Chapter 1 - Case Studies Review Plus Sized Advertisements Flashcards
What is native advertising?
The ad is in the form of normal, regular content.
What is weight stigma?
Standards that are rooted in widespread stereotypes established in many countries about people with higher body weight or larger body size.
How many markets can you find tiktok? How many languages is TikTok in?
150 markets and 75 languages.
Describe Penningtons usage of social media
Pennington is a plus sized clothing brand that seeks to advocate for body diversity and empower women. In 2021, Pennington worked with Alicia Mccarvel to raise the profile of the brands newest line of swim wear. This plus size model wore the swim wear and shared her story of how she gained so much confidence, creating a powerful message of self love and becoming a great ambassador.
What was the result of Pennington’s usage of social media? (What are the three ways that social media positively impacts plus sized clothing brands)
By partnering with an influencer who aligned with their values there was more positive sentiment, increasing the brand perception. There was increased brand engagement and an increase in sales.
What was the result of the Pennington story on tiktok statistics?
53% more comments
18% more likes
55% more views
What are the disadvantages of using social media for plus sized clothing brands?
1) Experiencing negative situations where content is censored due to being against community guidelines.
2) Social media increases the chance to experience weight stigma through comments and hate.
3) Feeling discriminated against when it is removed from the sites.
What happened with Tiktok in December 2019? What was the impacts of their actions?
Admitted to suppressing the reach of some content to prevent cyberbullying. This included those with disabilities, downsyndrom, facial disfigurement, and autism. They were adding onto the problem, and it led to discriminatory policies against the individuals.
What percentage of people experience weight stigma?
58%
What was the backlash with Facebook and Instagram?
Removing pictures of an amputee model and plus size creators. Influencers argue that by restricting their audience they cannot fulfill their promises to the brands that they have an agreement with.
