Framing real beauty: A framing approach to the effects of beauty advertisements on body image and advertising effectiveness
نویسندگان
چکیده
Current literature is inconsistent about the effects of idealized (i.e., thin) vs. non-idealized average or plus-size) models on young women’s well-being. This inconsistency may be explained by different frames passive body, active and subject) surrounding beauty ad models. The current experimental study among 568 women aged 18–30 years (M = 21.45, SD 1.84) tested differently framed ads featuring well-being effectiveness while taking into account mediating role cognitive schemas moderating thin-ideal internalization. Results showed that a body frame generated more appearance compared to subject frame. framing functionality operated for also induced inferior outcomes lower attitudes advertisement brand purchase intent) an No other main nor internalization were found. These results advertising can encourage brands stop using typical objectifying ads.
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ژورنال
عنوان ژورنال: Body Image
سال: 2021
ISSN: ['1873-6807', '1740-1445']
DOI: https://doi.org/10.1016/j.bodyim.2021.03.003