Impact of Plus Size Fashion Spokesperson in Asia Case Study Solution
The attitude of women towards the larger size spokesperson and models has been thoroughly examined by Holmstrom in 2004. It has been found that there is a higher level of satisfaction amongst women regarding their own bodies and have no issues being exposed to the pictures of the overweight or obese women. (Steele, 1988) hs found the evidence that the self-affirmation is quite important in positive self-concept maintenance amongst women after seeing the ideal images of women. In contrast, there are various women who get depressed by the apparent differences in the ideal images doing round son media and their own bodies.
Many researchers have agreed that the exposure to the ideal body images most likely lead to the greater number of women starting to compare themselves to the ideal image, as well as feeling negative about their bodies which in turn results in the unhealthy consequences such as eating disorders and negatively affects both physiological as well as psychological states.(Botta, 1999). It has been found by (Richins, 1991) that the women who view the images of the ideal spokesperson or model tend to rate their own body image lower as compared to those women who view the neutral images of body with no incorporated model. (Henderson-King D. H.-K., 2001) has stated that the negative feelings amongst women emerge related to their own bodies when they looks the images of ideal body of models. With respect to the larger size spokesperson or models or spokesperson in advertisements, there are various women whose perceived body satisfaction are shifted after viewing obese or healthy women.(Wiseman, 2005).
In advertisement, the markers prefer to use thin, slim and attractive models or spokesperson for the purpose of catching the attention of women as well as displaying the product in most appealing manner so that there is a positive attitude amongst women regarding attractive and thin spokesperson or models that tends to embody the ideal standard of beauty which are prevalent in today’s society.(Henderson-King D. H.-K., 2001). The marketers are optimistic that the positive consumer’ attitude towards the spokesperson or model would most likely transfer from unfavorable to the favorable attitude regarding the product. Eventually, the positive consumer attitude towards the product or model may result in increase in the subsequent purchase of product or purchase intention of the customers.(Landon, 1974)..........
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