Naslov
Why are beauty appeals succseful

Autori
Previšić, Marijana

Izvornik
Pedagogija, časopis foruma pedagoga Srbije i Crne Gore (0031-3807) 3 (2015); 307-314

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, stručni

Ključne riječi
beauty sterotypes, advertising, consumer motives, beauty products

Sažetak
A stereotypical media depiction of beautiful women persists both in advertising and in women’s magazine editorials. Why do most people assume that physical attractiveness is highly correlated to other desirable traits? A number of studies have shown that beauty constitutes a powerful stereotype. On the one hand, it is the goal of beauty products to make women feel beautiful, courageous and happy about themselves but, on the other – they make them feel dissatisfied with their looks. There are always new products around promising more attractiveness, better anti-ageing. Why is beauty such a powerful media message? The answer lies in the explanation of “what is beautiful is good” stereotype and its appeal directed at the consumer's self, social status and recognition. Women’s branded beauty products, with their selectivity and prestige, are storytellers par excellence. In their advertising and brand image, they all follow a specific discourse and vocabulary – scientific jargon, technical and statistical terms, and the words referring to the product’s ‘transformative’ power.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Sociologija, Psihologija

POVEZANOST RADA