RI

The way consumers perceive advertisements and brands is dependent on the images marketers portray in their campaigns. When consumers view an advertisement, they develop attitudes on the advertisement, brand, and products. The campaigns marketers develop are designed with the intention to spur positive attitudes and perceptions of their brand in comparison to their competitors.

 both movements are attempting to challenge outdated stereotypes, dove with the good mother stereotype and river island with disabled models. both use hashtags to promote their wider campaign. river island are looking to show anyone can be a model, likewise with dove showing you dont have to be glamorous to be a model 

The results implicate to marketers that they need to portray a different image of their brand in order to induce favourable attitudes – avoiding characteristics that are offensive and degrading to their consumers. The study done by Limbu implies that when women complete the questionnaire for this current paper, they may follow the same trend due to the portrayal of fashion stereotypes in the advertisements.

Interestingly disabled people make up 25 percent of the british population yet make up only 4% of people in adverts 

Media language in this advert:

• Medium long shot where we can see the actor, the wheelchair and the outfit 
• Slogan "smooth moves only" this person with a disability is moving effortlessly through life 
• His body language is smiling, happy confident, the wheelchair/disability is completely secondary
• The face font used is impactful and gives the advert a modern tone in which the the brand wishes to achieve 
• The shot being taken in a studio emphasises how the model has been carefully selected, the red background likes to the models super romantic sense of humour 
• target audience is aimed primarily at young adults 
• the ads feature vibrant visuals which relate to river islands latest collections 
• shows river island as a brand to go for for contemporary and stylish pieces 

Representations in this advert:

• positive vibe where the athlete is fully comfortable in his body despite having a disability 
• it challenges the body patriarchy often represented within media 
• the advert encourages inclusivity and equality overall encouraging product consumption from river island 
• The use of the hashtag "labels are for clothes" signifies the impact of developing technologies on media language, the hashtag may often empower individuals enabling them to upload images of themselves