February 26, 2015
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
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:."
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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