Primary Research Before beginning to explore in depth who the market leaders are in terms of changing behavior I ran a survey on surveymonkey.com to find out what the public thought of current brand advertisements. (Refer to Appendix C). I asked six questions and received a response from twenty-five anonymous people. Fourteen people were between the ages of 18-20, seven between the age of 21-29, one person between the ages of 30-39, two people between the ages of 40-49 and one person between the ages of 50-59. This wide age range and using an online anonymous survey allowed me to record a plethora of results from people who were not being paid to take part and did so of their own accord. I started by asking how often they read newspapers and magazines, which provided very mixed results. When posed the question ‘Do you think there is a problem with advertising and brands only using the best looking models’ the results were closely split with thirteen saying yes and eleven saying no. Figure 5 shows these results. Do you think that there is a problem within advertising and only using the best looking models?
The next question asked if they felt pressured by adverts to look or act a certain way. Similarly the results were divided with ten people saying yes and fifteen saying no. However when posed with this open question – ‘How do you think advertisers could change they way they communicate role models in the future?’ the results were very similar, but unfortunately only sixteen of the twenty- five participants responded. Some of the answers included phrases such as “Less about looks and weight and more about talents and achievements/ Different body types/ Use models of realistic weight” etc. Finally I asked if they felt there was enough diversity within model size with advertising. Twenty- four people responded, six said yes and eighteen said no. From examining the results of the survey it is clear that the majority of participants felt that the advertising industry is extremely sizeist and that a lot more can be done in the future to change our notions of beauty/role models and identity. However, I recognise that this survey has limited scope due to the small number of respondents and the imbalance of ages.
Fig 5. Survey Monkey 2014
Which brands are leading the way? 8