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Getty Images launches Curve Diversity edition

November 12, 2013 • Company News, Creative

Visualising Diversity examines how topics such as aging, body image and female empowerment are reflected in imagery and other communications

London – 27 September, 2013: 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.”

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.

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About Getty Images
Getty Images is among the world’s leading creators and distributors of award-winning still imagery, video, music and multimedia products, as well as other forms of premium digital content, available through its trusted house of brands, including iStock© and Thinkstock©. With its advanced search and image recognition technology, Getty Images serves business customers in more than 100 countries and is the first place creative and media professionals turn to discover, purchase and manage images and other digital content. Its best-in-class photographers and imagery help customers produce inspiring work which appears every day in the world’s most influential newspapers, magazines, advertising campaigns, films, television programs, books and online media. Visit Getty Images at www.gettyimages.com to learn more about how the company is advancing the unique role of digital media in communications and business, and enabling creative ideas to come to life.  For the stories behind our content and our technology, visit the Getty Images Blog at blog.gettyimages.com. Find us on Facebook at www.facebook.com/gettyimages and Twitter at http://twitter.com/GettyImages.

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