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
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