Because such studies, as the one explained earlier, have been posted in journals and magazines, advertisers are being informed of the effect the use of thin models in the media has on the self esteem of teen girls. Some companies would rather continue their same techniques of advertisings to sell their products rather than changing for the health and well-being of teenage girls watching their commercials. Others, however, have altered the way they advertise in order to send a new message to girls, making them feel good about themselves. Not only that, but these commercials reflect reality. Real people buy the products companies advertise, so my question is, why are not real, averaged sized people playing the roles? I agree that it has to do with pure advertising psychology and that it does work in some cases, but I think that the overall negative effects of it should override the good. I propose that the meida, in its entirety, should undergo a significant change. There are other ways to sell products, either alternative ways of perceiving the body image or without using body image at all.
Aspects of the media are already beginning to change and improve. Some companies are advertising in a way that embraces women by trading fantasy images for realistic ones. One, in particular, is the, “Campaign for Real Beauty,” sponsored by Dove. On the web site, the opening animation reads as follows:
"For to long,
Beauty has been defined by narrow, stifling stereotypes
You’ve told us its time to change our trend-
We agree
Because we believe real beauty comes
In many shapes, sizes, and age
It is why we have started the campaign for beauty
And we hope you’ll take part" (Dove)
This is an international campaign throughout countries in North and South America, Europe, and Asia-Pacific. Dove asked six women, none of thin professional models to appear in the latest ad campaign for NEW Dove Firming Lotion.
It expresses the beauty of a natural, curvy body and shows women of all different sizes, smiling and laughing, feeling comfortable in their skin. These ads have long eschewed supermodels for women who resemble the moms and girls next door who buy the products. As proof that this campaign is a success, Dove’s sales have grown at a double digit clip for several years and now top $3 billion globally (Neff). A complement to the advertisements in magazines and commercials, Dove has established a fund called, The Dove Self Esteem Fund. This is an agent of change to educate and inspire girls on a wider definition of beauty. They support and believe that, “Girls develop low self-esteem from hang-ups about looks and, consequently fail to reach their full potential later in life” (Dove). Although Dove is one of the more recognizable and talked about example of this new way of advertising, there are many others following in its footsteps. One for example is Nike who has also launched a new campaign that follows the same trend. A serious of print ads filled the media, “celebrating women’s big butts, thunder thighs and tomboy knees” (Thomaselli).
The media should continue to use this method in advertisements and even further expand it into television programs and movies. This will cause a positive influence on teens, showing them that they are not alone and there are many women out there that do not fit into that ideal form of beauty. They are beautiful in their own unique way, feeling comfortable in their own skin.
Conclusion
LaurenSmithFinalProject
