[논문]한국과 라틴 아메리카에서의 여성의 신체 이미지 묘사가 광고 효과에 미치는 영향에 관한 연구

프란시쓰카 파스 공고라 아스태태; 김보연

doi:10.14400/jdc.2018.16.7.369

한국과 라틴 아메리카에서의 여성의 신체 이미지 묘사가 광고 효과에 미치는 영향에 관한 연구
A Study on the Effect of the Portrayal of Body Image of Women in Advertisement in Korea and Latin America 원문보기

디지털융복합연구 = Journal of digital convergence, v.16 no.7, 2018년, pp.369 - 379

프란시쓰카 파스 공고라 아스태태 (홍익대학교 국제디자인전문대학원 디자인경영전공) , 김보연 (홍익대학교 국제디자인전문대학원 디지털미디어디자인)

초록
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본 연구는 다양한 사회 문화적 배경을 가진 광고 속에서 지속적으로 묘사하는 완벽한 신체를 가진 여성의 초상이 끊임없이 갈등을 일으킨다는 점에서 시작한다. 이는 라틴 아메리카와 한국을 비교하고 분석하는 새로운 방식으로 접근하였다. 획일적인 미의 기준이 아닌 있는 그대로의 모습을 긍정하는 '보디 포지티브'운동이 압도적인 이슈로 떠오르고 있다. 도브, 빅토리아 시크릿, 아이다의 모델과 같은 영향력 있는 브랜드들의 사례를 분석하여 '보디 포지티브'가 가지는 거대한 움직임의 효과를 테스트하고 기존의 인식을 제고하는 것에 연구의 목적이 있다. 한국과 라틴 아메리카의 30대 남녀를 대상으로 심층인터뷰를 진행하는 방식으로 연구를 진행하였다.

Abstract ▼ AI-Helper

The current study started from the constant internal fight women usually have due to the portrayal of women in advertisement in different socio-cultural backgrounds, a comparison between Latin America and South Korea was held to find the different approaches. And also test the effects of an overwhelming movement that is looking to change history and change the perception of images of constructed beauty and unattainable physical standards called The Body Positivity Movement, using the examples of prominent brands like Dove and Victoria's Secret's advertisements and the AIDA model as the instrument. Male and female in their 30's from South Korea and Latin America have been interviewed to show the differences of opinions.

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문제 정의

Giving the present situation in Latin America and in South Korea, having both very different influences and cultural standards, the aim of this study is to explore the levels of awareness and the different perceptions and opinions men and women from South Korea and some countries in Latin America have about body acceptance (The Body Positivity Movement) and the effects the advertisement have in those women psychologically and in men’s opinion.
Will you join us?” it’s one of Dove’s motto as a starting point for their campaign. The campaign was launched by Unilever in 2004 and it aims to inspire and empower women to have the confidence to be comfortable with themselves and to celebrate the natural physical diversity. Dove till this day has developed more campaigns related to the “real beauty” like “the self-esteem project”, “#BeautyBias” in between others.
The body positivity movement aims to adopt more forgiving and affirming attitudes towards our bodies, promoting physical and mental health. The goal is not only to be inclusive of sizes but also races, ages and other aspects of body image. Several huge companies, like Dove, are following the movement[7].

가설 설정

d) Action: Desire must be transferred into an action, that is, the purchase.

제안 방법

The two advertising are Dove “Real Beauty Campaign” and Victoria’s Secret “Love my Body” campaign. First, the advertisement of each campaign was shown to the participants and then the questions were made.
The composition is very simple, white background and white underwear, with a clear intention to attract attention to the skin color of the models, in the end, the main idea was to show their physical diversity. The photography also has no effects nor the lights, for the reason stated above.
The main objective of the methodology is to discover the different thoughts on “Body Image” and “Body Acceptance” in South Korea and in Latin America and also between men and women and to find out if the ideas and visions are exclusionary to one gender or to one area in the map.
The questions were made based on the 4 phases suggested by AIDA, an advertising effect model[16] aim to optimize the sales process. Essentially, the four phases show how consumers interact with the advertising.
This campaign was created when VS launched their “Body” lingerie/underwear line that included a super-soft racer back, push-up and multi-way silhouettes designed to accentuate curves.

대상 데이터

As shown in the following table, the participants consisted in five people from South Korea and five people from Latin America. For each geographical region, three women and two males were selected (see Table 4).
As shown in the following table, the participants consisted in five people from South Korea and five people from Latin America. For each geographical region, three women and two males were selected (see Table 4).
From 30 participants, half of them were South Korean and half Latin Americans. The following table shows the gender and geographical region distribution (see Table 1).

성능/효과

Research evidence measured with the AIDA model of the effects of advertising media showed that the opinions differ greatly in each continent, Latin Americans, both men, and women seem to agree more than Koreans, which shows a tendency to a gender separation. Also, the expectation of image is very different for both groups, Latin America values more a curvy shape than a pretty face, while South Korea calls for a more particular face type often attainable only through plastic surgery.

후속연구

Moreover, Korean men seem to agree with “body shaming” which is known as a negative concept, but further research should determine if it means the same for everybody.

참고문헌 (22)

Tolman DL Debold E. (1993). Conflicts of Body Image: Female Adolescents, Desire, and The No-Body Body. Feminist Treatment and Therapy of Eating Disorders. Gilford Press.
Tracy L Tylka, Nichole L. Wood-Barcalow. (2015). Conflicts What Is and What is Not Positive Body Image? Conceptual foundations and Construct Definition. Elsevier Journal.
Katelyn J Gaffney. (2017). Negative effects that Social Media causes on Body Imaging. Undergraduate Honors College Theses. https://digitalcommons.liu.edu/post_honors_theses/13
Dina LG Borzekowski, A. B. (2005). Body Image and Media Use Among Adolescents. Adolescent Medicine Clinics Journal.
Jeniffer L. Derenne, E. V. (2006). Body Image, Media, and Eating Disorders. ProQuest Psychology Journal.
Retrieved from http://www.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
Retrieved from http://www.huffingtonpost.com/2014/01/21/dove-real-be auty-campaign-turns-10_n_4575940.html
Jessica Cwynar-Horta. (2016). The Commodification of the Body Positive Movement on Instagram. Stream: Culture/Politics/Technology.
J. Kevin Thomson & Leslie J. Heinberg. (1999). The Media's Influence on Body Image Disturbance and Eating Disorders: We've Reviled Them, Now Can We Rehabilitate Them. The Society for the Psychological Study of Social Issues.
Shelly Grabe, Janet Shibley Hyde, Sara M. Lindberg. (2007). Body objectification and depression in adolescents: the role of gender, shame, and rumination. Society for the Psychology of Women. American Communication Journal.
Kristen E. Van Vonderen, William Kinally. (2012). Media Effects on Body Image: Examining Media Exposure in the Broader Context of Internal and Other Social Factors. American Communication Journal.
Valerie Gelezeau. (2015). The Body, Cosmetics and Aesthetics in South Korea. The Emergence of a Field of Research. American Communication Journal. HAL Archives-Ouvertes.
Hernandezapril. (2015). Sexy, Sassy and Spicy: The Portrayal of Latina Women in American Television. Wordpress Blog.
Saba Montazeribarforoushi, Abolfazl Keshavarzsaleh & Thomas Zoega Ramsoy. (2017). On the Hierarchy of Choice: An applied neuroscience perspective on the AIDA model. Cogent Psychology.
Colin F. Camerer, George Loeweinstein & Matthew Rabin. (2004). Advances in Behavioral Economics. Russel Sage Foundation.
Wiki Ryte. Retrieved fr http://en.ryte.com/wiki/AIDA
Saba Montazeribarforoushi, Abolfazl Keshavarzsaleh, Thomas Zoega Ramsoy, Benny Briesemeister (2017) On the hierarchy of choice: An Applied Neuroscience Perspective on the AIDA Model. Cogent Psychology.
P. Rawal. (2013). AIDA Marketing Communication Model: Stimulating a Purchase Desision in the Minds of the Consumers Through a Linear Progression of Steps. IRC's International of Multidisciplinary Research in Social & Management Sciences.
Eva Chen. (2013). Neoliberalism and popular women's culture: Rethinking choice, freedom and agency. European Journal of Cultural Studies.
Paul, Suggett. (2017). The Impact of Advertising on Body Image: Can Today's Ads Be Harmful to Our Self Esteem. The Balance Careers.
S. Y. Park. (2018). The Effect of Subjective Body Type Recognition on Weight Change in Women with Normal BMI. Journal of the Korea Convergence Society, 9(4), 313-320.
Livi Burke. (2015) How to Be Body Positive on Instagram For More Self Love on Social Media. Retrieved from https://www.bustle.com/articles/124280-how-to-be-body-positive-on-instagram-for-more-self-love-on-social-media

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