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Case Studies - By target group - Gender: Women
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ESOMAR Conference papers
Int. Journal of Advertising
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Real women on real beauty: Self-discrepancy, internalization of the thin ideal, and perceptions of attractiveness and thinness in Dove's Campaign for Real Beauty
Includes video content
Recommended by Warc editors
Kimberly Bissell and Amy Rask, International Journal of Advertising, Vol. 29, No. 4, 2010, pp. 643-668
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals. The objective of this study was to assess adult women’s beliefs about beauty and attractiveness in themselves and in others using several variables as possible predictors: exposure to thin-ideal or plus-size models, social comparison and societal views of thinness. Using an image of a model from the Dove Campaign for Real Beauty and three manipulated images of the same model, this study tested participants’ evaluations of each model’s attractiveness and thinness, and further tested participants’ level of self-discrepancy and societal views of thinness to assess if the campaign was at all effective in influencing the way women perceive beauty and attractiveness in themselves and in others. While exposure to the Dove model versus an ultra-thin model was not related to decreased levels of self-discrepancy across experimental groups, numerous other statistically significant relationships emerged based on exposure to the Dove or plus-size model. These and other findings are discussed.
Insight into action: the joy of new confidence
Includes video content
Recommended by Warc editors
Catriona Ferris, Lyn McGregor and Karen Paterson, ESOMAR, Annual Congress, Berlin, September 2007
This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.
This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step with cultural change and the idea is discussed that in times of disruptive cultural change there is a need for brand thinking that is open to more radical innovative change to maintain relevance. A case study (Slim.Fast) demonstrates that repositioning an 'old dying' brand can work.
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