Research Focus:
Body positivity campaigns, healthy eating adverts, fashion and beauty models
Defining the Problem:
Young people are constantly shown images of the 'perfect body' in fashion and beauty advertisements, these models are usually tall and slim with toned stomachs and no flaws such as stretch marks or cellulite. Not only is this unrealistic to expect of real women, it often isn't true of the models themselves as software such as Photoshop is used dramatically in the industry. A few celebrities have actually spoken out on the issue such as Lady Gaga on her cover for Glamour magazine. A lot of adverts seen are actually body shaming women such as the 'Are you beach body ready' from Protein World, these kinds of images are what gives women of all ages self esteem issues.
Client needs/ requirement:
Dove - To create a series of posters/ prints to promote body positivity. The designs must be eye catching and appeal to women as well as men so that they are aware of the issue. They must be suitable for public viewing as they will be plastered on billboards, poster stands and advert space on the underground and bus stops etc.
Audience:
Everyone, the posters are to speak to and inspire those who aren't very confident and have self esteem issues as well as those who don't, but need to realise how much of an issue it is. Particularly young people, the campaign should be fun and illustrative and take a fresh approach away from the photographs of women.
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