Due to the advert being placed before the popular TV program love island which is known to have a 16-25 female target audience the placement of the advert catches all the viewers of the popular show.
The advert demonstrated models who had their breast enlarged and showed them on a yacht laughing and having happy emotions, the fact that the advert implies that the models are now happier and more successful due to their surroundings and emotions creates a negative mind effect on the impressionable young audiences viewing the advert.
The fact that we as an audience don't find the advert shocking even though the models clearly show off their breasts and a lot of skin due to the models wearing small and revealing bikinis demonstrates the desensitisation brought by social media and games such as GTA which show women only for the purpose of sex appeal and all the women being prostitutes. The desensitistaion is damaging as younger girls now think that taking pictures of themselves in bikinis is normal and this creating extra pressures to have the 'perfect body'.
The majority audience who viewed the advert were oppositional viewer, this being demonstrated by the ASA received hundreds of complaints about the cosmetic advert, this demonstrates that the audience weren't preferred viewing and just agreed with the information given but had their own opinion and disagreed with the ethics of the advert.
The advert shows the models and their enhanced features, this topic of cosmetic surgery has recently become a moral panics with many newspapers and tabloids reporting about the decision to go under the knife younger generations are taking, the people who do get enhanced features are therefore seen as folk devils to many people as they see cosmetic surgery being vain and not having correct morals.
The advert was created with the uses and gratifications in mind (Dennis Mcquail, 1972) as included in the advert is the idea of personal identity, the advert would be attractive to a certain group of the target audience who would see the surgery be an improvement on their personal identity and see the models as being an ideal self, another uses and gratification being included being an element of escapism due to the advert featuring various locations including a yacht, beach and pool and as well as this the advert is accompanied by upbeat pop/club music, the adverts tries to recreate a girls holiday scenario this leading the audience to escapism as they can be immersed in the adverts and this leading to them being a passive audience due to the advert immersing them by the clips and music shown.
Overall the ASA deemed the advert too mental damaging to the young impressionable teenagers who were the aimed target audience, after receiving many complaints and many mental health charities expressing their fears of damage caused by the advert, personally i do agree with the ASA's decision and think that the advert should have not being broadcasted in the first place due to the questionable morals implied behind the advert about the ideas of a perfect body and an unrealistic ideal self being shown.
The majority audience who viewed the advert were oppositional viewer, this being demonstrated by the ASA received hundreds of complaints about the cosmetic advert, this demonstrates that the audience weren't preferred viewing and just agreed with the information given but had their own opinion and disagreed with the ethics of the advert.
The advert shows the models and their enhanced features, this topic of cosmetic surgery has recently become a moral panics with many newspapers and tabloids reporting about the decision to go under the knife younger generations are taking, the people who do get enhanced features are therefore seen as folk devils to many people as they see cosmetic surgery being vain and not having correct morals.
The advert was created with the uses and gratifications in mind (Dennis Mcquail, 1972) as included in the advert is the idea of personal identity, the advert would be attractive to a certain group of the target audience who would see the surgery be an improvement on their personal identity and see the models as being an ideal self, another uses and gratification being included being an element of escapism due to the advert featuring various locations including a yacht, beach and pool and as well as this the advert is accompanied by upbeat pop/club music, the adverts tries to recreate a girls holiday scenario this leading the audience to escapism as they can be immersed in the adverts and this leading to them being a passive audience due to the advert immersing them by the clips and music shown.
Overall the ASA deemed the advert too mental damaging to the young impressionable teenagers who were the aimed target audience, after receiving many complaints and many mental health charities expressing their fears of damage caused by the advert, personally i do agree with the ASA's decision and think that the advert should have not being broadcasted in the first place due to the questionable morals implied behind the advert about the ideas of a perfect body and an unrealistic ideal self being shown.
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