Effects of Idealised Advertising Images on Youths' Physical Attractiveness Satisfaction

Tan, Yun Hui (2023) Effects of Idealised Advertising Images on Youths' Physical Attractiveness Satisfaction. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The mass media has formed the perception of beauty ideals to society unconsciously, those ideals greatly affect an individual's well being and feelings especially youth. The mass media are reinforcing the beauty standard and ideal body shape via the media such as advertisements to the audiences who will start to perceive and evaluate their physical appearance, in order to fit in the norms of society. Therefore, this research aimed to study the effects of idealised advertising images on youths’ physical attractiveness satisfaction on both genders by using Calvin Klein undergarment advertisements to investigate the comparison act and consequences after review. Previous studies have been conducted more on effects of idealised advertising images on women, but few have conducted on both genders. The differences between this research compared to previous studies is to focus on the differences between gender when one compares himself/herself with the model in the advertisements and how the comparison acts impact their physical attractiveness, body satisfaction and emotions. Therefore this study is able to find out the different point of views on idealised advertising images between men and women. Furthermore, this research was conducted with quantitative research methods, together with the use of online surveys by distributing it in Google Form through social media platforms. Convenience sampling was used to collect data from a targeted 100 youth respondents from who are in the age range of 15 to 25 years old. Other than that, this study will also be very helpful to the government and other relevant non-governmental organizations to get a better idea about body image issues among youth and potential disorders which are brought by idealised advertising images. The findings of this study showed that body image issues among youths and the potential emotional disorders are brought by idealised advertising images. This research paper supported that the idealised advertising images greatly impact the audiences’ beauty perception which is shaped by the society through media. People are having idealised expectations of themselves and causing a few negative effects such as body image dissatisfaction, lower self-esteem, eating disorders, depression, anxiety and so on