Date of Award
Master of Science
Greenlee School of Journalism and Communication
This study investigates how female consumers cognitively respond to traditional and non-traditional models in beauty product advertisements, and why they have the attitudes they do toward those ads. Using identification theory and schema theory as a framework, results showed that regardless of demographic variables, women felt traditional models in beauty product advertisements were unrealistic. Many said advertisements were hard to ignore, and continued to serve as a reminder that their own bodies, skin, and hair were nowhere near the standard depicted in modern day advertising.
Laura Jean Dillavou
Dillavou, Laura Jean, "Cognitive responses, attitudes, and product involvement of female consumers to traditional and non-traditional models in beauty advertising" (2009). Graduate Theses and Dissertations. 10242.