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首页> 外文期刊>Journal of Fashion Marketing and Management >Advertisements: interpreting images used to sell to young adults
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Advertisements: interpreting images used to sell to young adults

机译：广告：解释用于出售给年轻人的图像

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Purpose – The purpose of this study is to identify images used in advertising directed toward young adults, investigate what young adults thought of these images, and explore how young adults used these images. Design/methodology/approach – A content analysis of 674 apparel and cosmetic advertisements located in four fashion magazines (Elle Girl, Seventeen, YM, and TeenVogue) resulted in eight categories. Participants (n=32) viewed advertisements representative of the categories and answered questions related to their thoughts about the model depicted in the advertisement and their use of the images. Findings – Participants' used the models as a point of comparison. Participants primarily commented on their own weight relative to the thin models and expressed a need to lose weight to appear like them. With two categories of advertisements depicting average weight models participants noted that the model appeared realistic. However, they did not draw comparisons between themselves and these models. Research limitations/implications – Young adults do make comparisons between themselves and models used in fashion advertising. These comparisons were primarily downward. Use of average-sized models may not be a solution to negative impacts on body image, as these participants did not make use of the average-sized models as a point of comparison. Originality/value – Young women do compare themselves with models used in advertising. They recognize average weight women in advertising but do not make the same types of comparisons with these models, suggesting that the use of average weight models may be a solution to advertising's impact on developing negative body images in young adults.
机译：目的–这项研究的目的是识别针对年轻人的广告中使用的图像，调查年轻人对这些图像的看法，并探索年轻人如何使用这些图像。设计/方法/方法–对四种时尚杂志（Elle Girl，Seventeen，YM和TeenVogue）中674个服装和化妆品广告的内容分析分为八个类别。参与者（n = 32）观看了代表类别的广告，并回答了有关他们对广告中描述的模型及其图像使用的看法的问题。结果–参与者将模型用作比较点。参加者们主要评论了自己相对于瘦身模型的体重，并表示需要减肥以使其看起来像他们。在两类描述平均体重模型的广告中，参与者指出该模型看起来很现实。但是，他们没有在自己和这些模型之间进行比较。研究的局限性/意义–年轻人的确将自己与时尚广告中使用的模型进行了比较。这些比较主要是向下的。使用平均大小的模型可能无法解决对人体形象产生负面影响的方法，因为这些参与者没有将平均大小的模型用作比较点。创意/价值–年轻女性确实将自己与广告中使用的模型进行比较。他们认识到广告中女性是平均体重的妇女，但没有与这些模型进行相同类型的比较，这表明使用平均体重模型可能是解决广告对年轻人中负面身体形象发展的影响的解决方案。

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