How do Australian magazine advertisements portray the feminine ideal for teenagers - Research Paper Example

? Research Project How do Australian magazine advertisement portray the feminine ideal for teenagers. Table of content: How do Australian magazine advertisements portray the feminine ideal for teenagers? Introduction Freedom of expression is the hallmark of this age. The evolution of numerous mean of sending messages to target audiences has not only made the task of communication a complex science, but it has also redefined social images and values. This function of communication mechanisms is well established among scholars, Richard (2003, p.97) argues, “Communication is a social process whereby human beings create symbolic forms.” These symbolic forms provide the foundations for Cultural Revolution in a society. The preeminent impact and effect of verbal, written and visual communications can be witnessed in almost every social phenomenon. Discussing the overwhelming impact of communication on society Dalziel (2002, p.45) states, “Communication, depends on the creation as well as the transmission of symbols. We know that symbols are created in forms whose effects are determined by the principles of art and rhetoric as well as by the effect of religion, society, God or the state.” Problem Statement The major issue with the advertisements and other short forms of visual communications is thatdespite of their vivid message communication capability, they are harder to be generalized. These generalizations and image descriptions are especially useful for the people who do not have profound domain knowledge and have some basic understanding of the concepts employed and represented through these images. The research is designed to take input from a population of young people aging between 18 and 23 and will present results in a more generalized format based on theoretical and analytical studies on the issue. Research Question Formally, the research will investigate the following question; “How do Australian magazine advertisements portray the feminine ideal for teenagers?" This depiction and presentation of feminine characters can be analyzed from various aspects, but the focus of this research is to find the links between visual contents and the idealization of feminine among teenagers. Literature Review Experts from the fields of communication and journalism had always been experiencing quite freely to figure out ways and means that can impart the messages effectively through the use and employment of various tools of the trade. In this connection, presentation of feminine characters is an important consideration because of the impact and effect a correct and purposeful use of the gender can generate. However, feminine characters are subjected to stereotypes that are more traditional. Maurie & Sharon have identified the same fact and states, “Magazine advertisements are also same in theme. Women primarily have decorative or sexy role in magazine ad portrayal.” (2008, p.212) Moreover, age is an important factor as far the acceptability of a trend is concerned. Literature and specially magazines and advertisements for teenagers can play a vital role in developing new trends while safeguarding cultural foundations of a society. This research will focus Australian Magazine advertisements to gauge the impact of feminine characterization on teenagers because these characters occupy the front pages and major advertisements and serve as ideals for many young peoples. The research will examine and investigate how the varied portrayal of models can generate and develop images, symbols and forms and how far these images can arouse the fetish thoughts and desire for teenagers in Australian society. The research will focus the presentation and portrayal of feminine in Australian magazines in general and particularly the Dolly and Girlfriend magazines. These presentations serve as ideals for Australian girls who want to establish their identity through some unique, desirable and enviable attire, style and glamour.  The popularity and fame of these two magazines among teenagers have helped these magazines to qualify for the research. The presentation of feminine ideals in Australian magazine advertisements is the glamorous, fetishist and is marked by the settings and physical posture of the female models. The studies thus conducted to ascertain the presentation of women character evaluate settings, posture, clothing, hairstyles and many other attributes of a model to gauge its ability to engage teenagers. The first step in the visual content analysis is an explicit definition of objects to be analyzed. In our case, we need to analyze cover pages of Dolly and Girlfriends magazines. Method In order to ensure the correct interpretation of images and forms the research will employ the use of visual content analysis and semiotic analysis. These methods are important in generating explicit and quantifiable information on visual contents. The visual content analysis is specially viable and practical in yielding a sort of abstraction of media and its effects. Although, the analysis is not theoretical in nature, but there is are repetitions of certain classes, phenomenon, roles, actions and theories. Bell (2001, p.1) declares, “content analysis has provided one of the most widely cited kinds of evidence in media studies.” The purpose of the visual analysis is to provide a generalized statement applicable to the sort of work carried out by a particular magazine, newspaper, television or a media group, etc. Data collection Visual content analysis is predominately an observational procedure and it is mostly based upon the empirical methodology. Bell (2001) declares, “Visual content analysis is an empirical and objective procedure.” To support my academic research, my visual content and semiotic analysis I have used the results from empirical data and these analysis are well grounded in the data thus collected. The research is in the form of a survey (Appendix A), which includes twelve questions on the research topic. The questionnaire was distributed to females between the ages 18 to 23, and it focuses on their perception of the feminine ideal in chosen magazines and advertisements. Statistical Analysis The survey results are presented in the form of pie charts. Each pie chart describes the results and response of the participants on that particular question. Findings: 1. Age, Weight, Height (Appendix B1) The first question is aimed at collecting personal information of the participant. We can see that the age of the participants is almost evenly distributed and more than 60% of the participant fall between 19-21 years of the age. Similarly, the weight and height percentages of the participants are almost identical and evenly divided. The percentages thus show that the sample data is a good representative of actual population. Moreover, it shows that every age bracket is contacted to ensure incorporation of his views and understandings on the issue. 2. Do you read regularly “Teenage Magazines? (Appendix B2) The data depicts that the majority of the females read a teenage magazine and want to know exactly what is in and out of the fashion, which may lead them to better looks and consciously well-maintained lifestyle. In other words, we can say that seventy-three percent of the participants have recorded their intent to idealize the feminine models in a way or other. This also depicts how an important role these magazines can play in shaping the attitudes and approaches of teenage females. 3. If so, which magazines?(Appendix B3) Interestingly, out of 73% females who read teenage magazines, ninety percent have shown their interest in the Dolly and Girlfriend, the two magazines that are being studied and used for visual content analysis and semiotic analysis in this research. This will render authenticity to the results thus gained from the two techniques of visual analysis. This may also help to generalize the results for the rest of the population represented by this sample population. 4. Do you follow tips and advice from magazines? (Fashion, beauty/relationship). (Appendix B4) This question was aimed to assess the intensity with which teenagers follow the ideals presented by these magazines. However, the question posed to the participants does not have the option to negate the conformity to the tips provided by these magazines. This may be treated a little biased approach in the survey because it might have suppressed or articulated the participants’ response to the question. Nevertheless, the 87% sample population follow the tips offered by the magazines, which reiterate the importance of ideals presented by these magazines. 5. Do you think the advice given in magazines can improve your lifestyle? (Appendix B5) This also signifies the authenticity of these magazines. However, we can see that the percentage of the participants that does not believe in the lifestyle improvement based on the ideals presented in these magazines is 23%, which is 10% higher than those who ‘rarely’ follow the provided tips. This also suggests that the percentage that might have opted for not following any tips is nearly 10% of the total sample population. 6. What do you think of the cover girls?(Appendix B6) This question has adopted a direct approach to ascertain the idealism in the teenagers and sixty percent sample population has nodded to idealism. Obviously, the models presented in the advertisements are mostly perfectly shaped, stylish and can serve as the ideals of many teenagers who are lacking in one or another attributes of beauty and attraction. However, a considerable strength believes that these ideals lack realism, and they know there is a fair amount of fantasy and technology involved in the presentation of these ideals to the teenagers. 7. Describe your perception of feminine ideal (can just be a famous person). (Appendix B7) The question has also surfaced the same phenomenon that most of the youth is following the stars and supermodels and only 13% sample population is believed in the natural beauty. These statistics have further strengthened the significance of teenage magazines in shaping the ideals. Even the 33% sample population that understands the fantasy involved in the presentation of these ideals is not ready to face the reality and true face of an ideal. 8. Do you think that these magazines realistically portray the feminine ideal; do they enforce any particular stereotypes?(Appendix B8) This is the continuation of regular response and shows the strength of believe among the teenage readers of the magazines. This also shows that the magazines are not only trendsetters but they can make a good contribution in the continuation and conformation of stereotypes. 9. Do you follow or try keep up with fashion in magazines?(Appendix B9) The majority is following an idealistic approach and love to follow their ideals. The idealism is at the core of these successful magazines. However, this does not guarantee the correctness and righteousness of the portrayed ideals rather there are gray areas, which remain unsettled in the promulgation of false ideals to fresh minds of youngsters. 10. How do you feel about your own style/fashion sense after reading a teen magazine?(Appendix B10) The ratios depicted here are persistent with the rest of the survey questions. Only less than 30% sample population is neutral on the ideals presented by the fashion magazines and majority falls prey to what is summed up as fashion sense or style. 11. How do you feel about your own body after reading a teen magazine? (Appendix B11) Feeling bad about your own body is what might be a natural outcome of following fantasies and ideals that have nothing to do with the real-world issues. Only a 23% of teenagers feel confident about their body and appearance on the other hand 77% of the sample population fall fairly short of their ideal appearance, an appearance that is suggested by false ideals promoted by these magazines. 12. In your opinion, what is the most accurate description of an ideal women?(Appendix B12) This is a very interesting question because it has surfaced the confusion in the minds of teenagers. It is strange that the sample population does not have a consensus on the ideal figure of a feminine. The response of the sample population is quite divided and scattered. It also shows that the teenager magazines cash on the ideals of various segments and they do not portray a constant ideal. The purpose of each issue of a magazine is to target a specific group of the audience, and then the next issue may shift the ideal to a quite different personality. Semiotic Analysis Semiotic Analysis is a very effective tool that can help to understand the tone of the images, signs and forms. It can help to understand the undertones and things that are wrapped into vivid and alluring graphics. Bignell (2002) defines it to be a “combination of linguistic signs with visuals.” The basic purpose of a semiotic analysis is to interpret an ad and describe it for it the meaning not apparently and easily conceivable for audiences. Bignell (2002) finds it an easy tool “to reduce the complexity of what reading an ad is really like.” However, semiotic analysis is not only a tool to criticize the ads rather it can be employed to make better and effective ads. Two most important attributes of an ad that might satisfy the semiotic analysis is that it should stand out in a mess of ads, and it reflects the target audiences, and they can see themselves in the ads. Ads need to be closely associated with the social order of audiences and it should correlate it with standards and values of the society. Semiotic analysis has some limitations, which can lead to ambiguity or misinterpretation. Most of the ads are short of time and space, and they have to rely on the sign and graphic having an inherent caliber to convey messages forcefully and emphatically. However, a wrong interpretation of a sign, form or figure is very much probable, at least different people can interpret it differently, which may give rise to ambiguity or even the misinterpretation. There few easy to remember guidelines to conduct a semiotic analysis; Recognizing signs and meaning they carry Try to correlate the connotations with real word to trace the actual function of the ads. Find out the unsaid myth Correlate the signs with social ideologies The element of semiotic analysis can be traced easily in the two magazines under consideration. Both magazines are predominately covered with the model appearances. The Dolly cover page (Appendix C) has gone to a little further and has pushed even the name of the magazine behind the model to bring forth the actual stuff more prominent. In case of Girlfriend (Appendix D) cover page, the model does not stand out as bigger and striking as it is in the case of Dolly because the forehead and hairs are covered with title. Both cover pages have many linguistic signs, surprisingly this does not go with the theme of the cover page, and it diverts the attention of the reader. Some other graphics appear in the identical corners of the two cover pages and do attract a lower level of readers’ attention. The dressing, standing posture, hairs, looks and physic of the two models is in total convergence with what a teenage magazine would portray in any part of the world. Dressing does not violate the social ideology for feminine appearance in Australian society. However, it contains the hidden sensational elements. “Sophisticated advertisements move beyond such complex advertisements and they often contain an attempt to draw upon hidden feeling through subtle associations. A deep-seated psychological appeal is often made.” (Brian, 2008, p.99). The model on Dolly’s cover page stands boldly, but it does not trespass the moral redlines. The use of the colors is more emphatic in Dolly than the Girlfriend’s color combination. Colors of the text and dressing are matching to provide an overall thematic symmetry to the cover page. Limitations The research is conducted on the empirical design, but the sample population is not discussed at length. It does not provide details like the number of survey participants, education and profession, etc. The information could have provided more strength to the results of the research. The literature analysis for the research only includes a limited number of references because the major portion of the research discusses visual content analysis and semiotic analysis and related details. Moreover, the questions presented to survey participants were not discussed in desirable details. Research Findings The empirical research on the role of advertisement in the portrayal of feminine ideals for teenagers has successfully identified various factors through visual content analysis and semiotic analysis of the survey results. The research has found that the portrayal of the feminine characters in the two magazines is not truly realistic, and it may create ideals that are not woven into the social thread and can ultimately cause lack of confidence in female using these ideals in real-world environments. It was also established that most of the survey participants follow magazines blindly and only a very low percentage of females have shown a resistance to idealism. It also shows that fashion, self-presentation and good looks are a serious concern for Australian women, and any lacking in individual looks and presentation may cause damage to their self-confidence. Moreover, the pie charts of age, weight and heights have shown that nature has bestowed them the characteristics of a good built but even then only fewer teenage girls believe in natural beauty. This may also be linked to the effects that magazines are producing on teenagers, because the majority likes to have a perfectly shaped, ideal and stylish body and appearance, which is very rare. There is a need to present models more naturally to make new ideals that are realistic and common. The beauty should not be articulated through the use of technology because that may set unattainable standards and will lead to a more frustrated youth. Appendix (A) Survey Questions 1. Age, Weight, Height 2. Do you read regularly “Teenage Magazines”? a) Yes b) No 3. If so, which magazine? a) Dolly b) Girlfriend c) Others ___________________________ 4. Do you follow tips and advice from magazines? (Fashion/beauty/relationship) a) Always b) Rarely c) Sometimes 5. Do you think the advice given in magazines can improve your life? a) Yes b) No 6. What do you think of the cover girls? a) Ideal, perfect shape, very stylish b) Too much Photoshop, not realistic c) Personal opinion_______________________ 7. Describe your perception of feminine ideal (can just be a famous person) a) ______________________________________ 8. Do you think that these magazines realistically portray the feminine ideal; do they enforce any particular stereotypes? a) ________________________________________ 9. Do you follow or try to keep up with fashion in magazines? a) Yes, I love it b) No, I have my own style 10. How do you feel about your own style/fashion sense after reading a teen magazine? a) Good b) Bad c) Neutral 11. How do you feel about your own body after reading a teen magazine? a) Good b) Bad c) Neutral 12. In your opinion, what is the most accurate description of an ideal woman? a) Slim, tall, a supermodel b) Average, natural beauty c) Typical magazine girls, they are perfect d) Me e) ___________________________________ Appendix (B) Results of the Survey B1. Age, Weight, Height B2. Do you read regularly “Teenage Magazines”? B3. If so, which magazine? B4. Do you follow tips and advice from magazines? (Fashion/beauty/relationship) B5. Do you think the advice given in magazines can improve your lifestyle? B6. What do you think of the cover girls? B7. Describe your perception of feminine ideal (can just be a famous person) B8. Do you think that these magazines realistically portray the feminine ideal; do they enforce any particular stereotypes? B9. Do you follow or try to keep up with fashion in magazines? B10. How do you feel about your own style/fashion sense after reading a teen magazine? B11. How do you feel about your own body after reading a teen magazine? B12. In your opinion, what is the most accurate description of an ideal woman? Appendix C Appendix D References Bell Philip 2001, ‘Content Analysis is Visual Images’ in Theo Van Leeuwen & Carey Jewitt’s (ed.), Handbook of Visual Analysis, SAGE, London: UK. Bignell Jonathan , 2002, Media semiotics: an introduction 2nd eds, Manchester University Press, UK Brian Longhurst, 2008, Introducing Cultural Studies, 2/E, Pearson Education, India. Dalziel Hugh Duncan, 2002, Communication and social order 3rd eds, Transaction Publishers, USA.  Maurie Paula Poindexter & Sharon Meraz, 2008, Women, men, and news: divided and disconnected in the news media landscape, Taylor & Francis, UK. Richard Gil Musolf, 2003, Structure and agency in everyday life: an introduction to social psychology 3rd eds, Rowman & Littlefield, USA. References: 1. Bell,P. (2007), “Content analysis of visual images” 2. Bignell,J.(1997), “Media Semiotics, an introduction” 3. Danesi,M(2008), “Why it sells”, decoding the meanings of Brand names, logos, ads and other marketing and advertising ploys 4. Douglas,J (1978), "Advertising Today", Chicago: Science Research Associates, 1978. 5. Dahlberg, J. and Zimmerman, A. 2008, “The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective”, Journal of Advertising Research, pp. 71-79. 6. Messaris,P.(1997),” Visual persuasion”, the role of images in advertising. 7. McLuhan, M. (1967). “The Medium is The Message” 8. McLuhan, M. (1967). “Understanding media: the extensions of man”. 9. McCracken, E. 1993, “Decoding Women’s Magazines” Web sites: 1. Association for consumer Research (http://www.acrwebsite.org/volumes/display.asp?id=8402) 2. The effects of television advertising to society (http://www.citytvweb.com/the-effects-of-television-advertising- to-society/ ) 3. The Portrayal of Women on Television by Helen Ingham (http://www.aber.ac.uk/media/Students/hzi9401.html) 4. Print Ad Research, Print advertising research should be based on how the mind moves through the ad, not the eye. (http://www.ameritest.net/products/Print_Ad_Research.pdf) Read More