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This is a 10 page paper that provides additional material for KFpsy010.doc. The paper can also be used as a literature review for the topic of the negative effects of advertising on self-esteem in young women. Bibliography lists 6 sources.
Page Count:
10 pages (~225 words per page)
File: KW60_KFpsy019.doc
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influencing self-esteem, one might develop a better sense of where present research should be directed. In other words, without a careful examination of existing literature, one cannot effectively develop new
research in such a way that pertinent research questions will be answered in a compelling and consistent fashion. A 2003 study by Hogg and Fragou was carried out for two
primary reasons: firstly, to look at "the potential effects of the portrayals of women in print advertising on young womens self-esteem and body image", and secondly, to "challenge current interpretations"
of this very trend (Hogg & Fragou, 2003). In addressing the first topic of inquiry, the researchers utilized qualitative research to examine not just womens reactions to being exposed to
advertising and the impact upon their self-esteem and body image, but also the nature of the act of social comparison that each woman engaged in (Hogg & Fragou, 2003). As
such, this study takes on an additional dimension of feminine psychology that other studies have not. When women are impacted by advertising, the mechanism through which advertising impacts them is
through "social comparison"; women have a tendency to compare themselves to the figures in advertising, and this has some enduring psychological effect upon the women (Hogg & Fragou, 2003). However,
women engage in social comparison for a variety of different reasons, and the findings of this study indicate that the "goal of social comparison" directly impacts how women are impacted
by advertising and acts as "an important moderating influence on how advertising images are interpreted and consumed" (Hogg & Fragou, 2003). Womens motivations for social comparison, according to the researchers,
can assume one of three primary forms: self-evaluation, self-improvement, and self-enhancement (Hogg & Fragou, 2003). In the case of self-evaluation, a woman who examines an advertisement and compares herself to
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