A STUDY ON THE ADVERTISEMENTS RELATED TO SLIMMING PRODUCTS IN PRINT MEDIA AND ITS IMPACT AMONG YOUNGSTERS

Sri Jothi P; A Jayanthila Devi

doi:10.29121/shodhkosh.v3.i1.2022.69

Authors

Dr. P. Sri Jothi Associate Professor, Post-Doctoral Research Fellow, Department of Visual Communication, School of Mass Communication, Vels Institute of Science, Technology and Advanced Studies, Srinivas University, Mangalore, Karnataka, India
Dr. A Jayanthila Devi Professor, Computer Science and Information Science, Srinivas University, Mangalore, Karnataka, India

DOI:

https://doi.org/10.29121/shodhkosh.v3.i1.2022.69

Keywords:

Slimming Products, Impact, Advertisements, Print Media, Youngsters

Abstract [English]

Today’s trend there is a noticeable raise in the frequency of advertisements of slimming and weight loss products in print media. Being slim has become an obsession for many people in the last couple of decades. Recently many people do not have conscious about slim toned bodies in naturally, so generally these people should constantly be vigilant in methods that will help lose some fat like diet and other methods to conform to current ideals. Many slimming product sellers employ promotion as a tool to persuade youngsters by inculcating creative ideas. These advertisements are highly exaggerated, and they can easily influence the people especially youngsters who are conscious about their appearance. The major objective of this is to analyze the content of various slimming advertisements in print media and to find out its impact among youngsters. The research methodologies used are content analysis and survey method. Through this study it is evident that slimming advertisements use print media as an effective tool to persuade the target audience.

Downloads

Download data is not yet available.

References

Anderson, J. Young, L. and Roach, J. (2008). Weight Loss Products and Programs, Colorado State University Extension.

Bansal, R. K. Mistry, N. Kargathra, V. Kosambi, A. Lathiya, P. Raval, B. (2008). Unsupervised Weight Losing Patterns by Anorexic Subjects : A Cause for Concern, Journal of Association of Physicians of India, 56, 241-258.

Bansal, R. K. Kumar, S. Desai, M. A. Patel, S. J. Patel, A.H. (2010). Body Shape Perceptions, Journal of Applied-Basic Medical Sciences, 12, 125-146.

Bordo, S. (2003). Unbearable Weight : Feminism, Western Culture, And The Body (10th Anniversary ed.) Berkeley, CA : University of California Press. DOI: https://doi.org/10.1525/9780520930711

Brown, S. (2005). Body/Image/Narrative : Contemporary Rhetoric of Body Shape And Size, Baltimore, US : University of Maryland.

Cohen, B. (2006). Media Exposure and the Subsequent Effects on Body Dissatisfaction, Disordered Eating, and Drive for Thinness : A Review of the Current Research, Mind Matters : The Wesleyan Journal of Psychology, CT.

Conover, T. (1995). Graphic Communications Today. St. Paul, Minnesota : West Publishing Company.

Diaz, A. (2011). Manipulation of Teenagers Through Advertising : A Critical Discourse Approach, University of Valencia, 6, 48-60.

Grogan, S. (2008). Body Image Understanding Body Dissatisfaction in Men, Women, And Children, Second Edition.

Hobbs, R. Broder, S. Pope, H. and Rowe, J. (2006). How Adolescent Girls Interpret Weight-Loss Advertising, Health Education Research, Theory and Practices, Advance Access publication, 5, 301-312. https://doi.org/10.1093/her/cyl077. DOI: https://doi.org/10.1093/her/cyl077

Kapadia, M. and Kalidas, (2009). Body Image in Indian Women as Influenced by the Indian Media Texas Woman's University.

Leon, S.G. and Kanuk, L. (2004). Consumer Behavior, (8th ed.), Pearson Prentice Hall, New Delhi, India.

Munshi, S. (2001). Images of the 'Modern Woman' in Asia : Global Media, Local Meanings, Richmond, Surrey : Curzon Press.

Starks, M. Gomez, L. Chambliss, H. and Martin, S. (2004). Weight - Related Words Associated With Figure Silhouettes, Body Image : An International Journal of Research, 58-70.