Wednesday, 16 July 2014

"REALITY CHECK: WHERE WOMEN LOOK WHEN VIEWING FASHION MAGAZINE ADVERTISEMENTS WITH DISCLAIMER TOOLS" - BERRY, TIGGERMANN & SLATER

"Reality Check: Where women look when viewing fashion magazine advertisements with disclaimer labels"
- Belinda Bury, Marika Tiggemann and Amy Slater
14th Nov 2013
Flinders University, Australia
Bury et al; licensee BioMed Central Ltd.
www.jeatdisord.com/content/1/S1/o53

It is now well documented that exposure to the thin ideal can negatively impact women's body image. One recent recommendation (National Advisory Group on Body Image, 2009) is that warning labels should be used to indicate when media images have been digitally altered. Thus far, preliminary research findings have been mixed as the effectiveness of this strategy. The aim of the present study was to use eye tracking technology to examine where women look in fashion magazine advertisements when warning labels are affixed. Sixty female participants were allocated to one of three conditions: no warning label, a generic warning label, or a warning label referring to specific body parts. Significantly greater fixations (number, time) on the label area were found in the two fixations on any specific body area. Nevertheless, in the specific label condition, the eye tracking recordings indicated that reading the label directed women's attention to the specified body area. It was concluded that eye tracking may provide a useful methodology for examining attentional mechanisms underlying responses to media images and proposed interventions.

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