Topics: Body image, Marketing, Self image Pages: 5 (618 words) Published: April 26, 2015
Kristina Klimenova
Marketing 407
Professor Pimentel
February 26, 2015

Topic Proposal
I have chosen to research advertising and the self-image for my term paper. There are several reasons why this topic appeals to me. I feel that the evolution of advertising has come a long way and has reached a very unrealistic view of both the ideal man and woman. I have experienced the negative effects of today’s explicit advertisements, and I believe that media has changed my perception on certain stores and products, which has strongly influenced my buying decisions. This topic relates to consumer behavior because it explores the underlying reasons for both healthy and unhealthy buying decisions. It is clear that our own body images are influenced by the human desire to look better, but the point where it becomes an issue is when the media constantly exposes consumers to idealized female and male body images.

The first source that I have decided to use is the analysis“Influence of Cultural Perception on Body Image in Consumer Marketing” by ​
Dagmar Skokanova. This research
article seeks to identify culturally conditioned elements of ideal body image perception and its influence on consumer behavior. The second source that I will refer to is “The Branded Self,” a scholarly article by Arthur Berger. This article explores the connection between our

identities and how advertising focuses consumers’ attention on brands as a way of identifying themselves​
I will use these two sources, along with several other scholarly sources, to learn more about ​
the relationship between consumer behavior and cultural
environment when it comes to advertising and self image.
 (please see course schedule for due date) 
This is a research paper about the topic that was proposed previously.   
This paper should be 8 to 12 pages long (approximately 2100 to 3200 words).   
Please include a title page, but no cover. Please just give me the paper as pages  stapled together. Covers are too cumbersome. Please include a contents page and  divide the paper into sections with a heading for each section. The sections should  include an introduction section, sections that are the body of the paper, and a  conclusion section. 

The paper should be based on at least ten references. At least two of these references  should be from academic journals in consumer behavior, or other appropriately related 

fields, such as: psychology, social psychology, cultural anthropology, sociology, or  demography. Here are some suggestions of journals that would be appropriate:   
Journal of Marketing 
Journal of Consumer Research 
Journal of Marketing Research 
Journal of Consumer Psychology 
Journal of Advertising 
Journal of Advertising Research 
Journal of Retailing 
Journal of Personal Selling and Sales Management 
Marketing Science 
Journal of the Academy of Marketing Science 
Harvard Business Review 
Academy of Marketing Science Review 
Please cite the references that you use for the paper, even if you have mentioned them  in the proposal. It doesn't matter which style you use for formatting the references (e.g.,  APA or MLA), as long as the information is clear and you use the same style  consistently for all the references. Also be sure to identify all quotations as such. 

This portion of the term project is worth 50 points and is graded on the following basis:  20% How well the report fulfills the assignment 
30% How well the report demonstrates an understanding of consumer behavior  principles 
30% Depth of research, analysis, and insights 
20% Quality of writing (communication and mechanics)


Berger, Arthur. "The Branded Self:." ​
American Sociologist​
42.2/3 (2011): 232-237.
Academic Search Complete​
. Web. 27 Feb. 2015.
Skokanova, Dagmar. "Influence of Cultural Perception on Body Image in Consumer Marketing." University...

References: American Sociologist​
42.2/3 (2011): 232-237.
Skokanova, Dagmar. "Influence of Cultural Perception on Body Image in Consumer
Marketing." University Economics Prague, 2011
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