Degree Type

Thesis

Date of Award

2009

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Sela Sar

Abstract

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.

Copyright Owner

Laura Jean Dillavou

Language

en

Date Available

2012-04-06

File Format

application/pdf

File Size

80 pages

Included in

Communication Commons

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