What is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? / Eléna GROULEAUD / 2020

Titre : What is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? Type de document : Mémoire Auteurs : Eléna GROULEAUD, Auteur Année de publication : 2020 Importance : 51 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FEMME ; PSYCHOLOGIE ; PSYCHOLOGIE SOCIALE ; PUBLICITE ; TEXTILE SECTEUR Résumé : This seminar paper relates the diktats of the “perfect body” in our society which led to the emergence of a movement called body positive. Different brands started therefore, to take advantage of the movement in advertisings. This paper aims to analyse the effect of these body positive advertisings, in the lingerie industry, on women’s minds. Its goal is also to see whether there are differences between women, in relation to their age. Thanks to a quantitative study, which gather the opinion of 322 women, it appears that body positive images are well received by women, the feelings they have are way more positive than compared with traditional campaigns, no matter how old they are Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531021