Social Comparison and the Idealized Images of Advertising: Revisited
Abstract
The purpose of this study was to research possible conclusions from hypotheses based on the belief that idealized advertising images force young women to compare their attractiveness to ads which tends to lead to feelings of negative self-worth. These comparisons include clothing ads, advertisements for personal care/cosmetics, and the effects of residency placement. Consideration was given to Rosenberg's Self-Esteem Scale. This scale was the measure for individual perception of the self, and used as 1he guide for ad comparisons along with questions based on social comparison theory. Social comparison theory is related to the concept that consumers compare themselves with persons portrayed in ads or idealized images.
Keywords
High School Student Small Town Social Comparison Physical Attractiveness Idealize ImagePreview
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