Over the past 40 years advertising has grown rapidly, and today the advertising industry is worth over $400 billion. Advertising therefore has a direct impact on people’s lives, and print alcohol
advertising is no exception.
Advertising often reflects societal beliefs, but these beliefs are often misleading. Adverts portray flawless beauty in the form of female models, which leads to social comparisons being conducted
by women. They compare their physical attractiveness, and if it doesn’t coincide with what they see, it can lead to poor self-esteem, a lack of self-confidence and even possibly developing eating disorders which are unhealthy.
The alcohol adverts are also very sexual in nature, with women being shown to be very scantily clad or partially nude. This only acts to accentuate the portrayal of beautiful women by again drawing social comparisons. The adverts often show women and men engaging in sexual
activities which were previously not seen outside of the world of pornography, but advertisers today are pushing the boundaries further than ever before. This can lead to both men and women
believing that what they see in these adverts is what is socially accepted and what might happen if they consumed the product on offer.
Print alcohol adverts tend to portray women as adorers to men, or purely as sex objects. The males in these adverts are often shown as in domineering positions, highlighting that women are seen as subordinate to men. A problem with men in this position is that fear may be instilled in women. Fear of rape and violence against women.
Table of Contents
- Acknowledgements
- Abstract
- Chapter One: Introduction
- Rationale for Research Topic
- Research Question
- Research Aims and Objectives
- Research Methodology
- Chapter Two: Literature Review
- Introduction
- Self-Concept and Self-Esteem
- Body Image
- Conclusion
- Chapter Three: Literature Review Continued...
- Introduction
- Female Representation
- Sexual Nature of Print Alcohol Adverts
- Male Dominance in Print Alcohol Adverts
- Conclusion
- Chapter Four: Content Analysis
- Introduction
- Content Analysis
- Conclusion
- Chapter Five: Conclusions and Recommendations
- Conclusions
- Limitations
- Recommendations
- Bibliography
Objectives and Key Themes
This research project aims to investigate the impact of advertising on women's self-perception, specifically focusing on the portrayal of women in print alcohol advertisements. The research seeks to understand how these advertisements might contribute to or influence women's self-image and body image.
- Impact of advertising on female self-image
- Representation of women in print alcohol advertisements
- Relationship between advertising and body image
- Influence of media on self-esteem
- Content analysis of print alcohol advertisements
Chapter Summaries
Chapter One introduces the research topic, outlining its rationale and defining the research question. It also lays out the aims and objectives of the study, as well as the methodology to be employed. Chapter Two provides a comprehensive literature review, exploring existing research on self-concept, self-esteem, and body image. This chapter delves into the existing literature regarding how these concepts are influenced by media representations, particularly focusing on the portrayal of women in advertising. Chapter Three continues the literature review, examining the specific context of female representation and the sexual nature of print alcohol advertisements. This chapter explores the portrayal of women in these advertisements and the potential impact on female consumers' self-image. Chapter Four delves into the methodology used for the content analysis, providing details on the selection of advertisements, the coding process, and the analysis framework employed. This chapter presents the findings of the content analysis, highlighting the specific themes and trends observed in the selected print alcohol advertisements. Chapter Five summarizes the key findings of the research and presents the conclusions drawn from the data analysis. This chapter also discusses the limitations of the research and proposes recommendations for future research.
Keywords
This research explores the impact of advertising on women's self-image, focusing on the portrayal of women in print alcohol advertisements. Key concepts include self-concept, self-esteem, body image, female representation, sexualization, and content analysis. The study analyzes the influence of advertising on women's perceptions of themselves and their bodies, highlighting the potential impact of media representations on women's well-being.
- Arbeit zitieren
- David Morrin (Autor:in), 2009, An analysis of how advertising affects females’ self-image - specifically focusing upon print alcohol advertisements, München, GRIN Verlag, https://www.hausarbeiten.de/document/205021
