The Idealized Picture Of Women In Fashion Advertisements Marketing Essay

RESEARCH AIM

The aim of this dissertation is to analyze and analyse the idealized picture of women in fashion advertisements and also to explain the role of digital impact of transparency popular advertisements. Another goal is also to provide advice regarding the easiest way of portraying the ladies in fashion advertising to boost the brand sales.

BACKGROUND TO ISSUE

Women's fashion advertisements in magazines, television and in digital marketing show the idealized image of women that can cause different females a reaction to that to which belong for example hesitation in self-esteem, perceiving appeal in themselves, standard body dissatisfaction or cause problem with eating. According to the range of researches women's self-perception evolved through social contrast (Durkin, 2007).

According to the WARC survey "We don't want to are in your fantasy world" women want to see the adverts that mirror how old they are, size or background.

There is also a question between many people how "real" women should appear to be in advertisements where in fact the climb of digital technology gives photographers, advertisers and other people who do advertisements opportunity to retouch images of models or superstars. Most of the women know about the digital technology and the way fashion magazines use them.

Although digital technology make air brushed models so popular, marketers need to know their prospective customers needs and expectations towards the fashion advertisements. If consumers don't want to see air-brushed models in advertising marketers have to value this, otherwise there will be a loud respond in cultural media compared to that plan. (Gillard, 2011).

The subject will try to explain however fashion advertisements persuade or change its target audience. It will also try to make clear and evaluate a range of business and real-world marketing problems theories.

Readers will learn and understand the result of fashion adverts on brand conception what is the impact of digital marketing in whole procedure for fashion advertising and also how should look the near future fashion campaigns to make its market happy. The subject will also check out current fashion advertising and analyse the changing patterns towards it. The question which is asked in this part is: what was the reason to get started on using curve ladies in some of the fashion campaigns and what were the reactions for it.

OBJECTIVES

To identify and critically review basic theories and ideas.

To critically analyse the idealized female picture popular advertisement and its impact of women body satisfaction and brand understanding.

To examine and consider how fashion brands can influence women's purchasers' behaviour.

To compare and discuss the idealized images of fashion advertising.

To critically determine the amount of visual attention to fashion advertising

To compare the visual attention to fashion advertising offline and online.

To critically evaluate the impact of digital technology in portraying the picture of ladies in fashion advertisements.

To discuss the issue of telling the truth in the style advertisements and how it is pertinent to the brand.

Draw finish from both most important and extra research carried out.

Make suggestions how women should be family portrait in the advertising.

LITERATURE SOURCES

According to the research there a wide range of, current journals, catalogs and many relevant websites. Most of the sources are published in previous five years. Dissertation begins from analysing:

BOOKS

"TELL THE REALITY", SUE UNERMAN AND JONATHAN BASKIN 2012.

This book talks about this content of marketing communication and how telling the truth in advertising campaigns is important to the brands. It brings the benefit of creating a competitive brand as well as brings sales and solid relationship with its customers.

"AFTER IMAGE", JOHN Offer, 2003

Book checks the future of marketing, give a selection of business ideas as well as provide a social research and appearance into the fads which dominate in successful brands.

"SEMIOTIC Research OF FASHION ADVERTISEMENT" MANUEL KAUFMANN, 2006

Book answers to the question "How fashion advertisements express their images" by detailing the semiotics theory, the technology of sings and how does it associate in fashion advertisements.

"ADVERTISING IN WOMEN'S MAGAZINES", DRU WINN, 2011

Book analyse the whole fashion newspaper, the sexual role of women in fashion advertisements and stereotypes which publications have.

JOURNALS

"WILL CHANGING Multimedia CHANGE THE WORLD?" KASSEY WINDELS, 2011

Article says how digital press affect creative imagination of the fashion advertising campaigns, what's the difference between fashion advertisements now and before.

"TARGETING WOMEN'S FASHION CLOTHING Thoughts and opinions LKEADERS IN MEDIA PLANNING: A CREDIT CARD APPLICATOIN TO MAGZANIES", ERIC VERNETTE, 2004

Journal will try to answer for the questions such as: "how do opinions market leaders are identified in a given section? Do the mass media they read statistically change from the press read by no judgment market leaders?" in concentrate on women's clothing brands in France.

"PRETTY AS AN IMAGE: A REPORT OF THE EFFECTS OF IDETALISED IMAGERY IN ADVERTING IN WELL- BEING OF YOUNG WOMEN", KAREN FRASER AND EMMA TAYLOR 2012

Article talks about fashion advertising role in aesthetic record and impact of airbrushed women in advertising on young women.

WEBSITES

"WOMEN'S VIEWS ON THIR PORTRAY IN ADVERTISING- WE HAVE CHANGED, DO Marketers KNOW?" GILLEM LAWSOM, BRAHMA SUNANDA, 2006

Article analyse how women what exactly are the nowadays women principles, have they evolved and what have improved. It analyse how do advertisers should communicate with these to make successful campaigns.

"YOUNG WOMEN'S VISUAL Handling OF FASHION ADVERTISMENTS USING EYE Monitoring", HAEVON JU, 2012

The review analyse the effects of fashion adverts on young women using eye tracking.

"WHAT WOMEN REALLY WANT FROM Marketing campaign", PETER FIELD, 2009

Article review different advertising campaigns by using focus group and analyse what exactly are women expectation from the adverts.

Online magazines will be analysed such as:

http://www. vogue. co. uk/

http://www. cosmopolitan. com/

http://www. cosmopolitan. com/

METHODOLOGY

Dissertation will perform three stage operations which is research planning (subject matter recognition, information collection and evaluation), research implementation according primary and extra research and research review.

Literature review will give attention to explanation, discourse and critical examination of conditions and principles as well as on evaluation of the most relevant studies about fashion advertisements and impact of digital technologies in this field.

In order to verify data collected in the supplementary research you will see conducted principal research by using different methods. Key Research will complete the topic with the thoughts and opinions and information from individuals who are currently focusing on this subject as well as individuals who are thinking about this. Methods which is included are:

Questionnaire - to confirm all captured data and validate its stability it is believed to carry out additional questionnaires which will gain at least sixty replies. Questionnaire will research the type of fashion advertising more are appealing to the ladies.

Interviews - Interview folks from fashion magazines and advertising organizations to learn the decision making process for fashion adverts. Whenever could it be easier to make advertisements with slim and beautiful models or curvy ones and just why is like that.

Focus Categories - to analyze how advertisements fashion changes peoples' perception of any brand. People will dsicover, compare and represents their emotions about many different kind of fashion adverts.

Advertisements analyse - analyse of the successful adverts will be provided. This will analyse what kind of fashion advertising will be the most successful, what kind of effect was developed and gauge the degree of customer proposal.

TIME PLAN

The timetable below shows dissertation arrange for the year. Intensive research, reading and advertisement analysis will be conducted from October and will last till March. Major Research will start in December and will be undertaking till Feb. Dissertation review and previous corrections will be made from April till last distribution 9th of May.

October

November

December

January

February

March

April

May

Intensive

Research

Methodology Review

Final Proposal

24th

Reading and Advertisements Analyse

2nd draft hands it

17th

Primary Research

Literature Review

Editing And Reviews

Final Submission

9th

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