Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
Exploring Body Image Representation In Fashion Advertising As Perceived By Non-Ideal Female Customers
Skripsi, 049 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-18 21:36:27
Oleh : Syifa Mun'ami Adawiyah - 165264063 (syifamunamiadawiyah@gmail.com)
Dibuat : 2021-02-18, dengan 4 file
Keyword : Non-ideal female, body image, advertisement, customer's perception
Body image representation, especially thin endorser, is widely assumed to increase advertising effectiveness. However, too much exposure to the thin image in media shapes the ideal body standard and develops a negative perception from some customers. This qualitative study's objectives were to explore body image representation in fashion advertising and find out the best advertisement to characterize non-ideal female customers' expectations. Twenty non-ideal female customers aged 21-45 years old, were asked through the open-ended questions to gain a more in-depth understanding of the topic under the study. Younger non-ideal female customers aged below 40 years old have a more negative attitude toward their bodies, linked to the needs for their body representation in advertising, and the opposite occurs in women aged over 40. However, most participants having a more positive perception of a diversity of body images in the media. This study suggests that companies create inclusive advertising and display a variety of body sizes as the best advertisement to characterize a broader range of customers. The originality of this study represents by analyzing non-ideal female customers as the participants, since most researchers unable to portray more on those who overlooked by the ideal image of advertising. Moreover, this research contributes to a comprehensive understanding that provides valuable insights into non-ideal women, body image, advertising, and how they perceive the significance of the advertising through their body image. Keywords: Non-ideal female, body image, advertisement, customer's perception.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-18 21:36:27
Oleh : Syifa Mun'ami Adawiyah - 165264063 (syifamunamiadawiyah@gmail.com)
Dibuat : 2021-02-18, dengan 4 file
Keyword : Non-ideal female, body image, advertisement, customer's perception
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Deskripsi Alternatif :Body image representation, especially thin endorser, is widely assumed to increase advertising effectiveness. However, too much exposure to the thin image in media shapes the ideal body standard and develops a negative perception from some customers. This qualitative study's objectives were to explore body image representation in fashion advertising and find out the best advertisement to characterize non-ideal female customers' expectations. Twenty non-ideal female customers aged 21-45 years old, were asked through the open-ended questions to gain a more in-depth understanding of the topic under the study. Younger non-ideal female customers aged below 40 years old have a more negative attitude toward their bodies, linked to the needs for their body representation in advertising, and the opposite occurs in women aged over 40. However, most participants having a more positive perception of a diversity of body images in the media. This study suggests that companies create inclusive advertising and display a variety of body sizes as the best advertisement to characterize a broader range of customers. The originality of this study represents by analyzing non-ideal female customers as the participants, since most researchers unable to portray more on those who overlooked by the ideal image of advertising. Moreover, this research contributes to a comprehensive understanding that provides valuable insights into non-ideal women, body image, advertising, and how they perceive the significance of the advertising through their body image. Keywords: Non-ideal female, body image, advertisement, customer's perception.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor : Drs. Agustinus C. Februadi, M.Phil., Ph.D.
Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina
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File : DIRECTORY - 165264063.pdf
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File : CHAPTER 1 - 165264063.pdf
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File : CHAPTER 2 - 165264063.pdf
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File : CHAPTER 5 - 165264063.pdf
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