Business Research Proposal

2156 WordsJan 24, 20119 Pages
How has Dove’s Marketing Campaign “Real Beauty” affected how women perceive themselves compared to celebrity women in the media today? Business Research Methods UO5115C Hemis Number: 440759 Degree: Marketing BA (Hons) Seminar Tutor: Kajal Sharma Title How has Dove’s Marketing Campaign “Real Beauty” affected how women perceive themselves compared to celebrity women in the media today? Research Statement The aim of this research is to investigate how women feel about themselves and their body images since Dove’s marketing campaign “Real Beauty”. Women in the media are perceived a certain way and since the marketing campaign have ordinary women changed their opinions on how they see celebrities. Rationale and Research…show more content…
125). Looking at the social comparison theory (Festinger, 1954), “…individuals have an innate drive to evaluate their abilities and opinions. If an objective or non-social basis for the evaluation is unavailable, individuals tend to compare themselves to others who then serve as reference points.” Women are comparing themselves not to ordinary women walking along the street, but to celebrities in the media and instead of being happy for themselves comparing their bodies to what the media say is beautiful will make them insecure. The Body Image and Self-Schema Theory can be defined as the degree of attractiveness, “…our own internal view of how we look, how we think we appear to others, and how we feel about our looks” (Thompson et al., 1999, p. 3). People may be found attractive by others but when they look at themselves they have a negative body image. When a woman has a negative body image this is known as body image disturbance. Body image disturbance can include affective (e. g. anxiety), cognitive (e. g. expectations), behavioural (e. g. avoiding situations that expose the body), and perceptual (e. g. overestimation of one’s body size) features and its levels may range from none to extremely high with most individuals falling somewhere in the middle. (Thompson et al., 1999, p. 7). Revlon use celebrities such as Halle Berry to sell their products and Dove, “…which pioneered the use of non-models in its
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