Advertising research proposal


Advertisingresearch proposal

Fromprint media, radios to television commercial adverts, advertisingshave indeed portrayed the actual meaning of perfection. Notably,advertisements seem to dictate what to wear, what to eat, who to walkwith and most amazingly, where to visit. That makes advertsaccessibleand at the same time bother to many. On the other hand,childhood obesity is observed to follow an increasing path at alltime. Women in the greater society have also been upset by theidealized portrayal of primarily unrealistic bodies.

Bulimia,Anorexia Nervosa, and other self-inflicted diseases are rampantlyrunning across communities worldwide.This proposal mainly targets therelationship between advertisements and women (Monro, Fiona and Gail88). That becomes apparent at times when women are requested todefine themselves plus their maturity. Most advertisers take theopportunity to use women’s vulnerability to their advantage.However, with the help of credible varieties of investigativejournals, the project shall illustrate the existing relationshipbetween different women body images and advertisements.

Advertisinghas gradually changed the consumption behavior of consumers. Since1920s, the industry puts more effort in convincing people on need torun for newest market products. To be more astounding, advertisingseems to succeed in changing the way people think about themselves.Looking at newspapers and magazines, women will seek out thin modelimages while anticipating that the same images create an illfeelingin them (Martin, Mary and James 27). Oddly enough, those havinginternalized or exposed to media ideas are in a position to activatethe process of comparison. That is because few women have media idealbeauty standards. Hence, the outcome promulgates dissatisfaction withone’s appearance (Engeln 1125). The research aims to investigatewomen’s thinking process considering different advertisements andcorresponding perceptions about themselves.

Theresearch will also seek to examine why women continue with themannerism of seeking out unrealistic images. It also covers the ageset at which most women start to do so and the source of thepictures. The investigation puts into account actions taken by womento change their original images such as exercise, plastic surgery anddiet. That shall bring out the relationship between body imagedissatisfaction and steps employed to improve it. As a result ofimpacts caused by advertising for women, many researchers have beentrying to address this issue. An example is Gayle R. Bessenof (249)whose primary focus was on the day to day effects of the media on thesociety, specifically damaging effects on women. She aims at how thecomparison process creates self-discrepancies in women. She wasconducting her research by exposing participants to fashionadvertisements having beautiful, thin models as primers whileexposing others to natural advertisement. Participants were afterwardto fill questionnaires talking of the feeling experienced duringexposure to the adverts.

Womenexposed tothin ideal adverts experience feelings about weightconcerns, depression, bad moods and low self-esteem more than womenexposed to natural adverts (Bessenof 244).Like with Bessenof (245),the research tries to relate how women’s self-esteem is affected byadvertisements. Bessenof research provides an insight on how thinidealized adverts influence women’s feelings. The average body sizefor glamorous, idealized supermodel is known to be greater than 20%underweight (Brown and Helga 1102). Due to women comparison with thethin supermodels, eating disorder plus low self-esteem are alwayshigh in women. But how much exactly do advertisements affect womenfeeling about themselves and how they live with dieting, exercise,clothing choices. Previousresearchers show that increasedweight-related anxiety which is heightened by viewing time duration(Brown and Helga 1093). Brown and Dittmar`s study aimed atunderstanding why women feel bad about their bodies after beingexposed to models. Hence, the research aims at studying the advertseffects on women’s body image and their perceptions.

Thearticle shall be an excellent reference showing correlation betweenmedia exposure with ultra-thin ideals to accelerating bodydissatisfaction and feeling disorders. Furthermore, the study shallseek to know how advertisements affect women having unrealisticperfection in them. Another important study is on the target’syounger range of 18 to 20 years. It helps in getting insight intopossible age differences expected on the outcomes. There is also needto focus on an article on young teens, to provide information oninfluences encountered by participants in their lives. The researchshall aim at proving that the viewing adverts can eventually lowergirl’s self-esteem. The young teens article chose its subjects frommiddle-class backgrounds, and Midwestern from sixth, fourth andeighth graders (Martin, Mary and James 25). That helps in discoveringif participants are affected by that age. The girls were primed toview the advertisements in several ways. The techniques includeself-evaluation, self-enhancement, and self-improvement. Hencefinding ways to make her prettier compared to the model anddiscounting the model`s beauty.

Self-evaluationcaused negative body perception while self-enhancement hadaninsignificant effect in the sixth and eighth graders. The fourthgraders viewed skinny as opposite of their wish and preferred to growbigger rather than remain small. Their self-enhancement exercisespromoted their body perception views. Monro, Fiona and Gail (87)experiment objective determines effects of media-portrayed idealizedimages of young ladies’ body anxiety and shame. Having nodifference between having and not having body related products theirresults indicate an increase in appearance anxiety as a result ofviewing idealized images. Participant’s body shame was seen to riseafter exposure to the images (Morno, Fiona and Gail 89).

Theresearch shall consider surveys and experiments that will help peoplelearn who is more susceptible to women known to work out or those whoread fashion magazines. The study shall also aim at discerning howlong women have been comparing themselves with unrealistic images andfor how long they been affected. To to that, the study shalldetermine the primary source of this pictures and when women startedviewing them. It will mainly consider college women due to addedpressure by finding jobs and being by their own. That is as a resultof the critical stage they are in life, efforts to being successful,finding mates, balancing everything as well as facing other girls anda lot of adverts oncampus.

Thestudy is to focus on how the personalities and daily activities ofcollege women are influenced by media ideals. The whole researchindicates the developing relationship between women’s body imageand advertising. The project surveys college women aged between 18 to22 years on the influence of media on their perceptions and how theyview themselves. The study shall use only female test subjects forthe survey. The study will bring out clearly how things like diet,magazines, exercising and personal opinions influence ladies in thesociety. In addition to that, the study shall bring betterunderstanding of how advertisers influence women’s perception.Finally, it is everyone’s hope that having the project completed,women will be in a position to understand unrealistic expectations ofwomen and change to accept them more.


Bessenoff,Gayle R. &quotCan The Media Affect Us? Social Comparison,Self-Discrepancy, And The Thin Ideal.&quot Psychologyof Women Quarterly30 (2014): 239-251. Print.

Brown,Amy, and Helga Dittmar. &quotThink?Thin?And Feel Bad and TheRole Of Appearance Schema Activation, Attention Level, And Thin?IdealInternalization For Young Women?S Responses To Ultra?Thin MediaIdeals.&quot Journalof Social and Clinical Psychology24 (2005): 1088-1113. Print.

Engeln?Maddox,Renee. &quotCognitive Responses To IdealizedMedia PicturesOf Women and The RelationshipOf Social Comparison toCritical ProcessingTo Body Image Disturbance ofCollege Women.&quotJournalof Social and Clinical Psychology24 (2005): 1114-1138. Print.

Monro,Fiona, and Gail Huon.&quotMedia-portrayed IdealizedImage,Body Shame, and Appearance Anxiety.&quotInternationalJournal of Eating Disorders38 (2005): 85-90. Print.

Martin,Mary C., and James W. Gentry.&quotStuck in the Model Trap and TheEffectsof Beautiful Models in Advertson Female Pre-Adolescents and Adolescents.&quotJournalof Advertising26 (1997): 19-33. Print.