Advertizement is a medium of communication used by traders to reach their potential customers. This commodity presents a systematic give-and-take on how advertisements shape the conceptualisation of ideal female beauty. A total of 30 manufactures conclusively met the inclusion criteria and were coded for the literature synthesis. Two distinct themes emerge in clarifying how advertisements have impacted the consumers' opinions on ideal female person beauty. These themes highlight: a) the opinions on dazzler equations – features and colourism, and b) the opinions on fashion trends. Recommendations for the future guidance of advertising standards in portraying the ideal female beauty are proposed towards the end of this paper.

Bring together for gratuitous

Human In India, 97 (sixteen) : 347-355 © Serials Publications

1Faculty of Languages and Communication, 2Faculty of Innovative Design and Engineering science, Universiti

Sultan Zainal Abidin, Malaysia.

Due east-mail service: radzuwanrashid@unisza.edu.my

THE Touch OF ADVERTISEMENTS ON THE

CONCEPTUALISATION OF Ideal FEMALE BEAUTY:

A SYSTEMATIC REVIEW

Sujanna Rajendrah1, Radzuwan Ab Rashid1* and Saiful Bahri Mohamed2

Advertising is a medium of communication used by traders to reach their potential customersouth.

This article presents a systematic discussion on how advertisingsouthward shape the conceptualisation

of ideal female beauty. A total of 30 articles conclusively met the inclusion criteria and were

coded for the literature synthesis. Two distinct themes emerge in clarifying how advertisements

have impacted the consumers' opinions on ideal female beauty. These themes highlight: a) the

opinions on beauty equations – features and colourism, and b) the opinions on fashion trends.

Recommendations for the time to come guidance of ad standards in portraying the ideal female person

beauty are proposed towards the end of this paper.

Keywords: Advertising, consumer, consumer behaviour, ideal female person dazzler, ideology.

INTRODUCTION

Advertisement is seen as a reference to the definition of beauty throughout the

globe. The "ideal woman" in the advertisements is regularly portrayed as tall,

white, and thin, with a "tubular" body, and blonde hair (Dittmar & Howard, 2004).

In the age of modern feminism, "plus size models" were introduced. A plus size

model portrayed in advertisements is the model with size viii and higher up. In reality a

plus size modefifty is the one with size 4 and above. This size is smaller than an

average U.S woman which takes size 16 (Brook, 20fourteen). Godels shown on television,

advertisements, and in other forms of popular media are approximately 20% below

ideal body weight (Dittmar & Howard, 2004), which most women cannot attain.

The airbrushing, digital alterations, and cosmetics surgery add to the unrealistic nature

of grandedia images (Thompson et al., 1999). Furthermore, many advertisers however lie on

the stereotype that beautiful people ardue east more likely to have more than positiveastward life outcomes

and appraised more positively by others compared to those who are less attractive.

The models withursday the idealised beauty are portrayed to accept more successful careers

and better marriages, creating an unrealistic bubble to the audience.

Via a systematic review of the literature on the impacts of advertisement in

moulding opinions on ideal female beauty, this paper aims to synthesize how the

advertisements influence the viewers' opinions on the concept of ideal female

beauty. The overarching research question to be addressed is: How do the

advertisements shape the views of the ideal female dazzler?

348 MAN IN Republic of india

CONCEPTUALISING ADVERTISING AND IDEAL FEMALE BEAUTY

Ad

Twitchell (1996) defines advertizement according to several qualities. Advert is

ubiquitous; it surrounds us. Advertising is symbiotic; it lives on other cultural

organisms. Advertising is profane, it is of this world, information technology is shocking, and it is

repetitious. Advertising is also magical in the sense that the process by which

"things" come to have significant is magical.

The types of advertisements due eastxamined in this paper are online/digital

advertisements, cell phone and mobile advertisements, outdoor advertisements,

print advertisements and broadcast advertisements. Advertisements play the role

of primary acquirement commuter in many websites these days every bit it is the easiest medium

to reach millions of promising buyers. Every bit a new forthousand of media, jail cell phone and

mobildue east advertising works with portable electronic devices with Cyberspace connectivity.

This too takes into account the major role of social media, such as Facebook,

Twitter and WeChat. Outdoor advert includes advertisements that are seen on

billboards, bus shelter posters, fly posters, and the big digital boards. Impress

advertisements can be relatively divided into three parts which areast periodical

advertising (eastward.yard. brochures, leaflets, flyers, and handouts), point of sale advertising,

and direct post advertising. These are the options that customers turn into when

they yearn for permanence and tactility. Another type of advertisement is the

prominent broadcast advertising which is seen on mass media, such as television

and radio.

Melancholia workout is a channel which advertisers employ to influence the

viewers. Affective conditioning occurs when consumers decemberide on a purchase

mainly based on the positive feelings gained from choosing a product. Dempsey

and Mitchell (2010) suggest that individuals who undergo affective conditioning

are 70-80 per cent more likely to pick a product paired withursday positive items regardlesdue south

of whether or not that production is better than a competing product. Generally,

advertizement is divided into ii forms which are informational advertising and

transformational advertising. Informational advertising mainly focuses on features

and benefits of the production, plus providing comparison with competing products.

Whereas, transformational advertising or experimental advertising is based on

experiences from using a particular product. Typically, advertizementvertisers portray how

the production could amend one's life compared to what they were before using the

product.

Th e r due east are ma ny cr itic ismdue south toward south med i a for in serting thdue east fals eastward

ideology of beauty in advert isements, with a special mention to the more

vu lneastrableast a udie nc e, thdue east you n m ad o lescdue eastnts. This pape r, th e r e f ore,

investigates the impact of advertisement in moulding public opinions on ideal

female dazzler.

THE IMPACT OF ADVERTISEMENTS... 349

Platonic Female Dazzler

The reality illustrated by the advertisements today is farfetched. In the haunt of

images that ascertain perfection, the highly attractive model (HAMs) are deemed in

order to create a psychological impact on the viewers. The terone thousand HAMs refers to

the models with admirable features and figure. The classification of HAMs differs

according to culture, although generally, information technology refers to lighter shades, lushes eaye,

sharp nose, plump lips and thinness. The marketing literature reveals evidence of

the positive effects of using anorthward attractive person in advertising on both ad and

product evaluations (Sinh, 2013). Every bit much as many marketers believe on the

positive impact, some leading researchers argue that "application of the physical

attractiveness stereotype in advertising must be approached withursday circumspection" (Bower,

2001, p. 60). Many females value their self-concepts and self-esteechiliad mainly in

relation to their own physical bewitchery. This eventually results in women

comparing themselves with how beauty is idealised in advertisements. Hence,

HAMs is associated with negative experience.

Based on the social psychology theory, our behaviour, action and idea is

entirely in the mind of individuals. There may be positive and negative impacts of

advertisement in moulding opinions of ideal female beauty. The ultimate goal is to

investigate how experienceings, thoughts, intention and goals are built and how

psychological factors influence the viewers in moulding their opinions regarding

ideal female beauty.

The variables that play a role in determining human behaviour are social

interaction, cognitive processes, and cultural context (Franzoi, 2009). Individuals

are often affected by the appearance of others. Naturally, ones behave differently

towards individuals who are highly attractive compared to the less attractive ones.

Through the lens of advertisement, weastward are educated in such a way that attractiveness

promises a more positive life. In addition, the media information technologyself carries the role of defining

what is attractive. We are very much responsive to visible characteristics such equally

advent of others (McCall, 1997; Twenge & Manis, 1998). As argued by Hassin

and Trope (2000), equally much as nosotros consciously try to ignore the appearance of

others, in reality we cannot. Therefore, despite the abstention of "judging the book

by its cover", individuals are still strongly affected by the physical appearanceast of

others. Although sometimes nosotros choose to deny or pretend to be unaware of such

effects.

It is a mental process that takes into account attention, language apply, memory,

perception, trouble solving, creativity, and thinking. In the context of advertising,

some arguments given to persuade the viewers (in this paper, ideal female dazzler)

may influenceastward the viewers based on their by memories and how they form the

inferences. For example, ads promoting contact lenses may persuade the viewers

that, with the application of the lens, one's optics would wait bigger and brighter.

The viewers would remember how they employ to be fabricated fun of for having smaller optics

350 Homo IN India

and eastnvying others who own such eyes. In contrast, if the viewers experience a

situation where the claims fabricated by the advertisement are fraudulent, the implication

would be different. This is how social cognition piece of work as a persuading cistron in the

context of moulding opinions through advertisements.

Our association with others and our perceptions towards them are deeply

influenced by events, beliefs, and trends in our culture. Every bit culture is a way of life,

we tend to digest the behaviours, values and symbols even without rationalising

and that is normally passed forth via communic ation and imitation from one

generation to the other. For case in the cultural context of Malaysia, the current

mode is updated via media. The viewers tend to be influenced with the trends

portrayed in media. The normalisation of culture starts from the media, and

advertizement does play a crucial role in creating a culture, especially the beauty

standards every bit near advertisement features models that set a bar for "What is ideal

female person beauty?".

METHOD

Search process and inclusion criteria

A systematic review was conducted with the multidisciplinary literature on the

impacts of advertisement on platonic female beauty, using the keywords of "advertizing

dazzler", "advertisement fashion", "advertisement and trunk epitome", and "advertisement

and consumer behaviour". Scopus is the main database for the article search. The

selection criteria were specified as: (i) Content relevance - studies and conceptual

papers that examined or described the touch of advertizing in moulding opinions

of ideal female dazzler, (2) year of publication within 2013–2017, and (iii) English,

refereed research publications or research reports. The initial search identified 227

manufactures (using the bailiwick term of advertising beauty), 138 articles (for advertising

fashion ), 51 articles (adver tising and body imageastward), a nd 156 articles (for

advertisement and consumer behaviour). Later on reading the abstracts, 63 articles

were retained for screening at the full text. Of these articles, 10 articles examine

advertising and beauty (i.eastward., beauty equations, colourism), two articles examine

advertising and fashion, seven articles concern with advertising and trunk image,

and five articles are atour advertisement and consumer existhaviour. In the end, 24

manufactures were coded and included in the final literature synthesis.

Give-and-take AND CONCLUSION

Krahe and Krause (2010) highlight that exposure to thin media models may have

an adverse effect on women's body epitome and eating behaviour. Self-objectification

theory provides an explanation of how media images of thinness impact women's

trunk-related cocky-esteem (Moradi & Huang, 2008). A adult female's tendencies to look

at her figure equally an object of evaluation on the footing of cultural norms of female

THE IMPACT OF ADVERTISEMENTS... 351

attractiveness is considered as self-objectification. The sense of self-worth becomes

uncertain on her ability to reach the standards of beauty and this leads to body

shame and appearance anxiety (Augustus-Horvath & Tylka, 2009).

The current reviewest systematically explains and examines the impact of

advertisement in moulding public opinions on ideal female beauty in two chief

themes. The two themes synthesize empirical findings and data-driven theoretical

propositions in prior resecurvation on the impact of advertizement in moulding public

opinions on ideal female beauty. The themes, addressing the research questions as

to what, how, where, and when viewers are impacted by the portrayal of ideal

female beauty in advertisementdue south, clarify: (a) opinions on dazzler equations portrayed

by the advertisements, and (b) opinions onorthward fashion trstopsouthward portryeahd by the

advertisements.

Theme 1: Beauty equations in advertisements

Kaur (2013) highlights that advertisements in dazzler magazines pressure due westomen

to do their best to hold their dazzler. Advertising subtly deceives reality and

manipulates consumers to make them buy a way of life (Lau, 2016) and various

linguistic devices such equally direct accost, positive vocabulary, headlines, and catchy

slogans are used to attract women (Rashid, Rahman, & Rahman et al., 2016).

Testimonies from the models are seen past the consumers equally a form of positive cocky-

representation. This is because celebrities or models draw the credo of power

and success, and the consumers believe that they would benefit from the products.

Jermyn (2016) argues that virtually of the women featured in advertisement are

youth-oriented fashion media, which suggests that dazzler comes at a "certain age"

to an unprecedented degree and this does non promote svelte aging and self-

esteem. The "cultural imperialism" of youth suggests thursdayat old age should be avoided

at all costs (Del Rosso, 2016) thus encourages the women to do whatever they tin

to remain immature.

For the last two decades, the active ingredient in skin lightening creams has

shifted from hydroquinone to the harmful corticosteroids and mercury, nevertheless 32% of

the respondents in Dlova'south (2014) report still opt to choose peel lightening as it is

perceived as beauty, normalised by the media. Moreover, advertisements always

portray skin tone equally a sexual cue to distinguish men (masculinity) and women

(femininity) and light southwardkin is portrayed as a form symbol, motivating consumers to

choose lighter shades (Picton, 2013; Nadeem, 2013; Xie & Zhang, 2014; Wilkes,

2015). Advertisement often associate fairness with clearness, with transparency,

with the power to encounter one'south features and distinct emotions unlike darker tones

(Picton, 2013; Nadeem, 2013).

Gill and Scharff (2013) southtate that the beauty advertisements have restricted

the definitions of beauty, by introducing 'lookism' upon women (namely, women

are constantly judged by how they expect), and for promoting unhealthy trunk image

352 Human being IN INDIA

ob sessi onorths an d pote ntially har one thousand ful be a u ty pro ceastdure s. Par a doxic a lly,

advertisements are viewed as a liberty of expression for women (Gill & Scharff,

201 three) hence encouraging the positive ac cepta nce of the conten ts of the

advertisements.

In advertizement, female bodies are often objectified and buzzwords are used to

address bodies (due east.grand. firmed, toned, smooth, and tight) which further objectify and

lead women to be obsessed in creating unrealistic and unhealthy weight, beauty,

and trunk-type goals which results in distorted view of self-worth (Del Rosso,

2016). Hegemonic letters such as thidue north, pretty, white, and young has developed

societal and cultural bullies, leaving women to opt for expiry as opposed to an

overweight trunk or unattractive face (Kilbourne, 1999).

Fairness in advertisement is always associated with job opportunities and

marital success which function as a form of symbolic capital that shapes life chances

(Nadeem, 2013). In many advertisements, having dark skin and not doing annihilation

to lighten information technology is closely associated with being ashamed or shamed by the community.

The portrayals of HAMs are of unrealistic standards and consequence in lowecerise cocky-

esteem among the viewers (Duffy, 2013). The women's dissatisfaction with their

current level of beauty makes the advertisers successful in selling their products.

Theme ii: Fashion trends in advertisements

Visual imagery (Phillips & McQuarrie, 2011; Santaella et al., 2012), and emotions

(Lee & Burns, 2014) have been proven to exist providing the highest level of

interest in consumers. The emotions create positive changes in consumers'

attitudes towards the brand (Taylor & Costello, 2017) and consumers tend to feel

positive emotions after viewing mode ads (Phillips & McQuarrie, 2011). However,

thin models may brand some westwardomen compare themselves to these idealised

portrayalsouthward (Borland & Akram, 2007; Dittmar & Howard, xx04; Halliwell & Dittmar,

2004; Martin & Xavier, 2010; Murphy & Jackson, 2011). As pointed out by Aagerup

(2011), even though consumers do not prefer underweight or overweight models,

fashion ads are nearly constructive when they feature moderately thin models.

IMPLICATIONS FOR ADVERTISING Platonic FEMALE Beauty

Celebrating multifariousness

Women are often represented in unrealistic and unattainable standards of dazzler.

Models portrayed often send a constant message that women must sacrifice their

concrete and psychological wellness in order to be attractive. This hasouthward resulted in

decrease of self-esteem, self-appreciation, and lack of body appreciation in many

females. The model portrayed on media, particularly advertisement has to be of

diversity dazzler, in different shapes and colour. Thus, it would bear upon women in a

more positive manner, celebrating cocky-authenticity.

THE IMPACT OF ADVERTISEMENTS... 353

Shift in perception and mental attitude

Advertisement stil50 lies on the stereotype that attractiveness promises a chiliadore positive

life with better job opportunities and marital outcomes. This negative stereotype

affects the viewer's self-esteem and this would opt them to derogation. Therefore,

the advertisement outcomes portrayed have to be realistic and motivating in positive

style, embracing actuality.

Recommendations

The advertising agencies should reconstruct the nature and guidelines of advertising.

Positive beauty portrayals have to beastward advertizementised instead of creating negative

attitudes, such as derogation and lack of self-eaststeem. The airbrushing and

whitewashing of models accept to be stopped. More studies on effective advert

need to be conducted in guild to provide comprehensive insights of the impacts of

advertising on consumers.

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... Likewise, the factor inefficiency depends on the demographic area or the consumer or the audience who watch the advertisement that being advertised 10 by celebrity endorsers. In Malaysia context, the societal culture indicates the concrete attractiveness might be distinct from other cultures as Malaysians view attractive every bit someone who has whiteness and fair pare complexion, thin and alpine (Rajendrah, Rashid, & Mohamed, 2017). In Malaysia, the physique is ane important attribution that indicates someone is attractive. ...

... This study utilised more than on the businesslike approach of qualitative design and thus tin be categorised as a example study research. Case written report is a research approach that has been evolving vastly for the by few years as a tool in examining trends and specific situations in many specific fields (Rajendrah et al., 2017). ...

  • Zahrah H. Zahrah H.

This study focuses on the female students' perceptions of the usage of celebrity endorsers in Malaysian advertisements. Utilising a case study research design, the data for the research was collected through semi-structured interviews with five female person university students. Employing the theoretical frameworks of the TEARS model, the data was deductively analysed by using thematic assay whereby the interviews were transcribed, coded and categorised into appropriate themes to answer two (2) inquiry questions; perception on the usage of celebrity endorsers and source(s) that influence(s) the usage of celebrity endorsers in Malaysia advertizing. In add-on, any themes that emerged during the assay besides exist noted. The data findings showed that the students have positive perceptions of the usage of celebrity endorsers in Malaysian advertisements. Both Source Attractiveness and Source Credibility of the celebrity endorsers are influential in Malaysia'south advertisement. The additional findings also found that it is effective the usage of glory endorsers still not influence the participants in shaping buy decisions. Likewise, the educational groundwork of the participants might exist jurisdiction on how they react and give their opinion and idea pertaining to the topic. On the other hand, the extension to the theoretical framework constitute the boosted attributed in Attractiveness: defining the meaning of behaviour, attitudes and other personal traits. Keywords: celebrity endorsers, TEARS Model, Source Attractiveness, Source Brownie, female person university students, Malaysia advertizing

... Internalized weight bias (IWB) occurs when an individual directs such negative weightbased beliefs, attitudes, and stereotypes toward themselves (Durso & Latner, 2008). media, the internet, television amusement, and advertising), perpetuates weight stigma by portraying larger-bodied individuals negatively and promoting unrealistic standards regarding appearance, torso ideals, and thinness (Ata & Thompson, 2010;Himes & Thompson, 2007;Jobsky, 2014;Lawrence, 2004;Rajendrah, Rashid, & Mohamed, 2017;Rodgers, McLean, & Paxton, 2015). Low mood, poor body image, depression cocky-esteem, and maladaptive eating behaviors have been reported in direct response to viewing weight stigmatizing content (Durso & Latner, 2008;Groesz, Levine, & Murnen, 2002;Pearl, 2018;Tiggemann, Brown, Zaccardo, & Thomas, 2017). ...

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While some media perpetuate weight stigma and an ideal of thinness, sure advertisement campaigns, such as Aerie Real and Dove Existent Beauty, accept attempted to promote body acceptance. The electric current report evaluated the influence of exposure to these campaigns on weight bias, internalized weight bias (IWB), self-esteem, trunk paradigm, and touch relative to exposure to a campaign perpetuating the thin ideal and a documentary on weight stigma. 475 female person participants were randomized to one of five conditions: Aerie, Pigeon, Victoria'south Secret, an HBO documentary, or control (i.e., neutral video clip). Participants completed measures of weight bias, IWB, self-esteem, trunk image, and affect 1 week prior to and immediately after watching the assigned video clip. Results showed positive effects of the Aerie and Dove campaigns on women. While global measures of weight bias and IWB were unchanged, women who viewed the Dove and Aerie campaigns reported significantly improved self-esteem and positive touch on. Further, women institute the campaigns to have positive, uplifting, and empowering messages. Aerie's and Pigeon'southward acceptance-promoting advert campaigns positively influenced cocky-esteem and mood, and they are potential tools for weight bias reduction. Advertisements and media have the potential to bear upon weight-based attitudes in club.

  • Sinh Hoang Nguyen Sinh Hoang Nguyen

Highly bonny models (HAMs) have been popularly used in advertizement to exert psychological impacts on the bulletin receiver in the promise of increasing advertisement's effectiveness. The marketing literature is replete with prove of the positive furnishings of using HAMs. Even so, support for their effectiveness is somewhat conflicted. The enquiry attempts to add together to the body of general knowledge, specifically through exploring the impact of individual deviation variables (model characteristics, product types, comparison motives and culture) on negative furnishings. This study also investigates whether advert skepticism determined by culture has an impact on negative furnishings as a event of a HAM comparison. The methodology uses a 3 [beauty types] x two [product types] x 2 [comparison motives] between-subjects experimental design. Respondents for the principal study are female students across cultures from international programs and universities in Vietnam. The results supported all hypotheses; except product types shown having no bear upon on negative effects. The enquiry also confirmed there are interrelationships between culture and skepticism. These findings accept implications regarding the potentially negative influence of advertising including HAMs for practitioners, academics and public policy makers.

This newspaper is part of a larger study investigating teachers' date in social support process on a networking site. It concentrates on the social and discursive practices of twenty Malaysian English language teachers every bit they co-construct social support on Facebook Timelines. The primary data generated from participant observations were analysed using soapbox assay arroyo. The findings revealed that the teachers mainly post about negative experiences at school, such equally facing colleagues and students whom they perceived as problematic and time pressure. By posting their negative experiences, teachers can be seen to initiate the co-structure of both emotional and advisory back up with Friends they believe are like-minded and supportive. This paper thus argues that teachers' postings on social networking sites are more than simply an business relationship of mundane didactics-related experiences, just serve as a mechanism for them to obtain social support to help them reflect on their exercise and cope with the emotional turmoil arising from day-to-twenty-four hours challenges at school.

  • Emily Kui-Ling Lau Emily Kui-Ling Lau

The portrayal of women in contemporary advertisements is varied. All advertisements seem to prescribe assumptions of what it ways to be a woman. In isolation, each group of ads depicts a very narrow aspect of gender definition. Together, however, they reflect the complication of contemporary womanhood. Along product and service weight-loss ads, slimming becomes a means of defining femininity, reconstituting it and disseminating information technology every bit straight knowledge of the social world equally representations of reality. The images of femininity, as they appear in slimming advertisements, have the power to narrowly ascertain and construct the 'feminine.' Advertisements, therefore, can be understood as carriers of a dominant ideology of femininity. Advertisements define what forms of femininity are acceptable and desirable. Experiences that contradict prevailing values of those given are either excluded or denied, reinforcing existing limited meanings of femininity. This paper examines the ideological construction of femininity through a shut analysis of slimming advertisements found in Malaysia'southward leading English daily, The Star. Using the framework of Fairclough'south (1995) critical discourse analysis and Jewitt's (1999) visual social semiotics, the paper aims at discovering how language and visual means are exploited to define what forms of femininity are acceptable and desirable. Through this, the newspaper seeks to clarify some of the discursive mechanisms used in disseminating an ideological construct of femininity that spurs women's relentless pursuit of slimming.

  • Charles R. Taylor Charles R. Taylor
  • John P. Costello

This newspaper's aim is to provide a comprehensive review of the literature on style advertisement. Toward this end, the paper describes major theoretical perspectives that have been used in mode advertising inquiry; discusses major findings that the cumulative trunk of research has produced in fundamental sub-areas of way advertising inquiry; and provides directions for futurity research. Central sub-areas of the field which are discussed include what factors pb to effective advertisements; how different types of models affect consumers and influence the effectiveness of ads; how consumers can exist segmented potentially beyond nations; how social media advertising tin be used to produce positive marketing outcomes; and how controversial manner advertising impacts consumers. Future areas of research in the expanse of fashion advertising are identified and explored.

  • Teri Del Rosso

This article explores the mag ad strategies and tactics used past wellness and beauty products to target middle-anile women. Advertisements constitute in the April 2013 issues of Shape, Fitness, and Women's Health were analyzed using intersectionality to determine how these advertisements are presenting letters pertaining to age, gender, and sexuality and how these letters tin "other" and marginalize certain identities. The findings advise that advertisement strategies implement pseudoscience, heteronormativity, hegemonic beauty, and body ethics to constitute an idealized version of middle-aged womanhood.

  • Deborah Jermyn Deborah Jermyn

From the "Leading Ladies" advertisement campaign for UK high-street stalwart Marks and Spencer, to Charlotte Rampling condign the face of NARS cosmetics at threescore-viii in 2014, and the delight that meets select older women stars such as Helen Mirren on the carmine carpet in the women's magazine market, it appears that the manner, dazzler and celebrity industries of late have opened their arms to embrace stylish "women of a sure age" to an unprecedented caste. This article scrutinises the reception and complexities that lie at the core of this seeming cultural shift which, at showtime glance, might exist positively construed to demonstrate that at last the disenfranchisement and invisibility endured by older women in these industries—which are central to upholding wider social hierarchies nearly which women "matter"—have been dented. Examining recent documentaries and ad campaigns, I ask: what is at stake in the determination to co-opt "old women" into the (young) marketplace of manner and fashion, and in the seeming willingness by many audiences to embrace texts featuring older women as sartorial mavens? The zeitgeist described hither arguably underlines how the directive to enact "self-surveillance, monitoring and discipline" (Rosalind Gill 2007) around one'due south advent increasingly incorporates an older subject/consumer, and evidences how coercion to submit to "makeover" culture seemingly never ends. For these reasons, I debate, information technology is imperative that feminist media studies' critique of the neoliberal, postal service-feminist climate addresses the widespread neglect of older women in extant cultural analyses, and turns its attention now to the implications of this shift.

  • Oliver Picton Oliver Picton

This article explores the discriminatory and exclusionary nature of many advertisement campaigns for skin-lightening products. Information technology employs textual analysis to examine a telly advertising for the product 'Fair & Lovely'. The commodity explains how this detail advertizing serves to articulate both imperial and neo-imperial discourses. Analysis of the advertisement is used as a basis for a wider discussion of India'southward 'fairness complex' and the complexities of complexion from a postcolonial perspective. The commodity demonstrates that imperialism - ancient and modernistic - and neoimperial/ globalisation discourses have provided the socio-cultural framework in which associations between white peel and dazzler, wealth and success have developed.

  • Jennifer J. Lee
  • Leslie Davis Burns Leslie Davis Burns

The purpose of the present study is to investigate the effect of advertising strategy (informational, positive emotional, negative emotional) and make sensation (high, low) on make name think and change in make attitude. The study extends previous research by focusing on fashion sportswear brands and including personal involvement toward fashion sportswear as a moderating variable. Online survey participants were divided into two groups; i group viewed ads featuring high-awareness brands' logos and the other viewed ads from a low-sensation make. Results indicated that compared to advisory ad strategy, emotional ad strategies led to greater change in brand attitude. Also, positive and negative modify in brand attitude subsequently viewing positive and negative emotional ads depended on the make awareness. The findings of the present written report emphasize the importance for brands of raising brand awareness and utilizing emotional ad strategies.

Cutaneous agin sequelae of peel lightening creams nowadays with myriad pare complications and affect dermatology practice, particularly in sub-Saharan Africa where such products are widely used, with a prevalence of 25-67%. To examine the pare lightening practices of both African and Indian women living in Due south Africa. A cross-exclusive survey was undertaken in the general outpatient departments of 2 regional university hospitals in Durban, S Africa. All consenting African and Indian women aged 18-seventy years were recruited and asked to complete a questionnaire. Half dozen hundred women completed the questionnaire, of whom 32·7% reported using pare lightening products. The chief reasons cited were treatment of skin problems (66·vii%) and skin lightening (33·3%). Products were purchased from a diversity of sources. Twenty-5 pct reported using sunscreen. The utilise of pare lightening cosmetics is common amid darkly pigmented Southward African women, including those of both African and Indian ancestries. Despite more than 20 years of governmental regulations aimed at prohibiting both the auction of cosmetics containing mercury, hydroquinone and corticosteroids, and the advert of whatever kind of skin lightener, they are far from having disappeared. The principal motivations for using these products are the want to treat peel disorders and to achieve a lighter skin colour. Telly and magazine advertisements seem to influence womens' selection of these products and, thus, would be efficient channels for raising public awareness about the dangers of using uncontrolled skin lighteners. © 2015 The Authors BJD © 2015 British Association of Dermatologists.

  • Barbara J. Phillips
  • Edward F. Mcquarrie Edward F. Mcquarrie

The prevailing view is that imagery in fashion advertising is idealized, and that repeated exposure to the gap between ideal and existent is toxic to women's self-esteem, providing prima facie evidence for the negative impact of the marketing system on vulnerable consumers. We challenge this view of fashion advertisement imagery past ways of content analyses and a survey supplemented by interviews. The prevailing view is shown to be ideologically rather than empirically based, and to confuse fashion with other quite different production categories. We conclude by discussing how fashion advertizing, one time cleared of this ideological debris, provides an opportunity to extend marketing theory to account for a broader range of consumer response across product categories. We also develop the concept of sense of taste goods, such as fashion clothing, as a site where novel routes to persuasion can be studied.