Kubusutan, Shakira Ghassani and Reese, Matthias (2016) Impact Of Advertisements On Women’s Self-Esteem: A Case Study Of MANGO. Bachelor thesis, Swiss German University.

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Abstract

The satisfaction with one’s body and appearance is one factor that is essential in the development of self-esteem. People use media and particular advertising to compare themselves with others. This may influence how they perceive themselves. The aim of this research is to find out whether there is a relationship between MANGO advertisements and self-esteem, and what impact MANGO advertisements have on women with high or low self-esteem. 66 females participated in an online questionnaire on self-esteem to build two extreme groups of each eight women with either high or low self-esteem for a focus group discussion to find-out about the effects of MANGO ads to their self-esteem. The results indicate that both low and high self-esteem females are impacted by the advertisements, yet the effect is stronger with the low self-esteem group, since they are more concerned about their body satisfaction, and pathologies the effect of those ads. Supporting results indicate that all respondents use their appearance to enhance their confidence. Disadvantageous social comparison strategies to women in advertisements might be related to body dissatisfaction and therefore to a decreasing of one’s self-esteem.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Self-Esteem; Advertisements; Women; Body Satisfaction; Social Comparison
Subjects:	B Philosophy. Psychology. Religion > BF Psychology > BF697.5 Self-esteem H Social Sciences > HF Commerce > HF5801 Advertising
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	20 Oct 2020 03:58
Last Modified:	20 Oct 2020 03:58
URI:	http://repository.sgu.ac.id/id/eprint/935

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