Depicting normal-weight or plus-sized models in fashion advertising: the impacts on French female consumers / Julien TAPPREST / 2020

Titre : Depicting normal-weight or plus-sized models in fashion advertising: the impacts on French female consumers Type de document : Mémoire Auteurs : Julien TAPPREST, Auteur Année de publication : 2020 Importance : 31 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 ; PUBLICITE ; CORPS HUMAIN Résumé : This research marketing paper aims to deal with the issues about the depiction of normal weight and plus-sized women in fashion advertisings and about the impacts on French female consumers. Are body inclusive advertisings as effective as thin body advertisings? Does size matter? Does the impacts of such body inclusive advertisings are more optimistic than thin body advertisings from a societal and business perspective? To tackle these research questions, I have conducted a qualitative method through individual interviews and photo elicitation. About 10 interviewees accepted to be part of the study. Results proved that French women do want to see more body diversity in fashion advertisings. The impacts of such are revealing: body inclusive advertisings enhance French women’s wellbeing and intention to purchase. However, there is no way to ban thin models from advertisings, the real concern with this study is to show a wider range of body types in fashion advertisings in order to allow each woman to identify herself with the models. Keywords: fashion advertising; body; women; weight; body inclusive advertising; inclusive marketing. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531692