A modeling agency in Brazil released an anti-anorexia campaign depicting sketches of models beside real-life models, photoshopped to look like the sketches. “You are not a sketch.” is stated on these campaigns, as well as “Say no to anorexia.” Does this example of social media influence young women in a positive or negative way? There are several factors that must be considered.
The models in these ads have been airbrushed into abnormally thin, tall women. Their bones are visible and there is nearly no fat on their bodies. The ads were created as a plea to women of all ages that anorexia is not the answer and it is unrealistic to try to obtain the same body as the models portrayed in the sketches. Not only is anorexia a problem in the modeling industry, but also for all of the women viewing the models on a daily basis—being forced into believing that these body shapes are normal. The graphic ad campaign has been lauded as “powerful,” with critics hopeful that it will send an effective anti-anorexia message against thinspiration blogs and pro-anorexia websites. Liz Osborne-Leavell, who works in customer service at Epicuren, said: “It sends a powerful message… It’s a literal visualization of what the fashion industry sets the standards at.” (1.) That being said, I believe the campaign does rightfully illustrate what women are expected to look like based on societal roles. However, does showing photographs of these women, even though they may be airbrushed, still create a picture in the minds of young women that this is the ideal body shape?
The campaign was done for the right reasons, but in many ways it is hypocritical. Social media is a powerful tool, and every possible audience must be taken into consideration when creating a campaign. The fact that a modeling organization, using thin models for their shoots, is doing a campaign on stopping anorexia is not sensible. They still employ women who are dangerously thin and display photos of them for millions to see worldwide. This is a case where healthy women could have been displayed rather than models who appear to be very unhealthy. Where some people would view the women on these campaign ads as unrealistic and downright absurd, others may view these photos as inspiration to be thin. There is no such thing as “too skinny” in the mind of someone with anorexia, so they may view these women on the ads as ideal.
The anti-anorexia campaign, “You are not a sketch” is definitely influential. Depending on the audience, it may have a positive or negative impact. Social media is a convenient and powerful tool for contacting a very large group of people, but it is nearly impossible to aid everyone in becoming healthier. People in varying circumstances will always have different perspectives on things, and therefore how something is expressed through social media will be perceived differently based on those circumstances. That being said, I do recommend that social media campaigns be continued because they raise questions and awareness, and in my opinion, do more good than harm.
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