Final draft of critical investigation

"Whether you're thin, fat, small, dark, blond, redhead, you want to be something else," said the world's first boldface supermodel, Twiggy. "I wanted a fairy godmother to make me look like Marilyn Monroe. I had no boobs, no hips, and I wanted it desperately’’.[1]

How does fashion/beauty advertising, such as for perfumes, perpetuate the feminine ideal of size zero, does it influence young teenage girls/model and why?

’Nothing tastes as good as skinny feels’’[2] On the 19^th November 2009 Kate Moss’s motto struck the size zero controversy as  the 35 year old model shocked campaigners fighting to abolish the cult of stick-thin models. From the mid 1960’s British model Twiggy changed the fashion trend of being curvy forever. As her skinny size 8 figure ushered in the trend, she implied that “a fashion model or any desirable woman must be a size 0 or 2, in order to be fashionable’’[3] or as it has been portrayed in films and magazines, desirable, that thin is in. The media have a powerful impact on audiences as they reinforce negative body image. The National Eating Disorders Association in the UK suggests that “The media is the main source of information about women’s health issues for adolescent girls. NEDA finds that,“1 out of every 3.8 television commercials sends some sort of ‘attractiveness message,’ and the average adolescent sees an estimated 5,260 attractiveness messages per year.’’[4]In addition the National Eating Disorders Association believes that the media is the main source of influencing  eating disorders in the UK .Advertisements emphasize thinness as a standard for female beauty, and the image idealized in the media is frequently a skinny body image. The Dove “Campaign for Real Beauty”[5] kicked off in 2003, aimed to encourage women to help teenage girls feel better about themselves. The first campaign took six real women in white underwear from different sizes and shapes, feeling confident and happy to reinforce a positive body image. However today’s size zero is said to be the ideal figure for women as they feel the pressure to maintain the skinny figure. This essay investigates how and why the size zero controversy perpetuate this as a  feminine ideal particularly in advertising for perfumes and how it has such a big impact on influencing young teenage girls.

Advertising often emphasizes sexuality and the importance of physical attractiveness in an attempt to sell products. But beneath selling a product is the pressure of perfecting their appearance rather than buying the product. “We are surrounded by hundred, thousands of messages every day that link our deepest emotions to products that objectify people".[6] This shows that advertising itself has the power to tell us that the most important factor today is to look like the ideal women. An estimated £8 billion is spent on beauty advertising yearly. The average woman sees 400–600 advertisements daily and by the time she is 17 years old, she’s received 250,000 commercial messages through the media. “Actual body size is in conflict with a mediated ideal body image and an unstable self-perceived body image, results of the study suggest that watching even 30 minutes worth of television programming and advertising can alter a women’s perception of the shape of her body’’[7] Exposure to idealized body images lowers self esteem and women's satisfaction with their own attractiveness leading to eating disorders. However advertising has many ways to impact audiences lives as it sells more “Values, images, concepts of love, sexuality, romance, success and, perhaps most important, normalcy’’[8]As it has been suggested that these kinds of adverts are having a negative impact on young audiences.

Representation is the construction of ideas of reality; these ideas are stereotyped as cultural identities, race, gender and class. Marshall McLuhan stated “All media exist to invest our lives with artificial perceptions and arbitrary values’’[9] Directly linking the size zero controversy the media targets who represents particular ideologies’’[10] Every beauty, fashion advertisement there indirect, artificial messages to young, vulnerable females which questions their self esteem. As Richard dyer states “A star is a constructed image shown to audiences as it  has the values and ideologies of being happy and confident as it reinforces the dominant idea amongst teenagers who believe that if they were thinner, they too would be happier. The media has many effects as to how audiences perceive the ideologies and values it sends out.  Kate Moss is a clear example of this, since she entered the modelling industry she has been criticized for influencing young teenage girls to be as thin as she is. Her ultimate waif figure has created the hegemonic value for a women’s appearance. However the media have powerful impact on influencing the most confident women. “The tall, nearly emaciated mannequins that push the latest miracle cosmetic make even the most confident woman question her appearance.’’.[11]This shows the results of the hypodermic model taking place as it reinforces the values of a passive audience. The world of fashion is glamorous as every women strives to look like the ideal women. Many females believe that fashion is a way to showcase your style, personality and individuality, although the indirect messages of  fashion’s dark side intensifies teens interests in fashion, styles and brands worn by celebrities and television characters that control much of the teens demand for fashion as this becomes obsessive.

In today’s society there is a great deal of pressure to be slim as celebrities are continuously accused of influencing young teenage girls for example Keira Knightley's extremely  slim figure was  claimed that she was misleading the public about whether or not she had anorexia and setting a bad example for teenage girls. Airbrushing expert Chris Bickmore said Miss Knightley’s skin had been smoothed and her chest enlarged'' as the print advertisement for the coco channel commercial  airbrushes her body to appear slimmer and curvier than usual. In a 2007 campaign in which she featured semi-naked with just a bowler hat covering her chest she also looked decidedly  more curvy than usual.However in the commercial she appears extremely thin as continuous close ups are used to emphasise sexual appeal of her body .As the commercial begins she appears in just a white shirt, as she removes her shirt a close up of her slim legs are shown, as she dresses in a high class hotel room, in a European country. This shows the values and ideologies of being slim, as skinny represents high class and happiness, as these ideologies and values reinforces the hypodermic model theory as this will inject into the passive audience’s minds of young vulnerable women, increasing the risks of anorexia mostly in teenage girls. This shows that in today's society celebrities are represented as “The tedious stereotypes of what it is to be a wonderful 21st-century woman”[12] .This also lowers young, vulnerable girls self esteem as they feel they must have the perfect slim figure for acceptation in today’s society.

The media represents women as objects to please men .Women are constantly sexually objectified. In most areas advertising is the biggest result of this for example “Women’s bodies are routinely used as objects to sell various products’’[13] this is mainly in perfume advertising as the women selling the products are shown to be desirable as not only for men but also for females, As they are shown to be happy and beautiful, women desire the ideologies and values it sends out. Advertising allegedly challenges the behaviour of dieting as it makes women feel they must be slim to look attractive and appealing. However sometimes the male audience challenges female’s behaviour of dieting as they feel they must be slim in order to satisfy the male audience. “Women are seen as sex objects existing solely to please men, their status will be determined by men’’[14].the hypodermic theory suggests that this  influences females to have to maintain a sexualized appearance, looking more like the models they see in advertisements. Women are being empowered as they are controlled by the media to satisfy the male audience. Laura Mulvey states “In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female’[15] as  this invites a patriarchal image of women as they are being used to gratify the male audience. However in today’s society advertising has gone to the extent of overly sexualizing women to sell products ,to the point where Beyonces heat fragrance commercial was banned from daytime TV due to its sexual imagery. The commercial which begins with the voluptuous singer lying naked in a steam room has been deemed “too sexually provocative’’.

As part of the dove campaign, the dove evolution commercial was released in 2003, it showed the realistic ways as to how images are constructed to promote a healthy and beautiful body image. The dove campaign released the clip of “Evolution of Beauty' indicating how easy it is to produce the ideal women, the image of an unrealistic, perfect woman. As dove campaigners  implied In the space of a minute, the amount of artificial transformations needed to "create" the model of beauty you have sold yourself so easily to’’[16] This clearly shows that zeitgeist is still being used, as women as being objectified to become unrealistic women. The dove campaign is one of the first campaigns to have reached out to women in a positive direction "We don't want women to give up, we want to tell them; beauty, it's at your reach”[17] within this women have become confident feeling happy and attractive in their bodies from different ethnicities and at all different shapes and sizes. Leading them to a point in their lives where they feel ok with any shape and size. Society has accepted the body image of being curvy and voluptuous. It is important that women should have “The choice to do whatever we want with our faces and bodies without being punished by an ideology that is using attitudes, economic pressure, and even legal judgments regarding women's appearance to undermine us psychologically and politically” [18]

But is it truly the fault of advertising? The size zero controversy has reinforced moral panics within the fashion industry as models argue that “I don’t think it’s fair to say that I’m responsible because I’m a thin person, that because I’m influencing their style I influence what they eat’’[19].however the moral panics of the controversy led the industry to ban models for their weight as they argued that 'It was one of the points we made. You can't say to models, "you can't work because you are black or because you are blind", so why should you be able to say "you are too thin to work"[20].Although Advertising holds great power over women and young girls lives today, as the media uses many commercials with unrealistic, perfect body images to impact on women’s behaviour’s of dieting influencing them and feeling the pressure of maintaining the slim figure of today’s society. Advertisings proven to have a big impact as even extremely thin models find it difficult to keep control of their weight" No wonder our perception of beauty is distorted. Every girl deserves to feel beautiful just the way she is.’’[21]Fashion and beauty advertising has many effective and controlling ways as to how the media perpetuates the feminine ideal of size zero. Its psychological ways promotes hegemonic values as to reinforcing the hypodermic to the perception of a distorted, unrealistic and impossible body image. Furthermore Contemporary advertising has not changed to promote the inner beauty of one but instead advertisers have taken over by degrading women as sex objects. "Each face is a canvas, but not a blank one, each face has features that make it unique" [22]Real women are not seen as perfect women, real beauty has imperfections.

Is our obsession with size zero damaging health?
http://news.bbc.co.uk/1/hi/health/8510160.stm
Naomi defends fashion industry over size zero
http://www.thisislondon.co.uk/showbiz/article-23385371-naomi-defends-fashion-industry-over-size-zero.do

[1] 60's icon twiggy sells latest fashion line on HSN http://www.semissourian.com/story/1623014.html

[2]Nothing tastes as good as skinny feels http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/2735440/Kate-Moss-reveals-her-life-motto-Nothing-tastes-as-good-as-skinny-feels.html

[3] Marylyn Monroe and the return of the curvy girl http://www.suite101.com/content/marilyn-monroe-and-the-return-maybe-of-the-curvy-girl-a299012

[4] When size zero isn't thin enough http://www.suite101.com/content/when-a-size-zero-isnt-thin-enough-a12470

[5]Why women  must win the size zero debate

http://women.timesonline.co.uk/tol/life_and_style/women/beauty/article6890572.ece

[6] how advertising changes the way we think http://www.librarything.com/work/15771

[7] Modelling and the media - http://www.wsu.edu/~salusso/BODY/modeling.html

[8] Sex,gender and society -http://www.sexandgender.net/2010/07/01/skyy-infusions-cherry-vodka-ad-analysis/

[9] Marshall McLuhan http://thinkexist.com/quotation/all_media_exist_to_invest_our_lives_with/152850.html

[10] Hall, K. Holmes, P. (2008) Page 112

[11] The beauty Myth http://www.librarything.com/work/16568

[12] Size hero,Betth ditto, pin up for anti size zero campaign http://www.independent.co.uk/news/uk/this-britain/size-hero-beth-ditto-pinup-for-antisize0-campaign-462173.html

[13]Killing us softly: advertising images of women Womenhttp://topdocumentaryfilms.com/killing-us-softly-3

[14] Killing us softly: advertising images of women

[15] Hollows, Joanne. Manchester University Press (2000)page 43

[16] media advertising and the manufactured beauty myth http://www.masternewmedia.org/news/2006/10/18/media_advertising_reality_and_the.htm

[17] the beauty backlash http://news.bbc.co.uk/1/hi/5074642.stm

[18] media advertising and the manufactured beauty myth http://www.masternewmedia.org/news/2006/10/18/media_advertising_reality_and_the.htm

[19] skeletons on the runway the size zero debate http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate/

[20] Models threat to sue the blocked size zero ban http://www.guardian.co.uk/uk/2007/feb/11/deniscampbell.vanessathorpe

[21] media advertising and the manufactured beauty myth

[22] Mason Linda (2003): ‘Make Up The Art Of Beauty

Word count -2,045

Bibliography

Works cited

Books

-Feminism, femininity, and popular culture By: Hollows, Joanne. Manchester University Press (2000)
-Hall, Ken Holmes, Philip (2008): Media Studies AS and A2. Essex England, Pearson Education Ltd.
-Kate Haycock -1994-Dealing with eating disorders-East sussex-wayland
-Laura Mulvey, Visual Pleasure and Narrative Cinema By Carolina Hein
-Mason Linda (2003): ‘Make Up The Art Of Beauty’
-Solomon, M. Bamossy, G. Askegaard, S. Hogg, M. (2006)

Websites

-'60s icon Twiggy sells latest fashion line on HSN-http://www.semissourian.com/story/1623014.html

-'Nothing tastes as good as skinny feels'- http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/2735440/Kate-Moss-reveals-her-life-motto-Nothing-tastes-as-good-as-skinny-feels.html

- Marilyn Monroe and the Return of the Curvy Girl-http://www.suite101.com/content/marilyn-monroe-and-the-return-maybe-of-the-curvy-girl-a299012

-When a Size Zero Isn't Thin Enough-http://www.suite101.com/content/when-a-size-zero-isnt-thin-enough-a124709

-Why women must win the size zero debate-http://women.timesonline.co.uk/tol/life_and_style/women/beauty/article6890572.ece

-How Advertising Changes the Way We Think and Feel-http://www.librarything.com/work/15771

-Modelling and the media- http://www.wsu.edu/~salusso/BODY/modeling.html

-Sex,gender and the society -http://www.sexandgender.net/2010/07/01/skyy-infusions-cherry-vodka-ad-analysis/

-Representation of gender in the media-http://www.mediaknowall.com/as_alevel/alevel.php?pageID=gender

-Marshall McLuhan

http://thinkexist.com/quotation/all_media_exist_to_invest_our_lives_with/152850.html

-'Nothing tastes as good as skinny feels'

http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/2735440/Kate-Moss-reveals-her-life-motto-Nothing-tastes-as-good-as-skinny-feels.html

-Stuart hall

http://changingminds.org/disciplines/sociology/theorists/stuart_hall.htm

-Society and eating

http://www.mirror-mirror.org/society.htm

-The death of size zero

http://women.timesonline.co.uk/tol/life_and_style/women/beauty/article4992425.ece

-Objectification of women

http://www.angelfire.com/weird2/hyphen/Objectification.htm

-Killing Us Softly : Advertising’s Image of Womenhttp://topdocumentaryfilms.com/killing-us-softly-3/

-Sexual objectification http://www.enotes.com/topic/Sexual_objectification

-Beyoncé turns up the Heat a little too much as racy perfume ad is banned from daytime TV http://www.dailymail.co.uk/tvshowbiz/article-1330408/Beyonce-perfume-advert-sexy-banned-daytime-TV.html

- The Beauty Myth: How Images of Beauty Are Used Against Women

http://ebooklink.net/g/detail/0060512180/The%20Beauty%20Myth:%20How%20Images%20of%20Beauty%20Are%20Used%20Against%20Women/

-Skinny model is airbrushed to make her look FATTER on front cover of health magazine

http://www.dailymail.co.uk/femail/article-1278795/Skinny-health-magazine-cover-model-Kamilla-Wladyka-airbrushed-make-look-fatter.html

-Media Advertising Reality And The Manufactured Beauty Myth

http://www.masternewmedia.org/news/2006/10/18/media_advertising_reality_and_the.htm

-The beauty backlash

http://news.bbc.co.uk/1/hi/5074642.stm

-Skeletons on the runway: The size zero debate

http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate/

-Models' threat to sue blocked size zero ban

http://www.guardian.co.uk/uk/2007/feb/11/deniscampbell.vanessathorpe

Moving Image texts

Coco Channel commercial

http://www.youtube.com/watch?v=MvAKSwgjt6I&playnext=1&list=PLAE5D224A5570C986

Heat commercial

http://www.youtube.com/watch?v=76lPciEip3A

Evolution of beauty (dove commercial)

http://www.youtube.com/watch?v=tbb8D-u8ues

Works consulted
Books
-Solomon, M. Bamossy, G. Askegaard, S. Hogg, M. (2006)
-Marie Costantino- 1998- Fashion marketing and PR- china- BT Batsford LTD

-Caroline Warbrick-2002-Eating disorders-Britain

Websites
Size zero is bad news for bones
http://www.bris.ac.uk/news/2010/6775.html
Paris fashion week declares slender, young models out of style
http://www.guardian.co.uk/lifeandstyle/2010/oct/03/paris-fashion-week-unconventional-models
Paris fashion week heralds the post-size zero age
http://www.guardian.co.uk/lifeandstyle/2010/sep/30/paris-fashion-week-plus-size-models
London fashion week women storm catwalk to end tyranny of size zero
http://www.guardian.co.uk/lifeandstyle/2010/sep/19/london-fashion-week-size-zero
Teen girls starve to look like 'size zero' role model
http://health.ninemsn.com.au/healthnews/1011005/teen-girls-starving-to-look-like-size-0-role-models
Size zero = twig… nice
http://www.bbc.co.uk/essex/content/articles/2007/04/04/zeal_size_zero_feature.shtml
Young teen models may face catwalk ban
http://uk.reuters.com/article/2007/07/11/uk-britain-models-idUKL1175770420070711
.'Plus-size' models still rare on NY and London catwalks
http://www.independent.co.uk/life-style/fashion/plussize-models-still-rare-on-ny-and-london-catwalks-2080929.html

Size zero or plus-size: all models bad for self-esteem
http://www.independent.co.uk/life-style/fashion/news/size-zero-or-plussize-all-models-bad-for-selfesteem-1803952.html
Size-zero debate: fashion industry is told to 'grow up'
http://www.independent.co.uk/life-style/health-and-families/health-news/sizezero-debate-fashion-industry-is-told-to-grow-up-449862.html
Size zero girls 'less attractive'
http://news.bbc.co.uk/1/hi/scotland/edinburgh_and_east/8327750.stm
Size Zero Models Fuel the Rise In Eating Disorders, UK
http://www.medicalnewstoday.com/articles/104263.php
."Negative" Sizing: The Size Zero Debate
http://www.piercemattie.com/blogs/2006/10/what_happens_after_zero.html

Test Screening Feedback

WWW comments
-good use of shots
-follows conventions
-good appeal to target audience
-good use of location
-sells the product
-good use of costume


EBI comments -things to improve
-pay more attention to detail e.g takes clothes off door/ps3 boxes etc
-make the bedroom appear more girly e.g perhaps hang a dress on the door/flowers
-sound effects to make it seem like nightime/dreaming e.g wind blowing curtain/owl sound /birds
-start scene off with a clock to appear at midnight/close up of face/ waking up or eyes opening
- perhaps a voice over in french
-shot of door opening into dream world
-first and last scene in black and white/perfume appear in colour /dream world in colour
-also lighting /film in daylight
-close up of face/body/eyes /hands/perfume bottle/look desirable for the audience/sell urself with the perfume
-panning shots,still shots/tell the story/
-INTERTEXUALITY -FAIRY TALES


-Media language-C
-Conventions-C
-Attention to detail-D/C
-Creativity-C
-Technicial proficiency-C

Self Assessment

Attainment -C
Effort -2
Indicative -B
H/W-Compelete tasks on time

I believe my attainment is a C as i work hard and put in alot of effort for my tasks however i need to improve on handing homework in on time although i believe i can achieve a B as handing in work on time to better quality can achieve me a B.I have given myself a 2 for effort as when it comes to comepleteing tasks I comeplete tasks to higher standards then asked for.

Targets
-Comeplete most of  moving image production in halfterm
-Start on print mock ups and ideas for the prints
-Revsie and go through key terminology,issues,debates and theories

Action Plan

Moving image

• Come up with storyline /theme
• setting
• characters
• music
• storyboarding

Production Ideas/research

RESEARCH

Tutorial 1- feedback/action plan

-Quote before essay
-incorporate at least 2 (academic)
-Fashion/beauty industry with the economy ,profits (statistics)
-how much is spent on advertisng ?
-(effetcs of this)

Representations
-The concepts of representation
-How representation works
-general representation quotes (academic)
-how the media constructs the world -(MEDIATION)
Use examples
What is the feminie ideal ?
-Historical changes(from Marylin Manroe to Twiggy)
-current fasination with size zero

Stereotyping -(PARTRIARCHY,FEMINISM)
-typical female roles
-VOYERISM,'MALE GAZE',SCOPOPHILIA
(dumb blonde,madonna/whore-(BINARY OPOSITION)
( lady gaga )-postmodernism fashion (Alexander Mcqueen,Guo Pei,Manish Arora)

Task 6 Introduction

How does fashion/beauty advertising, such as for perfumes, perpetuate the feminine ideal of size zero, does it influence young teenage girls/models and why?

“Nothing tastes as good as skinny feels’’This quote was what struck the size zero controversy to reinforce moral panics in the fashion industry, when Kate Moss the 35 year old model shocked campaigners fighting to abolish the cult of stick-thin models. From the mid 1960’s British model Twiggy changed the fashion trend of being curvy forever. As her skinny size 8 figure ushered in the trend, she implied that a fashion model or any desirable woman must be a size 0 or 2, in order to be fashionable or as it has been portrayed in films and magazines, desirable, that thin is in. The media have a powerful impact on audiences as they reinforce negative body image and influence young teenage girls to follow the thin is in trend .“The media is the main source of information about women’s health issues” for adolescent girls. In addition, National Eating Disorders Association finds that,“1 out of every 3.8 television commercials sends some sort of ‘attractiveness message,’ and the average adolescent sees an estimated 5,260 attractiveness messages per year.’’.Advertisements emphasize thinness as a standard for female beauty, and the bodies idealized in the media are frequently a skinny body image. “No wonder our perception of beauty is distorted. Every girl deserves to feel beautiful just the way she is.’’ “Campaign for Real Beauty”, kicked off in 2003, it aimed to encourage adult women to help girls and teenagers feel better about themselves. The first campaign took six real women in white underwear from different sizes and shapes, feeling confident and happy to help reinforce a positive body image. This essay will investigate how and why the size zero controversy is the next big trend, and how fashion and beauty perpetuate size zero as being a feminine ideal particularly in advertising for perfumes and how it has such a big impact on influencing young teenage girls.

Task 5 Essay Plan

(Introduction- a brief description to my independent study)

I will be investigating how fashion and beauty advertising such as perfume adverts and print advertisement represent size zero as a feminine ideal and the obsession with being size zero and does it really influence young girls/models to follow the trend of being freakishly skinny and why do they want to follow this trend?Why do most young girls want to be size zero? What appeals to them about being size zero? Do they really think they look good? Where did this controversy develop from? How did it develop?

My target audience-demographics, social class, interests, age

•  (The size zero controversy)
• What is it? What is the big issue about size zero? What is the appeal of it? The attraction.
• Why it is? Why does this controversy hold such power? (The hypodermic model) the weaknesses of the debates influence, why does it have such powerful influence? Why is it a feminine ideal?
• Who? Who exactly is it targeted at? Who does it appeal to? Who holds the influence of the controversy?
• When? When did the issue become an influential debate? When did the trend of size zero begin?  from Marylyn Monroe’s curvy size 12 to Twiggy’s skinny size 8 to Kate Moss’s size zero.(Historical texts )  
• How? How is it such a controversy? How does it hold powerful influence on young girls? Media influence? Magazines? Role models?

1.Do the Media representations of size zero models reinforce the stereotypes of the size zero controversy and how?  

I will be investigating the representation of the feminine ideal of size zero in the media with examples of media texts using the evidence from textual analysis’s and quotes; I will also be looking at the representation of teenage girls that hold influence of the controversy. For example teenage girls who develop eating disorders which put their lives at risk. Teenage girls with low self esteem, Pressure from role models. ''There is a good deal of pressure on teenage girls to be thin, but they need to be aware that this could endanger their developing skeleton and put them at increased risk of osteoporosis’’. –I am going to use this quote to talk about the pressure that the media hold on teenage girls reinforcing the stereotypes of size zero. This quote will also link to The Media texts which I am going to use which reinforce the stereotypes of size zero-
(Vogue magazine, look magazine, perfume commercials featuring size zero models) (E.g. Kate Moss, Nicole Kidman)  (M, R, A)


2.The media effects of the controversy on the audience, also reinforcing the stereotypes of size zero.
In this paragraph I am going to talk bout the media effects which also reinforce the stereotypes of the controversy. How it holds the powerful influence on the stereotypes.e.g showing the glamorous appeal of models,” Controlling weight and shape has become a moral imperative for many young girls," I am going to use this quote to talk about the effects which the media have on reinforcing the stereotypes of size zero. The issue of low self esteem and conscience of body image, following the trend to look like their role models. "It's almost a sign of goodness to be slim,"-I will link this to Kate Moss and her influence on reinforcing stereotypes of the size zero controversy. And being pressured   
'Nothing tastes as good as skinny feels'.-I will also link this quote to the media effects reinforcing stereotypes. As this also reinforces the feminine ideal of size zero. This will also be linked to how media effects are created to develop the influence of size zero and also reinforce the stereotypes. I will also use this quote to talk about the huge amount of controversy Kate moss created when she first came out with her motto. "Millions of girls aspire to be like Kate Moss. These comments are shocking and irresponsible."-this quote will also link to this paragraph. (M.R.A.I)


3.The influence of media technology and the digital revolution
In this paragraph I am going to talk bout the use of media technology used to promote the beauty of the models to the audience, and how this also reinforces stereotypes with stronger influence such as magazines images of models and fashion .'She looked beautiful in the face, but really thin and unwell. That's not a reflection of what we do in our magazine, which is about good health.' –I am going to link this quote to show the media influence on the audience with the use of magazine images and posters. I am going to use evidence of textual analysis’s of print magazines which show unhealthy size zero models made to look healthy and beautiful with the use of media technology. (M.A,I,V)


4.The impact of news values on the audience
In this paragraph I will be talking about how Journalists and broadcasters use powerful and influential imagery and exaggeration to seek a passive audience.  The influences are everywhere. Images of women, teenagers, models, and famous people who are extremely thin dominate the media. Such intense scrutiny is placed on the weight and body images of women that the rates of anorexia, bulimia, and other related eating disorders have skyrocketed in recent years. “The media is the main source of information about women’s health issues” for adolescent girls. In addition, NEDA finds that,
 “1 out of every 3.8 television commercials sends some sort of ‘attractiveness message,’ and the average adolescent sees an estimated 5,260 attractiveness messages per year.”-I am going to link this quote to this paragraph as it shows the evidence of the influence the media send out to a passive audience promoting negative body image.(I,V,I,M)   


5. Moral panics in the fashion industry
In this paragraph I will be talking bout the moral panics developing in the fashion industry due to the size zero controversy and the media’s influence reinforcing the moral panics. However I will also argue against the controversy, 'It was one of the points we made. You can't say to models, "you can't work because you are black or because you are blind", so why should you be able to say "you are too thin to work"?-I will link this quote to my study as I am going to argue against the controversy as some models just appear to be naturally skinny or slender.
"I'd like to see it expanded," says Franklin. "Use a standard woman. Not a woman who is six foot and UK size eight. That was never what Cindy Crawford or Linda Evangelista was. They were much curvier."-I will link this quote to my study as I will be arguing about the moral panics raised in the fashion industry causing conflicts between designers that want to use plus size models and designers refusing to use plus size models,
"Take the issue into government".-this quote will link to my study as I will be talking about the moral panics within the fashion industry as to take drastic action to make a change to the skinny trend. "We're saying all women are beautiful," Franklin counters. "Some are older. Some are standard-size. We're not in conflict with the fashion industry. We're just saying, 'Let's celebrate a broader range'."


6. Postmodernsim in fashion
In this paragraph I will be talking about the size zero controversy in postmodernism fashion and how the trend has changed form being a curvy size 14 to a size zero. ’’ The fashion industry was instantly blamed, but was it entirely their fault? more size zero models appeared on the catwalk and designers started manufacturing their clothes in size zero’’-I will use this quote to link to my study as to how the trend has changed and how it has become an influential controversy to contemporary fashion. Here I will give evidence from textual analysis from the use of historical texts.(M,R,A,I,V)


7. From Marilyn Monroe to twiggy
"Whether you're thin, fat, small, dark, blond, redhead, you want to be something else," said the world's first boldface supermodel. "I wanted a fairy godmother to make me look like Marilyn Monroe. I had no boobs, no hips, and I wanted it desperately’’.
In this paragraph I will be talking about the change form the curvy trend to the skinny trend form the past and how it has changed to influence such young girls and their health and will it ever change. To show the beauty of bigger models and design clothes to fit bigger curvier bodies.I will also be talking about how Marilyn Monroe is still an icon and her curvy body is still a trend which also influences some young girls to stay healthy and curvy.(M,R,A,I,V)
'I would look in the mirror and not feel like a woman. I didn't feel sexy. People in the fashion industry were like, "Oh my god, you look beautiful." But I didn't feel like myself when I was thinner.'-I will use this quote to show how women like Beyonce embrace their curves and should also have an impact on young girls and influencing them to be healthy.

8.Hypodermic Model

The effects of the audience from which the media injects messages directly into the minds of the viewers/listeners/readers, powerless to resist the media impact over us. this approach draws attention for the power that media providers have. This injected audience is seen as passive and powerless.(M,R,A,I,V)       

  

9. Cultivation theory

As audiences watch more and more film and television they gradually develop certain views about the world, some of which are false –In this paragraph I will be talking about the media’s influence on society due to the fashion industry and women being influenced to follow the media’s stories and becoming passive and vulnerable to follow false trends.(M,R,A,I,V) 


10. Hegamony
 A theory of ideology as ideas, beliefs and values, established by the dominant culture in society. It draws attention to the fact that audiences gain a lot of their knowledge about the world form the media and recognizes the important role the media have in our lives.(M,R,A,I,V) 


11. Conclusion –Media industry VS fashion industry
To conclude I will be summarizing my key points as to answering my independent study. I will be discussing as to if advertising does influence young girls to follow the size zero trend and the controversy between the media industry vs. the fashion industry.

Task 4 Additonal Web Research

1.  Size zero is bad news for bones
http://www.bris.ac.uk/news/2010/6775.html 
''There is a good deal of pressure on teenage girls to be thin, but they need to be aware that this could endanger their developing skeleton and put them at increased risk of osteoporosis''.
This relates to my study as it is raising awareness about the dangers of being size zero, as teenage girls are being influenced by the media to being pressured into becoming a size zero. It shows academic results for proof of teenage girls suffering from size zero diseases.

2.  Paris fashion week declares slender, young models out of style
http://www.guardian.co.uk/lifeandstyle/2010/oct/03/paris-fashion-week-unconventional-models
"When the fashion is really excellent, it looks even better on older models, because they have more presence. The clothes take on personality, and that is a huge part of what fashion is about."

"Instead of a fuss being made about a few cause célèbre exceptions on the catwalk, what I'd really like instead is for most models to be a size 10 rather than a size eight,"
This relates to my study as it is showing the improvements the fashion industry is making to influence the younger generation as it is bringing the controversy of size zero to an end as the media will also follow the trend of this and use this to influence young teenage girls.   

3.Paris fashion week heralds the post-size zero age
http://www.guardian.co.uk/lifeandstyle/2010/sep/30/paris-fashion-week-plus-size-models
Posen said backstage after his show that he wanted to make clothes "for women who love life, and all the best things in it – sex, friendship, food".

4.London fashion week women storm catwalk to end tyranny of size zero
http://www.guardian.co.uk/lifeandstyle/2010/sep/19/london-fashion-week-size-zero
Franklin, explains: "It's a real shift since last year, when no one had an opinion about body shape. Now you can't move for soundbites about Christina Hendricks." 

 Westwood said: "Ideal beauty is not what interests me." She simply likes a woman, she added, "who takes the trouble to look good and show off her best assets".

"I'd like to see it expanded," says Franklin. "Use a standard woman. Not a woman who is six foot and UK size eight. That was never what Cindy Crawford or Linda Evangelista were. They were much curvier."

5.Teen girls starve to look like 'size zero' role models
http://health.ninemsn.com.au/healthnews/1011005/teen-girls-starving-to-look-like-size-0-role-models
"Controlling weight and shape has become a moral imperative for many young girls," she told the Daily Mail. "It's almost a sign of goodness to be slim," she said

"There is a risk of getting into a starve-and-binge routine which is very unhealthy and has been rapidly increasing in recent generations."

6. Size zero = twig… nice
Zeal writer Kimberley
The 'size zero' debate is an issue for young people. Zeal writer Kimberley looks at the pressure on teenage girls to be thin.http://www.bbc.co.uk/essex/content/articles/2007/04/04/zeal_size_zero_feature.shtml
''I'm a comfortable size 10 and when I look at all these size 0 models I feel happy as I know I am healthy and not at risk to any health problems''. 

7.Young teen models may face catwalk ban
http://uk.reuters.com/article/idUKL1175770420070711
"We have grave concerns about other health areas, such as drug and alcohol abuse and the stress caused by working conditions for model," the panel's interim report says.
"We are also concerned that modelling is very much a hidden profession with very little transparency about the working conditions that many models have to endure."

8.'Plus-size' models still rare on NY and London catwalks
http://www.independent.co.uk/life-style/fashion/plussize-models-still-rare-on-ny-and-london-catwalks-2080929.html 
"Every year I watch the shows and I hope to see it, you know, 'is she a size 12, is she that little bit bigger?' and so far every year I've been a little bit disappointed,"

"We are getting more editorial work and more of that high fashion work, which is great, but it still needs to get a bit bigger and we need those high fashion brands catering for these beautiful curvy women."

9.Size zero or plus-size: all models bad for self-esteem
http://www.independent.co.uk/life-style/fashion/news/size-zero-or-plussize-all-models-bad-for-selfesteem-1803952.html
 "Underweight women's self-esteem always increases, regardless of the model they look at,"

10.Fashion for size zero fuels rise in eating disorders among models
http://www.independent.co.uk/life-style/health-and-families/health-news/fashion-for-size-zero-fuels-rise-in-eating-disorders-among-models-456174.html
"They are purging or drinking huge amounts of water to conceal their weight. It is highly dangerous because it deprives the body of potassium. Women can drop dead."

11.Size-zero debate: fashion industry is told to 'grow up'
http://www.independent.co.uk/life-style/health-and-families/health-news/sizezero-debate-fashion-industry-is-told-to-grow-up-449862.html
"I feel very strongly that curves are natural, womanly and real."

12.Size-zero hero: Fashion's high priestess calls time on 'size zero'
http://www.independent.co.uk/life-style/fashion/news/sizezero-hero-fashions-high-priestess-calls-time-on-size-zero-1704680.html 
"It's about expanding the imagery that comes out of LFW so that women can for once see themselves mirrored [in the catwalk photos]."

13.Size zero girls 'less attractive'
 http://news.bbc.co.uk/1/hi/scotland/edinburgh_and_east/8327750.stm
''People in the normal weight range were judged healthier and more attractive than under or overweight individuals.''
Professor David Perrett
University of St Andrews

14.When a Size Zero Isn't Thin Enough
How the Media Perpetuates Negative Body Image
http://www.suite101.com/content/when-a-size-zero-isnt-thin-enough-a124709
“the media is the main source of information about women’s health issues” for adolescent girls. In addition, NEDA finds that,
 “1 out of every 3.8 television commercials sends some sort of ‘attractiveness message,’ and the average adolescent sees an estimated 5,260 attractiveness messages per year.”

15.Nothing tastes as good as skinny feels
http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/2735440/Kate-Moss-reveals-her-life-motto-Nothing-tastes-as-good-as-skinny-feels.html
"Millions of girls aspire to be like Kate Moss. These comments are shocking and irresponsible."

16. Size Zero Models Fuel the Rise In Eating Disorders, UK
http://www.medicalnewstoday.com/articles/104263.php
"dangerous influence on the public"

17."Negative" Sizing: The Size Zero Debate
http://www.piercemattie.com/blogs/2006/10/what_happens_after_zero.html"I've noticed that other companies are sizing up. I used to go buy pants and would wear a 6, but they started to be too big. Now a 4 is too big," Miller said.

18.Skeletons on the Runway: The “Size-Zero Debate”
http://www.britannica.com/blogs/2006/11/skeletons-on-the-runway-the-size-zero-debate 
“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.”

19.Why women must win the size zero debatehttp://women.timesonline.co.uk/tol/life_and_style/women/beauty/article6890572.ece“Campaign for Real Beauty”,
20.Is our obsession with size zero damaging health?http://news.bbc.co.uk/1/hi/health/8510160.stm''Acquiring healthy self-esteem which is not based predominantly on body shape and weight is critical for lasting emotional and physical health. ''

21.Skinny model is airbrushed to make her look FATTER on front cover of health magazine
http://www.dailymail.co.uk/femail/article-1278795/Skinny-health-magazine-cover-model-Kamilla-Wladyka-airbrushed-make-look-fatter.html'She looked beautiful in the face, but really thin and unwell. That's not a reflection of what we do in our magazine, which is about good health.'
22.Do thin models warp girls' body image?
http://www.usatoday.com/news/health/2006-09-25-thin-models_x.htm
," Lamb says, from ads, catalogs and magazines to popular TV shows such as America's Next Top Model and Project Runway. "They are seeing skinny models over and over again."

23.Models' threat to sue blocked size zero ban
http://www.guardian.co.uk/uk/2007/feb/11/deniscampbell.vanessathorpe
'It was one of the points we made. You can't say to models, "you can't work because you are black or because you are blind", so why should you be able to say "you are too thin to work"?.

24.Naomi defends fashion industry over size zero
http://www.thisislondon.co.uk/showbiz/article-23385371-naomi-defends-fashion-industry-over-size-zero.do
"You can't blame the industry for a psychological disease.
"It is a disease, like alcohol or drugs, and the industry is not to blame."

25.Why are models still so thin?
http://www.guardian.co.uk/lifeandstyle/2010/mar/14/kira-cochrane-thin-models
 "jutting bones and no breasts or hips"