Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students
The necessity of having a perfect beauty created with advertisements has negative impacts on young people.Advertisements usually feature very slim models and their digitally altered, airbrushed and trimmedphotos. Ideal beauty is created by retouching and changing digitally existing images. People co...
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| Language: | English |
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Marmara University
2021-12-01
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| Series: | Türkiye İletişim Araştırmaları Dergisi |
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| Online Access: | https://dergipark.org.tr/tr/download/article-file/1744624 |
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| author | G. Motif Atar Bilge İspir Gülcan Şener |
| author_facet | G. Motif Atar Bilge İspir Gülcan Şener |
| author_sort | G. Motif Atar |
| collection | DOAJ |
| description | The necessity of having a perfect beauty created with advertisements has negative impacts on young people.Advertisements usually feature very slim models and their digitally altered, airbrushed and trimmedphotos. Ideal beauty is created by retouching and changing digitally existing images. People compare theirbodies to the perfect bodies in advertisements. Especially young women and men compare these perfectbodies with their own bodies and experience dissatisfaction. This may lead to anxiety, depression and lackof self-confidence in people who are not ideally sized.Since ideal beauty influences the audience, the physical attractiveness of people starring in advertisementsis one of the subjects worth stressing. With an experimental design, the eye movements of young female(40) and male (40) participants were recorded using the eye-tracking method. During this process,participants saw advertisements with and without disclaimer labels. The male participants saw the printadvertisement which included the male model, and the female participants saw the print advertisementwhich included the female model. At the end of the experiment, the Body Dissatisfaction Scale (BDS)and the Physical Appearance Comparison Scale (PACS) were applied to the participants. The relationshipbetween the participants’ levels of body dissatisfaction and physical appearance comparison and their focuson Areas of Interest (AOI) in stimulated and non-stimulated advertising was revealed. The findings of thestudy showed that body dissatisfaction is high among young people and the level of body dissatisfaction didnot affect more attention to any part of the model (body and face). |
| format | Article |
| id | doaj-art-7227cf9de8e34a87997628cefab61757 |
| institution | Kabale University |
| issn | 2630-6220 |
| language | English |
| publishDate | 2021-12-01 |
| publisher | Marmara University |
| record_format | Article |
| series | Türkiye İletişim Araştırmaları Dergisi |
| spelling | doaj-art-7227cf9de8e34a87997628cefab617572025-01-26T18:31:35ZengMarmara UniversityTürkiye İletişim Araştırmaları Dergisi2630-62202021-12-013828230110.17829/turcom.9310173Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University StudentsG. Motif Atar0https://orcid.org/0000-0003-2074-3568Bilge İspir1https://orcid.org/0000-0001-7572-9048Gülcan Şener2https://orcid.org/0000-0002-7706-3144ANADOLU ÜNİVERSİTESİ, İLETİŞİM BİLİMLERİ FAKÜLTESİANADOLU ÜNİVERSİTESİ, İLETİŞİM BİLİMLERİ FAKÜLTESİTrabzon üniversitesi iletişim fakültesiThe necessity of having a perfect beauty created with advertisements has negative impacts on young people.Advertisements usually feature very slim models and their digitally altered, airbrushed and trimmedphotos. Ideal beauty is created by retouching and changing digitally existing images. People compare theirbodies to the perfect bodies in advertisements. Especially young women and men compare these perfectbodies with their own bodies and experience dissatisfaction. This may lead to anxiety, depression and lackof self-confidence in people who are not ideally sized.Since ideal beauty influences the audience, the physical attractiveness of people starring in advertisementsis one of the subjects worth stressing. With an experimental design, the eye movements of young female(40) and male (40) participants were recorded using the eye-tracking method. During this process,participants saw advertisements with and without disclaimer labels. The male participants saw the printadvertisement which included the male model, and the female participants saw the print advertisementwhich included the female model. At the end of the experiment, the Body Dissatisfaction Scale (BDS)and the Physical Appearance Comparison Scale (PACS) were applied to the participants. The relationshipbetween the participants’ levels of body dissatisfaction and physical appearance comparison and their focuson Areas of Interest (AOI) in stimulated and non-stimulated advertising was revealed. The findings of thestudy showed that body dissatisfaction is high among young people and the level of body dissatisfaction didnot affect more attention to any part of the model (body and face).https://dergipark.org.tr/tr/download/article-file/1744624reklamlarda uyarı etiketigöz izlemebeden memnuniyetsizliğifiziksel görünüm karşılaştırmasıbeden imajıdisclaimer label in adseye-trackingbody dissatisfactionphysical appearance comparisonbody image |
| spellingShingle | G. Motif Atar Bilge İspir Gülcan Şener Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students Türkiye İletişim Araştırmaları Dergisi reklamlarda uyarı etiketi göz izleme beden memnuniyetsizliği fiziksel görünüm karşılaştırması beden imajı disclaimer label in ads eye-tracking body dissatisfaction physical appearance comparison body image |
| title | Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students |
| title_full | Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students |
| title_fullStr | Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students |
| title_full_unstemmed | Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students |
| title_short | Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students |
| title_sort | disclaimer labels used in ads an eye tracking study exploring body dissatisfaction and physical appearance comparison among university students |
| topic | reklamlarda uyarı etiketi göz izleme beden memnuniyetsizliği fiziksel görünüm karşılaştırması beden imajı disclaimer label in ads eye-tracking body dissatisfaction physical appearance comparison body image |
| url | https://dergipark.org.tr/tr/download/article-file/1744624 |
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