The impact of advertisement on young women’s life : young women´s perception of the representation of beauty ideals and health in advertisement
Tiippana, Emma (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052612318
https://urn.fi/URN:NBN:fi:amk-2022052612318
Tiivistelmä
Beauty ideals are extremely commonly present in media, in advertisements and in social media. Seldom, beauty ideals are based on health or healthy actions but encourage on
unhealthy actions towards something which is not even real. Media uses this phenomenon as a tool to sell better but ignores the possible negative side effects caused this.
Different problems concerning low self-esteem and self-confidence are very common
between young women. Many of these problems is caused by the picture media presents of a perfect and desirable woman ideal. This woman ideal is in many ways problematic, it is unreal, discriminating, unhealthy and especially very far from what a real woman actually looks like.
Most of the young women feels that they are imperfect and not enough. They have feelings that they must lose weight, has certain procedures to reach more perfect figure and use dozens of different beauty services to get as close as possible to this beautiful figure of a woman. The real deal is that the perfect figure of a woman is usually modified in some way and so on not really possible to reach.
The goal of this thesis is to discuss about the problematic picture of a perfect woman ideal and open up different changes happened during years, what is the current beauty ideal nowadays and how does it effect on young women’s life. It is discussed how big effect media can have to young women and how they should react to it and how to handle the information media send us. One of the themes is also how critical towards media people are or should be.
The research is done with qualitative method to be able to have diverse and broad
answers and especially to have real experiences. Qualitative research was done by
interviewing three young women. The results collected from the qualitative research were expected and existing theory supports the answers. It was found out that thinking of own appearance starts on very early age and is a extremely strong part of young woman’s life during the whole journey of growing up. The results also discuss about the criticalness
towards media.
unhealthy actions towards something which is not even real. Media uses this phenomenon as a tool to sell better but ignores the possible negative side effects caused this.
Different problems concerning low self-esteem and self-confidence are very common
between young women. Many of these problems is caused by the picture media presents of a perfect and desirable woman ideal. This woman ideal is in many ways problematic, it is unreal, discriminating, unhealthy and especially very far from what a real woman actually looks like.
Most of the young women feels that they are imperfect and not enough. They have feelings that they must lose weight, has certain procedures to reach more perfect figure and use dozens of different beauty services to get as close as possible to this beautiful figure of a woman. The real deal is that the perfect figure of a woman is usually modified in some way and so on not really possible to reach.
The goal of this thesis is to discuss about the problematic picture of a perfect woman ideal and open up different changes happened during years, what is the current beauty ideal nowadays and how does it effect on young women’s life. It is discussed how big effect media can have to young women and how they should react to it and how to handle the information media send us. One of the themes is also how critical towards media people are or should be.
The research is done with qualitative method to be able to have diverse and broad
answers and especially to have real experiences. Qualitative research was done by
interviewing three young women. The results collected from the qualitative research were expected and existing theory supports the answers. It was found out that thinking of own appearance starts on very early age and is a extremely strong part of young woman’s life during the whole journey of growing up. The results also discuss about the criticalness
towards media.