Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

Dens, Nathalie; Pelsmacker, Patrick De; Janssens, Wim

doi:10.1007/s11199-008-9541-0

Cited by 24 publications

(14 citation statements)

References 67 publications

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“…For example, research in Belgium has shown that viewing female models who were scantily dressed had more negative effects on body esteem issues compared to viewing models who were more fully dressed (Dens, Pelsmacker & Janssens, 2009). Finally, the product association of cosmetics/toiletries with females emphasizes the importance that society assigns to female beauty and contributes to their sexualization (Luyt, 2011), which has been linked to negative thoughts about one's body (Dens et al, 2009).…”

Section: Discussionmentioning

confidence: 99%

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Prieler

Ivanov

Hagiwara

2015

Communication & Society

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Gender representations in television advertisements have been a subject of academic research for many years. However, comparatively few studies have looked into television advertising's gender representations in Confucian societies, particularly from a comparative perspective. This study compares the representation of males and females in 1,694 television advertisements from Hong Kong, Japan, and South Korea. It uncovers stereotypical gender representations related to age (females were predominantly young, males were middleaged), clothing/nudity (females were more suggestively dressed, males were fully clothed), work (females were depicted more often at home, males were typically depicted in the workplace), authority (males were used for voiceovers more than females, with males being the so-called "voice of authority"), and beauty (more females than males advertised for the cosmetics/toiletries product category). Overall, gender representations were highly stereotypical in all three cultures, which may be due to a shared common cultural background based on Confucianism. In terms of the degree of gender stereotyping, Hong Kong was more gender-egalitarian than Japan and South Korea; this finding is consistent with results from Project Globe's gender egalitarianism index and the Gender-related Development Index (GDI) by the United Nations, but not with Hofstede's masculinity index. These results suggest a relationship between gender representations and some gender indices. Finally, this article discusses the possible effects of stereotypical gender representations on audiences in relation to social cognitive and cultivation theories.

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Section: Discussionmentioning

confidence: 99%

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Prieler

Ivanov

Hagiwara

2015

Communication & Society

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“…Models with an unattainably perfect body may contribute to consumers' body-image dissatisfaction (Bower 2001;dens et al 2009;duke 2002;Martin & Kennedy 1993;Peck & Loken 2004), but this paper does not consider this aspect.…”

Section: Limitationsmentioning

confidence: 99%

How a presenter’s perceived attractiveness affects persuasion for attractiveness-unrelated products

Praxmarer

2011

International Journal of Advertising

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Contrary to the beauty match-up hypothesis, several studies report positive effects of a presenter's attractiveness for attractiveness-unrelated products. This research demonstrates how, via which paths, the presenter's attractiveness affects persuasion for attractiveness-unrelated products. for a non-celebrity presenter the positive effect of attractiveness on persuasion is mediated by perceived presenter expertise, presenter trustworthiness, and liking of the advertisement. Previous studies could neither support the relevance of these paths unambiguously nor did they test whether or not perceived expertise, trustworthiness, and liking of the ad fully mediate the attractiveness effect. This study also considers receiver and presenter sex and receivers' product involvement. The results indicate that attractiveness affects persuasion positively regardless of whether the presenter and receiver are of the same or the opposite sex and regardless of whether receivers are characterised by low or high product involvement.

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“…Findings consistently demonstrate that highly attractive same-or opposite-gender models can negatively influence self-esteem (Dens, Pelsmacker, & Janssens, 2009). However, scholars also suggest that the influence of female body portrayals is moderated by the social comparison goals of the viewer (i.e., self-evaluation, self-improvement; Hogg & Fragou, 2003), as well as the body size of the viewer (Smeesters, Mussweiler, & Mandel, 2010).…”

Section: Advertising Exposure and Self-esteemmentioning

confidence: 84%

The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

Hoplamazian¹,

Knobloch‐Westerwick²

2014

Howard Journal of Communications

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The social identity framework suggests that exposure to high-status ingroup or low-status outgroup portrayals enhances self-esteem through positive ingroup distinctiveness. In this study, the effects of racial group portrayals in print advertisements on Blacks' and Whites' self-esteem and advertising responses were investigated in an experiment. A series of mock ads were pretested and developed manipulating character race (Black, White) and social status (high-status, low-status), resulting in four conditions. Blacks higher in ethnic identity reported enhanced self-esteem when exposed to lower-status White characters (negative outgroup portrayal), whereas Blacks lower in ethnic identity reported enhanced self-esteem when exposed to higher-status Black characters (positive ingroup portrayal). Advertising outcome measures (attitude toward the ad, purchase intentions) also revealed that level of ethnic identity moderates responses by Black subjects. White subjects reported lower self-esteem after exposure to lower-status Black characters. White participant responses suggest Blacks are not viewed as a competing outgroup, whereas Black participant responses indicate Blacks do not respond to race or social status in advertising uniformly, but rather their level of ethnic identity moderates self-esteem and attitudinal responses to ingroup and outgroup portrayals.

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Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

Cited by 24 publications

References 67 publications

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

Gender representations in East Asian advertising: Hong Kong, Japan, and South Korea

How a presenter’s perceived attractiveness affects persuasion for attractiveness-unrelated products

The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

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