Advertisements and their Adaptation of Body Image in the

Representation of Women: the Impact of Inclusive Advertisements

A Project By
Aryan D. Rout,Vanshika Fulara,Vandit Patel
B.Com Hons (Semester V)
Atma Ram Sanatan Dharma College
University of Delhi

ACKNOWLEDGEMENT

This paper and the research behind it would not have been possible without the exceptional
support of my professor, Dr. Anamika Kadam. Her guidance and knowledge have been an
inspiration and kept my work on track. I am also grateful for the insightful comments offered by
her for this paper.

ABSTRACT

This paper investigates how inclusive representations of women in advertising can promote
positive body image and challenge the prevailing beauty standards and objectification of
women's bodies. Research has shown that the representation of women's bodies in advertising
plays a significant role in shaping societal beauty standards and can significantly impact
women's self-esteem and body image. This research aims to explore the potential benefits of
promoting greater diversity and inclusivity in advertising and inform strategies for creating more
empowering representations of women's bodies in the media. It will examine the specific ways in
which social media advertisements impact the body image of women, study the impact of digital
manipulation and retouching on body image amongst women, and assess the impact of
interventions aimed at promoting women's positive body image. Representation refers to the

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 Advertisements and their Adaptation of Body Image in the
Representation of Women: the Impact of Inclusive Advertisements

ways in which individuals, groups, and ideas are portrayed, depicted, or presented in various
media and cultural contexts. Inclusive advertisements are advertisements that feature diverse
individuals and communities and promote messages of diversity, equity, and inclusion.

KEYWORDS: Body Image, Advertisements, Inclusion, Representation, Women

INTRODUCTION

Body image is a complex construct influenced by multiple factors, including social norms, media
representations, and personal experiences. Research has consistently shown that the
representation of women's bodies in advertising plays a significant role in shaping societal
beauty standards and can significantly impact women's self-esteem and body image. Despite
some progress in recent years, the advertising industry continues to perpetuate narrow and
unrealistic beauty ideals that exclude women who do not conform to these standards. The limited
representation of diverse body types in advertising can harm women's body image, leading to
adverse psychological outcomes such as body dissatisfaction, low self-esteem, and disordered
eating behaviors. Therefore, there is a pressing need for research on the effects and impact of
inclusive advertising on the representation of women's body image. This study aims to
investigate how inclusive representations of women in advertising can promote positive body
image and challenge the prevailing beauty standards and objectification of women's bodies. The
findings of this research can provide insights into the potential benefits of promoting greater
diversity and inclusivity in advertising and inform strategies for creating more empowering
representations of women's bodies in the media.

RESEARCH OBJECTIVES

1. To find whether advertisements have turned inclusive in the representation of body

images of women.

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Representation of Women: the Impact of Inclusive Advertisements

2. To examine the specific ways in which social media advertisements impact the body
image of women
3. To study the impact of digital manipulation and retouching on body image amongst
women.
4. To assess the impact of interventions aimed at promoting women's positive body image.

RESEARCH QUESTIONS

1. How has the representation of a woman's body changed in advertisements over the past
decade?
2. What are the most common themes and messages conveyed in social media
advertisements aimed at women?
3. How do women respond to these messages, and what impact do they have on their body
image?
4. How do women perceive digitally manipulated images of women's bodies in
advertisements?
5. What types of interventions are most effective in promoting positive body image among
women?

LITERATURE REVIEW

Representation refers to the ways in which individuals, groups, and ideas are portrayed, depicted,
or presented in various media and cultural contexts. It can include the portrayal of diverse
identities, such as race, gender, sexuality, ability, and class, as well as the representation of
different perspectives and worldviews. One source that defines representation is the Oxford
English Dictionary, which states that representation is "the act of representing, showing, or
portraying something or someone, especially in a particular way; the state of being represented in
a particular way." Representation is an important concept in various fields, including media
studies, cultural studies, and social justice advocacy. It has been the subject of extensive research

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and debate, particularly in relation to issues of diversity, equity, and inclusion in the media and
society as a whole.

Inclusive advertisements are advertisements that feature diverse individuals and communities
and promote messages of diversity, equity, and inclusion. These ads aim to represent a broad
range of identities and experiences, including race, gender, sexuality, ability, and socioeconomic
status, among others. One source that discusses inclusive advertising is the Association of
National Advertisers (ANA), a professional organization that represents the advertising industry
in the United States. According to the ANA, inclusive advertising is "advertising that is
reflective of the broad range of diverse individuals and communities in society." The ANA also
notes that inclusive advertising can help companies build brand loyalty and reach new audiences,
while also promoting social and cultural values of diversity and inclusion. In recent years, there
has been increasing attention to the importance of inclusive advertising, and many companies
have launched campaigns that showcase diverse representation and promote inclusive messages.

Body image is a multifaceted construct that refers to an individual's perceptions, attitudes, and
emotions toward their own body, and it is influenced by various factors, including media
representations, social norms, and personal experiences. Research has consistently shown that
the representation of women's bodies in advertising plays a significant role in shaping societal
beauty standards and can have a profound impact on women's self-esteem and body image. The
advertising industry has traditionally perpetuated narrow and unrealistic beauty ideals that
exclude women who do not conform to these standards. The use of digitally manipulated images
and the promotion of unattainable beauty standards have been linked to negative psychological
outcomes, such as body dissatisfaction, low self-esteem, and disordered eating behaviors
(Bessenoff, 2006; Grabe, Hyde, & Ward, 2008).

However, there has been a recent shift towards more inclusive advertising that celebrates
diversity and challenges traditional beauty ideals. Inclusive advertising refers to the use of
diverse body types, races, and ages in advertising campaigns, which can promote greater
acceptance and appreciation of diverse body types and challenge the narrow beauty standards
perpetuated by the media (Lee & Ahn, 2012).

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Studies have shown that exposure to inclusive advertising can have positive effects on women's
body image and self-esteem. For example, a study by Jongenelis, Pettigrew, and Byrne (2014)
found that exposure to advertising featuring models with diverse body types led to increased
body satisfaction among women. Another study by Chua, Chang, and Lin (2018) found that
exposure to advertising that celebrated diversity and inclusivity led to greater self-esteem and
fewer negative affect among women.

However, the effectiveness of inclusive advertising may depend on factors such as the specific
content and context of the advertisements and the individual characteristics of the viewers. For
example, studies have shown that the impact of inclusive advertising may be greater among
women who are dissatisfied with their bodies (Mendelson, Mendelson, & White, 2008) and
among those who have a positive attitude toward diversity and social justice (Lee & Ahn, 2012).

In conclusion, while advertising has historically perpetuated unrealistic and exclusionary beauty
ideals, there is a growing trend toward more inclusive and diverse representation of women's
bodies in advertising. The literature suggests that exposure to inclusive advertising can have
positive effects on women's body image and self-esteem, but more research is needed to
understand the conditions under which inclusive advertising is most effective and to identify
strategies for promoting greater diversity and inclusivity in the media.

METHODOLOGY

Mixed methodology refers to a research approach that combines both quantitative and qualitative
research methods in a single study. This approach seeks to integrate the strengths of both
methods and provide a more comprehensive understanding of the research question. In mixed
methodology research, data is collected through a variety of methods, such as surveys,
interviews, focus groups, and observations. The collected data is then analyzed using both
statistical and interpretive methods, allowing for a deeper understanding of the research topic.
One source that defines mixed methodology is Creswell (2014), who states that mixed
methodology is "a research design with philosophical assumptions as well as methods of inquiry

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Representation of Women: the Impact of Inclusive Advertisements

that combine qualitative and quantitative approaches in a single study or series of studies." The
mixed methodology is commonly used in social and behavioral sciences research, as it allows
researchers to explore complex phenomena and gain a more complete understanding of the topic
under investigation. It is particularly useful when studying topics that cannot be easily quantified
or when the research question requires multiple perspectives. The researcher’s approach to
following the mixed approach in this research paper will be by resorting to both Close-Ended
and Open-Ended Questions in the questionnaire prepared by the researcher. The study included a
total of 50 participants (women), who were aged 18-35 belonging to Urban and Semi-urban
areas. Participants were selected based on their willingness to participate in the study. The
sample was representative of the adult population of Women who are prone to advertisements
about and around women, featuring women through television, Magazines and Newspapers,
Pamphlets and Billboards, Social Media and the Internet, etc.

DATA ANALYSIS AND INTERPRETATION

Audience demographics refer to the characteristics of a particular group of people, such as age,
gender, education level, income, ethnicity, geographic location, and other relevant factors. These
characteristics can be used to create a profile of the audience or population being studied. It is
essential to understand audience demographics when conducting a survey because it helps to
ensure that the survey questions are relevant and appropriate for the target audience. For
example, questions that are designed for college students may not be suitable for senior citizens,
and vice versa.

By knowing the audience demographics, researchers can tailor their survey questions and collect
data that is more representative of the population being studied. Demographic information can
also be used to analyze the results of a survey, as certain characteristics may be associated with
specific responses or behaviors. Overall, audience demographics are necessary for a survey
because they provide crucial information about the target population that can help ensure the
accuracy and usefulness of the data collected.

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Representation of Women: the Impact of Inclusive Advertisements

Demographics of The Respondents:

Age-

Education Level -

Employment Status -

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Questions Answered by the Respondents

● The representation of a woman's body changed in advertisements over the past decade.
How do you agree with the statement?

● Advertisements featuring women are still tied with stereotypical notions that society
creates. How do you agree with the statement?

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● What are the most common themes or things in the advertisements in which, women are
featured?

● How do these advertisements make you feel?

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● Do you question your Body Image after watching or seeing these advertisements?

● Have you ever attended any conference or seminar that discussed Body Image Issues of
Women?

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● If you have mentioned Yes in the above question, was the panel diverse with
representation?

● How did you feel after attending the discussion/talk?

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Based on the survey, the following demographic information was collected:

- Age: The age range of the majority of respondents lies between 18-25.

- Education Level: The majority of respondents for this study are Graduates or undergoing
graduation.

- Employment Status: The majority of respondents for this study are Students.

The survey asked questions related to the representation of women's bodies in

advertisements. Here are the conclusions that can be drawn based on the responses:

1. The majority of the respondents agree that the representation of a woman's body has changed
in advertisements over the past decade.

2. The majority of the respondents agree that advertisements featuring women are still tied to
stereotypical notions that society creates.

3. The most common themes or things in the advertisements in which women are featured are
Skincare and Make-up, Clothing and Hygiene, and Sanitary Products.

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4. The survey asked how the advertisements featuring women make the respondents feel, the
respondents answered that it makes them feel Neutral, sometimes uncomfortable or sad, but
never good.

5. The survey asked if the respondents question their body image after watching or seeing these
advertisements, the majority of which Say YES and SOMETIMES, however, almost 24% of
women answered NO.

6. The survey asked if the respondents have ever attended any conference or seminar that
discussed body image issues of women and the response was divided between YES (44%) and
NO(42%).

7. If the respondents mentioned "Yes" in the above question, the survey asked if the panel was
diverse with representation, to which the respondents equally answered YES and NO.

8. If the respondents attended the discussion/talk, the survey asked how they felt after attending
it. Most of the respondents said that they felt good after the talk/discussions.

CONCLUSIONS

Based on the survey results, it can be concluded that there is a growing concern among young
women about the representation of women's bodies in advertisements. Although there has been a
shift in the representation of women's bodies, the majority of respondents feel that
advertisements featuring women are still tied to stereotypical notions that society creates. The
most common themes or things in the advertisements in which women are featured are skincare
and makeup, clothing and hygiene, and sanitary products.

The findings show that advertisements featuring women make the respondents feel neutral,
uncomfortable, or sad but never good. This finding highlights the need for a more positive and
diverse representation of women's bodies in advertisements.

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The majority of respondents question their body image after watching or seeing these
advertisements. This indicates that advertisements can have a significant impact on women's
body image and self-esteem.

The finding that almost half of the respondents have attended a conference or seminar that
discussed body image issues of women is encouraging. However, the mixed representation of
diversity in the panel of the conferences or seminars shows that there is still a need for more
inclusive representation.

Finally, the fact that the majority of respondents felt good after attending the talk/discussions
shows that awareness and education about body image issues can have a positive impact.
Overall, the survey highlights the need for more positive interventions and diverse representation
of women's bodies in advertisements and the importance of awareness and education about body
image issues.

LIMITATIONS

While the survey provides valuable insights into young women's perceptions of the
representation of women's bodies in advertisements, there are some limitations that need to be
acknowledged:

1. Self-Report Bias: The survey relied on self-reported data, which may be subject to social
desirability bias, where respondents may answer questions in a way that they believe is more
socially acceptable. This could affect the accuracy of the responses.

2. Limited Scope: The survey focused only on the representation of women's bodies in
advertisements and did not explore other factors that may impact body image and self-esteem.

3. Lack of Longitudinal Data: The survey was conducted at a single point in time, which limits

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the ability to examine changes in perceptions over time.

4. Cultural Differences: The survey was conducted on a global platform and may not consider
cultural differences in the perception of body image and representation.
Overall, while the survey provides valuable insights, its limitations should be considered when
interpreting the findings.

REFERENCES

- Jongenelis, M. I., Pettigrew, S., & Byrne, S. M. (2014). Biased interpretation of advertising
featuring plus-size models. Journal of Health Psychology, 19(6), 787-798.
- Chua, R. Y., Chang, L., & Lin, J. (2018). Revisiting the link between advertising attitudes and
advertising effectiveness: The role of diversity and inclusivity. Journal of Advertising, 47(1),
61-73.
- Bessenoff, G. R. (2006). Can the media affect us? Social comparison, self-discrepancy, and the
thin ideal. Psychology of Women Quarterly, 30(3), 239-251.
- Grabe, S., Hyde, J. S., & Ward, L. M. (2008). The role of the media in body image concerns
among women: A meta-analysis of experimental and correlational studies. Psychological
Bulletin, 134(3), 460-476.
- Lee, H. J., & Ahn, J. H. (2012). Effects of social comparison with media images on body
dissatisfaction and Mood in adolescent girls. Korean Journal of Broadcasting and
Telecommunications Studies, 26(3), 481-511.
- Mendelson, B. K., Mendelson, M. J., & White, D. R. (2008). Body dissatisfaction and
sociocultural ideals: A longitudinal study of college women. Sex Roles, 59(1-2), 91-100.

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