Can deviation from standard beauty become appealing?: an age perspective
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/14589 |
Resumo: | When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age remains largely unexplored, and the vast majority of ads in the market depict young models. The purpose of this research is therefore to investigate which images in advertisements – young or mature models – are more persuasive for older women (40+ years old). In this investigation, two studies were conducted. The first part was an exploratory analysis with a qualitative approach, which in turn helped to formulate the hypothesis tested in the subsequent experiment. The results of the in-depth interviews suggested a conflict over notions of imprisonment (need to follow beauty standards) and freedom (wish to deviate). The results of the experiment showed essentially that among older consumers, ads portraying older models were as persuasive as ads portraying younger models. Limitations and future research are discussed. |
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Lima, Mariana Braga deEscolas::EBAPEGoldszmidt, Rafael Guilherme BursteinGoia, Marisol RodriguezMachado, Fabíola Orlando CalazansAndrade, Eduardo Bittencourt2015-12-09T18:52:57Z2015-12-09T18:52:57Z2015-11-10LIMA, Mariana Braga de. Can deviation from standard beauty become appealing?: an age perspective. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2015.http://hdl.handle.net/10438/14589When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age remains largely unexplored, and the vast majority of ads in the market depict young models. The purpose of this research is therefore to investigate which images in advertisements – young or mature models – are more persuasive for older women (40+ years old). In this investigation, two studies were conducted. The first part was an exploratory analysis with a qualitative approach, which in turn helped to formulate the hypothesis tested in the subsequent experiment. The results of the in-depth interviews suggested a conflict over notions of imprisonment (need to follow beauty standards) and freedom (wish to deviate). The results of the experiment showed essentially that among older consumers, ads portraying older models were as persuasive as ads portraying younger models. Limitations and future research are discussed.engWomen in advertisingSelf-objectificationSymbolic capitalAgeAdministração de empresasMulheres na indústria da propagandaComportamento do consumidorImagem corporalPublicidadeCan deviation from standard beauty become appealing?: an age perspectiveinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALDissertação Mariana Braga de Lima Mex2014.pdfDissertação Mariana Braga de Lima Mex2014.pdfapplication/pdf14412514https://repositorio.fgv.br/bitstreams/3debbd71-4b08-43e5-b9cc-9ded621158ba/downloadc1117481eece896b474e8ef644ae0f52MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/359050ee-9a14-45c7-abbf-694d414a8e9d/downloaddfb340242cced38a6cca06c627998fa1MD52TEXTDissertação Mariana Braga de Lima Mex2014.pdf.txtDissertação 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|
dc.title.eng.fl_str_mv |
Can deviation from standard beauty become appealing?: an age perspective |
title |
Can deviation from standard beauty become appealing?: an age perspective |
spellingShingle |
Can deviation from standard beauty become appealing?: an age perspective Lima, Mariana Braga de Women in advertising Self-objectification Symbolic capital Age Administração de empresas Mulheres na indústria da propaganda Comportamento do consumidor Imagem corporal Publicidade |
title_short |
Can deviation from standard beauty become appealing?: an age perspective |
title_full |
Can deviation from standard beauty become appealing?: an age perspective |
title_fullStr |
Can deviation from standard beauty become appealing?: an age perspective |
title_full_unstemmed |
Can deviation from standard beauty become appealing?: an age perspective |
title_sort |
Can deviation from standard beauty become appealing?: an age perspective |
author |
Lima, Mariana Braga de |
author_facet |
Lima, Mariana Braga de |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Goldszmidt, Rafael Guilherme Burstein Goia, Marisol Rodriguez Machado, Fabíola Orlando Calazans |
dc.contributor.author.fl_str_mv |
Lima, Mariana Braga de |
dc.contributor.advisor1.fl_str_mv |
Andrade, Eduardo Bittencourt |
contributor_str_mv |
Andrade, Eduardo Bittencourt |
dc.subject.eng.fl_str_mv |
Women in advertising Self-objectification Symbolic capital Age |
topic |
Women in advertising Self-objectification Symbolic capital Age Administração de empresas Mulheres na indústria da propaganda Comportamento do consumidor Imagem corporal Publicidade |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Mulheres na indústria da propaganda Comportamento do consumidor Imagem corporal Publicidade |
description |
When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age remains largely unexplored, and the vast majority of ads in the market depict young models. The purpose of this research is therefore to investigate which images in advertisements – young or mature models – are more persuasive for older women (40+ years old). In this investigation, two studies were conducted. The first part was an exploratory analysis with a qualitative approach, which in turn helped to formulate the hypothesis tested in the subsequent experiment. The results of the in-depth interviews suggested a conflict over notions of imprisonment (need to follow beauty standards) and freedom (wish to deviate). The results of the experiment showed essentially that among older consumers, ads portraying older models were as persuasive as ads portraying younger models. Limitations and future research are discussed. |
publishDate |
2015 |
dc.date.accessioned.fl_str_mv |
2015-12-09T18:52:57Z |
dc.date.available.fl_str_mv |
2015-12-09T18:52:57Z |
dc.date.issued.fl_str_mv |
2015-11-10 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
LIMA, Mariana Braga de. Can deviation from standard beauty become appealing?: an age perspective. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2015. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/14589 |
identifier_str_mv |
LIMA, Mariana Braga de. Can deviation from standard beauty become appealing?: an age perspective. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2015. |
url |
http://hdl.handle.net/10438/14589 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
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