The initial point of interest within my research project was looking into the history of ideology portrayed within medical advertising. Looking back to almost three centuries ago, there was still a great deal to be discovered about medicine and it was clear that there was a lot of uncertainty about the use and benefits of it. The use of language and imagery used to try and sell these cures for illnesses and diseases was interesting in the way that it portrayed images of the ‘ideal self’, in order to persuade consumers to satisfy their basic level of needs.
During the last century, significant medical discoveries have been made and the standard of healthcare has massively improved, meaning that the promotion of healthcare products is more honest, factual and less outrageous. Since epidemics of infectious disease have been eradicated, the general consumer norm is more inclined to satisfy psychological and self-esteem needs. I initially undertook research regarding perceptions of medicine in the 21st Century; how it is advertised, stigmatised and praised, yet I found it difficult to come to an accurate conclusion.
I decided to apply a heavier focus the influence of contemporary advertising on the perception of the self, where I discovered that an alarming volume of consumers responded negatively to the concepts portrayed by the main media. This was evident from the recent statement from Google search terms, outlining that one of the most frequent ‘how to’ search terms of 2016 was, ‘How to accept myself for who I am’. From conducting a primary research questionnaire, and generally reading into the subject I was urged to develop a solution that gives consumers a sense of empowerment, rather than make them feel like they don’t fit the stereotypical societal mould.
Accepted? Highlights the communication between advertising and consumers, illustrating the interpretation of language and imagery portrayed in order to sell a product, and ultimately appeal to consumers achieving a level of ‘self-actualisation’.
