Results showed that 55% of the 566 respondents see ads "all the time" that make them want to go on a diet, and 64% feel there is too much sexual imagery in ads.
75% ARE 'INSULTED'
Additionally, 75% of girls surveyed said they're insulted by ads that make it appear as if women only care about their looks.
The study conveys the message that teen-age girls are marketing savvy and put off enough by ads objectifying women to take their spending power elsewhere.
"People don't usually give teen-agers credit for noticing things," said Isabel Walcott, president of SmartGirl Internette, which conducted the study for AWNY.
"This research proves that girls are actually paying attention to messages ads are sending and they'll refuse to buy a certain product because it's insulting to them," she said.
The study was conducted on SmartGirl Internette's Web site, www.smartgirl.com. It polled young women ages 12 to 19 from May 6 until July 13.
Results also showed 60% of respondents said they would be inspired by an ad that shows women succeeding by overcoming obstacles, and 57% said they would be inspired by an ad that showed "women who look like me."
PRECEDES 'UGLY' AWARDS
The study comes in advance of the AWNY's third annual "The Good, The Bad & the Ugly" awards show, which honors advertisers that make an effort to portray women in a positive light--as well as skewer those that perpetuate negative stereotypes.
"A lot of advertising has to do with fashion and what looks good on the runway in some sort of way," said Jane Talcott, account exec with Y&R Advertising, New York, and a co-chair of the 1999 AWNY awards. "Therefore, the model as anorexic