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How Advertising has Changed the Perception of Women's Self-Esteem - Essay Example

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How Advertising has Changed the Perception of Women's Self-Esteem

The same has however led to a serious alteration in women’s self-esteem, as they experience great pressure to cope and adapt to the world around them. This paper seeks to explore the physical and behavioral change in womens’ attitude brought about by the increasing popularity of cosmetics and surgery; the evolution of medical advertising; the trends and impact of advertisements in shaping women's perceptions of beauty and the ethical issues involved in advertising of such products. Table of Contents Sr. # Topic Pg. # 1. Introduction 3 2. Literature Review 4 2.1. Brief overview of the topic 5 2.2. Definition & Meaning of the terms and concepts used 6 2.3. Significance of the topic 7 2.4. The evolution of medical & cosmetics advertising 8 2.5. The relationship between cosmetics and perception of self-image 9 3 Advertising Research 10 3.1 Messages and appeals for using cosmetics 11 3.1.1. Perception of beauty in contemporary society 13 3.1.2. Body image: physical and mental health impact 16 3.2. Ethical Issues 19 3.2.1 Vulnerability of the target consumers 21 3.3. Influences of advertising in shaping the perception of women in society throughout history 23 4. Methodology 24 4.1. Research Methods & Strategy 24 4.2. Data Collection 27 4.3. Limitations of the study 30 5 Analysis & Discussion 32 5.1. Theoretical Perspectives 32 5.2. Data interpretation 36 5.3. Recommendations & Suggestions 39 6 Conclusion 41 References 42 Appendix 1 – Figures and tables 50 Appendix 2 – Questionnaires & Data Transcripts 58 1. Introduction “Vanity is so secure in the heart of man that everyone wants to be admired: even I who write this, and you who read this”. Blaise Pascal Contemporary western culture strongly eulogizes the virtues of products and interventions which seek to enhance one’s physical appearance, through aggressive advertisement campaigns aimed at appealing to the sensibilities of the vulnerable target groups – the female consumers. This is evident from the gamut of television advertisements promoting and advocating the merits of medical alterations (cosmetic surgeries) and the use of cosmetic products which promises the proverbial "fountain of youth" to the ageing population, and enhanced sex appeal to the youth. Such an increased penetration of medical marketing and cosmetics as tools to increase one's social standing and elevate their likeability within the contemporary society has generated a greater awareness regarding such products and at the same time, significantly transformed the very definition of "ideal beauty" (Dionne, Davis, Fox and Gurevich, 1995; Swami, 2008). It now encompasses a term which refers to the achievement of unrealistic beauty standards which are acquired through the normalization of an individual's body which are in sync with the digitally enhanced images and those unattainable through natural means, i.e., cosmetic surgery. Furthermore the fixation with slenderness as an ideal body type and an unrivalled eagerness to conform to the widely accepted social standards of beauty has provided an added boost to the cosmetics industry. The advertisements which promote highly glamorized beauty products and sell the idea of an unrealistic beauty, provides the consumers with an assurance to deliver services to meet their expectations through either cosmetic products or surgical interventions. As long as vanity is promoted and perceived as a tool of measuring one’ ...Show more


How advertising has changed the perception of women’s self esteem Abstract The excessive emphasis on the virtues of a "perfect body" and its association with a positive self-image, as advocated by popular media has largely contributed to the rapid growth of the cosmetics industry in the western society…
Author : ilenebergnaum
How Advertising has Changed the Perception of Womens Self-Esteem essay example
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