Skip to main content
SpringerLink
Log in

Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness

  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

An advertiser develops visual associations of signs and symbols to create a product image that motivates consumers. Today is characterized by a solid consumer culture based on visual identity consumption that articulates and interacts with each consumer’s daily actions, words, and visual perceptions. The frequent use of female role portrayals and physical attractiveness in advertising contributes to an increase in society’s awareness of women. Some scholars have developed an ethical discussion out of the phenomenon of female role portrayals not matching the public expectations because the portrayals are too narrowly defined and women are unfavorably depicted. But another group has studied the product-type match-up hypothesis, which emphasizes effectively employing attractive female endorsers that closely match the product type. The shift in female social status in Taiwan contributes to the importation of foreign ideas such as feminine values, rituals, and esthetics. Women in Taiwan have been introduced to a new feminism, a modified perception of appropriate personal appearance and behavior. This current research utilizes content analysis and in-depth interviews to explore contemporary female role portrayals in advertising. In addition, this article examines the relationship between the formation of contemporary physical attractiveness and visual consumption in advertising. The results reveal that most endorsers were celebrities, with fit bodies and pleasant␣expressions, portrayed as product users who offer personal experiences to deliver product knowledge. Conservation classical beauty was the most common depiction, while sexual expression was the least common. Finally, this article recommends that different types of beauty, posture, and appeal should be carefully selected to match domestic and foreign magazines’ readers.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Alexander, M. and B. Judd: 1986, ‹Differences in Attitudes toward Nudity in Advertising’, Psychology: A Quarterly Journal of Human Behavior 23, 27–29.

    Google Scholar 

  • Bennett, J.: 2008, ‹The Pornification of a Generation’, Newsweek 10 Oct

  • Bloch, P. and M. Richins: 1992. You Look Marvelous: The Pursuit of Beauty and the Marketing Concept. Journal of Personality and Social Psychology 9(1), 3–15

    Google Scholar 

  • Bovee, C., & Arens, W.1986, Contemporary Advertising. Irwin Incorporation: Chicago, IL.

    Google Scholar 

  • Byrne, D. 1971, The Attraction Paradigm (Simon & Schuster, New York).

    Google Scholar 

  • Cohan, J.A. (2001). ‹Towards a New Paradigm in the Ethics of Women’s Advertising’. Journal of Business Ethics, 33, 323–337. doi:10.1023/A:1011862332426.

    Article  Google Scholar 

  • Courtney, A., & Sarah, W. (1971). ‹A Woman’s Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements’. JMR, Journal of Marketing Research, 8, 92–95. doi:10.2307/3149733.

    Article  Google Scholar 

  • Courtney, A., & Whipple, T.1983, Sex Stereotyping in Advertising (Lexington Books, Lexington, MA).

    Google Scholar 

  • Dudley, S. (1999). Consumer Attitudes toward Nudity in Advertising. Journal of Marketing Theory and Practice, 7(4), 89–97.

    Google Scholar 

  • Durkin, S.J., & Paxton, S.J. (2002). Predictors of Vulnerability to Reduced Body Image Satisfaction and Psychological Well-being in Response to Idealized Female Media Images in Adolescent Girls. Journal of Psychosomatic Research, 53, 995–1005. doi:10.1016/S0022-3999(02)00489-0.

    Article  Google Scholar 

  • Dvir, T., Eden, D., & Banjo, M.L. (1995). Self-Fulfilling Prophecy and Gender: Can Women Be Pygmalion and Galatea? The Journal of Applied Psychology, 80(2), 253–270. doi:10.1037/0021-9010.80.2.253.

    Article  Google Scholar 

  • Englis, B.G., Solomon, M.R., & Ashmore, R.D. (1994). Beauty Before the Eyes of Beholders: The Cultural Encoding of Beauty Types in Magazine Advertising and Music Television. Journal of Advertising, 23(9), 49–64.

    Google Scholar 

  • Fels A. (2004) Do Women Lack Ambition? Harvard Business Review 82(4):50–60

    Google Scholar 

  • Ferguson, J., Kreshel, P., & Tinkham, S. (1990). In the Pages of MS.: Sex Role Portrayals of Women in Advertising. Journal of Advertising, 19(1), 40–51.

    Google Scholar 

  • Ford, J., Voli, P., Honeycutt, E., & Casey, S. (1998). Gender Role Portrayals in Japanese Advertising: A Magazine Content Analysis. Journal of Advertising, 27(1), 113–124.

    Google Scholar 

  • Gilly, M.C. (1988). Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States. Journal of Marketing, 52, 75–85. doi:10.2307/1251266.

    Article  Google Scholar 

  • Grazer, W., & Keesling, G. (1995). ‹The Effect of Print Advertising’s Use of Sexual Themes on Brand Recall and Purchase Intention: A Product Specific Investigation of Male Responses’. Journal of Applied Business Research, 11(3), 47–58.

    Google Scholar 

  • Havlena, W., Holbrook, M., & Lehman, D. (1989). Assessing the Validity of Emotional Typologies. Psychology and Marketing, 6, 97–112. doi:10.1002/mar.4220060203.

    Article  Google Scholar 

  • Hofstede, G.: 1980, Culture's Consequences: International Differences in Work-Related Values (Sage, CA)

  • Hofstede, G. (1984). Cultural Dimensions in Management and Planning. Asia Pacific Journal of Management, 1(2), 81–89. doi:10.1007/BF01733682.

    Article  Google Scholar 

  • Holsti, O. 1969, Content Analysis for the Social Sciences and Humanities (Addison-Wesley, MA).

    Google Scholar 

  • Hong, J., A. Muderrisoglu and G. Zinkhan: 1987, ‹Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising’, Journal of Advertising 16(1), 55–62, 68

    Google Scholar 

  • Kahle, L., & Homer, P. (1985). Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective. The Journal of Consumer Research, 11, 954–961. doi:10.1086/209029.

    Article  Google Scholar 

  • Kamins, M. (1990). ‹An Investigation into the ‹Match-Up’ Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep’. Journal of Advertising, 19(1), 4–13.

    Google Scholar 

  • Kang, M.-E. (1997). ‹The Portrayal of Women’s Images in Magazine Advertisement: Goffman’s Gender Analysis Revisited’. Sex Roles, 37, 979–996. doi:10.1007/BF02936350.

    Article  Google Scholar 

  • Kassarjian, H.: 1977, Content Analysis in Consumer Research. Journal of Consumer Research 4(1):8–18

    Article  Google Scholar 

  • Kolter, P.: 2000, Marketing Management. 7th editors (Prentice Hall Inc, New Jersey)

    Google Scholar 

  • Kress, C. and T. Leeuwen: 1996, Reading Image: The Grammar of Vision Design (Asio-Pacific Press)

  • Lin, C.: 1998, ‹Uses of Sex Appeals in Prime-Time Television Commercials’, Sex Role 38, 5/6, 461–475.

    Article  Google Scholar 

  • Lundstrom, W., & Sciglimpaglia, D. (1977). Sex-Role Portrayals in Advertising. Journal of Marketing, 41, 72–79. doi:10.2307/1250940.

    Article  Google Scholar 

  • Martin, M., & Gentry, J. (1997). Stuck in Model Trap: The Effect of Beautiful Models in Ads on Female Pre-Adolescents and Adolescents. Journal of Advertising, 26(2), 19–33.

    Google Scholar 

  • Martin, M., & Kennedy, P. (1993). Advertising and Social Comparison: Consequences for Female Pre-Adolescents and Adolescents. Psychology and Marketing, 10, 512–530.

    Google Scholar 

  • McArthur, L., & Resco, B. (1975). The Portrayal of Men and Women in American Television Commercials. The Journal of Social Psychology, 97, 209–220.

    Google Scholar 

  • McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. The Journal of Consumer Research, 13, 71–84. doi:10.1086/209048.

    Article  Google Scholar 

  • Miller, A. (1970). The Role of Physical Attractiveness in Impression Formation. Psychonomic Science, 19, 241–243.

    Google Scholar 

  • Milner, L., & Collins, J. (2000). Sex-Role Portrayals and the Gender of Nations. Journal of Advertising Research, 29(1), 67–79.

    Google Scholar 

  • Petty, R., & Cacioppo, J.1983, ‹Central and Peripheral Routes to Persuasion: Application to Advertising’, in Larry Perry and Arch Woodside (eds.), Advertising and Consumer Psychology (Lexington Books, MA).

    Google Scholar 

  • Petty, R., & Cacioppo, J.1986, Communication and Persuasion: Central and Peripheral Routes to Attitude Change (Spring-Verlag, New York).

    Google Scholar 

  • Philip, O.: 2006, ‹Where will Skincare Go Next?’ International Cosmetic News 87. Retrieved 1 Aug 2006 (from Lexis-Nexis Database)

  • Pollay, R., & Gallagher, K. (1990). Advertising and Cultural Values: Reflections in the Distorted Mirror. International Journal of Advertising, 9(4), 359–372.

    Google Scholar 

  • Rayburn, C.A., Hansen, I.S., Siderits, M.A., Burson, P., & Richmond, L.J.1999. ‹Life Choice Inventory.’ Washington DC; U.S. Copyright Office.

    Google Scholar 

  • Rayburn, C.A., & Richmond, L.J. (1998). Thoebiology: Attempting to Understand God and Ourselves. Journal of Religion and Health, 37, 345–356. doi:10.1023/A:1022935908683.

    Article  Google Scholar 

  • Reichert, T., Heckler, S.E., & Jackson, S. (2001). The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion. Journal of Advertising, 30(1), 13–27.

    Google Scholar 

  • Reynolds, D.: 2002, ‹The Good, the Bad, and the Ugly of Incorporating “My Fair Lady” in the Workplace’, SAM Advanced Management Journal (Summer), 4–14

  • Richins, M. (1991). Social Comparison and the Idealized Image of Advertising. The Journal of Consumer Research, 18(June), 71–83. doi:10.1086/209242.

    Article  Google Scholar 

  • Rummel, A., Goodwin, M., & Shepherd, M. (1990). ‹Self-Efficacy and Stereotyping in Advertising: Should Consumers Want a Change’? International Journal of Advertising, 9(4), 308–316.

    Google Scholar 

  • Schneider, K., & Schneider, S. (1979). Trends in Sex Roles in Television Commercials. Journal of Marketing, 43(3), 79–84. doi:10.2307/1250149.

    Article  Google Scholar 

  • Schroeder, J., & Borgerson, J.2003, ‹Dark desires: Fetishism, Ontology, and Representation in Contemporary Advertising’, in Jacqueline Lambiase and Tom Reichert (eds.), Sex in Advertising (Lawrence Erlbaum, Mahwah, NJ).

    Google Scholar 

  • Severn, J., Belch, G., & Belch, M. (1990). The Effect of Sexual and Non-Sexual Advertising Appeals and Information Level on Cognitive Processing and Communication Effectiveness. Journal of Advertising, 19(1), 14–22.

    Google Scholar 

  • Sharits, D., & Lammers, B. (1983). Perceived Attributes of Models in Prime-Time and Daytime Television Commercials: A Person Perception Approach. JMR, Journal of Marketing Research. 20(1), 64–74. doi:10.2307/3151413.

    Article  Google Scholar 

  • Silverstein, A., R. Silverstein: 1974, The Portrayal of Women in Television Advertising. Federal Communications Bar Journal 27(1):71–93

    Google Scholar 

  • Sinclair, J. 1987, Image Incorporated: Advertising as Industry and Ideology (Croom Helm, New York).

    Google Scholar 

  • Singleton, R., Straits, B., Straits, M., & McAllister, R.1988, Approaches to Social Research (Oxford, New York).

    Google Scholar 

  • Siu, W., & Au, A. (1997). Women in Advertising: A Comparison of Television Advertisements in China and Singapore. Marketing Intelligence & Planning, 155, 235–240. doi:10.1108/02634509710177305.

    Article  Google Scholar 

  • Soley, L., & Kurzbard, G. (1986). Sex in Advertising: A Comparison of 1964 and 1984 Magazine Advertisements. Journal of Advertising, 15(3), 46–64.

    Google Scholar 

  • Solomon, M., Ashmore, R., & Longo, L. (1992). The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising. Journal of Advertising, 21(4), 23–34.

    Google Scholar 

  • Solomon, M., & Greenberg, L. (1993). Setting the Stage: Collective Selection in the Stylistic Content of Commercials. Journal of Advertising, 22, 11–24.

    Google Scholar 

  • Swinth, K.: 2002, Categorizing the Female Type: Images of Women as Symbols of Historical Change, Reviews in American History 30(4), 604–613. doi:10.1353/rah.2002.0088

    Article  Google Scholar 

  • Till, B., & Busler, M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29(3), 1–13.

    Google Scholar 

  • Unger, R.K. 1979, Female and Male (Harper & Row, New York).

    Google Scholar 

  • Wang, S.: 1992, Communication Content Analysis (Youth, Taipei)

  • Whipple, T., & Courtney, A. (1985). Female Role Portrayals in Advertising and Communication Effectiveness: A Review. Journal of Advertising, 14(3), 4–17.

    Google Scholar 

  • Wulf, K., & Hofstee, N. (2002). Is Gender Stereotyping in Advertising More Prevalent in Masculine Countries? A Cross-National Analysis. International Marketing Review, 19(4/5), 408–419.

    Google Scholar 

  • Zhou, N., & Chen, M.Y.T. (1997). ‹A Content Analysis of Men and Women in Canadian Consumer Magazine Advertising: Today’s Portrayal, Yesterday’s Image’. Journal of Business Ethics, 16, 485–495. doi:10.1023/A:1017973232441.

    Article  Google Scholar 

  • Zurbriggen, E.L., Collins, R.L., Lamb, S., Roberts, T., Tolman, D.L., Ward, L.M., & Blake, J.2007, Report of the APA Task Force on the Sexualization of Girls (American Psychological Association, Washington, DC).

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Business Administration, Chung Yuan Christian University, Chung Li, Taiwan, R.O.C.

    Chyong-Ling Lin

  2. Department of Commercial Design, Vanung University, Chung Li, Taiwan, R.O.C.

    Jin-Tsann Yeh

Authors
  1. Chyong-Ling Lin
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jin-Tsann Yeh
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Chyong-Ling Lin.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Lin, CL., Yeh, JT. Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness. J Bus Ethics 90, 61–79 (2009). https://doi.org/10.1007/s10551-009-0026-z

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-009-0026-z

Key words

Search

Navigation