Effects of Advertising on Body Image

Paper Summary:

This study uses a social comparison theory as the primary basis for its exploration of body perception in advertising, affects of advertising on self-esteem, and purchase decisions. It explores the theoretical basis of the negative effect and how exposure to highly attractive models (HAMs) affects the intention to buy a beauty product in women with a low opinion of their own body image.

Table of Contents:
Introduction
Background of Study
Research Problem
Objectives Of The Study
Research Questions
Significance Of The Study
Theoretical Background
Hypotheses
Conceptual Framework for Methodology
Conclusion

From the Paper:

"It is important to note that social and clinical research studies over the years have given definite conclusions that show the relation to and affect of media exposure and its representation of the thin body-image as ideal in relation to a negative affect on the women's self-image and lead to body dissatisfaction (Groesz, Levine, & Murnen, 2002). The conclusions and results show that the most common effects of this "thin" ideal body-image is to do with self-image and body unhappiness (e.g., Harrison & Cantor, 1997; Heinberg, Thompson, & Stormer, 1995). Other research into the concept of thin as ideal has demonstrated inconsistent, minimal or no association whatsoever between the two phenomenon (e.g., Champion & Furnham, 1999; e.g., Cash, Cash, & Butters, 1983; Irving, 1990)!"

Sample of Sources Used:

• Arnott, C. C. (1972) Husband's Attitude and Wives Commitment to Employment, Journal of Marriage and the Family, 34(11), 673-7.
• Bers, S. A., & Rodin, J. (1984). Social-comparison jealousy: A developmental and motivational study. Journal of Personality and Social Psychology, 47, 766-779.
• Bessenoff, G.R. (2006). Can the media affect us? social comparison, self-discrepancy, and the thin ideal. Psychology of Women Quarterly, 30, 239- 251.
• Botta , R.A. (1999). Television Images and Adolescent Girls' Body Image Disturbance. International Communication Association.
• Bower, A. B. (2001) Highly Attractive Models in Advertising and the Women Who loathe Them: The Implications of Negative Affect for Spokesperson Effectiveness. Journal of Advertising, 30(3), 51

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