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The effects of Eurocentric advertisi...

California State University, Fullerton.

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The effects of Eurocentric advertising on the self-perceptions of African Americans.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The effects of Eurocentric advertising on the self-perceptions of African Americans./
作者:	Clay, Rita.
面頁冊數:	69 p.
附註:	Adviser: Olan Farnall.
Contained By:	Masters Abstracts International47-01.
標題:	Black Studies. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1457863
ISBN:	9780549706885

The effects of Eurocentric advertising on the self-perceptions of African Americans.
Clay, Rita.

The effects of Eurocentric advertising on the self-perceptions of African Americans. - 69 p.

Adviser: Olan Farnall.

Thesis (M.A.)--California State University, Fullerton, 2008.

This quantitative study examined the effects of Eurocentric advertising on the self-perceptions of African Americans. Half of the study participants were exposed to attractive models in print advertisements and the other half were shown advertisements with no models. After the ads were presented, each subject completed a survey which included a self-esteem test and a body-parts satisfaction scale. The survey responses of the African Americans who were exposed to models in advertisements were compared to the survey responses of the African Americans who were shown advertisements with no models. The responses of the male and female subjects were also compared since past research suggests that the Eurocentric concept of beauty is a feminine ideal.

ISBN: 9780549706885Subjects--Topical Terms:

1017673
Black Studies.

The effects of Eurocentric advertising on the self-perceptions of African Americans.
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245 1 4 $a The effects of Eurocentric advertising on the self-perceptions of African Americans.
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502 $a Thesis (M.A.)--California State University, Fullerton, 2008.
520 $a This quantitative study examined the effects of Eurocentric advertising on the self-perceptions of African Americans. Half of the study participants were exposed to attractive models in print advertisements and the other half were shown advertisements with no models. After the ads were presented, each subject completed a survey which included a self-esteem test and a body-parts satisfaction scale. The survey responses of the African Americans who were exposed to models in advertisements were compared to the survey responses of the African Americans who were shown advertisements with no models. The responses of the male and female subjects were also compared since past research suggests that the Eurocentric concept of beauty is a feminine ideal.
520 $a The results of this study indicate that African Americans, both men and women, are resistant to the Eurocentric concept of beauty portrayed in mainstream advertisements. Study participants who were exposed to attractive models in advertisements did not report lower self-esteem scores or less satisfaction with their physical features than study participants who were not exposed to models. The male participants were significantly more satisfied with their overall facial attractiveness than the female participants but their self-satisfaction was not influenced by exposure or non-exposure to models in advertisements. The results also suggest that there is not a connection between self-esteem and satisfaction with one's own physical appearance since there was not a significant difference between the male and female subjects in terms of their self-esteem scores.
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