The communications and media industries have been dealt not one, but two body blows as we start to grow more frustrated with the tabloid press and misbehaving of unethical companies.
Journalists are getting pulled up on what they write about celebrities – in addition, doctors and psychiatrists are concerned about the impact of airbrushed images on an impressionable young element of society.
Independent regulator, the Advertising Standards Authority (ASA) is set to increase its regulatory coverage on online marketing, limiting the freedom of online advertisers.
Is it enough? Shouldn’t marketers and the media realise they have a moral responsibility towards the public as well? Or does part of the problem lie with us?
The innocent consumer
In a recent Marketing Week article, Richard Madden investigated a couple of expert notions that consumers are great liars and adapt their approach to advertising to fit their own actions. And not, as expected, the other way around.
Robert Feldman, a psychology professor and author of “The Liar in your Life”, believes that people lie to themselves about aspects such as health, promiscuity and greed to maintain their self esteem.
The late, Leon Festinger, an American social psychologist, developed the Theory of Cognitive Dissonance, which supports Feldman’s assumptions in a way. The Theory of Cognitive Dissonance proposes that discrepancies between social beliefs will cause uncomfortable psychological strain. People will then change their viewpoints in order to accommodate their behaviour.
According to Madden, the impact of theories like these on advertising suggests that there aren’t any lies in marketing.
“If Feldman and Festinger are to be believed,” he writes. “We don’t have to be liars to work in advertising. We simply have to create the circumstances in which consumers do the lying to themselves.”
If advertising campaigns are purely focussed on specific target markets who, for arguments sake, are mature enough to separate fiction from reality what about the innocent consumers who are also exposed to it?
Impressionable or venerable?
The latest Girlguiding UK survey, which conducts research on UK girls’ attitudes towards social, political and economic issues, unveiled saddening results.
Almost three quarters (72 ), of seven to 11 year olds would like to change at least one thing about their appearance, 21 of 11 to 16 year olds would like to be thinner and 24 of 16 to 21 year olds have been on a very strict diet.
According to Sky News, a report put together by 40 doctors, psychologist and academics are calling for the ASA to ban airbrushed adverts intended for under 16s. The Impact of Media Images on Body Image and Behaviours report indicates that these adverts result in eating disorders and depression.
“Body dissatisfaction is a significant risk for physical health, mental health, and thus well being,” the report stated.
The advertising watchdog, however, believes that there isn’t enough scientific evidence to prove these findings.
Small steps
Although the ASA refuses to act and ban airbrushed images, they have recently announced an increase in their regulating arm. Consumer groups and MPs raised concerns over marketers who use material online which would have been denied access on traditional media.
Therefore from the end of next year, online advertising will loose their free range of “anything goes” when strict laws will be implemented.
The media, who publish whatever they like about celebrities’ bodies, have annoyed the wrong actress. Kate Winslet, who won an Oscar for the Best Actress in Revolutionary Road, sued the Daily Mail after they printed lies about her fitness regime, and won.
The actress released a statement afterwards that said: “I am delighted that the Mail have apologised for making false allegations about me.
“I was particularly upset to be accused of lying about my exercise regime and felt that I had a responsibility to request an apology in order to demonstrate my commitment to the views that I have always expressed about body issues, including diet and exercise.
“I strongly believe that women should be encouraged to accept themselves as they are, so to suggest that I was lying was an unacceptable accusation of hypocrisy.”
Passing the blame
It is not fair to blame the marketing and media industries for social issues. There are multiple reasons for their origin. Peer pressure, bad parenting or psychological disorders are but to name a few.
However, saying that half truths and false perfection doesn’t contribute – would be an outright lie.
The job of the ASA is to stop misleading, harmful or offensive advertising through complaints made about adverts. We need to protect the young minds in societys and stand up for what we believe in.
And maybe if we stand strong, marketing and media jobs will in future be filled with people who don’t care for lies. But aspire to be great.
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