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dc.contributor.author | De Lange, Rudi W![]() |
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dc.contributor.editor | Mare, Estelle Alma | |
dc.date.accessioned | 2015-07-09T12:07:31Z | |
dc.date.available | 2015-07-09T12:07:31Z | |
dc.date.created | 2013 | |
dc.date.issued | 2013 | |
dc.description.abstract | The portrayal of the ultra-thin ideal model in the media contributes to body discontent amongst some viewers of the intended target groups. This in its turn may lead to excessive weight concerns and so create a vulnerable group that is primed for commercial exploitation. Advertising designers exploit this vulnerable population through the use of visceral imagery and text in misleading weight loss advertisements in order to better market their products. The ultra-thin models used in weight loss advertisements act as strong emotional cues and enable advertisers to influence even wary consumers to respond to these cues. This case study analysis of a weight loss advertisement highlights and illustrates how designers proceeded to create an elusive promise of slimness by misrepresenting scientific data and employed misleading textual and graphic cues in order to create an effective but nonetheless misleading advertisement | en_ZA |
dc.description.abstract | Die voorstelling in die advertensiemedia van uitermatige skraalheid as ideaal mag daartoe bydra dat lede van die voorgestelde teikengroepe ontevredenheid met hul voorkoms ervaar. Dit mag weer lei tot ‘n ongesonde besorgdheid oor liggaamsgewig en sodoende ‘n kwesbare groep daarstel wat vatbaar is vir kommersiële uitbuiting. Die ontwerpers van advertensies buit hierdie kwesbare groep uit deur subtiele beelde en teks in misleidende gewigsverlies-advertensies te gebruik om sodoende hul produkte meer effektief te bemark. Die ultra-slank modelle wat in hierdie advertensies optree, dien as sterk emosionle leidrade en stel adverteerders in staat om selfs oplettende verbruikers na wense te beïnvloed. Die onderhawige analise as gevallestudie van ‘n werklike gewigsverlies-advertensie beklemtoon en illustreer hoe ontwerpers ‘n misleidende voorstelling van slankheid geskep het deur wetenskaplike data valslik voor te stel en misleidende tekstuele en grafiese sleutels ingespan het om sodoende ‘n doeltreffendede maar nietemin misleidende advertensie te skep. | en_ZA |
dc.description.uri | http://www.journals.co.za/ej/ejour_sajah.html | en_ZA |
dc.format.extent | 13 Pages | en_ZA |
dc.format.medium | en_ZA | |
dc.identifier.citation | De Lange, RW 2013, 'The portrayal of slimness through design: an analysis of a misleading weight loss advertisement', South African Journal of Art History, vol. 28, no. 2, pp. 72-84. [http://www.journals.co.za/ej/ejour_sajah.html] | en_ZA |
dc.identifier.issn | 0258-3542 | |
dc.identifier.uri | http://hdl.handle.net/2263/46810 | |
dc.language.iso | en | en_ZA |
dc.publisher | Art Historical Work Group of South Africa | en_ZA |
dc.rights | Art Historical Work Group of South Africa | en_ZA |
dc.subject | Weight loss advertisement | en_ZA |
dc.subject | Misleading visuals | en_ZA |
dc.subject | Ultra-thin model | en_ZA |
dc.subject.lcsh | Art -- History | |
dc.subject.lcsh | Architecture -- History | |
dc.title | The portrayal of slimness through design : an analysis of a misleading weight loss advertisement | en_ZA |
dc.title.alternative | Die voorstelling van slankheid deur ontwerp : ‘n annalise van ‘n misleidende gewigsverliesadvertensie | en_ZA |
dc.type | Article | en_ZA |