Consumers' Self-Image Response to Gender Portrayal in Advertising Images
by Delaney, Rebecca, M.S., ROCHESTER INSTITUTE OF TECHNOLOGY, 2011, 43 pages; 1503065

Abstract:

Previous empirical research has examined the effect of advertising image idealization on self-image issues, but many of these studies neglect to take into account the effects on men. By developing an experiment to include key components from previous methods of research, the present study investigates the effects of gender portrayal in advertising images. The purpose of this study is to examine consumers' responses to the advertising stimulus, or the advertising images of gender. Inconsistent with past research, findings suggest there is less disparity between men and women's reactions after viewing gender portrayals in advertising images. It is suggested that there is a slight increase in negative self-image attitude and anxiety for both genders after viewing advertising images of their gender.
 
AdvisersJonathan Schroeder; Ki-Young Lee
SchoolROCHESTER INSTITUTE OF TECHNOLOGY
SourceMAI/ 50-03, p. , Jan 2012
Source TypeThesis
SubjectsCommunication; Psychology; Mass communication
Publication Number1503065
Adobe PDF Access the complete dissertation:
 

» Find an electronic copy at your library.
  Use the link below to access a full citation record of this graduate work:
  http://gateway.proquest.com/openurl%3furl_ver=Z39.88-2004%26res_dat=xri:pqdiss%26rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation%26rft_dat=xri:pqdiss:1503065
  If your library subscribes to the ProQuest Dissertations & Theses (PQDT) database, you may be entitled to a free electronic version of this graduate work. If not, you will have the option to purchase one, and access a 24 page preview for free (if available).

About ProQuest Dissertations & Theses
With over 2.3 million records, the ProQuest Dissertations & Theses (PQDT) database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

The database includes citations of graduate works ranging from the first U.S. dissertation, accepted in 1861, to those accepted as recently as last semester. Of the 2.3 million graduate works included in the database, ProQuest offers more than 1.9 million in full text formats. Of those, over 860,000 are available in PDF format. More than 60,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - http://www.proquest.com - or call ProQuest Hotline Customer Support at 1-800-521-3042.