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Beauty is the beast: the influence of beauty in advertisements with regard to body satisfaction under women

Muselaers, M.H.J. (2012) Beauty is the beast: the influence of beauty in advertisements with regard to body satisfaction under women.

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Abstract:This study investigates the influence of beauty in advertisements on body satisfaction under women. This study is unique in current literature because it investigates the influence of beauty on the body satisfaction under women by means of a match between model and product and a beauty link. Using three questionnaires, study 1 investigated whether a match between an attractive model and beauty (beauty product and beauty link) does indeed lead to a difference in body satisfaction under women. The three constructs advertisement attitude, advertisement sincerity and purchase intention were measured in addition to body satisfaction. It was concluded that advertisements containing a match between attractive model and beauty (beauty product and beauty link) will be more likely to lead to body dissatisfaction under women. For the other constructs the results reveal that a match between model and beauty will be more likely to lead to a decrease in advertisement attitude and to weakened advertisement sincerity. In closing, it was shown that body dissatisfaction was caused by the intimidating content of the advertisements. A second study, using two questionnaires, continued on the results of study 1 and investigated whether advertisements containing only a beauty link would also lead to body dissatisfaction under women. The results reveal that advertisements containing a beauty link were more likely to lead to body dissatisfaction under women than an advertisement without any beauty link. For the other constructs it was concluded that advertisements containing a beauty link have only a negative influence on the advertisement sincerity. Finally, the results showed that body dissatisfaction is not, as in study 1, caused by the intimidating content of the advertisements. The effect of body dissatisfaction is, in study 2, most likely explained by the beauty link.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61706
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