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2013 nov airbrushing reality - a touchy subject conference
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Transcript of 2013 nov airbrushing reality - a touchy subject conference
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Sheena Horgan
Airbrushing reality?
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Parents’ perspective
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The might of the media
• Ireland is a highly consumerist, commercial and media saturated society
• The growth of media has been prolific. • And its particularly visual• Really embrace media
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informs
Shapes opinion
Sets the norm
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Advertising
Reflects WANTS
Shapes NEEDS
Sets the NORM
“Consumerism is the shame of marketing” Peter Drucker
• 400-600 ads per day• #2 category global spend on advertising is cosmetics & toiletries• #13 is fashion (and still rising)• Top 3 companies as global spenders 2012 were P&G, Unilver and L’Oreal
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What’s the effect?• “does my bum look big in this?”• Irish teens – 43% aren’t happy with how they
look– 4 in 10 feel conscious of their weight– The influence of media & celebrities
can also lead to poor self-esteem– More than half said their body image
interfered with their participation in activities like swimming
• Selfies• Unending….where will it end?
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What’s the Problem?
• We’re giving consumers what they want• It’s all about choice• Celebs aren’t real people – consumers
know that• Advertising is about aspirations not
reality• It’s business
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A disclaimer in small print on the bottom of the ad states the image is an “illustrated effect”
The company admitted that they used digital re-imaging to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows”
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In the media and in store
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How and who can drive change?
Media
Retail
Ads
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Tipping the scale
Parents Media
Industry
Advertisers
Retailers
Schools
Politicians
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http://www.upworthy.com/see-why-we-have-an-absolutely-ridiculous-standard-of-beauty-in-just-37-seconds?g=2&c=ufb1
http://www.youtube.com/watch?v=uOrzmFUJtrs
http://www.youtube.com/watch?v=31Ajvix6DXs
http://www.youtube.com/watch?v=JAW4LIFYFng
http://www.youtube.com/watch?v=hZkC_fNxmQk
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