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Pierre Wilhelm, Dorina Miron & Lucian Din June 3, 2010

Pierre Wilhelm, Dorina Miron & Lucian Din June 3, 2010 Canadian Communication Association Conference. Female viewers' central and peripheral processing of commercial TV ads and movies and corresponding changes in their body esteem. Purpose of this experiment:

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Pierre Wilhelm, Dorina Miron & Lucian Din June 3, 2010

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  1. Pierre Wilhelm, Dorina Miron & Lucian Din June 3, 2010 Canadian Communication Association Conference Female viewers' central and peripheral processing of commercial TV ads and movies and corresponding changes in their body esteem

  2. Purpose of this experiment: To clarify the experiential process that occurs when women pay attention to stereotypical ideals of feminine beauty broadcast to them in the media and experience concurrent changes in their body esteem (Tiggeman, 2005)

  3. Framework • Persuasion Theory: Petty & Cacioppo’s (1986) Elaboration Likelihood Model • How media messages exert persuasive appeal on a female viewer depends on the aspects of a commercial message she pays attention to and how strongly she engages in reflective thinking about them. • Key concepts • central processing • Assessed as subjective & objective thoughts about personally-relevant or “other” relevant thoughts • peripheral processing • Assessed as subjective & objective thoughts about brand, product, image, or message-relevant thoughts

  4. Framework Self-Esteem Theory: Leary’s (1999) Sociometer Theory How strongly a female viewers’ body-esteem changes depends on how intently she scrutinizes media messages for interpersonal cues that engage her in social- relational thinking about her appearance. Key concepts Internalization of feminine ideals Attention to interpersonal message cues A socio-evaluative information process Assessed as Attitudes to media (pre) Attitudes to own body (pre –post) (weight, height, looks, body “as is”)

  5. Hypothesis 1 a. A majority of female viewers will process information centrally Hypothesis 1bA minority of female viewers will process information peripherally. Hypothesis 1cGroup measures of female viewers’ body-esteem will record a slight positive increase Test message 1 Message format: TV ad Realistic ideal of feminine beauty 5 min. Treatment N ALA = 32N LA = 35 Look good on your own terms! Eat Sensibly!

  6. Results for Hypothesis 1a. 1b. 1c.

  7. Test message 2 Message format: TV ad Unrealistic ideal of feminine beauty 5 min. Treatment N ALA = 32 N LA = 35 Reveal the Goddess in you! Hypothesis 2 a. A majority of female viewers will process information peripherallyHypothesis 2bA minority of female viewers will process information centrally Hypothesis 2cGroup measures of female viewers’ body-esteem will record neutral, or a slightly positive or negative change

  8. Results for Hypothesis 2a. 2b. 2c.

  9. Test message 3 Message format: Movie Realistic ideal of feminine beauty 5 min. Treatment N ALA = 33 N LA = 35 “That’s who we are… real women!” Hypothesis 3 a. A majority of female viewers will process information centrallyHypothesis 3bA minority of female viewers will process information peripherally Hypothesis 3cGroup measures of female viewers’ body-esteem will strong positive change

  10. Results for Hypothesis 3a. 3b. 3c.

  11. Hypothesis 4 a. A majority of female viewers will process information centrallyHypothesis 4bA minority of female viewers will process information peripherally Hypothesis 4cGroup measures of female viewers’ body-esteem will strong negative change Test message 4 Message format: Movie Unrealistic ideal of feminine beauty 5 min. Treatment N ALA = 30 N LA = 35

  12. Results for Hypothesis 4a. 4b. 4c

  13. Findings whether a woman thinks reflectively about the issue of her beauty in a conscious way, or else merely watches commercial information and images of women in a non-critical way, can affect her feelings about her appearance.

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