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 (
Dibuat : 2021-02-18, dengan 4 file

Keyword : Non-ideal female, body image, advertisement, customer's perception


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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  • Supervisor : Drs. Agustinus C. Februadi, M.Phil., Ph.D.

    Co-Supervisor: Widi Senalasari, S.Ak., M.M., Editor: Erlin Arvelina