The Encouragement Of Real Beauty : Do Social Learning Theory And Social Comparison Theory Still Work?

1383 WordsDec 12, 20156 Pages
The Encouragement of Real Beauty: Do Social Learning Theory and Social Comparison Theory Still Work? Yiwei Xu December 2015 Introduction Currently, body dissatisfaction is not uncommon among young girls. Past research results told us that current unrealistic standard of female beauty, which puts a particular emphasis on thinness, is the most likely cause of body dissatisfaction among adolescent girls (Fallon, 1990; Heinberg, 1996; Rodin, Silberstein, & Striegel-Moore, 1985). Viewing unrealistic ideal-based images can also result in increased schema activation and anger, as well as to decreased confidence (Hargreaves & Tiggemann, 2002). Many social efforts have been made to reduce women’s body dissatisfaction, such as the inclusion of diverse-sized women in women’s magazines (Zacharakis, 2009), the banning of fashion shows and advertisements featuring underweight or very underweight models (Alfano, 2006; BBC, 2012; Dittmaretal, 2009), just to name a few. Unlike those efforts focus on discouraging unrealistic body image, a world leader in beauty products – Dove, launched its campaign for Real Beauty in 2004 and has drawn much public attention since then. The aim of the campaign is to encouraging “real beauty”, which is totally different from those very skinny and curvy bodies in media. It is about to celebrate women’s natural beauty represented by physical variation and inspire them to have the confidence of being comfortable with themselves (Unilever, 2006). Dove Campaign

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