Wednesday, 12 August 2015
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Saturday, 8 August 2015
Copy development
ISSUE
Headline: Meet the “perfect” banana
Body copy: Definition of Body image and gender –
Noun - An individual's concept of his or her own body, which can be influenced by his or her own beliefs and attitudes as well as those of society, the media and peer groups.
Reference:
BACKGROUND
Headline: “Because the media says so”
Body copy: “58% of teenage girls feel pressured to be a certain weight.”
“More than 90% of teenagers want to change at least one aspect of their physical appearance.”
References
AUDIENCE
Headline: The Teen-Age
Body copy: Scale statistics 0-100% in between banana pieces photograph
- 58% of college-aged (teenagers)
feel pressured to be a certain weight.
- 69% of teenagers reported that magazine pictures influenced their idea of a perfect body shape
- Approximately 91% of teenage girls are unhappy with their bodies
- 95% of people with eating disorders are in their ‘teen’ years.
References:
BARRIERS
Headline: What’s with the “one size fits all” approach?
Body copy: Media influence –
Studies prove that media can have a negative impact on self image. TV, movies, magazines and the internet all bombard teens with images and pressures about what their bodies should look like. The problem is, their version isn’t realistic. These images are air-brushed versions of models who weigh 23% less than the average woman. Nevertheless, millions of teens believe the lies and resort to unhealthy measures to try to fit themselves into that impossible mold.
References:
AUDIENCE NEEDS
Headline: Unpeeling the Expectations
Body Copy: In order for teens to improve their body image expectations to a realistic one, the media needs to be used to convey a healthy and authentic image of a body. Teenagers are often unwilling to engage with products or designs that are targeting their well being specifically. Because of this, the approach needs to be appealing to youth culture in order for the ideas to be considered by the audience.
CLIENT
Headline: “We Think Popular”
Body Copy: Bauer Media is one of New Zealand’s leading editorial publishing company with diverse brands across digital, video, print and apps. Self proclaimed to “inspire people because {they} are inspired by people”, Bauer intends to expand its business through a consumer orientation and a focus on strong ethical values.
References:
http://www.bauermedia.co.nz/
CLIENT MOTIVATION
Headline: Money makes the media go round
Body Copy: Media companies are being increasingly scrutinized on their gender and body image portrayal because of a recent increase in awareness of the media's tactics for body manipulation. Because of this, in order to stay relevant and in keeping with trends, media outlets must rethink their visual imagery and content to portray a more authentic approach to the topic of the body in order to maintain a profit.
DESIRED ACTION
Headline: There simply is no “Perfect Banana”
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