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I'M EVERY WOMAN: COLLEGE WOMEN'S PERCEPTIONS OF "REAL WOMEN" IN PRINT ADVERTISEMENTS

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Date Issued:
2012
Abstract/Description:
In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.
Title: I'M EVERY WOMAN: COLLEGE WOMEN'S PERCEPTIONS OF "REAL WOMEN" IN PRINT ADVERTISEMENTS.
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Name(s): Gualtieri, Marie, Author
Carter, Dr. Shannon, Committee Chair
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2012
Publisher: University of Central Florida
Language(s): English
Abstract/Description: In the American capitalist society, the media is often an agent used to perpetuate ideals and to inform consumers of products that they can purchase by using multiple advertising techniques. In an attempt to counter the thin body ideal for women, some companies have begun advertising their products by using plus size models, such as the Dove Campaign for Real Beauty. The purpose of this research is to examine college women's perceptions of the Dove Campaign for Real Beauty, an advertising campaign whose goal is to reverse the stereotypical body ideal for women and broaden the definition of beauty. Some sociologists have criticized Dove for sending conflicting messages. This study is the first that focuses on women's perceptions about this potential conflict. Through the use of both quantitative and qualitative methods, this study examined if, how, and when women changed their initial perceptions toward the Dove Campaign for Real Beauty based on two separate scenarios brought to their attention. This is important because the findings suggest how consumers can change their perceptions regarding a company, in this case one that is a part of a multi-million dollar parent company, based on how a company advertises its products.
Identifier: CFH0004144 (IID), ucf:44822 (fedora)
Note(s): 2012-05-01
B.A.
Sciences, Dept. of Sociology
Bachelors
This record was generated from author submitted information.
Subject(s): Print Advertisements
Media
Real Women
Magazines
Advertising
Dove Campaign for Real Beauty
Social Constructionism
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFH0004144
Restrictions on Access: public
Host Institution: UCF

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