Influence Of Advertising On Audience Body Image Perceptions

ABSTRACT This is a quantitative study using the survey method to gauge the effects idealized images in advertising have on respondents’ body image. Using the Social Comparison Theory as theoretical background, this study looked into whether individuals were affected by the idealized images employed in advertising. The objective of the study was to explore if Ghanaians suffer body image issues after being exposed to idealized images in advertisements as indicated in literature from other countries. A survey of three hundred and six male and female resident undergraduate students of the University of Ghana was undertaken. Two sets of questionnaires, adjusted to suit each gender, were used in in collecting data. Findings from the study indicated that mere exposure to such images did not have an effect on internalization, suggesting that something else other than exposure was causing respondents to internalize these ideals. Once they internalize these beauty ideals, however, it was linked to the degree to which individuals begun to question and monitor their body’s appearance. The study also showed that males and females did not differ in their acceptance of advertising beauty ideals but rather in how they looked at themselves to be meeting the requirements of such ideals. Once internalization of advertising beauty ideals takes place, women surveilled their bodies more than men did. Finally, the study drew from previous research to test a possible moderating influence of advertising literacy on the relationship between exposure and internalization. Contrary to literature suggesting that advertising literacy would mitigate the effects of exposure to idealized images, findings indicated that advertising literacy did not have any such effect among the sample studied.