GET REAL! Toolkit • Talk Back to Media
the best one to give you the results you want?
No matter what the approach is, make sure
to consider what’s left out of the message
because what’s omitted is just as important as
what’s included.
• What techniques are used?
Advertising messages about body size,
shape, and appearance use many different
techniques to get consumers to buy and use
the product.
What to look for about body image:
retouching or digital manipulation, body
shaming language, celebrity endorsement or
testimonial, body buzzwords, exaggerated
claims, emotional appeals, product shape,
camera angles, close-ups, special lighting,
music, sounds, colors, fonts, slogans,
background and setting, as well as interactive
techniques that enhance the image, request
your feedback on social media, and target
future ads based on your online searches and
personal profile.
• Who is the target audience?
Identify the target audience for the ad. Ads
that “sell” ideal body image don’t only target
women and girls. More and more are directed
to men and boys. Look for ads that attempt
to appeal to males as well as females of all
different ages and consider the potential
influence on the audience.
• Where and when did you see the ad?
Make sure to specify where the ad appeared
and when you viewed it. If you have the
original ad, photocopy, or picture you took with
your smartphone, attach it to your letter. Then
there is no mistake about which ad you are
writing about.
What to include: If you saw the ad while
reading a magazine, include the title of the
publication, issue date, and page number. For
TV commercials, state the title of the show,
network, and date viewed. If the ad appeared
online, let them what you were doing online
and include the name of the website, URL, date
viewed, and type of ad (video, pop-up, etc.).
Don’t forget about billboards while driving and
let them know when and where you saw them.
• Who is responsible for creating the ad?
Research the companies, groups or agencies
responsible for the ad production, and the
product manufacturers or retail outlets.
What information you need: Search online for
contact information, including specific names,
titles, and addresses of people in charge at the
parent company and media outlets where the
ad appears, as well as agents for celebrities
who are featured in the ad. You will need this
information to write your letter.
How to identify the target audience: You can
usually tell who the target audience is by the
product itself and where the ad is placed –
teen magazines, women’s or men’s magazines,
TV program genres such as sitcoms, dramas,
talk, reality or quiz shows, types of websites,
social media apps, etc.
Continued Get REAL! about Media and Body Image | California State University, Northrdige | National Eating Disorders Association