Final COMM 1101 A
Revolution Brazil is an advertising agency based in Macapá, Brazil. It created advertisements for well-established companies such as LG and Electrolux. In the year 2013 it formed an advertising campaign for Star Models, a popular Brazilian modeling agency, that became even more popular globally and virally after this specific campaign. It was a strong anti-anorexia campaign (Refer to appendix A). The advertisement was put together with the help of the chief creative officer, Emerson Braga; the creative director, Edson Rosa; the photographer, Diego Freire, and the rest of the crew. They worked hard on producing an advertisement that has social value and would impact society in a positive way.
Anorexia has become a serious disease and the number of deaths per year hasn't decreased. Models on the covers of everyday magazines are known to weigh 25% less than the average girl in the same age group, and anorexia is diagnosed when a girl weighs 15% less than the average. Unfortunately, girls starting at a young age begin to slowly get brainwashed by the media and society; commercials, advertisements, television shows, and weight loss programs all hint that in order to be successful and happy in life, one must be thin.
The series of picture advertisements feature two women. The woman on the left is a sketch modeling an outfit drawn by a fashion designer, and the woman on the right is a 'real life' woman who, with the help of Photoshop, got her body resized to the dimensions of the sketch. It is a tad disturbing. The phrase "YOU ARE NOT A SKETCH, SAY NO TO ANOREXIA" appears on the right side of the advertisement. The advertisements received an award from the Press Lions at Cannes, France (Nudd, 2013), the only form of success the advertisement accomplished so far.
While comparing print advertisements from the 1930s up until the 1980s with picture advertisements nowadays, one will notice a significant difference. Print advertisements now have more images than text, unlike before where print advertisements were more text than image. Images make the advertisement easy to understand and more believable. With an image, an advertiser won't need to make a claim. Images allow the consumers to come up with their own questions, thoughts and ideas regarding the advertising in question and would allow everyone to interpret it in a personal way.
Advertising techniques have changed with the advancement of technology and society. The way the message is delivered, the medium used, the audience that is able to interpret it and the social issue that concern society at different times. Many of today's advertisements trigger different emotions, mainly through a social issue. Advertising has always been a form of social communication. In this case, the advertisements are delivering an important message to society. When a company tackles a social issue, it is performing a risky task. Social issues can sometimes be controversial and they will either have supporters or opposers. Every other person has a different mindset and set of beliefs.
Anti eating disorder advertisements were never big back in the day (30s-80s.) On the contrary, weight gain for women was encouraged. Thicker, curvier women were found much more attractive than skinny non-curvy women. Advertisements were sending messages that delivered the idea that men would not look at a woman twice if she was skinny, and that a woman wouldn't be 'popular' if she was skinny. The advertisements back then did not push young girls to starve themselves or hate their bodies thus developing eating disorders. However, it seemed as though being skinny was a social issue (Refer to Appendix A).
Now back to the anti-anorexia campaign by Star Models. The print advertisements are very simple and to the point. Them being in the form of a sketch relates to the fashion industry...
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Kiefaber, D. (n.d.). Anti-Anorexia Ads Imagine If Real Women Looked Like Fashion Illustrations | Adweek. Adweek – Breaking News in Advertising, Media and Technology. Retrieved August 19, 2013, from http://www.adweek.com/adfreak/anti-anorexia-ads-imagine-if-real-women-looked-fashion-illustrations-148806
Nudd, T. (n.d.). The World 's Best Print Ads, 2012-13 | Adweek. Adweek – Breaking News in Advertising, Media and Technology. Retrieved August 18, 2013, from http://www.adweek.com/news-gallery/advertising-branding/worlds-best-print-ads-2012-13-150758?page=57&js=1&view_name=news_gallery&view_display_id=node_content_1&view_args=150758&view_path=node%2F150758&view_base_path=node%2F150758&view_dom_id=1&pager_element=0#gold-lion-star-models-1-of-3-48
Krupnick, E. (2011, November 29). Vintage Weight Gain Ads Discourage Skinny Bodies (PHOTOS). Breaking News and Opinion on The Huffington Post. Retrieved August 18, 2013, from http://www.huffingtonpost.com/2011/11/29/vintage-weight-gain-ads_n_1119044.html
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