Faculty Sponsor
Tanya L. Tompkins
Location
Jereld R. Nicholson Library
Date
5-17-2013 3:00 PM
End Date
5-17-2013 4:30 PM
Subject Area
Psychology
Description
Women are too often valued for their beauty and have shifted their focus from character to body improvement (Brumberg, 1998). Objectification theory (Frederickson & Roberts, 1997) posits that sexual objectification socializes females to evaluate themselves based on looks. Self-objectification is the attempt to control this external perception by monitoring one’s physical appearance. Women are more likely to think “How do I look?” than “What am I capable of?”
The priming effects of positive and negative body-focused makeup advertisements on college-aged women’s level of self-objectification were examined in two separate studies. In study one, 87 participants viewing positive vs. negative advertisements reported more traits and abilities; this was especially true for high self-objectifiers. Participants viewing positive advertisements reported more positive emotions, suggesting the salutary role that positive messaging may play. Results were replicated in study two, with 172 participants who viewed positive vs. negative advertisements reporting significantly fewer body shape statements, more trait and abilities, as well as more physical competence statements. In addition, individuals who viewed advertisements with non-objectifying content responded with a significantly greater number of positively valenced statements and significantly fewer negative statements about themselves in comparison to women who viewed objectifying advertisements. These results suggest that marketers should eschew advertising that sexually objectifies women and promotes unattainable beauty goals. Future research should evaluate cumulative and long-term effects of advertisement and examine whether exposure that leads to lower levels of objectification also minimizes negative consequences associated with objectifying media influences (e.g., body shame, depression, eating disorder).
Recommended Citation
Johnson, Jenna D.; Lucas, Jessica C.; Brandon, Zachary E.; Mendoza, Adrianna M.; White, Kadi M.; and Tompkins, Tanya L., "Force of Beauty or Object of Desire? The Priming Effects of Makeup Video Advertisements on Self-Objectification in College Women" (2013). Science and Social Sciences. Event. Submission 30.
https://digitalcommons.linfield.edu/studsymp_sci/2013/all/30
Force of Beauty or Object of Desire? The Priming Effects of Makeup Video Advertisements on Self-Objectification in College Women
Jereld R. Nicholson Library
Women are too often valued for their beauty and have shifted their focus from character to body improvement (Brumberg, 1998). Objectification theory (Frederickson & Roberts, 1997) posits that sexual objectification socializes females to evaluate themselves based on looks. Self-objectification is the attempt to control this external perception by monitoring one’s physical appearance. Women are more likely to think “How do I look?” than “What am I capable of?”
The priming effects of positive and negative body-focused makeup advertisements on college-aged women’s level of self-objectification were examined in two separate studies. In study one, 87 participants viewing positive vs. negative advertisements reported more traits and abilities; this was especially true for high self-objectifiers. Participants viewing positive advertisements reported more positive emotions, suggesting the salutary role that positive messaging may play. Results were replicated in study two, with 172 participants who viewed positive vs. negative advertisements reporting significantly fewer body shape statements, more trait and abilities, as well as more physical competence statements. In addition, individuals who viewed advertisements with non-objectifying content responded with a significantly greater number of positively valenced statements and significantly fewer negative statements about themselves in comparison to women who viewed objectifying advertisements. These results suggest that marketers should eschew advertising that sexually objectifies women and promotes unattainable beauty goals. Future research should evaluate cumulative and long-term effects of advertisement and examine whether exposure that leads to lower levels of objectification also minimizes negative consequences associated with objectifying media influences (e.g., body shame, depression, eating disorder).