Fri, 27 Sep 2013 14:34:27 GMT
Getty Images today launches its diversity edition of Curve. Curve is Getty Images’ online trends publication, providing the industry with insight into ever-changing visual content use across a variety of industry sectors.
Curve Diversity looks at the growing need to address a brand’s audience collectively, whilst acknowledging the multiplicity of different backgrounds, generations, cultures and social settings within that group.
Advertising campaigns are increasingly building more inclusive communications and Visualising Diversity acknowledges the difficulties of doing this well, while looking at how brands can express the diversity of a world in constant flux. Examples such as Apple’s recent campaign ‘Our Signature’ shows a wide mix of consumers from all walks of life and highlights the growing trend towards presenting diversity as both a reality and an aspiration.
Female Rising looks at the rise in female empowerment as beauty ideals are expanding. The article looks at how images of women and girls that are authentic, strong and comfortable in their own skin are increasingly resonating with people around the world. Female Rising identifies a growth in images of ‘real women’ and a drive for authenticity in visual representations over staged model shots.
Additionally Curve Diversity explores how the baby boomer generation are changing the definition of age - a vision that is setting a new tone for marketers to address their needs and wants in The New Old. Clothing brand American Apparel’s latest advertising campaign starred a 61 year-old model to promote its range while McDonald’s takes a different approach by comparing the lifestyles of the younger and older generations in its ‘Parallel Lives’ campaign.
Further topics explored in Curve Diversity are changing attitudes to body image in Body Image 2.0 and the use of gay imagery in advertising in The Coming Out of Brands, which is a particularly growing trend amongst financial brands. The latest issue also includes an interview with Jarek Carethers, Group Creative Director at UniWorldGroup, who explores what visual trends in diversity mean to brands.
Andrew Saunders, Senior Vice President of Creative Content at Getty Images said: “Diversity is a very broad topic covering issues from feminism and ageism, to body image and multiculturalism. With such a broad topic and one that is so sensitive it can be daunting for brands to embrace diversity. This issue of Curve pulls together the latest trends and research into the changing use of visual imagery that depicts social variety and is designed to be a resource for brands that are looking to create exclusive and progressive communications.”
view more - CreativeGetty Images, Fri, 27 Sep 2013 14:34:27 GMT
Curve is designed to give readers inspiration and advice on using visual language and insight into their brand strategy. Each article on Curve is available to download as a PDF, allowing users to share content and save articles to read at a later date.