Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students

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Atar G. M., İspir N. B., Şener G.

TURKIYE ILETISIM ARASTIRMALARI DERGISI-TURKISH REVIEW OF COMMUNICATION STUDIES, no.38, pp.282-301, 2021 (ESCI) identifier

  • Publication Type: Article / Article
  • Publication Date: 2021
  • Doi Number: 10.17829/turcom.931017
  • Journal Name: TURKIYE ILETISIM ARASTIRMALARI DERGISI-TURKISH REVIEW OF COMMUNICATION STUDIES
  • Journal Indexes: Emerging Sources Citation Index (ESCI)
  • Page Numbers: pp.282-301
  • Keywords: Disclaimer Label in Ads, Eye-Tracking, Body Dissatisfaction, Physical Appearance Comparison, Body Image, AIRBRUSHED THIN IDEAL, MEDIA IMAGES, WARNING LABELS, EXPOSURE, ADVERTISEMENTS, BEAUTY, TELEVISION, CAPTIONS, MODELS, DRIVE
  • Anadolu University Affiliated: Yes

Abstract

The necessity of having a perfect beauty created with advertisements has negative impacts on young people. Advertisements usually feature very slim models and their digitally altered, airbrushed and trimmed photos. Ideal beauty is created by retouching and changing digitally existing images. People compare their bodies to the perfect bodies in advertisements. Especially young women and men compare these perfect bodies with their own bodies and experience dissatisfaction. This may lead to anxiety, depression and lack of self-confidence in people who are not ideally sized.