In an attempt to grip their demographics attention, interest and desire, star models’ recent print ad with the tagline ‘say no to anorexia’, is a piece which can certainly be described as eye opening.
Star Models endeavoured to outline the sincerity in anorexia, in which they done via the use of the modern stereotype of supermodels.
The print ad evidently attempts to make a significant impact amongst the female market. The whole concept of the advert is optimistic and the point in which star models are raising is relevant and sincere, however, the promotion has its positives and negatives.
Star models have highlighted a relevant, common problem in modern society. Anorexia is a touchy subject, with it being very easy to place a foot wrong and receive criticism and sheer hatred. However, in order for them to be persuasive, they have took the risk and it is debatable whether it was a successful approach.
The whole concept of the print ad is informing viewers of the subconscious expectations of the female body within society today, and the illustrations solely imply that these expectations are nothing else but ridiculous and un-healthy. The illustrations show a ‘supermodel’ as a sketch, standing next to a real life version of the sketch. Both creations, side by side are detailed, eye opening and have a huge impact when viewed at first glance. The cartoon sketch on the left would be seen as a commonality in the modelling world, it is only when it’s placed next to the realistic photo shopped version that the images become questionable.
Star models have approached the problem with the use of shock tactics, as at first glance the print ad immediately catches you off guard, and instantly attracts your attention. The size of the model is unquestionably unhealthy, evident in the fact that you can see the models bone structure through her skin. Although the illustrations seem ridiculous and over exaggerated, models in real life do often tend to be of a similar size. The reason to this is because society and even more so the industry in which they work makes them feel as though they would not be accepted (Kelsey M, 2014).
The ad is persuasive and eye opening but in the wrong ways in some instances. The ad may have a huge negative impact amongst not just current supermodels, but also young teenage girls. Some teenage girls tend to be as skinny as the images above but however cannot help it for some reason or another, so in that case may use the fact that supermodels are the same size as them as a confidence booster, so by star models raising this point I’m such a manner, may spark criticism, as the ad will fill these teenage girls with insecurity. However, it could also work the opposite way, as the girls who are aspiring to be as skinny as this May see the advert as a wakeup call, therefore changing their state of mind.
It’s as though star models have made an effort in getting the viewer to develop an emotional connection with the advert, as the models facials expressions on the real life creation is incredibly detailed, and evident immediately that the model is depressed and full of dissatisfaction. The facial expression of the model spark a sense of sympathy within the reader, and by encouraging an emotional connection between the viewers and the advert, it enables the viewers to become devoted to the cause, therefore in that case the promotion would be successful. This approach is similar to charity companies like Action Aid for example, as they show what can be seen as explicit content to the viewer, in order for the message to really hit home in regards to the sincerity of the cause.
The adverts efforts to be persuasive are very straight to the point, and in personal opinion, successful. As it is quite hard to avoid such an advert, and is evident in the illustrations alone- who they are attempting to reach out to, and what they are trying to achieve. The shock factor, and emotional tactics prove paramount in the success of the promotion.
http://www.vox.com/2014/9/12/6126429/ban-meghan-trainor
http://www.blogilates.com/blog/2012/03/25/too-thin-to-model/
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