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Subvertisment two.

BEAT. Beating Eating Disorders

Taken from the BEAT website

'BEAT is the leading UK charity for people with eating disorders and their families. beat is the working name of the Eating Disorders Association, and we continue to build on the strong foundations of the past 20 years of work.

Eating disorders are a serious mental illness affecting 1.6 million people in the UK. beat provides helplines for adults and young people, online support and a UK-wide network of self-help groups to help people beat their eating disorder.

beat's vision is simple: Eating Disorders will be Beaten.'


beat’s aims are:

To change the way everyone thinks and talks about eating disorders
To improve the way services and treatment are provided
And to help anyone believe that their eating disorder can be beaten

They plan to do this by:

Challenging the stereotypes and stigma that people with eating disorders face
Campaigning for better services and treatment
Providing information, support and encouragement to seek treatment and recovery


Beat has combineded with a few coporations within the beauty and fashion idustry such as Dove and New look and also working with the national lottery fund in a campgain called beat cymru.

Working with New look beat are sending a message across that 'to educate, inspire and empower people to feel good about themselves; to live life to the full and make smart choices for themselves and those close to them.'

Fabrication!

Dove self esteem fund

Taken from the Dove website

'The Dove mission is to make women feel more beautiful every day by challenging today's stereotypical view of beauty and inspiring women to take great care of themselves. Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a Dove product, which includes beauty bars, body washes, face care, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove is available nationwide in food, drug and mass outlet stores.'

Facts that dove have found out:

•Seven in ten girls believe they are not good enough or do not measure up in some way, including their looks, performance in school and relationships with friends and family members
◦62% of all girls feel insecure or not sure of themselves
◦57% of all girls have a mother who criticizes her own looks
◦More than half (57%) of all girls say they don’t always tell their parents certain things about them because they don’t want them to think badly of them
◦The top wish among all girls is for their parents to communicate better with them, which includes more frequent and open conversations about what is happening in their own lives
•Reality vs. Perception: Low self-esteem significantly impacts girls’ overall feelings about their own beauty
◦71% of girls with low self-esteem feel their appearance does not measure up, including not feeling pretty enough, thin enough or stylish or trendy enough (compared to 29% of girls with high self-esteem)
◦78% of girls with low self-esteem admit that it is hard to feel good in school when you do not feel good about how you look (compared to 54% of girls with high self-esteem)
◦A girl’s self-esteem is more strongly related to how she views her own body shape and body weight, than how much she actually weighs
•Girls with low self-esteem are significantly more likely to engage in negative behaviors
◦75% of girls with low self-esteem reported engaging in negative activities such as disordered eating, cutting, bullying, smoking, or drinking when feeling badly about themselves (Compared to 25% of girls with high self-esteem)
■61% of teen girls with low self-esteem admit to talking badly about themselves (Compared to 15% of girls with high self-esteem)
■25% of teen girls with low self-esteem resort to injuring themselves on purpose or cutting when feeling badly about themselves (Compared to 4% of girls with high self-esteem)
■25% of teen girls with low self-esteem practice disordered eating, such as starving themselves, refusing to eat, or over-eating and throwing up when feeling badly about themselves (Compared to 7% of girls with high self-esteem)
•The self-esteem tipping point: Transition to teenage years results in loss of trust and communication with adults
◦67% of girls ages 13 – 17 turn to their mother as a resource when feeling badly about themselves compared to 91% of girls ages 8 – 12
◦Only 27% of girls ages 13 – 17 will turn to their father for help when feeling badly about themselves compared to the 54% of girls ages 8-12. (At 16, girls become more likely to seek support from male peers than from their own dads)
◦65% of girls ages 13 – 17 refrain from telling their parents certain things about themselves to prevent parents from thinking badly about them, compared to the 49% of girls ages 8 – 12
•Parents’ words and actions play a pivotal role fostering positive self-esteem in girls
◦Girls with low self-esteem are less likely to receive praise from either parent and more likely to receive criticism than girls with high self-esteem
◦More than one-third (34%) of girls with low self-esteem believe that they are not a good enough daughter (Compared to 9% of girls with high self-esteem)
◦93% of girls with low self-esteem want their parents to change their behavior towards them in at least one way (Compared to 73% for girls with high self-esteem)
This includes:
■Wishing to be understood better (Low: 60%, High: 14%)
■Being listened to more (Low: 52%, High: 18%)
■Spending more time with them (Low: 43%, High: 15%)

Barnado's advertisement analysis.

This advert was created by Barnado's to create awareness of child abuse. This advert uses several horrendous shock tack tics to get its message across. Showing this type of brutality can really hit people and make them want to change and help the cause. This has taught me to use shock tactics to persuade my viewers to get into action and start recognising the cause I'm trying to better.

Schedule

Subvertising.

Subvertising refers to the practice of making spoofs or parodies of corporate and political advertisements in order to make a statement. This can take in the form of a new image or manipulations of an existing image.

The purposes of suvertisments are to incite a change by images which are easily recognisable and shocking. Political subvertisments are used for conservatives. An example of this is the conservative poster which has an image of Gordon brown with text saying ‘I caused record youth unemployment let me do it again’. An established organisation AdBusters media foundation is a non profit anti consumerist organisation Founded in 1989. They describe themselves as ‘We are a global network of activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age. Our aim is to topple existing power structures and forge a major shift in the way we will live in the 21st century.’

Famous examples of AdBusters work are:

Facts about the impact of advertising upon teens

Advertising's Impact on females

Women frequently compare their bodies to those they see around them, and researchers have found that exposure to idealized body images lowers women's satisfaction with their own attractiveness. A test was taken place where people were shown slides of thin models had lower self-evaluations than people who had seen average and oversized models. A Body Image Survey that was taken had an outcome that "very thin" models made females feel insecure about themselves. In a sample of Stanford undergraduate and graduate students, 68% felt worse about their own appearance after looking through women's magazines. Many health professionals are also concerned by the frequency of distorted body image among women, which may be fostered by their constant self-comparison to extremely thin figures promoted in the media.
The number one wish for girls ages 11 to 17 is to be thinner and girls as young as five have expressed fears of getting fat.

Eighty percent (80%) of 10-year-old girls have dieted

Some researchers suggest depicting thin models may lead girls into unhealthy weight-control habits, because the ideal they seek to emulate is unattainable for many and unhealthy for most. One study found that 47% of the girls were influenced by magazine pictures to want to lose weight, but only 29% were actually overweight. Research has also found that stringent dieting to achieve an ideal figure can play a key role in triggering eating disorders. Other researchers believe depicting thin models appears not to have long-term negative effects on most adolescent women, but they do agree it affects girls who already have body-image problems. Girls who were already dissatisfied with their bodies showed more dieting, anxiety, and bulimic symptoms after prolonged exposure to fashion and advertising images in a teen girl magazine.

Boys and Body Image

Many males are becoming insecure about their physical appearance as advertising and other media images raise the standard and idealize well-built men. Researchers are concerned about how this impacts men and boys, and have seen an alarming increase in obsessive weight training and the use of anabolic steroids and dietary supplements that promise bigger muscles or more stamina for lifting. One study suggests that an alarming trend in toy action figures' increasing muscularity is setting unrealistic ideals for boys much in the same way Barbie dolls have been accused of giving an unrealistic ideal of thinness for girls.

The majority of teenagers with eating disorders are girls (90%),35 but experts believe the number of boys affected is increasing and that many cases may not be reported, since males are reluctant to acknowledge any illness primarily associated with females.3Studies have also found that boys, like girls, may turn to smoking to help them lose weight. Boys ages 9 to 14 who thought they were overweight were 65% more likely to think about or try smoking than their peers, and boys who worked out every day in order to lose weight were twice as likely to experiment with tobacco.

Previous acounts of manipulation of images.

Anti-ageing cream Olay- Twiggy. Fig 1

As clearly seen in the image above, it shows clear signs of manipulation as the right image is of Twiggys ever day look. Comparing the image to the one of the left has very few resemblance as majority of the wrinkles are tucked away and her face is given a whole new look.

Fig 2

The above image is of famous actress Keira Knightley who in the image has been severally manipulated to make her appearance look much better. Things to take notice of are the change in the background. Where more vibrant colours are used. Her skin tone being airbrushed to make her more cinematic and also her chest has been increased in size.

Fig 3

The image above is of well know star Penelope Cruz who has been "Photoshopped" to make her appearance more suitable for consumer needs. As you can clearly see Penelope's skin tone has brightened up severely making it look immaculate. Secondly her hair colour has a change from black to a dark brown. As in previous images the chest has been enlarged to meet male needs. Looking at the face in detail it is noticeable that the lip colour has also been changed to something lighter. Also upon the on the forehead is a slight hair on the left image which is then removed in the image to the right.

Fig 4

The image above is of famous popstar Madonna, she is shown on the left in her natural state however comparing the two several differences appear. Starting from the top, her hair is brightened to a lighter shade of blonde. Now looking at her face you can see all sagging and wrinkles have disappeared, using photoshop as a detox. Her eyebrows have been raised as the whole body has been airbrushed to a very healthy look. There seems to be some sort of scar upon her right shoulder which is then airbrushed and removed in the image on the left.

Fig 5

Eva Longoria famous US actress who has said to been 'Naturally beautiful' however see is still manipulated? The advertising world has no sense of why they do such things. In the image above Eva has been manipulated from change of skin tone by airbrushing to changing her hair colour. Not only to just make her body look better they even photoshop her clothing to become more sexual in a way.

Fig 5

Cameron Diaz established actress within hollywood. She is known for her sexy roles within movies such as Charlie's angels. Within this image Cameron has been given a whole face lift as skin tone, lip colour, eyes, cheeks and hair has all been manipulated. Then moving down the image to the hip are the bone on the left has been softened up to become barely visible.

Fig 6

In the un-airbrushed shot she has areas of cellulite on the back of her thighs, a tattoo on her lower back (sometimes called a 'tramp stamp') is clearly visible and her backside is a little out of shape.
However, in the altered photo all of these imperfections have been wiped out - and she appears to have a pert rear, unrealistically smooth skin, slimmer legs and the tattoo has vanished.

Fig 7
Famous model Kim Kardashian photo shoot for 'Complex' magazine.
As seen in the right image, there is signs of cellulite on the top of the left and right leg. However this is then touched up on the right image and was finally put upon the front page of 'Complex' magazine.

When the image was exposed Kim replied on her website:
' So what: I have a little cellulite. What curvy girl doesn’t!?
How many people do you think are photoshopped? It happens all the time! '

Fig 8

Brian Walski - March 31, the Los Angeles Times published a front-page photograph.

The top image is the manipulated photo which is a combined of the two actual images bellow it.

'The primary subject of the photo was a British soldier directing Iraqi civilians to take cover from Iraqi fire on the outskirts of Basra. After publication, it was noticed that several civilians in the background appear twice. The photographer, Brian Walski, reached by telephone in southern Iraq, acknowledged that he had used his computer to combine elements of two photographs, taken moments apart, in order to improve the composition.'


Dove evolution.

Dove ran a campaign for girls with low self esteem, so they got an ordinary girl and touched upon her looks by using software shown in the video above. This is a clear view of what I want to express upon the young generation of today's worlds.

http://www.fubiz.net/2008/05/19/room-post-production/

The link above is of a video which shows images being manipulated within music videos to better the artist. They range from eye touch ups to main body touch ups.