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- Frisby, C. M. (manuscript submitted for possible presentation at the 2000 annual convention of the
AEJMC(. "Unintended Consequences:" How idealized images in print ads affect women of colorProposal to the School of Journalism's Research and Development CommitteeRequest for Research Assistant Support for the 1998 – 1999 Academic School Year.
Advertising researchers have recently been concerned with investigating the
factors or characteristics that influence attractiveness, likability, desirability for products or services (Morse & Gergen, 1970; Cash et al., 1983; Myers & Biocca, 1992; Richins, 1991; Wheeler and Miyake,
1992). This experimental study hopes to build on prior research, but will take a different approach: This research explores the effects of idealized advertising images on a sample of culturally diverse women.
How do idealized images in ads for health and fitness, for example, affect women's perceptions of their bodies, beauty, and overall image or self-schema (i.e. do many of the fitness ads inspire or dissuade
women to exercise?)?
The proposed
research will examine the impact of idealized images on self-esteem with three (3) laboratory experiments. Since idealized images are found everywhere and at any time, this study hopes to determine whether not
women of color (i.e. african-american; Indian; Greek, etc) avoid social comparison with dissimilar (in terms of age, race, and ethnic background) media images and only engage in social comparisons with models in of
similar ethnicity.
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