How materialistic adverts negatively shape the female body image

A new study has shed light on how materialistic advertising messages negatively shape the female body image.

Psychological research has consistently shown that women feel unhappy with their body after looking at images of idealised media models.

However, today's consumer culture and media promote not only the ideal of perfect beauty, but also that of the material affluent lifestyle, both of which are commonly depicted together, and highlight the benefits of beauty and of owning material goods to one's personal success and fame.

This study is the first to examine the impact of materialistic messages and values - the desire for financial success and an affluent lifestyle on women's feelings about their own body.

"Not all women are affected in the same way by looking at idealised media models, and it has therefore been important for research to identify factors that make some women more vulnerable than others to feeling negative about their body when exposed to such media images," said lead author Eleni-Marina Ashikali.

"We found that women focus more strongly on their appearance when materialistic values are highlighted momentarily to them through priming. At the same time, their awareness of how their bodies fall short of the idealised image is heightened during this priming process, particularly for women who are already materialistic.

"This means that the influence of materialism is a further factor that makes women more vulnerable to negative body image," said Ashikali.

This research suggested that materialism, both as an internalized value and as a depiction in the media, should be taken into account for media literacy interventions and policy changes in the advertising industry.

"Women would benefit from gaining greater awareness of current marketing strategies, as well as becoming more critical of the images and messages conveyed by materialistic media, said Ashikali.

"Our work highlights the need for less emphasis on materialistic messages in the marketing of goods and products, as well as on the promised unrealistic benefits of owning a particular good," she said.

 The study was published in the British Journal of Social Psychology.