Controversy in Advertising
Controversy consumes the world of
advertising. Inaccurate perceptions of beauty and body images have been
prominent issues for society for centuries and still remain relevant issues in
today’s society. False beauty campaigns in advertising encourage women to
idealize unattainable body expectations. Models that inaccurately portray
beauty through advertisements skew our mindsets and self esteem. Utilizing
recent advancements in Photoshop technologies to create a “flawless” look has
become all-consuming, which has begun to reflect negatively on women’s health. The pressure for young women to reach a certain weight or
fit a certain look has become a worldwide phenomenon. The social comparison
theory explains that females will compare themselves to the models in
advertisements and become blinded by false perceptions of beauty. Serious
health issues and psychological problems are correlated with a lack of
confidence resulting from these distorted body images in advertising. For
example, in 2011, a Lancôme advertisement for makeup products featuring Julia
Roberts and Christy Turlington were banned for misrepresentation. The pictures
of the models in the advertisement were clearly manipulated to create an
impossible vision of perfection. Loreal admitted the images were "digitally retouched to lighten the skin, clean up
makeup, reduce dark shadows and shading around the eyes, smooth the lips and
darken the eyebrows."Although the advertisements may be successful in terms of
garnering revenue, it also adds to the pressure for young women to conform to
very narrow ideals to reach “societal expectations.” Companies like Dove Soap
have recognized the importance of promoting body confidence and awareness to
spread positive energy worldwide. To prevent future health risks resulting from
these impossible standards, it is imperative for young men to embrace and
celebrate their natural beauty. Other companies that advertise beauty products
should follow Dove’s strategy to save our culture.
Comments:
I thought Kylie's post regarding controversial advertising was very interesting. Animal abuse has definitely proved to be a prominent issue in society. I agree that it is peculiar that the RSPCA used an image of an abused child to emphasize the importance to stop animal abuse. The advertisement was clearly ineffective as the reader loses sight of the company's focus.
In response to Taylor's blog, I enjoyed reading her opinions regarding the March Madness advertisements. She analyzed several commercials and identified their main focuses. I especially liked reading about the Microsoft Empowering commercial and how technology is being used to improve the lives of disabled people in America. The description of the commercial was explicit and interesting.
I thought Kylie's post regarding controversial advertising was very interesting. Animal abuse has definitely proved to be a prominent issue in society. I agree that it is peculiar that the RSPCA used an image of an abused child to emphasize the importance to stop animal abuse. The advertisement was clearly ineffective as the reader loses sight of the company's focus.
In response to Taylor's blog, I enjoyed reading her opinions regarding the March Madness advertisements. She analyzed several commercials and identified their main focuses. I especially liked reading about the Microsoft Empowering commercial and how technology is being used to improve the lives of disabled people in America. The description of the commercial was explicit and interesting.
