Pinpoint the case evidence you need – search by industry, objective, media and more.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
Compare your ROI with the Warc database.
Get the edge you need in new business.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Overview of databases, forecasts and reports.
Annual ad expenditure data for 96 markets.
Media Costs Database
Compare costs by media and target audience.
International and Consensus ad forecasts.
Trends by primary media and second screen.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Get daily news
Do I subscribe?
Request a trial
YOU SEARCHED FOR:
Case Studies - By target group - Gender: Women
REFINE YOUR RESULTS BY:
Toiletries and cosmetics
No specific country
ESOMAR Conference papers
Int. Journal of Advertising
Date: newest first
Date: oldest first
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.
is a common phrase, your search results have been restricted to items that contain this term as an exact phrase.
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the