Abstract
The present study investigated the influence of fashion advertising on eating disorders and body dissatisfaction amongst women within generation Z.The aim of the research is to identify the aspects and factors of fashion advertising which contribute to the development of eating disorders and body-focused anxiety. The study concluded that fashion advertising negatively affects an in- dividual through the perpetuation of idolised images reflecting unattainable body constitutions and unrealistic beauty ideals. Through the implementation of such factors abnormal eating disorder symptoms emerge through cultural, social and interpersonal relationships.The results suggested that exposure to ultra-thin models perpetrated by the mass media and society's ideal beau- ty standards increases body dissatisfaction and abnormal eating symptoms amongst women from generation Z.
Fashion advertising & Body image
Advertising is the main approach for brands to publicise their products in any context and field. It is a positive element regarding the communication and knowledge individuals gain with the information being displayed encompassing distinct opportunities and products. However, as adver- tising shifts toward a more negative concept and approach, it should be reevaluated as it can have negative implications regarding social, personal and psychological effects within an individual. Fas- hion advertising is composed of a multitude of different methods; from a social media campaign to a runway show to a magazine shoot.
Society is immersed in social fashion, an element which dictates the way of living and influences socio-cultural factors and its development.
Fashion dictates and influences how to dress, where to go, where to eat and how to live... Fashion indicates how to adapt the body to trends, in addition to the influence of the media as transmitters of these trends. Fashion can become dangerous the moment it becomes extreme. At this point is where individuals find that to be perfect and desirable they have to be slim and fit into the social canons established by society and embraced by fashion. Most fashions as well as clothing are desig- ned to be worn by skinny bodies and it is a transgression most women can not overlook. Within this aspect, luxury fashion brands and their glamorous runways generate inspiration and admiration towards extremely slim bodies. It is not only the clothes that generate influence but the models who wear them, and through social media, magazines and television those unrealistic expectations are engraved into young women. (Guerrero Giampaglia, 2016)
The media, magazines and social media shape our expectations throughout time, including our be-liefs towards our bodies and relationships.
Exposure to ultra-thin models in advertising & an increase in body-focused anxiety
Previous research within the field demonstrates that exposure to images of ultra-thin models perpetrated by the mass media and above all by fashion advertising, increases image concerns and body dissatisfaction amongst women.
Body focused anxiety revolves around the aspect of not fitting in within the constructed norms and stereotypes established by society, which can derive in disordered eating behaviours.
However, a study by (Halliwell, Dittmar, & Howe, 2005) investigated women's body-focused anxiety levels when exposed to ultra-thin and average-sized models. Although the study concluded that viewing images of extremely thin models did not lead to an increase in stress levels, when exposed to medium-si- zed models individuals produced a relieving effect and their body-focused anxiety decreased. The study also investigated the effectiveness of advertising using equally attractive women with larger traits com- pared to extremely thin women, with the support of consumer behaviour and product purchase.
The results showed that attractive medium-sized models were just as effective in advertising a product as ultra-thin models. Thus, it reflects how fashion advertising would be just as compelling without the need to use excessively thin models and therefore, may help to alleviate body image concerns among women. (Dittmar & Howard, 2004; Halliwell & Dittmar, 2004)(Kwan et al., 2018)
METHODOLOGY
The aim of the research focused on investigating and acquiring insight on how fashion advertising influences women to develop a negative self-image perception and body dissatisfaction, which may deviate towards abnormal eating habits.
The research methods executed focused on analyzing further if and how Fashion advertising affected the development of abnormal eating habits and body dissatisfaction rates within female individuals from generation Z.
The research methods applied embodied distinct procedures; a quantitative and qualitative approach. Through the implementation of a focus group & a survey, the data gathered provided deeper insight into the correlation between body dissatisfaction and advertising within the fashion industry. These particular research methods are convenient to the study because in order to acquire deeper insight regarding the topic, it requires -participants to further justify and rationalize their argumentation. Hence, the focus group, encompassed by open-ended questions, provided an extensive rationale of the participant's perception and consciousness towards abnormal eating habits as a derivation of fashion advertising. Oppositely, the survey offered a quantitative insight, providing clear objective data used to attain statistics as it enclosed close-ended questions.
"Our culture is obsessed with perfection, especially when it comes to the way women look. The para-meters of acceptability as far as physical appearance go are so limiting that only a handful of women actually fall into this category. And the rest of us are left to either squeeze ourselves into mould that don't fit, hating ourselves all the while, or we just give up entirely." (Lael, 2013)