Representation of Women in Advertisements and its Impact on the Self-image of young Women.

Mulidrán Molli (2025) Representation of Women in Advertisements and its Impact on the Self-image of young Women. Külkereskedelmi Kar.

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Absztrakt (kivonat)

I chose this topic because I frequently notice in my environment that my target group often suffers from self-esteem problems, and I see that the representation of the female gender is constantly objectified and does not reflect reality. As a student in communication and media I would like to look in more detail at what is conveyed about women in media and marketing advertising. What are the specificities of the advertisements that have female representation? Furthermore, about what self-image is exactly. What factors influence it. I group interview young women aged 18-26 with their experiences and perceptions on the subject. My questions aim to reveal how they relate to commercials where women are shown and what I would like to group them according to media literacy and examine whether awareness counts in this aspect or whether these representations affect them all equally. Finally, I would like to examine the significance of the body positivity movement, which is gaining ground as a solution, and whether it helps self-acceptance. I have chosen this title for my thesis because during my studies, I learned a lot about how advertisements and messages conveyed by the media can significantly impact our lives. Marketing works closely with the tools of psychology. I immediately knew that I wanted to capture this phenomenon in my study. I have always been deeply interested in examining the world around me, searching for the underlying patterns. I noticed a sad trend, that most women are not satisfied with their bodies and appearance. Topics like hair care, skin care, makeup, and dieting frequently come up among women, perhaps more often than they should. Why are these things so important to them? Why do they feel the need to constantly change something about their appearance. I saw an interview with Margot Robbie, an Academy Award-winning actress who is considered one of the biggest sex symbols of our time. She talked about how difficult it was for her to accept herself and how bad she felt about her appearance during her youth. It made me deeply reflect on how - if such a beautiful woman struggled with self-image issues - we can expect a young person to express oneself. I believe these irrational expectations towards us are largely due to ideals stemming from the world of advertising. The beauty industry plays a significant role in today’s life. There are general ads that try to sell us something that can bring us closer to perfection or show women objectified and irreal. In the world of the internet, targeted ads and algorithms exponentially increase the number of such advertisements we encounter. I would like to explore how companies make us believe that their product is what we need and the real cost of it. In my study, I will first trace the path that advertisements featuring women have taken. What are their distinctive characteristics? What studies have been conducted that reveal the tools used to target young women and encourage them to consume? I will analyse the trends that appear in advertisements depicting women, and the stereotypical elements that are incorporated into these materials. I will be discussing what self-image is and how it forms. I will elaborate on how a newly raised movement is influencing advertising. Furthermore, I will engage in empirical research that considers how these practices affect young women. In a group interview, I will research the opinions of women between the ages of 18 and 26 about the advertisements they see every day. How aware do they feel about media tools and their effects, and what do they think about the Body Positivity movement? I will also prepare a questionnaire on these same subjects.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	marketingkommunikáció, női egyenjogúság, nők, önkép, reklámpszichológia, reprezentáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:31
Utolsó módosítás:	2025. Okt. 27. 14:31

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