Skip to main content
Social and Psychological Aspects

Assessing Lookism: Analyzing Fashion Advertisements Posted on Social Media

Authors
  • Diana Saiki (Ball State University)
  • Alyssa Dana Adomaitis (The New York City College of Technology)
  • Torrence Fagg (Ball State University)
  • Javion Robinson Walker (Ball State University)
  • Shana Cromwell-Ramarian (The New York City College of Technology)

Abstract

The rise of social media and digital technology has perpetuated these advertisements. However, achieving the flawless looks of the models in these digital advertisements is often unachievable (e.g. too thin, flawless skin), particularly given the latest digital tools that allow for manipulation of these images (e.g. photoshop). The purpose of this abstract is to report on a method to assess appearance of models in photographs on social media. A content analysis was completed of images on the social media platform Facebook. Facebook was selected because the “likes” were available.Images of two diverse fashion brands, Shein and Vesace were examined. The following variables were documented: 1) hair, 2) make-up; 3) clothing; 4) gender; 5) ethnicity; 6) model pose, 7) number of likes, and 8) number of comments. Results suggest “lookism” is an issue in society where individuals are treated unfairly because of appearance. Social media has perpetuated the problem.

Keywords: Lookism, Social Media, Fast Fashion, Luxury Fashion Brand

How to Cite:

Saiki, D., Adomaitis, A. D., Fagg, T., Robinson Walker, J. & Cromwell-Ramarian, S., (2025) “Assessing Lookism: Analyzing Fashion Advertisements Posted on Social Media”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18652

Downloads:
Download PDF
View PDF

64 Views

17 Downloads

Published on
2025-01-18

Peer Reviewed