Eagle, Lynne, and Hay, Rachel (2020) Appearances matter: the impact of unattainable idealizations of an Individual's physical self. In: Eagle, Lynne, Dahl, Stephan, De Pelsmacker, Patrick, and Taylor, Charles R., (eds.) The SAGE Handbook of Marketing Ethics. SAGE, London, UK, pp. 169-183.

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Abstract

The influence of marketing communications has been debated for decades, particularly in relation to whether it is a strong or weak force (see e.g.Jones, 1990). Part of this ongoing debate is whether it changes people's values or mirrors contemporary social values, albeit in a way that distorts reality with unintended consequences such as misrepresenting and marginalizing many sectors of society (Gopaldas & Siebert, 2018; Pollay, 1986). It is suggested that beauty pays, both in personal relationships and in the labour market (El Jurdi & Smith, 2018; Madan, Basu, Ng, & Lim, 2018). Portrayal of idealized beauty for women and masculinity for men is therefore based on socially grounded perceptions of the importance of physical attractiveness although this perception has changed over time and varies across cultures. The market for beauty-related products is estimated to be worth almost US$500 billion by 2020 (Madan et al., 2018), making it a potentially lucrative sector for marketers.

Item ID:	64205
Item Type:	Book Chapter (Research - B1)
ISBN:	978-1-5297-0929-2
Keywords:	Idealized Masculinity; Idealized Female Beauty; Female empowerment; Ageism and Aging; Portrayal of Farmers
Copyright Information:	(C) SAGE
Date Deposited:	09 Dec 2020 01:15
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications @ 50% 50 PHILOSOPHY AND RELIGIOUS STUDIES > 5001 Applied ethics > 500107 Professional ethics @ 50%
SEO Codes:	95 CULTURAL UNDERSTANDING > 9504 Religion and Ethics > 950407 Social Ethics @ 50% 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 50%
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