The impact of cosmetic surgery advertising on women’s body image and attitudes towards cosmetic surgery.

Abstract

Cosmetic surgery is increasingly common, and the way it is advertised has raised concern (American Society of Plastic Surgeons [ASPS], 2004; British Association of Aesthetic Plastic Surgeons [BAAPS], 2008). Two experimental, between-participants studies examined the impact of cosmetic surgery advertising on body image and attitudes toward surgery. Study 1 examined the impact of different types of information in such advertising. Women (N = 161) viewed cosmetic surgery advertising containing either discount incentives, risk information, no additional information, or the control advertisements. Study 2 investigated the role of different imagery in cosmetic surgery advertising. Women (N = 151) viewed advertising containing images of models, clinics/their location, scalpels, or the control advertisements. Exposure to cosmetic surgery advertising led to increased dissatisfaction with weight (Study 1) and appearance (Studies 1 and 2). Moreover, materialism moderated weight dissatisfaction such that highly materialistic women were more weight dissatisfied when exposed to cosmetic surgery advertising (Study 1) and to advertising containing images of clinics (Study 2). Perceived benefits of surgery were lower following exposure to cosmetic surgery advertising, whereas consideration of undergoing surgery was higher in women exposed to advertising containing risk information (Study 1). Perception of risks associated with cosmetic surgery varied according to the types of images included in the advertisements (Study 2). Overall, results suggest advertising for cosmetic surgery impacts women’s body image negatively, and information provided in such advertising impacts attitudes toward surgery differently.

The Impact of Cosmetic Surgery Advertising on Swiss Women’s Body Image and Attitudes Toward Cosmetic Surgery

“…They furthermore replicate findings with a UK sample (Ashikali, Dittmar, Ayers, 2015), which showed a deleterious effect of cosmetic surgery advertising on weight and appearance satisfaction. The consistency of these findings across two samples of women who are part of different cosmetic surgery media environments, provides more robust evidence of the negative effect of cosmetic surgery advertising on women's body image.…”

“…A recent UK study on cosmetic surgery advertising compared the impact of discount incentives and risk information in such advertising, while also taking into consideration potential moderation variables to these effects (Ashikali, Dittmar, Ayers, 2015). It showed a negative effect on weight and appearance satisfaction following exposure to advertising for surgery, irrespective of the type of information provided.…”

“…showed that exposure to such advertising led to more negative body image and attitudes towards surgery in women living in the UK (Ashikali, Dittmar, & Ayers, 2015). This study investigates the impact of cosmetic surgery advertising on women living in Switzerland, a country with relatively little cosmetic surgery advertising.…”

Social Physique Anxiety Levels and Influential Factors in Women Who Have Aesthetic Surgery

“…[7][8][9][10]12,[14][15][16] Participant information form. The Participant Information Form had 23 questions about sociodemographic characteristics and the reasons and influencing factors for aesthetic surgery (e.g.…”

“…1 The mass media use images of attractive, thin female figures and muscular male figures in their publications and broadcasts, which makes society want to look like these figures. 1,7,8 Moreover, in addition to physical characteristics such as structural deformities in the body, it is stated that aesthetic surgery decisions are affected by various psychological and sociocultural factors including education, culture, body image, self-respect, being a subject of ridicule and social physique anxiety levels. [9][10][11][12][13] However, as the media do not take early period and future dangers in aesthetic surgery procedures seriously and produce advertisements based on unrealistic beauty standards, individuals gain incorrect and unrealistic expectations about aesthetic surgery.…”