The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images

Cornelis, Erlinde; Peter, Paula C.

doi:10.1016/j.jbusres.2017.03.018

Cited by 42 publications

(34 citation statements)

References 45 publications

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“…In line with these findings, Wan, Ansons, Chattopadhyay, and Leboe () demonstrated the impact of the manipulation's visibility by showing that brand attitudes are lower when exposure to the thin ideal is blatant (vs. subtle). Cornelis and Peter () showed that consumers have more favorable attitudes toward advertisements labeled as retouch‐free than those labeled as retouched. However, much less attention has been given to the mechanisms underpinning the effects of disclosure of digitally manipulated advertisements on brand attitudes.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

How well will this brand work? The ironic impact of advertising disclosure of body‐image retouching on brand attitudes

Semaan

Kocher

Gould

2018

Psychology and Marketing

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Prior research has demonstrated various effects of exposure to thin-idealized models in advertisements on consumers' product evaluations. Although this past research provides important insights, it does not take into account that many of these thin-idealized images have been digitally manipulated. The present work studies the consequences of disclosure of this digital manipulation and the process consumers engage in when evaluating the brands responsible for these advertisements. We demonstrate that retouched advertisements may, contrary to conventional wisdom, have favorable consequences. Indeed, we show that individuals have more favorable brand attitudes for retouched (vs. unretouched) ads when retouching is disclosed (vs. undisclosed). We show that disclosed retouched ads utilize a two-sided persuasive appeal, therefore leading consumers to evaluate the brand more favorably. We replicate this effect and explore attractiveness-relevant products and type of disclosure as boundary conditions. K E Y W O R D Sadvertising disclosure, attractiveness-relevant products, digital manipulation, mandated disclo- sure, persuasive appealsThe girl in this photo has not been retouched! the real you is sexy! American Eagle's lingerie line, Aerie Advertising Campaign

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Section: Theoretical Backgroundmentioning

confidence: 99%

How well will this brand work? The ironic impact of advertising disclosure of body‐image retouching on brand attitudes

Semaan

Kocher

Gould

2018

Psychology and Marketing

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“…They may see a boost to their brand image if they forgo digital enhancements as well. We also suggest that when images were of plus-size, non-digitally enhanced women, participants were less likely to suffer the negative feelings associated with the unattainable "thin ideal" body type, which has been linked to better advertising evaluations in the past (Cornelis and Peter 2017). This finding is important for brands looking to portray themselves as authentic, while maintaining favorable brand attitudes.…”

Section: Discussionmentioning

confidence: 76%

“…While advertisers previously assumed that the "thin-ideal" model would be successful in advertising because people may aspire to a mostly unachievable perfection (Schudson 1984), more recent research has found consumers intrinsically evaluate the authenticity of an advertisement, with more authentic ads being tied to better advertising perceptions (Miller 2015;Chalmers and Price 2009). Advertising campaigns displaying real model images are thought to be perceived as more authentic and lead to positive outcomes, such as improved advertising efficacy and consumers' satisfaction with their own appearance (Cornelis and Peter 2017). We suggest that a non-digitally enhanced, plus-size model image in an advertisement should lead to higher levels of perceived of authenticity.…”

Section: Perceived Authenticitymentioning

confidence: 89%

“…Digitally enhanced images and the use of the "ideal thin" body type are connected to a host of deleterious effects, such as lower perceived body image (Richins 1991;Cornelis and Peter 2017). Thus, we believe this is an important area of authenticity to explore, as using real and unaltered images may mitigate the damage caused by the plethora of homogenous and enhanced images people see every day.…”

Section: Literature Reviewmentioning

confidence: 99%

“…For example, an advertisement with a real body, versus one that is digitally enhanced, offers evidence as to its indexical authenticity. Advertising that is perceived as authentic is tied to better attitudes, greater purchase intentions (Cornelis and Peter 2017), and increased levels of brand trust (The Conversation Index 2018). Authenticity is thought to be fundamental to a brand's status (Beverland 2005).…”

Section: Perceived Authenticitymentioning

confidence: 99%

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Role of Perceived Authenticity of Digital Enhancement of Model Advertising Images on Brand Attitudes, Social Media Engagement

Shoenberger

Kim

Johnson

2020

Journal of Interactive Advertising

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A flurry of advertising campaigns, legislative attempts to regulate digital modification (e.g., required disclaimers about digital modification required in France and other countries), and social movements like #MeToo have coincided with growing consumer desire for socially conscious advertising. The trend of creating socially conscious advertising is in line with consumer demand, but empirical evidence for how such advertising may affect consumer attitudes and behavior is lacking. This study investigates the role of perceived authenticity in one area of socially conscious advertising strategy. Interestingly, results indicate that while perceived authenticity of a model in an Instagram campaign may not lead to increased engagement on social media, it does improve attitude toward the brand. These results point to a potential disconnect between social media engagement with advertising content and attitudes toward the brand (i.e., high social media engagement is not always linked to brand attitude).

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Labels to prevent the detrimental effects of media on body image: A systematic review and meta‐analysis

Danthinne

Giorgianni

Rodgers

2020

Intl J Eating Disorders

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Objective: Most advertisements contain thin-ideal imagery enhanced by digital modification. The deleterious effects on body image and eating disorder risk of exposure to such images have been well documented. One of the proposed macro-level solutions to mitigate these effects has been the use of labels on images, primarily disclaimer labels. A growing number of studies have explored the usefulness of such labels in protecting body image against the detrimental effects of media exposure; however, findings have been divergent.Methods: The current study aimed to conduct a systematic review and meta-analysis of the existing literature investigating the effects of including labels on media images on body image. Results:The systematic review identified n = 22 studies that were included in a narrative review, n = 18 were included in the meta-analysis. Overall, findings provided little support for the use of disclaimer or warning labels as a means of protecting against the detrimental effects of media exposure on body image. Furthermore, findings suggested that such labels might increase state appearance comparison when exposed to media images.Discussion: These findings are especially concerning in light of recent legislative efforts to mitigate media effects through the use of labels on imagery, as well as industry initiatives based on image labeling. Additional research examining alternative strategies for universal prevention of body image and eating concerns is warranted.

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The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images

Cited by 42 publications

References 45 publications

How well will this brand work? The ironic impact of advertising disclosure of body‐image retouching on brand attitudes

How well will this brand work? The ironic impact of advertising disclosure of body‐image retouching on brand attitudes

Role of Perceived Authenticity of Digital Enhancement of Model Advertising Images on Brand Attitudes, Social Media Engagement

Labels to prevent the detrimental effects of media on body image: A systematic review and meta‐analysis

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