Who profits from body advertising?

O’ZBEKISTON RESPUBLIKASI OLIY VA O’RTA MAXSUS TA’LIM VAZIRLIGI

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Tayorladi: Juraev Ilkhom

Toshkent 2022

37. 
    Who profits from body advertising?
    

Like Ebiquity, Gain Theory conducted an analysis on their own pool of advertiser data (2014–2017, 29 advertisers across 504 campaigns). They measured the longer-term impact of the effects of advertising on the future base of sales. Using a technique called ‘Unobserved Component Modelling’, Gain Theory could model the impact of a moving base of sales. This differs from standard econometrics where the base is assumed to be flat. This analysis allows advertisers to understand the impact their advertising has in the longer-term.
It should be noted that the margins of error for this type of analysis become wider as the time-period assessed in the model becomes longer. There isn’t a perfect means to assess the effectiveness of advertising in the long term. However, by taking an aggregated view across over 500 campaigns, this analysis brings us closer than ever before to understanding how advertising drives profitability over the longer term.
The media is one of the leading causes of self esteem and body image issues in not only women but men as well. This is due to the fact that thousands of advertisements contain messages about physical attractiveness and beauty. Examples include: commercials for clothes, cosmetics, weight loss, hair removal, laser surgery and physical fitness. The effects of advertising on body image have been studied by researchers, psychologists, marketing professionals and more. Researchers, Mary Martin and James Gentry found that teen directed advertising negatively impacts self-esteem. The advertising industry is setting unrealistic expectations for teens about their physical appearances by using models with "perfect bodies." The modeling industry today has put many pressures on models, causing them disorders of both mental and physical illness. These disorders then creating the look of the “perfect body” have now lead to unrealistic expectations of body image for society.

37. 
    Which parts of the body are the most effective for body advertising?
    

Advertising, particularly for fashion and cosmetics, has a powerful effect on how we see ourselves and how we think we should look. They also have a large influence on body image and dissatisfaction: 50% of ads found in teen magazines use “sexualized beauty” to sell products, creating a mindset from a young age that beauty is defined by looking and acting a certain way
There is resistance to change, both within and outside the industry. When the Australian magazine New Woman included a picture of a heavy-set model on its cover, it received a truckload of letters from grateful readers praising the move, but its advertisers complained and the magazine returned to featuring bone-thin models. According to Kirstie Clements, the former editor of Australian Vogue, this response is not unusual: “[editors] get so caught up in the hype of how brilliant clothes look on a size 4, they cannot see the inherent danger in the message…Many high fashion labels are aghast at the idea of producing a size 14, and they certainly wouldn’t want to see it displayed in the pages of the glossies.”
Online influencers are another form of advertising and source of body image issues for teens. Some social networks popular with teens have taken steps to address this. Instagram, for example, changed its policies in 2019 to stop the promotion of weight loss products and cosmetic procedures. Emma Collins, Instagram’s public policy manager stated, “we want Instagram to be a positive place for everyone that uses it and this policy is part of our ongoing work to reduce the pressure that people can sometimes feel as a result of social media.” Whether or not they’re promoting weight loss products, though, constant exposure to ideal – and frequently photomanipulated – images of men and women’s bodies has an impact, even when viewers are aware that the images have been altered. Unlike traditional advertising, influencer ads are viewed alongside pictures of a young person’s peers, which have a similar effect on views of one’s own body. As a result, many adolescents feel the only way to achieve this “model status” is to use diet products advertised to them online that show digitally manipulated models they strive to look like.