Picture perfect? Advertising and body image
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With summer well underway, marketers are more likely to encourage consumers to adopt a ‘holiday’ mentality. This usually means more ads for swimwear, holidays (though perhaps less so this year) and weight loss products where the focus is usually on a model’s body and physique – and an increase in complaints to the ASA about body image issues. That being the case, no matter what you’re advertising, it is important to think carefully about the presentation of models.
It’s worth mentioning that in reaching its decisions the ASA doesn’t seek to comment on the models themselves or suggest that they, or people of similar proportions, are unhealthy – what matters is how the models are presented in ads and what effects this could have on the audience.
When depicting a model, then, take care and think about the ad as a whole. Taking the common themes from the ASA’s rulings on this topic, here are some of the key things to bear in mind:
Striking a pose
Different poses can exaggerate differen...
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