Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet and billboards. These forms of mass media act as means of conveying a message, aiming to promote and sell a product and to draw the customer to the object being endorsed. The message is to persuade you to try something, to tell you about something, to encourage you to try a new product and to convince you that you need to buy a new product. Martin Hooper is a London based commercial advertising photographer with his majority of experience including fashion photography and campaigns. His work is renowned and seen on billboards all over America. http://www.martinhooper.com/
Advertising is possible through technology as images are created, enhanced and made appealing through computer programmes e.g. photoshop.This programming and technology offers the tool of airbrushing making the items of clothing look more flattering on the body. Advertising is a way the media portray the image of how people should like and make individuals feel self conscious and not comfortable within themselves. There is much media controversy on the topic and especially in regard to skinny models in advertising campaigns.
Just a few quotes:
* Australian fashion models generally have more "meat on their bones" and look healthier than those in Europe and the United States, says top designer Wayne Cooper.
*"Clothes look better on thin people, the fabric hangs better on bodies that are comparatively featureless. Designers like to work with a plain canvas as it’s all about highlighting the clothes." Alex Perry
*"For me as a designer, I would never knowingly use a model who was anorexic, but the simple fact is that we employ these girls as moving coat-hangers. "We’re not looking for sex appeal or to hold a mirror up to the woman on the street, we're trying to shift clothes to the store buyers, and I personally think that a slender figure is the best way to show them off." Kim Molloy
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