Image Analysis Final Essay

Throughout this essay I will analyse and discuss different adverts and there use of stereotypes in relation to research I’ve already conducted.

Figure 1 (Protein World) features yellow as the main colour as it stimulates mental and physical energy as it is a warming colour that creates a positive and warming impact on the audience. The contrasting use of grey within image and typography creates further contrast allowing for the advert to attract more attention and seem more drastic. The placement of image and typography draws attention into middle of advert allowing both pieces to be view equally allowing for a larger impact to be made as both are equally striking causing a more powerful impact on the audience. The use of a bold sans serif typeface along with the striking image of the model draws attention to the message causing a more striking impression on the audience. The bold nature of this advert compliments its controversial message as it appears to imply women have to look like the model to be beach body ready adding to the stereotype that women must be beautiful and slim to be accepted by society as discussed by Gauntlett (2008). Furthermore the controversial nature of this advert highlights the issue raised by Gauntlett (2008) that advertisers still fail to recognise social issues as their main focus is to attract consumers without damaging brand image, which in this case Protein World have failed to do. Despite the damage to Protein Worlds brand image due to the negative publicity they received figure 1 could be seen as an effective advert within the health and fitness industry as it’s creating the desire to look like the model in the advert meaning more women are likely to purchase products from Protein World in order to be accepted. However this could adversely effect women due to the extremes some may go too to look like the model due to the pressure put on women today as supported by Grogan (2016) and Gauntlett (2008). However it could be argued that women may not be as greatly effect by figure 1 as first thought as many women are happy with there bodies as a study discussed by Walters (1998) states that 80% of women are happy when they look in the mirror.  In addition figure 1 could be seen to empower and inspire some women to become healthier and fitter as they look at the model and think they would like to look like her as more women are comfortable with the way they look as discussed by Walters (1998) and may not be offended by the implications of figure 1. 

Figure 2 (Victoria Secret) uses neutral colours throughout the advert and within typography to draw attention to the models as this is what draws the audience in and allows the advert to stand out. This is aided by the simple use of  a sans serif mid weighted typeface as not to distract from main focus of the models. However the use of capitals allows attention to be drawn the information/message within the advert. Initially figure 2 creates the impression that women need to look like models in order to have the perfect body and be accepted due to the lack of diversity within advert further adding to the stereotype that creates women need to be toned, tall and white to be accepted as discussed by Gauntlett (2008). This is further supported by the analyse of 10 years of fashion magazines that found ‘African Americans were underrepresented in White magazines’ as discussed by Plous (1997) indicating that racial and gender bias are increasing. However figure 2 could be seen as an effective advert as it creates the desire to look like the models, to be a Victoria Secret Angle. However the contrast between the seemingly un-diverse selection of models and the use of ‘perfect fit, perfect comfort’ gives the impression that they cater to all women of different sizes and not just those like the models creating an interesting juxtaposition. Additionally the main issue with figure 2 is not the use of slim, seemingly perfect women as most women are happy with the way they look Walters (1998) but the failure to represent racial diversity within the advert as the majority of the models are white further adding to the stereotype that women have to look a certain way to be accepted as supported by Plous (1997) suggestion that racial biases are increasing.  In comparison with figure 1 the main focus of figure 2 isn't necessarily the women within the advert creating a less shocking message meaning many women are not s offended by figure 2 than figure 1. 

Figure 3 (Hugo Boss) uses black and white to heighten the masculinity within the advert as it highlights the toned features within the model which men are likely to respond to as discussed by Sheekan, K. (2004). The placement of the logotype in the centre represents the brand and becomes a secondary focus despite its placement due to the striking image of the models which is created through the use of black and white within the image and advert as whole. Additionally the use of a serif typeface within the  logo creates a classic and sophisticated impression on the audience highlighting the underlying message of the advert which is selling an ideal to be like the model and not necessarily just the product. Consequently showing the pressure on men to look a certain way as they buy into the ideal sold within the advert. In comparison figure 3 puts men under the same pressure both figure 1 and 2 put on women to be tall and slim in order to be accepted and also creates the desire to look like the model in a similar way to figure 1. In additional it could be said that this impact is greater on men than women as discussed by Walters (2008) only 4% of men think they're attractive unlike the 80% of women who are happy with their appearance. Consequently the stereotypes place on men seem to have a greater impact than those placed on women as men are not supposed to be effected by stereotypes in the same way as women as supported by Grogan (2016) who discusses the implications of  masculinity on men and how it effects how they display emotion. This could be the reason men are more greatly effect as they are not supposed to show emotion due to masculine ideals portrayed by the media. However it could be argued that the use of a strong male within the advert is the best stimulus to attract men to purchase Hugo Boss as men only tend to respond to masculinity in adverts sole aimed at them as discussed by Sheekan, K. (2004) as they are denied feminine objects at a young age. Therefor may be less responsive if another approach was use.

Overall it could be argued that both men and women respond differently to adverts based on the stereotypes used and the industry in question. However the impact appears to be becoming greater on men rather than women as more and more women are beginning to accept the way they look Walters (2008).   

Figure 1

Figure 2

   

Figure 3

Bibliography 

Gauntlett, D. (2008). Media, gender, and identity. London: Routledge, pp.83-88.

Sheehan, K. (2004). Controversies in contemporary advertising. Thousand Oaks: Sage Publications, pp.89-94.

Walter, N. (1999). The new feminism. London: Virago, p.p101-105.

Grogan, S. (2016). Body Image: Understanding Body Dissatisfaction in Men, Women and Children. Routledge; 3 edition, p5 preface 

Pleck, J. Sonenstein, F. and Ku, L (1993). Masculinity Ideology: Its Impact on Adolescent Males’ Heterosexual Relationships. 1993 The Society for the Psychological Study of Social Issues, pp 14-15. 

Plous, S. (1997). Racial and Gender Biases in Magazine Advertising: A Content-Analytic Study, abstract.

Figure 1:

Protein World (2017). Are You Beach Body Ready. [image] Available at: http://www.dailymail.co.uk/femail/article-3062882/Yes-beach-body-ready-New-poster-featuring-curvy-bikini-clad-women-spoofs-controversial-Protein-World-ad.html [Accessed 10 Jan. 2017].

Figure 2:

Victoria Secret (2017). The Perfect Body ad. [image] Available at: http://www.huffingtonpost.com/2014/11/06/victorias-secret-perfect-body-campaign_n_6115728.html [Accessed 10 Feb. 2017].

Figure 3:

Hugo Boss (2017). Bodywear ad. [image] Available at: http://nyc-fashion.com/hugo-boss-black-bodywear-ad-campaign/ [Accessed 10 Feb. 2017].