Product Advertising
What are teens being exposed to? In malls, on the internet, on TV, in their favorite store? What is the message that they are receiving over and over again? This message, unfortunately, is too often shown as having perfect teeth, unhealthy skinny women, shiny hair, and impossibly long legs. Many stores who try to sell their merchandise are just selling sex appeal through their advertisements. Why is it this way? Teens too often want to be like the people in the advertisements, and they believe that they can take certain steps to increase their height, make them more popular, or obtain a "perfect" image. Negative body images most often appear in ads directed toward young women. There really is no exact definition of perfection in reality, but there certainly is one in advertising.
Abercrombie & Fitch
Abercrombie is one of the biggest offenders in "selling sex". Teens walk into any Abercrombie and Fitch store and are immediately bombarded with image after image of what a teenager should look like and what they should wear. Models are often in their 20s, and teens are looking at them as if they need to appear like the model as well.
Calvin Klein
Calvin Klein uses an impossibly skinny model to advertise their clothing. The woman in the photo appears very young, about 15 or 16. Photoshop and other computer editing is most likely done on this picture, however the first thing a teen thinks is- "wow she is so skinny. I should look like that too". This mindset is scary for modern teens because eating disorders (such as anorexia or bulimia) are becoming common, even acceptable for teens to have while in their high school or college years.
L'Oreal
This hair product ad depicts a celebrity with perfect, shiny, smooth hair. The average teen does not have a whole team of stylists helping them do their hair and makeup each day, unlike a celebrity. Celebrities are often put on pedestals by teens and they often compare their own appearance to that of their idol. Teens compare themselves to their peers enough, why should they have to be put alongside celebrities with teams of prep artists and touched up photos too?
Is anything different?
Thankfully, yes. New advertising campaigns are encouraging teens and even children to love their body, accept themselves, and "find greatness" (a popular slogan of Nike's). These new, positive ads are refreshing in a commercial world full of unrealistic expectations. Now the only question is: Are these ads making any difference? Or are they just swallowed up in a whirlwind of superficiality?
Nike
Nike has begun a positive body image set of advertisements, for both women and men. These new ads stress strength and finding your own definition of societal standards. The "Find Your Greatness" campaign expresses the individual's own personal goals, and how to find their own way to reach them.
"Love My Body Campaign" vs. "Real Beauty Campaign"
In response to the Victoria's Secret "Love My Body Campaign", Dove released their own "Real Beauty Campaign" mimicking the Victoria's Secret ads and font styles. The Dove ads promote that all types of different bodies are beautiful, while the Victoria's Secret ads pinhole a specific body type and height. Many responses were given over Dove's retaliation, most of which were positive. The difference in these ads show how society is willing to change its view in some ways, but not all.
Utah "Real Beauty" Campaign
In Utah, twelve billboards were put up with advertisements such as the one to the right emblazoned across the front. These refreshing portrayals of beauty are being seen by teens and children all throughout the Utah area. It is hoped that these positive billboards will reach other states as well. It is very good that the mindset of "Real Beauty" is being expressed to young people, for it encourages new ways of thinking and hopefully new ways of advertising in the future.