes opinion

Sets the norm

Advertising

Reflects WANTS

Shapes NEEDS

Sets the NORM

“Consumerism is the shame of marketing” Peter Drucker

• 400-600 ads per day• #2 category global spend on advertising is cosmetics & toiletries• #13 is fashion (and still rising)• Top 3 companies as global spenders 2012 were P&G, Unilver and L’Oreal

What’s the effect?• “does my bum look big in this?”• Irish teens – 43% aren’t happy with how they

look– 4 in 10 feel conscious of their weight– The influence of media & celebrities

can also lead to poor self-esteem– More than half said their body image

interfered with their participation in activities like swimming

• Selfies• Unending….where will it end?

What’s the Problem?

• We’re giving consumers what they want• It’s all about choice• Celebs aren’t real people – consumers

know that• Advertising is about aspirations not

reality• It’s business

A disclaimer in small print on the bottom of the ad states the image is an “illustrated effect”

The company admitted that they used digital re-imaging to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows”

In the media and in store

How and who can drive change?

Media

Retail

Ads

Tipping the scale

Parents Media

Industry

Advertisers

Retailers

Schools

Politicians

http://www.youtube.com/watch?v=SPFsa6FLvlg

http://www.upworthy.com/see-why-we-have-an-absolutely-ridiculous-standard-of-beauty-in-just-37-seconds?g=2&c=ufb1

http://www.youtube.com/watch?v=uOrzmFUJtrs

http://www.youtube.com/watch?v=31Ajvix6DXs

http://www.youtube.com/watch?v=JAW4LIFYFng

http://www.youtube.com/watch?v=hZkC_fNxmQk