The Impact of Women Portrayal in Nivea Magazine Advertising in Creating Perception of Beauty Among Young Female Consumers

Lim, Jin (2020) The Impact of Women Portrayal in Nivea Magazine Advertising in Creating Perception of Beauty Among Young Female Consumers. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research is to examine the impact of women portrayal in Nivea magazine advertising in creating the perception on beauty among young female consumers. This research study also aims to find out other factors that are influencing the perception of beauty among young female consumers. The research method that was used in this research study was quantitative research method. In this method, a purposive non-probability sample of 100 young female consumers that lives within Klang Valley was given a survey to answer in order to find out the factors that were influencing the young female consumer’s perception of beauty and the influence of Nivea magazine advertising towards their perception of beauty. It has been estimated that young female consumers nowadays are exposed to images of exceptionally beautiful women through media platforms that has severely affected young women’s view of beauty and the beauty standards of the society. Through the findings of this research study, it was revealed that young female consumers are in fact being affected by Nivea’s beauty advertising. It was found out that it has affected their confidence and it has also made them to believe that all women should look like what the media is depicting in their advertisement. The findings of this research study also revealed that young female consumers are also affected by what the society’s think women should look like. This research is useful to young female consumer in the way that it will help them understand more on how the media and beauty marketers are influencing their perception. other than that, this research is also useful to Nivea as the findings shows how young female consumers feel about their advertisements. This way, Nivea will be able to use this data to improve on their advertising strategy.