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
1. Chapter One: Introduction
1.1 Rationale for Research Topic
1.2 Research Question
1.3 Research Aims and Objectives
1.4 Research Methodology
2. Chapter Two: Literature Review
2.1 Introduction
2.2 Self-Concept and Self-Esteem
2.3 Body Image
2.4 Conclusion
3. Chapter Three: Literature Review Continued…
3.1 Introduction
3.2 Female Representation
3.3 Sexual Nature of Print Alcohol Advertisements
3.4 Male Dominance in Print Alcohol Adverts
3.5 Conclusion
4. Chapter Four: Content Analysis
4.1 Introduction
4.2 Content Analysis
4.3 Conclusion
5. Chapter Five: Conclusions and Recommendations
5.1 Conclusions
5.2 Limitations
5.3 Recommendations
Research Goals and Focus Areas
This research investigates the influence of advertising on females' self-image, specifically examining the role of print alcohol advertisements in shaping societal beliefs, body ideals, and gender dynamics.
- The relationship between advertising and the development of self-concept and self-esteem in women.
- The role of media in promoting unattainable body standards and the resulting social comparisons.
- The sexual representation of women in print alcohol advertisements as objects or rewards.
- The manifestation of male dominance and gender power imbalances within promotional imagery.
- The potential for advertising to foster fear or negative societal perceptions regarding alcohol consumption and women.
Excerpt from the Book
2.3 Body Image
Solomon et al (1999: p192) say that “a person’s physical appearance is a large part of his or her self-concept”, and advertising plays a large part in people determining this self through a social comparison process between themselves and the models in these adverts. While body image is one method of comparing oneself to these models, this section will delve deeper into the ramifications on a person’s self–image of comparing body image with that of models in advertisements. “Research indicates that exposure to images of thin, young, air-brushed female bodies is linked to depression, loss of esteem and the development of unhealthy eating habits in women and girls” (Media Awareness Network, 2008).
The portrayal of an ‘ideal’ body image also affects how men view women, and the perfect body shape they seek in women more closely reflects that of the models shown in adverts rather than that which exists in the real world. “One of the most pervasive criticisms of sexist advertising is that it produces distorted images by setting unrealistic expectations of female beauty and thinness” (Lavine et al, 1999: p.1049). These “advertisements emphasize thinness as a standard for female beauty, and the bodies idealized in the media are frequently atypical of normal, healthy women” (Eating Disorder Community, 2006).
Summary of Chapters
Chapter One: Introduction: Provides the rationale, research question, and methodology for investigating how advertising influences female self-image.
Chapter Two: Literature Review: Examines the psychological impacts of media on self-concept, self-esteem, and body image.
Chapter Three: Literature Review Continued…: Discusses the representation of women, sexual nature of ads, and male dominance in alcohol marketing.
Chapter Four: Content Analysis: Performs a qualitative analysis of various alcohol advertisements to identify recurring themes and visual messaging.
Chapter Five: Conclusions and Recommendations: Summarizes the findings regarding the negative impact of advertising on women and suggests future regulatory measures.
Keywords
Advertising, Alcohol Marketing, Female Representation, Self-Image, Self-Esteem, Body Image, Social Comparison, Sexual Objectification, Gender Roles, Male Dominance, Consumer Culture, Media Ethics, Stereotypes, Print Advertisements, Beauty Ideals.
Frequently Asked Questions
What is the core focus of this research paper?
The research analyzes how advertising, specifically print alcohol advertisements, influences women's self-image and perception of self-worth.
What are the central themes explored?
The central themes include body image, self-esteem, gender representation, sexual objectification of women, and the dominance of men in advertising imagery.
What is the primary research question?
The primary question is: "An analysis of how advertising affects females’ self-image; specifically focusing upon print alcohol advertisements."
Which research methodology was employed?
The author conducted desk-based secondary research, including a content analysis of 13 print alcohol advertisements from 10 different brands.
What does the main body of the work cover?
The main body covers a literature review on self-concept and body image, an exploration of female stereotypes and male dominance in ads, and a deconstruction of specific advertisement campaigns.
What characterize the primary keywords of this study?
The study is characterized by keywords such as advertising, self-esteem, body image, gender roles, and objectification.
How do alcohol advertisements specifically contribute to body dissatisfaction?
Advertisements often present "idealized" and air-brushed female models, which trigger social comparisons among women, potentially leading to lower self-esteem and unhealthy behaviors.
What does the author conclude about the depiction of women as "rewards"?
The author concludes that framing women as "rewards" or "toys" for men reinforces patriarchal power dynamics and perpetuates the subordination of women in public and private spaces.
- 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
