Editor’s Note

“Speaker’s Box” invites academics and practitioners to identify significant areas of research affecting advertising and marketing. The intent of these contributions is to bridge the gap between the length of time it takes to produce rigorous work and the acceleration of change within practice. Kathrynn Pounders’s research focuses on consumer behavior (in particular, emotions and aspects of the self) and gender. She investigates these topics in the context of communication. At the micro-level, she examines the consumer as the receiver of information about social causes and health issues. At the macro-level, she examines the unintended consequences that advertising and marketing communication have on consumers and society at large. With this contribution, she examines the role portrayal of women in advertising. She highlights the dilemma for the advertising business and points out that “no one size fits all.” Some brands portray women using realistic mirror images, whereas others have continued in the more traditional mode of idealized beauty, using, generally, extremely thin models, often accompanied by airbrushing. Advertisers clearly do not want to alienate their audience, but the evidence suggests that neither realistic nor idealized imagery will satisfy everyone.