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An exploration of how advertising fashion retail products (both offline & online) can affect self-esteem and body confidence in women who have experienced breast cancer.

Sterling-Byrne, Tara (2020) An exploration of how advertising fashion retail products (both offline & online) can affect self-esteem and body confidence in women who have experienced breast cancer. Masters thesis, Dublin, National College of Ireland.

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Abstract

In recent decades, fashion advertising has become the forefront of many research papers discussing its practice and effects on women. Women who appear in such advertisements are often portrayed as “perfect” which has led to the decreased positive self-image and a lack of self-esteem in women viewing these advertisements.

This study aims to explore the effects of fashion advertising towards female breast cancer survivors' self esteem and body confidence. Specific attention has been given to the participants’ attitudes in relation to self esteem, particularly regarding self-image and body image. This is in hopes that this type of market research will pave the way for future fashion brands to enter the market specialising in post cancer related products. Or alternatively, allow current fashion brands to market to an already underrepresented target market, including marketing with a new, sensitive approach. Primary research was conducted using the research method of semi structured interviews. Participants were chosen in respective of being survivors of breast cancer, and their age. Overall, it was found that all participants had had their self-esteem affected by breast cancer and fashion advertising contributed to their lack of self-esteem, especially in younger participants. It was concluded that current fashion advertising tactics which advertise breast cancer so as to represent the survivors was inaccurate and lacked authenticity.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
R Medicine > RA Public aspects of medicine > RA790 Mental Health
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:57
Last Modified: 08 Feb 2021 16:57
URI: http://norma.ncirl.ie/id/eprint/4712

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