‘My Beautiful Self’: an Exploration of the Effects of Advertising Campaigns on Female Empowerment

This study explores the effects of the recent advertising trend that promotes women’s self-acceptance. We find that while these brands create a space of empowerment for women within a market that works with beauty standards, they also, subtly, contribute to the powerless and insecure women myth they claim to challenge.



Citation:

Cristina Longo and Meltem Türe (2016) ,"‘My Beautiful Self’: an Exploration of the Effects of Advertising Campaigns on Female Empowerment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 747-747.

Authors

Cristina Longo, Université Lille - Skema Business School
Meltem Türe, Skema Business School - Université Lille



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Featured

Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding

Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore

Read More

Featured

How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.