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Body Image

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Becca Thorne

on 3 May 2016

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Transcript of Body Image

Not Just the Tip of the Ice Berg
What do you think has been Photoshopped on these models?
Cultivation Theory
Exposure to an advertisement leads to beliefs about an advertisement and then leads to direct attitudes about the advertisements and how people think about them.

People buy the products in the effort to achieve the looks they see.
After looking at these ads, what was edited on these two models?

But why are these models edited in these advertisements?

Body Image
By Rachel Lenoci, Megan Mccollum & Becca Thorne
What appeals are advertisers
using in these commercials to
sell their products?

What are the similarities and
differences you see in the
Victoria's Secret commercial &
the Lane Bryant commercial?

What is your theory for why
the Lane Bryant commercial
was banned from TV?
Body Image & Advertisements
Media Conglomerates
Social Comparison Theory
Social Discrepancy Theory
"SCT hold that people have a need to evaluate their abilities and opinions which can be satisfied by social comparisons with other people" (Brown, 2015 pg. 850)

"Several studies have proven that individuals compare their level of attractiveness with that of models in advertisements" (Brown, 2015 pg. 850)

"SDT suggests not only do individuals compare themselves to media images... but also experience feeling of dissatisfaction when discrepancy between ideal images of physical attractiveness and own level of physical attractiveness" (Brown, 2015, pg. 851).
Question: Can you think of a time
you experienced either of these
theories when looking at ads?
ABC (owned by Disney) and NBC, two major television conglomerates who together control over half of US media, rejected the Lane Bryant ads, but play the Victoria Secret ads on their stations.
There is Hope for the Industry:
As people become aware of photoshop (etc), companies are starting anti-photoshop campaigns that combat the unachievable images & embrace real bodies.
Dove "Real Beauty"
"Such alteration can have drastic
consequences on the naive consumer,
especially when it comes to deception
in certain types of product advertisements"
(Brown, p. 88).
avoiding pitfalls: technological determinism, how do people avoid being affected by the media promoting slimness?
Global Conglomerates

Entity owning multiple outlets of single medium
Horizontal Integration
Vertical Integration
One entity owning variety of different outlets
and content providers
"Photoshop has become so common within the fashion and advertising industry that
most have come to approach it with overwhelming indifference, accepting its presence in all
images as a fact of life" (Brown, p. 89).
Cultivation Theory
Appeals used
How horizontal or vertical integration might be used
Social Comparison Theory
Social Discrepancy Theory

Ashinksky, S. (2013, March 21). What's behind the culture of Photoshop in advertising. Retrieved May 01, 2016, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/whats-behind-the-culture-of-photoshop-in-advertising/article10111740/

Bahadur, N. (2014, January 21). Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty. Retrieved March 13, 2016, from http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.ht

Brown, A. (2015). Picture [Im] Perfect: Photoshop Redefining Beauty in Cosmetic Advertisements, Giving False Advertising a Run for the Money. Texas Review Of Entertainment & Sports Law, 16(2), 87-105.

Dove evolution. (2006, October 6). Retrieved March 13, 2016, from

Kapidzic, S., & Martins, N. (2015). Mirroring the Media: The Relationship Between Media Consumption, Media Internalization, and Profile Picture Characteristics on Facebook. Journal Of Broadcasting & Electronic Media, 59(2), 278-297. doi:10.1080/08838151.2015.1029127

Masaryk, H. (2014, November 4). When This Lingerie Brand Stopped Photoshopping Models, Sales Shot Up 9%. Retrieved May 01, 2016, from http://www.adweek.com/news/advertising-branding/when-lingerie-brand-stopped-photoshopping-models-sales-went-through-roof-161224

Sheehan, K. (2013). Controversies in Contemporary Advertising. SAGE Publications.

T. (2016, March 10). Lane Bryant -- Networks Rejected Our Plus-Sized Models in Lingerie (VIDEO). Retrieved May 01, 2016, from http://www.tmz.com/2016/03/10/lane-bryant-commercial-ashley-graham-networks-reject/
Webster and Phalen “Victim, Consumer, or Commodity? Audience Modes in Communication Policy.” In Audiencemaking: How the media create the audience, eds. J. S. Ettema and D. C. Whitney. Thousand Oaks, CA: Sage, 1994.
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