title: Directing gaze: the effect of disclaimer labels on women's visual attention to fashion magazine advertisements.
abstract: 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.
authors.affiliation: Flinders University, Adelaide, Australia. Electronic address: belinda.bury@flinders.edu.au.
authors.forename: Belinda
authors.initials: B
authors.lastname: Bury
authors.affiliation: Flinders University, Adelaide, Australia.
authors.forename: Marika
authors.initials: M
authors.lastname: Tiggemann
authors.affiliation: Flinders University, Adelaide, Australia.
authors.forename: Amy
authors.initials: A
authors.lastname: Slater
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data; D001288:Attention; D001828:Body Image / Q000523:psychology; D005260:Female; D005403:Fixation, Ocular; D006801:Humans; D010506:Periodicals as Topic / Q000706:statistics & numerical data*; D010549:Personal Satisfaction; D013021:South Australia; D013334:Students; D013851:Thinness / Q000523:psychology*; D013997:Time Factors; D014796:Visual Perception; D055815:Young Adult
keywords: Disclaimer labels; Eye tracking; Fashion magazines; Media; Visual attention