Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Effect of the Portrayal of Body Image of Women in Advertisement in Korea and Latin America

한국과 라틴 아메리카에서의 여성의 신체 이미지 묘사가 광고 효과에 미치는 영향에 관한 연구

  • Gongora Astete, Francisca Paz (Dept. of Design Management, International Design School for Advanced Studies, Hongik University) ;
  • Kim, Boyeun (Digital Media Design, International Design School for Advanced Studies, Hongik University)
  • Received : 2018.05.25
  • Accepted : 2018.07.20
  • Published : 2018.07.28
Download PDF
⟨ Previous Next ⟩

Abstract

The current study started from the constant internal fight women usually have due to the portrayal of women in advertisement in different socio-cultural backgrounds, a comparison between Latin America and South Korea was held to find the different approaches. And also test the effects of an overwhelming movement that is looking to change history and change the perception of images of constructed beauty and unattainable physical standards called The Body Positivity Movement, using the examples of prominent brands like Dove and Victoria's Secret's advertisements and the AIDA model as the instrument. Male and female in their 30's from South Korea and Latin America have been interviewed to show the differences of opinions.

본 연구는 다양한 사회 문화적 배경을 가진 광고 속에서 지속적으로 묘사하는 완벽한 신체를 가진 여성의 초상이 끊임없이 갈등을 일으킨다는 점에서 시작한다. 이는 라틴 아메리카와 한국을 비교하고 분석하는 새로운 방식으로 접근하였다. 획일적인 미의 기준이 아닌 있는 그대로의 모습을 긍정하는 '보디 포지티브'운동이 압도적인 이슈로 떠오르고 있다. 도브, 빅토리아 시크릿, 아이다의 모델과 같은 영향력 있는 브랜드들의 사례를 분석하여 '보디 포지티브'가 가지는 거대한 움직임의 효과를 테스트하고 기존의 인식을 제고하는 것에 연구의 목적이 있다. 한국과 라틴 아메리카의 30대 남녀를 대상으로 심층인터뷰를 진행하는 방식으로 연구를 진행하였다.

Keywords

References

  1. Tolman DL Debold E. (1993). Conflicts of Body Image: Female Adolescents, Desire, and The No-Body Body. Feminist Treatment and Therapy of Eating Disorders. Gilford Press.
  2. Tracy L Tylka, Nichole L. Wood-Barcalow. (2015). Conflicts What Is and What is Not Positive Body Image? Conceptual foundations and Construct Definition. Elsevier Journal.
  3. Katelyn J Gaffney. (2017). Negative effects that Social Media causes on Body Imaging. Undergraduate Honors College Theses. https://digitalcommons.liu.edu/post_honors_theses/13
  4. Dina LG Borzekowski, A. B. (2005). Body Image and Media Use Among Adolescents. Adolescent Medicine Clinics Journal.
  5. Jeniffer L. Derenne, E. V. (2006). Body Image, Media, and Eating Disorders. ProQuest Psychology Journal.
  6. Retrieved from http://www.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
  7. Retrieved from http://www.huffingtonpost.com/2014/01/21/dove-real-be auty-campaign-turns-10_n_4575940.html
  8. Jessica Cwynar-Horta. (2016). The Commodification of the Body Positive Movement on Instagram. Stream: Culture/Politics/Technology.
  9. J. Kevin Thomson & Leslie J. Heinberg. (1999). The Media's Influence on Body Image Disturbance and Eating Disorders: We've Reviled Them, Now Can We Rehabilitate Them. The Society for the Psychological Study of Social Issues.
  10. Shelly Grabe, Janet Shibley Hyde, Sara M. Lindberg. (2007). Body objectification and depression in adolescents: the role of gender, shame, and rumination. Society for the Psychology of Women. American Communication Journal.
  11. Kristen E. Van Vonderen, William Kinally. (2012). Media Effects on Body Image: Examining Media Exposure in the Broader Context of Internal and Other Social Factors. American Communication Journal.
  12. Valerie Gelezeau. (2015). The Body, Cosmetics and Aesthetics in South Korea. The Emergence of a Field of Research. American Communication Journal. HAL Archives-Ouvertes.
  13. Hernandezapril. (2015). Sexy, Sassy and Spicy: The Portrayal of Latina Women in American Television. Wordpress Blog.
  14. Saba Montazeribarforoushi, Abolfazl Keshavarzsaleh & Thomas Zoega Ramsoy. (2017). On the Hierarchy of Choice: An applied neuroscience perspective on the AIDA model. Cogent Psychology.
  15. Colin F. Camerer, George Loeweinstein & Matthew Rabin. (2004). Advances in Behavioral Economics. Russel Sage Foundation.
  16. Wiki Ryte. Retrieved fr http://en.ryte.com/wiki/AIDA
  17. Saba Montazeribarforoushi, Abolfazl Keshavarzsaleh, Thomas Zoega Ramsoy, Benny Briesemeister (2017) On the hierarchy of choice: An Applied Neuroscience Perspective on the AIDA Model. Cogent Psychology.
  18. P. Rawal. (2013). AIDA Marketing Communication Model: Stimulating a Purchase Desision in the Minds of the Consumers Through a Linear Progression of Steps. IRC's International of Multidisciplinary Research in Social & Management Sciences.
  19. Eva Chen. (2013). Neoliberalism and popular women's culture: Rethinking choice, freedom and agency. European Journal of Cultural Studies.
  20. Paul, Suggett. (2017). The Impact of Advertising on Body Image: Can Today's Ads Be Harmful to Our Self Esteem. The Balance Careers.
  21. S. Y. Park. (2018). The Effect of Subjective Body Type Recognition on Weight Change in Women with Normal BMI. Journal of the Korea Convergence Society, 9(4), 313-320. https://doi.org/10.15207/JKCS.2018.9.4.313
  22. Livi Burke. (2015) How to Be Body Positive on Instagram For More Self Love on Social Media. Retrieved from https://www.bustle.com/articles/124280-how-to-be-body-positive-on-instagram-for-more-self-love-on-social-media