ESCP Europe

Item type

Study and report

Dissertation

• MIM Master in Management Grande Ecole

Language

English

Publication year

2011

Subjects

ADVERTISING TECHNIQUE - CONSUMER BEHAVIOR - MARKETING MANAGEMENT - PHOTOGRAPHY

This paper examines to what extent cosmetics advertising featuring airbrushed images affects consumer self-esteem and consumer behaviour; it also analyses the ethicality of this practice. This paper finds that airbrushed images lead to a more positive self-esteem rating than non-airbrushed images, but are more likely to, in practice, discourage consumer purchases of a product. The findings also come to the conclusion that consumers are not able to effectively decipher between images which have and have not been digitally retouched. What is more, consumers deem the marketing practice to be deceptive. As a result of these findings, the banning of airbrushing is deemed unnecessary since it does not appear to have a detrimental effect on self-esteem, but marketers are encouraged to avoid the technique; and the introduction of a labelling system is to be advised.