| dc.description.abstract | This thesis was inspired by the observation of the imagery shift in social media
advertising. Previously, the norm has been to epitomize a perfect image in line
with Western beauty ideals. Recently, this perfect image has been challenged
due to the rise of sociocultural movements. Resulting in many advertisers
adopting a more realistic image. This study therefore aims to investigate how
the shift in advertising images affects subjective happiness in young
Norwegian women. To examine the relationship between the ad images and
subjective happiness, self-esteem and internalization was included as
moderators. Additionally, self-recognition in ad and social media frequency
were identified as important factors which could affect the outcome.
An online experiment was conducted where we manipulated the
advertisements to demonstrate the defined image conditions. To analyze our
results, a factor analysis, a one-way ANOVA, and a regression analysis was
performed. Although we did not find statistical support for our research model,
many valuable observations were made. The most important implication from
our study is that advertising imagery sparks different reactions amongst
consumers. Therefore marketers should carefully consider which imagery they
utilize in their practices. Furthermore, the main limitation of the study is that
happiness is affected by numerous factors. For further research, the inclusion
of body image as a mediator should be explored as it is directly associated with
well-being. Due to its relevance and importance, we recommend this topic to
be researched further to obtain the real effect of how advertising imagery
affects women’s mental health. | en_US |
