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

Bury, Belinda; Tiggemann, Marika; Slater, Amy

Authors

Belinda Bury belinda.bury@flinders.edu.au

Marika Tiggemann marika.tiggemann@flinders.edu.au

Amy Slater Amy.Slater@uwe.ac.uk
Associate Professor in Centre for Appearance Research



Abstract

© 2014 Elsevier Ltd. 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.

Journal Article Type Article
Publication Date Jan 1, 2014
Journal Body Image
Print ISSN 1740-1445
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 11
Issue 4
Pages 357-363
APA6 Citation Bury, B., Tiggemann, M., & Slater, A. (2014). Directing gaze: The effect of disclaimer labels on women's visual attention to fashion magazine advertisements. Body Image, 11(4), 357-363. https://doi.org/10.1016/j.bodyim.2014.06.004
DOI https://doi.org/10.1016/j.bodyim.2014.06.004
Keywords media, disclaimer labels, visual attention, eye tracking, fashion magazines, body image
Publisher URL http://dx.doi.org/10.1016/j.bodyim.2014.06.004
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