2. What is advertisement and how does it effect us? Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. The average American will spend one and one-half years of his or her life watching some sort of advertisement. around 3,000 advertisement commercials a day around 850 commercial messages a day Companies spend $200 billion a year and globally $600 billion on advertisement The largest number of advertisements in magazines and on television is some sort of beauty product ad geared towards women.
3. Problem Women are giving an impossible definition of beauty Advertisement not only sells product but sell what normal is supposed to be We are taught from a young age to be PERFECT!
8. How does this effect women of today? Statistics Only 2% of women around the world describe themselves as beautiful Two thirds of women strongly agree that "the media and advertising set an unrealistic standard of beauty that most women can't ever achieve. About 3/4 thinkrate their beauty as "average". Almost 1/2 think their weight is "too high". 92% would change at least one thing about their appearance Models on average weigh 23% less than the average woman; 20 years ago it was at 8%
9. Effects Jean Kilbourne, author of Killing Us Softly, explains that we are each exposed to over 2000 ads a day. They tell us who we are and who we should be. Sometimes they sell addictions. Anorexia Bulimia Body dismorphic disorder
10. This has to be stopped! This has gone so far that in Madrid, Spain they have recently created a minimum body mass index for models because of so many models have died because of congestive heart failure due to starvation, anorexia, bulimia, etc. Example from previous slide- Ana Carolina Reston actually died from complications of anorexia at the age of 21. Madrid city council, which sponsors the fashion week, has ordered that every model on show must have a body mass index (BMI) of at least 18. Models who are 5ft 9in (1.75m) tall must weigh a minimum of 56 kg = 123.2 pounds. This is plus size?
11. How can we change the image? To change how the industry thinks of beauty, we have to change the images that we see so many times a day. How do we do that?= Real women Dove Real beauty campaign has the idea!
13. sources Models banned from Madrid runways http://www.cnn.com/2006/WORLD/europe/09/13/spain.models/index.html Dove Campaign for real beauty , by Dove, how they plan to change societies views and advertisment www.campaignforrealbeauty.com/ How are society impresses perfection on us. www.theworldofads.wordpress.com Beauty and the Beast by Jean Kilbourne, stats on advertisement and how it effects women www.medialit.org/reading_room/article40.html Mountain View Voice,byBarabara Wright about how image is perceived in media http://www.mv-voice.com/morgue/2004/2004_03_05.teen1.shtml Exclusive Body Image Surveys, by Gakmour Magazine, actual stats and polls about body image and how to boost confidence http://www.glamour.com/health-fitness/2009/03/women-tell-their-body-confidence-secrets
