Directing gaze: The effect of disclaimer labels on women's visual attention to fashion magazine advertisements

Belinda Bury, Marika Tiggemann, Amy Slater

    Research output: Contribution to journalArticle

    22 Citations (Scopus)

    Abstract

    In an effort to combat the known negative effects of exposure to unrealistic thin ideal images, there is increasing worldwide pressure on fashion, media and advertising industries to disclose when images have been digitally altered. The current study used eye tracking technology to investigate experimentally how digital alteration disclaimer labels impact women's visual attention to fashion magazine advertisements. Participants were 60 female undergraduate students who viewed four thin ideal advertisements with either no disclaimer, a generic disclaimer, or a specific more detailed disclaimer. It was established that women did attend to the disclaimers. The nature of the disclaimer had no effect on time spent looking at particular body parts, but did affect the direction of gaze following reading of the disclaimer. This latter effect was found to be greater for women high on trait appearance comparison. Further research is paramount in guiding effective policy around the use of disclaimer labels.

    Original languageEnglish
    Pages (from-to)357-363
    Number of pages7
    JournalBody Image
    Volume11
    Issue number4
    DOIs
    Publication statusPublished - 2014

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