Consumption Junction

Not exactly your kind of models, but poor workers  still have rich voice. 

Unrealistic manniquins are nothing new...but society produces mannequins and the mannequins are a part of the cultural landscape that has some normative ideals of beauty and gender.  How does the media and society's images of the 'ideal body' influence and shape cultural values and aspirations?

On the opposite side of the spectrum watch this video about the production of manniquins modeled on people with disabilities.  The tag line for the project was "because who is perfect anyway?"

It comes as no surprise that mannequins are becoming “sexier” in other markets as countries develop and become more consumer driven. We can already see the evolution of the store mannequin in the United States as every few trends it will change its form to what is the attractive norm. Right now, “curvy” focused mannequins are beginning to show up in store front windows as a push for more natural bodied women in advertising grows. The evolution of the Venezuelan mannequin may be a bit more extreme but it goes to show the cultural change(or regression, depending on how you feel about body image) of an area as well as the influence put on it by globalization and even regional influence. As the article states, Venezuelan women have begun to undergo plastic surgery to “improve their self-esteem.” While not many do, it becomes a status symbol to have an operation. Even some shop owners, when told by the costumer that they wish to look like the mannequin, are told to go get an operation.

While here in America, the plastic surgery trend began to die off and is now seen as for those who are superficial or materialistic. However, this trend had been seen in Brazil many years prior to Venezuela today and it can probably be safely assumed that because these two countries share a border, certain trends and elements of culture have gone back and forth. As western media penetrates further and further into traditionally institutionalized anti-western countries, the advertising effects on body image will change as more companies that deal with fashion, make up, and image begin to do business, invest, and advertise. Especially so in a Latin society where men are still typically held in higher regard, competition amongst women could fuel the importance of looks. The maker of the “new and improved” mannequins has made quite an income out of it. Many of the shopkeepers who use the mannequins have even seen an increase in revenue.  

 In Venezuela there is also a culture of aesthetics and a certain pride in what is perceived as beauty, due in part to the countries own scenic magnificence . Although a socialist country who’s past and now deceased President was very critical of the “Western” and American influence, Venezuela had nourished a culture of easy money and consumerism due to the wealth of its oil reserves and the cheapness at which its citizens were able to buy it. During the late President Hugo Chavez’s reign, the government attempted to dissuade the desire for plastic surgery by saying the money being spent by poor women on plastic surgery should be going to more important needs. Nevertheless, sometimes cultural and societal demands can be as powerful as governmental demands and advice.

Again, globalization and consumerism can drive a cultural phenomenon. The owner of the store wanted to attract more buyers of his mannequins and so he made them “sexier.” By doing this, he put into the minds of the women looking at them that if they dress like that statue or shop at that store, they will look as good. Even if it is unrealistic, the placebo affect is almost just as good as the real thing.

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Here's a big social business success story with lots of valuable social marketing lessons.