Fashion industry Advertisement Techniques Yurie English A2S1 Block C 09/05/2011

Fashion industry ＆ Advertisement

Techniques

YurieEnglish A2S1 Block C

09/05/2011

Research Question:

To what extent do the firms operating in the fashion industry optimize the use of language and advertisement techniques in their advertisements to effectively communicate the ideal beauty and body image of females, in order to influence its audience?

Lesson Objectives:

1.The students will be able to gain a deep understanding of how advertising techniques, especially imagery and the use of language are effectively combined in order to influence the female viewers.

2.The students will gain awareness and be able to evaluate of some of the ethical issues that arise when certain stereotypes on women’s body image are communicated via advertisements created by the fashion industry.

What do we expect from “beautiful” women?

Our daily lives overflow with advertisements

How do we define beauty today? What is our criteria?

No more of thatBarbie doll physique?

Fig.1. Photograph of a Barbie doll from Blogspot.com

Fig.2. Photograph of Vlada Roslyakova & Anja Rubik backstage at Diorfrom SkinnyGossip

Fig.3. Photograph of Anja Rubik in GAP 1969 ”Born to Fit”Jean ad from ThreeBondStreet

Gap’s “Born to Fit” Jeans

Use of imperative Slogan: Zip it Omission Star power: Anja Rubik Simple sentence Word play Use of color

Fig.4. of Anja Rubik in GAP 1969 ”Born to Fit”Jean ad from ThreeBondStreet

Fig.5. Calvin Klein “Envy Line” Photo Shoot from Celebrific

Slogan: Envy Star power : Zoe Saldana

from the movie Avatar Omission Glittering generalities Appeal to sexuality Use of color : black and

white

Calvin Klein’s “Envy line”

Fig.6. Calvin Klein “Envy Line” Photo Shoot from Celebrific

Fig.7. Spring ad Campaigns, Hermes. from Papier.blog

Fig.8. Photograph of "Life as a Tale" Cinderella ad. from The Terrier and Lobster

Hermes’ “Life as a Tale” campaign

Slogan: Life as a Tale Excitement Simple sentence : Life

as a tale.Glittering generalities Use of color

Fig.9. Photograph of "Life as a Tale" Little Mermaid ad. from The Terrier and Lobster

Stereotypes

The tall and lean = standard of beauty What is beautiful = good and always favored

Fig.10. Photograph of different body types of women from Fooyoh.com

Physical beauty = inner beauty?

Fig.11. Photograph of a skinny model from Xanga.com

Fig.12. Photograph of a successful young model from Life of a Model

Ethical issues

Fig.13. Photograph of measuring waistline from Lose Weight Tips.

Fig.14. But I'm not pretty or skinny enough. From Millionair Mommy Next Door

“Even when I got to a size eight, I still wasn’t comfortable with my body image, because the pressure I was

under made me unhappy and insecure.”

Lowered self esteem Extreme weight control methods Anorexia and other eating disabilities Psychological and physical stress Consumption of dieting goods/products

Fig.16. Eating disorders from Nursingcrib

Fig.15. Photograph of "Life as a Tale" Little Mermaid ad. from The Terrier and Lobster

"Beauty and Body Image in the Media." Media Awareness Network. 08 May 2011 <http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_beauty.cfm>.

But I'm not pretty or skinny enough. Digital image. Millionair Mommy Next Door. 9 May 2011 <http://millionairemommynextdoor.com/2008/11/is-your-but-too-big/>.

Calvin Klein “Envy Line” Photo Shoot. Digital image. Celebrific. 9 May 2011 <http://www.celebrific.com/16961/zoe-saldana-is-looking-hot-in-new-calvin-klein-campaign/zoe-saldana-calvin-klein-black-bra-envy590ssl082710/>.

Eating disorders. Digital image. Nursingcrib.com. 22 Feb. 2011. 4 May 2011 <http://nursingcrib.com/nursing-notes-reviewer/psychiatric-mental-health-nursing/eating-disorders/>.

Grant, Sarah. "Too much weight put on having ideal body - From girls in year seven dieting to mums afraid to look in the mirror, we obsess about body image.“ Sunday Telegraph [Sydney] 19 Dec. 2004. EBSCO Online. 19 Apr. 2011 <http://search.ebscohost.com/login.aspx?direct=true>.

Kilbourne, Jean. "Beauty...and the Beast of Advertising." Center for Media Literacy. 9 May 2011 <http://www.medialit.org/reading-room/beautyand-beast-advertising>.

Photograph of Anja Rubik in GAP 1969 ”Born to Fit”Jean ad. Digital image. 15 July 2010. 9 May 2011 <http://threebondstreet.com/2010/07/15/gap-new-1969-jeans-born-to-fit/>.

Bibliography

Photograph of a Barbie doll. Digital image. Blogspot. 9 May 2011 <http://aha-ihi.blogspot.com/2009/07/>.

Photograph of different body types of women. Digital image. Fooyoh.com. 5 July 2010. 9 May 2011 <http://fooyoh.com/iamchiq_living_lifestyle/5078004>.

Photograph of "Life as a Tale" Cinderella ad. Digital image. The Terrier and Lobster. 28 Jan. 2010. 9 May 2011 <http://dustyburrito.blogspot.com/2010/01/la-vie-est-comme-un-conte-life-is-fairy.html>.

Photograph of "Life as a Tale” Little Mermaid ad. Digital image. The Terrier and Lobster. 28 Jan. 2010. 9 May 2011 <http://dustyburrito.blogspot.com/2010/01/la-vie-est-comme-un-conte-life-is-fairy.html>.

Photograph of measuring waistline. Digital image. Lose Weight Tips. 9 May 2011 <http://loseweighttips.com.au/>.

Photograph of a skinny model. Digital image. Xanga.com. 10 Aug. 2010. 9 May 2011 <http://xyoung-and-lovedx.xanga.com/731413340/abc-diet-day-three/>.

Photograph of a successful young model. Digital image. Life of a Model. 9 May 2011 <http://www.lifeofamodel.com/skinny_model.html>.

Photograph of a teenaged girl biting her nails. Digital image. Sheknows.com. 9 May 2011 <http://www.sheknows.com/parenting/articles/810370/help-your-child-stop-biting-her-fingernails>.

Photograph of Vlada Roslyakova & Anja Rubik backstage at Dior. Digital image. SkinnyGossip. 9 May 2011 <http://www.skinnygossip.com/thursday-thinspo-xylophones-skinny-legs-and-arms-vlada-roslyakova-anja-rubik-sasha-pivovarova-olga-sherer/>.

Spring ad Campaigns, Hermes. Digital image. Papier.blog. 7 Jan. 2010. 9 May 2011 <http://papierblog.papierdoll.net/2010/01/07/our-favorite-spring-2010-ad-campaigns/>. Weaver, Clair. "Women body image shock." Editorial. Sunday Times 05 June 2007. EBSCO Online. 19 Apr. 2011 <http://search.ebscohost.com/login.aspx?direct=true>.

Thank you!