Publication Date

2009

Abstract

Distorted body image perception is a growing problem in today' s society, with advertisements that display a "thin-ideal" having a significant effect on the issue. Recent advertising campaigns have been designed to improve self perceptions of body image and are now the fo cus of research. Dremonas (2008) concluded from her research of the Dove Campaign for Real Beauty, that such a campaign actually decreased self perceptions of body esteem in females. Adding to the research of Dremonas (2008), the present study utilized 50 male, undergraduate students to examine the effects of the Dove Campaign for Real Beauty on men. Participants either viewed the Dove commercial "Evolution" in its entirety, "Evolution" in part, or a control commercial. The men then completed self-report questionnaires to measure perceptions of their body and esteem. It was found that men's general self esteem and self perceptions of sexual attractiveness increased after viewing the full Dove "Evolution" commercial. The current research has supported past findings that men who view images of attractive women experience increased esteem. In addition, current findings support that the Dove Campaign for Real Beauty does attain its goal to increase esteem, for male viewers. The results of the present study are pertinent because there is currently a discrepancy in findings regarding male body image. As the problems associated with decreased body satisfaction continue to grow, it is important to more clearly differentiate between successful and harmful advertising techniques so as to better improve the pervasive media that effects esteem.

Disciplines

Psychology

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