One country (Israel) is finally taking a stand against the false beautifying or photo shopping of models' images which decorate fashion magazines as well as banning those models who are below a BMI of 18.5. This is a bold move for any country to make against the 'glorifying of the skinny' and the question is how long will it last?
One of the main reasons behind this ruling is the self-esteem issues many young girls face which can lead to a variety of psychological and behavioural problems, so does the enactment of this law signal a changing trend in advertising for beauty products?
Traditional advertising naturally positioned the products to reflect the benefits they could provide to the user. They could make them fairer, or skinnier and generally help them to be more attractive. But with an increasing amount of criticism against such advertising, which aimed to encourage sales purely on the fact that people's appearance needed improvement, some change would be in order.
The latest campaign of Kellogg's Special K cereal reflects this change. It's not about how much you weigh, or what's your size. An individual should not be defined by a number, instead its about you feel. Confidence, pride, self - esteem this is what counts, and Kellogg's Special K can help you achieve that. So the product still makes you look better, but now also helps make you feel better. Emotions sell.
Initially started by Dove's campaign for real beauty, which changed the advertising rule book, it seems likely that more products will adopt this positioning to garner a better public image and reputation, and eventually trust.
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