De la comparaison sociale à l’intention comportementale

Archetypes of Women in Advertising an Exploratory Study

“…As a matter of fact, advertising campaigns featuring idealized models, transfer unattainable beauty standards. In addition, the majority of the audience doesn't fit the ideal body (Radu, 2004); which inhibits the phenomenon of identification (McGuire, 1985). Moreover, it can cause adverse effects on the selfconcept of women recipients (Bower et In this regard, we conclude that the upward comparison with idealized models is not a persuasive lever boosting purchase intent.…”