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Advertisements in dutch glossy magazines that contribute to a negative body image and low bodyesteem among women

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Advertisements in dutch glossy magazines that contribute to a negative body image and low bodyesteem among women

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Samenvatting

The issue surrounding body-esteem and dissatisfaction is a growing issue in Western societies. Societal pressures force women to focus on their appearance. The societal ideal that women have to be in shape, slender and attractive at all times has a negative influence on women’s body image and body esteem. Previous studies show that the media (and magazines in particular) are important conveyors of this ideal image. Magazines are full of advertisements showing attractive, young, thin, tall, clear skinned women with usually Caucasian features. These images have been manipulated, retouched, and perfected in order to create an even more idealistic beauty image. These unrealistic images in the media create a gap between the ideal image and reality. Women who internalize this ideal experience a negative body image, body dissatisfaction, depression and body focus anxiety. At its worst cosmetic surgery, dieting and eating disorders are regarded as a last resort in closing the gap between the ideal image and reality. And although the Dutch watchdog for advertisements, ‘Nederlandse Reclame Code’, has received complaints about how females are portrayed in advertisements, they have not established proper rules about this topic yet. For this reason, the present study investigated the influence of advertisements, in glossy magazines Grazia, Beau Monde and Cosmopolitan, on women in the Netherlands. The goal was to determine which advertisements have a negative influence on women. The results provided a substantial advice for Nederlandse Reclame Code, which will hopefully reduce the negative effects of advertisements in glossy magazines. Research was conducted by the means of a content analysis and online survey. The content analysis showed that the majority of the models in advertisements have a thin figure. Average-sized models were almost not apparant. Furthermore, quite an amount of the advertisements sexualize and objectify women. From the content analysis five categories of advertisements were chosen: (1) objectifying advertisements (part body ads), (2) advertisements showing a thin model, (3) advertisements showing an average-size model, (4) sexualized female model in advertisement, and (5) sexualized advertisements showing interaction between a male and female model. These advertisements were shown in an online survey to a sample of 125 women. A group of 25 women each was exposed to one of the five category advertisements. Respondent’s level of internalization of the thin body ideal, body image and body esteem were measured. Analysis revealed significant negative influences of their overall body esteem, sexual attractiveness and weight concern after being exposed to sexualized ads showing a female model, part body ads and thin body ads. By contrast women who were exposed to a normal-sized model had a more positive body image and body-esteem.

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OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
Datum2014-06-10
TypeBachelor
TaalEngels

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