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BRANDING IN MEDIA

BRANDING IN MEDIA. IS IT A PROBLEM IN TODAY’S WORLD?. Can you read this?. Common terms. Brand – To mark with disgrace or infamy; stigmatize Media - The main means of mass communication regarded collectively

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BRANDING IN MEDIA

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  1. BRANDING IN MEDIA IS IT A PROBLEM IN TODAY’S WORLD?

  2. Can you read this?

  3. Common terms • Brand – To mark with disgrace or infamy; stigmatize • Media - The main means of mass communication regarded collectively • Stigma - A mark of disgrace associated with a particular circumstance, quality, or person • Media Priming - the idea that the things we watch or listen to or read influence our emotions and our behavior

  4. Introduction • Media is all around us and especially in this day and age it is something we cannot escape • We see these messages all around us from a day to day basis and it has become normal •  By 17, the average woman has received over 250,000 commercial messages through the media (Zeilinger, 2013) • Common misconceptions include: A certain brand will enhance your popularity, media only effects you when you want it to, only kids/teen get affected by the media

  5. Three lenses: Anthropology • Research conducted in Singapore discovered that 84% of teens were not content with their bodies • 60% of those teens were also battling issues with their weight and struggling to attain the "perfect look." • As a result, many were indulging in unhealthy practices such as vomiting or drastically decreasing their caloric intake (Baugh & Martin, 2012)

  6. Three lenses: Psychology • Children 6-16 spend more than 44 hours a week in front of television and computer screen • Children under 8 years old don’t truly understand and can change the way they think severely • Children have remarkable ability to recall ads which is where objectifying women becomes a problem (American Psychological Association, 2010)

  7. Three lenses: Sociology • Media has made branding such a big part of our lives, we essentially carry it out further • We’re sold a life style which society should follow • Use models society deems attractive, because of this if non attractive person is in add we are less inclined to pay attention (Media education, 2009)

  8. IS BRANDING A PROBLEM IN THE MEDIA?

  9. Yes 1. THE MEDIA IS ADVOCATING AN UNREALISTIC BODY IMAGE • 53% of 13 year-old girls are unhappy with their bodies (Zeilinger, 2013) • Annual VS fashion show displays the ‘perfect’ body for women • Media portrays perfect desired body types and makes females feel inadequate in their own skin • Dieting has reached all time highs, even among preteens • 45 per cent of Western men are unhappy with their bodies (Body image-Men, 2011) • Calvin Klein models advocate perfect body for males too • Muscular, well-endowed bodies are hard to attain • Males often begin to work out to try and attain the ‘perfect’ body type

  10. Yes 2. MEDIA SELLS US A LIFESTYLE • TV shows give us a picture perfect life (Keeping Up With The Kardashians) • Kim’s wedding ring was worth $2 million (Huffington Post, 2012) • Media shows us a lavish lifestyle and we follow them with ease • MTV’s Jersey Shore gives us a lifestyle of drinking and partying • 8.7 million viewers the first two episodes of Jersey Shore, the demographics range from 12-34 years of age (O’Connell, 2012) • Demographics beginning at such a young age instill a predisposed liking to such lifestyles (Media priming) • We see what we like, therefore we want and pursue

  11. Yes 3. BRANDS CREATE A HIERARCHY • Brands label us a popular vs unpopular • Shunned for not wearing specific brands and encouraged to buy these products to be accepted • Brands such as Coach, LV, TNA, Juicy Couture, and Chanel • Cars create a hierarchy among both genders • Men: Porsche 911 ($100,000+) (Maynard, 2012) • Women: Volvo S40 ($30,000+) (Maynard, 2012) • In Canada the average person pays $25,108 for a car (Maynard, 2012) • We feel pressured to buy cars we cannot afford because they are popular • People begin to get judged based on the cars they can afford

  12. No 1. Media has Healthy Body Campaigns • Dove: encourages women to be happy with their bodies • The Dove Real Truth About Beauty research found that by the age of 14, 55% of Canadian girls already feel pressure to be beautiful (Dove, 2011) • This campaign hopes to diminish these outstanding numbers • The difference in the models allow women to feel empowered and comfortable in their own skin • Shows that no matter what a woman's body looks like, its okay; everyone's body is different • Such campaigns elicit certain responses and allow women to talk about things they may be going through (Eating disorders, or depression) • Healthy Is The New Skinny Campaign • Former model Katie Halchishick started this campaign to ensure that teens should focus on being healthy instead of skinny • Campaign featured 7 up and coming models telling their stories on how pressured they were to remain thin in the fashion industry • The 7 models call all young people to feel completely happy with their bodies, and stress that no one should dictate what your body should look like other than you

  13. No • Lady Gaga • admitted she was bulimic and anorexic since 15, but has now recovered • emphasizes the importance of loving your body as well as accepting the bodies of others • "My mother and I created the BORN THIS WAY FOUNDATION for one reason: "to inspire bravery." This profile is an extension of that dream. Be brave and celebrate with us your "perceived flaws," as society tells us. May we make our flaws famous, and thus redefine the heinous."- Lady Gaga • Started a foundation to support others facing the body image problems she has over come (Paul, 2012) • Demi Lovato • She suffered from bulimia and depression from the pressure to be perfect • She acts as a spokesperson for bullying and the “Love yourself campaign” • "There's not one type of beautiful." – Demi Lovato 2. Celebrity Influence on Body Image

  14. No • H&Mrecently released ads with a plus size model, something they've never done before     • received a lot of positive feedback • plus they are swimwear ads - basically saying its okay to bare yourself to that extent no matter what you look like • Fantastic Man Magazinehad this editorial in their magazine • a male body which is far from the ideal male body that we constantly see • important to note that the magazine is called "Fantastic Man"; even this man who does not have the ideal height or weight can still be fantastic 3. Corporations are promoting different body types

  15. Conclusion: Our POV • Media branding is a big issue in today’s day and age • Media can influence us and can force people to place labels upon people or things • Media branding leads to discrimination because the media advocates certain things so the audience will be predisposed to such messages • Media is now in all of our everyday lives and is dictating our lives and beliefs

  16. Solutions • Start campaigns to spread awareness about media and its negative messages • Limit what the media can give us by adding restrictions to certain advertisements and certain messages • Allow the targeted audience to be controlled for certain media messages • Monitor all types of mass media in your region

  17. Quiz 1. The influence of our thoughts, behaviors and actions is called • Media branding • Branding • Media priming • Influential media 2. Through what way can media influence us? • TV shows/movies • Advertisements/campaigns • Social media • All of the above

  18. Quiz 3. What is one way media advocates a perfect body type? • VS Fashion Show • New H&M models • Fantastic Man ad • All of the above 4. Which one of these brands is least likely to create a hierarchy? • Gucci • Juicy Couture • LV • Fruit of The Loom 5) Provide an example of stigma in today’s media world

  19. Bibliography A peak into kimkardashian's opulent lifestyle. (14, Septmeber 2011). Retrieved from http://www.businessinsider.com/a-peak- into-kim- kardashians-opulent-lifestyle-2011-9 Body image - men. (6, May 2011). Retrieved from http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Body_image_issues_for_men Kim kardashian, krishumphries: Engagement ring causing drama in divorce. (30, November 2012). Retrieved from http://www.huffingtonpost.com/2012/11/30/kim-kardashian-kris-humph_n_2219637.html Law, A. (18, March 2006). Average new vehicle prices by province. Retrieved from http://www.auto123.com/en/news/average-new-vehicle-prices-by-province?artid=58199 Martin, C., & Baugh, E. (n.d.). Minority women, media, and body image. Retrieved from http://edis.ifas.ufl.edu/fy1135 New research finds a girl's inner beauty critic moves in by age 14. (n.d.). Retrieved from http://www.dove.ca/en/Article/Surprising-Self-Esteem-Statistics.aspx O'Connell, M. (10, May 2012). 'jersey shore' final season premiere takes a nearly 40 percent ratings hit. Retrieved from http://www.hollywoodreporter.com/live-feed/jersey-shore-final-season-premiere-ratings-376771 Paul, L. (25, September 2012). Lady gaga strips down to inspire bravery through body revolution!. Retrieved from http://globalgrind.com/entertainment/lady-gaga-eating-disorder-underwear-pics-body-revolution-fans- photos The top 10 most popular car brands with men and women. (24, April 2012). Retrieved from http://www.forbes.com/sites/michelinemaynard/2012/04/24/the-top-10-most-popular-car-brands-with- men-and-women/ Z, J. (24, April 2013). Why the new dove real beauty campaign video is less than perfect. Retrieved from http://thefbomb.org/2013/04/why-the-new-dove-real-beauty-campaign-video-is-less-than-perfect/

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