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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