| Titre : |
WHAT IS THE IMPACT OF ADVERTISEMENT CONTENT OF BODY POSITIVITY ON THE TRADITIONAL BEAUTY STANDARDS |
| Type de document : |
Mémoire |
| Auteurs : |
Salomé FEZAS, Auteur |
| Année de publication : |
2023 |
| Importance : |
26p. |
| Note générale : |
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| Langues : |
Français (fre) Langues originales : Anglais (eng) |
| Mots-clés : |
Management
MARKETING ACHAT ; BEAUTE ; SANTE
|
| Résumé : |
The body positivity movement has gained significant momentum in recent years, reflecting current societal values, particularly the emancipation from narrow and unrealistic beauty standards. Brands have recognized that consumers seek representation of reality rather than idealized images. However, the body positivity efforts of brands, intended to promote self-acceptance and celebrate differences, are not always positively received by the audience. To successfully conduct this seminar paper, a qualitative method was employed, involving seven in-depth interviews to explore the relationship between beauty standards and the body positivity movement in brands. Additionally, a netnographic study was conducted to better understand the opinions of consumers and potential consumers regarding the body positive messages conveyed by brands. The research sheds light on the question of what makes a brand truly committed to the body-positive movement, as well as the factors influencing consumer perceptions of sincerity in body positive advertising. The body positivity movement can be perceived as lacking sincerity due to various factors. Firstly, the superficiality of the message undermines its authenticity. When the body positive message is confined solely to advertising, it can come across as a shallow marketing ploy rather than a genuine commitment. Additionally, if the body positive message appears excessively extreme, it may not resonate with the audience and could be seen as insincere. Lastly, when the body positive message contradicts the overall brand image, it creates a sense of inconsistency that undermines its credibility. These factors contribute to the skepticism surrounding the authenticity of the body positivity movement in advertising. The study emphasizes that a sincere commitment to body positivity extends beyond advertising and encompasses factors such as in-store experiences, brand consistency, and product characteristics. Overall, this research provides insights into the complexity of body positivity in advertising and highlights the importance of a holistic approach that goes beyond surface-level representation. |
| Programme : |
MSc International Marketing & Brand Management |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581961 |
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WHAT IS THE IMPACT OF ADVERTISEMENT CONTENT OF BODY POSITIVITY ON THE TRADITIONAL BEAUTY STANDARDS / 2023 
