Final critical investigation and linked production idea

Critical Investigation

How does fashion advertiseing perpetuate the feminine ideal of size zero,does it influence young teenage girls/models and why ?

linked texts : Givenchy hot couture perfume ad ,coco chanel ad,dolce and gabbana the one perfume ad ,David and Victoria beckham armani ad
linked production
a 30  sec advertisment challenging the stereotypical ideal of size zero,
advert ideas-perfume advertisment,beauty product,fashion advertisment.
and a print advertisment to appear in vogue.
linked texts:beyonce perfume ad

Issues /debates/theroies

·         Representation and stereotyping -the process whereby the media construct versions of people,place and events in images,words or sounds for transmission through media texts to an audience.representation provide models of how we see gender,social groups,individuals and aspects of the world we all inhabit.

-feminie ideal and how women are represented in the fashion  industry,
-vogue,elle magazine
-kate moss.lilly cole
http://www.trendhunter.com/trends/victoria-beckham-size-zero-models

·         Media effects –an audience theory that tends to see the audiecne as passive and seeks to measure how exposure to particular aspects of media content can influence the behaviour of the reader or viewer.

-how the media protray the size zero controversy e.g advertising ,magazines,london fashion week.
http://www.articlesbase.com/wellness-articles/size-zero-the-obesity-epidemic-and-the-quest-for-perfection-264767.html

·         News values-term used by researchers to describe the various criteria involved in the section of news by broadcasters and journalists 
 -magazine articles,news articles,vogue,elle,the times articles
http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article6489243.ece
http://www.dailymail.co.uk/femail/article-442138/Size-zero-vs-size-18.html
http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate/
http://www.telegraph.co.uk/news/uknews/1540595/Fashion-leaders-refuse-to-ban-size-zero-models.html
http://en.wikipedia.org/wiki/Size_zero 

·         Moral panics -to explain the way in which media focus on behaviour of a social group or an event can be inflated by sensational reporting and the repeated use of sterotypes,leading to public overreaction or panic at a supposed threat to society.  

·         Media technology and the digital revolution-changing technologies in the 21^st century –photography of fashion adverts,models,photoshoots
http://www.dailymail.co.uk/femail/article-431289/Zero-action-size-zero-London-Fashion-Week.html

·         Postmodernism  and its critiques -literally meaning ''after the modern'' an aesthetic paradigm that explores the media-saturated transnational culture of consumption where globalised media corporations provide a universal package of information and entertainment. 
http://caloriecount.about.com/great-size-zero-debate-ft102612 

·        Audience therioes –any of various theories about the behaviour of audiences with regard to media texts.
how the size zero controversy influences the female audience,its effect on the audience.kate moss fans......
The guradian texts/links
http://www.guardian.co.uk/lifeandstyle/2010/oct/10/immodesty-blaize-five-things-know-about-style 
http://www.guardian.co.uk/lifeandstyle/2010/oct/03/paris-fashion-week-unconventional-models
http://www.guardian.co.uk/lifeandstyle/2010/sep/30/paris-fashion-week-plus-size-models
http://www.guardian.co.uk/lifeandstyle/2010/sep/19/london-fashion-week-size-zero

Fashion models and stylish Hollywood starlets have become notorious for bad girl, diva behavior while charitable works and humanitarian ventures have catapulted others to fame. Dress size has yet to tarnish a fashion icon’s reputation–until this year, when emaciated young actresses and fashion models began to appear in increasing numbers in the tabloid press.
Their dramatically low weight sparked the “size-zero debate”— based on the theory that painfully thin modern fashion icons have a dangerous influence on admiring young women, some of whom are vulnerable to anorexia nervosa. Singled out for criticism has been Rachel Zoe—an influential Los Angeles stylist who groomed young, lean, and newly chic superstars Lindsay Lohan, Nicole Richie, Keira Knightly, and Mischa Barton. Zoe’s unarguable flair extended to launching numerous fashion trends this year, including skinny jeans, vintage tops, headbands, oversized sunglasses, and big handbags. The Los Angeles Times, however, blamed her for “single-handedly bringing anorexia back.” Reed-slim Zoe refuted the allegation that she affected the eating habits of her clients, telling London’s The Sunday Times, “I don’t think it is fair to say that I’m responsible because I’m a thin person, that because I’m influencing their style I’m influencing what they eat.”

“Size zero” became front-page news in September when model Luisel Ramos collapsed on a runway during Uruguay’s Fashion Week moments after being applauded by spectators; she later died from heart failure. News emerged that she had fasted to lose weight as she readied for the show. As a result, coordinators of Madrid’s Fashion Week banned from the event models whose body mass index (BMI, a measurement of body fat according to weight and height) fell below 18, which was considered unhealthy. The International Herald Tribune noted that many top models had a BMI that was in the 14–16 range.
http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate/
http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate/

For those of you who want to dump your curves and crave to be a size zero, here is a warning. A new research done by a foreign university reiterates something you guessed before: girls dieting to be size zero could be risking their bones to long-term problems such as osteoporosis. The research conducted on 4,000 young girls, shows that fat mass plays an important role in building bones. Recent research conducted by a London based college, also found that constant images of reed-thin, size-zero models, pop stars and actresses fuelled a rise in eating disorders amongst young women.

Size zero and its side effects - The Times of India http://timesofindia.indiatimes.com/life-style/health-fitness/fitness/Size-zero-and-its-side-effects-/articleshow/5934386.cms#ixzz14h5mtaMn

The editor of Vogue has accused some of the world’s leading catwalk designers of pushing ever thinner models into fashion magazines despite widespread public concern over “size-zero” models and rising teenage anorexia.
Alexandra Shulman, one of the most important figures in the multi-billion-pound fashion industry, has taken on all the largest fashion houses in a strongly worded letter sent to scores of designers in Europe and America. In a letter not intended for publication but seen by The Times, Shulman accuses designers of making magazines hire models with “jutting bones and no breasts or hips” by supplying them with “minuscule” garments for their photoshoots. Vogue is now frequently “retouching” photographs to make models look larger, she said.
Her intervention was hailed last night as a turning point in the debate over model size that has raged after the deaths of three models from complications relating to malnutrition, and the decision of leading fashion shows to ban size-zero models.
http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article6489243.ece