Body standard in audio-visual advertising aimed at teenagers:
detection and inuence
El canon corporal en la publicidad audiovisual dirigida a adolescentes: detección
e inujo
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How to cite this article:
Díaz-Chica, Ó.; Rodríguez Bermejo, M. and López-Iglesias, M. (2024). Body standard in audio-visual advertising aimed at teenagers: detection and
inuence.
Doxa Comunicación
, 38, pp. 149-182.
https://doi.org/10.31921/doxacom.n38a1961
Óscar Díaz-Chica.
PhD from the UVA Psychology Programme, Master’s Degree in Socioemotional Education, Bachelor’s
Degree in Advertising and Public Relations, and Bachelor’s Degree in Humanities. He is a contributor (author, co-author,
or editor) of around 50 scientic contributions (books, book chapters, and articles). His research interests include media
eects, social responsibility, and communication and well-being. He has nearly 20 years of teaching experience in
academia. He is currently a lecturer in the Social Sciences Department at the European University Miguel de Cervantes
(UEMC).
European University Miguel de Cervantes, Spain
[email protected]
ORCID: 0000-0001-6836-6816
Mercedes Rodríguez Bermejo.
Graduate in Physical Activity and Sport Sciences, and Master’s Degree in Teacher
Training for Compulsory Secondary Education and Baccalaureate. Specialised training in Emotional Intelligence and
Educational Coaching at Nebrija University. Training experience in the elds of sexology, anatomy and nutrition. With
interest in factors that negatively aect body image and sexualisation of the body.
European University Miguel de Cervantes, Spain
[email protected]
ORCID: 0000-0002-3864-1829
Matías López Iglesias
.
Professor at the European University Miguel de Cervantes (UEMC 2006-) and Visiting Professor
at the Escola Superior de Comunicação do Instituto Politécnico de Bragança (ESACT-IPB 2022-). He teaches Image
eory, Digital Aesthetics, Graphic Design, Computer Graphics and Animation Techniques and Video Games. Matías
has an university degree in Advertising and PR from the Complutense University of Madrid (UCM, 2002), a European
Animation Master at the Fernseh Akademie Mitteldeutschland e.V. (FAM, 2002) and a PhD in Communication from the
University of Valladolid (UVa, 2011). He is currently Director of the Department of Social Sciences at the UEMC.
European University Miguel de Cervantes, Spain
[email protected]
ORCID: 0000-0001-5896-8960
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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Body standard in audio-visual advertising aimed at teenagers: detection and inuence
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Received: 28/04/2023 - Accepted: 03/10/2023 - Early access: 11/10/2023 - Published: 01/01/2024
Recibido: 28/04/2023 - Aceptado: 03/10/2023 - En edición: 11/10/2023 - Publicado: 01/01/2024
Abstract:
e cult of the body is a prominent value today, with a notorious
presence in the media consumed by adolescents. is age group, on the
other hand, is particularly vulnerable to the inuence of the advertising
industry. In this sense, it is pertinent to ask whether this industry is
generating a body standard detected by adolescents themselves,
and whether advertising inuences their physical preferences. In
this regard, a content analysis (20 audiovisual advertisements) and a
survey (132 adolescents) were carried out. According to the results,
there is a body standard in audiovisual advertising aimed at this group
ranging from slight thinness to a moderate degree of athletic build.
Female models present an ectomorph somatotype and male models
a mesomorph somatotype, being tall in both cases (1.70 cm or more
in women and 1.75 cm or more in men). e study also found another
main result: advertising inuences teenagers’ body choices. A fact
that, according to the nuances provided by the results associated with
the study’s secondary objectives, is more prominent in females and/
or between 10 to 13 years of age. In the light of the results obtained,
it would be highly advisable for advertisements to show other more
rounded and adipose body types in order to break current standards,
improving at the same time this age group’s wellbeing.
Keywords:
Advertising; adolescence; genre; body standard; malnutrition.
Resumen:
El culto al cuerpo es un valor destacado en la actualidad, con notoria pre
-
sencia en los medios que consumen los adolescentes. Segmento, por otra
parte, especialmente vulnerable al inujo de la industria publicitaria. En
este sentido, resulta pertinente preguntarse si dicha industria está gene
-
rando un canon corporal que detectan los propios adolescentes. Así como,
si la publicidad inuye en sus preferencias físicas. Al respecto se ha se
realizado un análisis de contenido (20 anuncios audiovisuales) y una en
-
cuesta (132 adolescentes). Según los resultados, existe un canon corporal
en la publicidad audiovisual dirigida a este colectivo que oscila entre la
ligera delgadez y un moderado grado de complexión atlética. Las mode
-
los femeninas presentan un somatotipo ectomorfo y los masculinos, me
-
somorfo, siendo altos en ambos casos (1,70 cm o más en mujeres y 1,75 cm
o más en hombres). El estudio también constata otro resultado principal:
la publicidad inuye en las predilecciones corporales de los adolescentes.
Incidencia que, de acuerdo con los matices aportados por los resultados
asociados a los objetivos secundarios del estudio, es más destacada si se
es mujer o se tiene entre 10 y 13 años. A la luz de los resultados obtenidos
sería muy recomendable que los anuncios mostraran otro tipo de cuerpos,
más redondeados y adiposos, con objeto de romper los cánones actuales y
facilitar el bienestar de este colectivo.
Palabras clave:
Publicidad; adolescencia; sexo; canon corporal; malnutrición.
1. Introduction
1.1. Study Justication
e image adolescents perceive themselves diers from the image they would like to have. is aspect has a greater impact
on women (Ortega et al., 2013), due to the dierent sociocultural pressure of male and female stereotypes (Peris et al., 2016).
e media, undoubtedly and specically advertising, play a very signicant role here, promoting images of beauty and success
depending on physical attributes (Coleman and Hendry, 2003).
Advertising inuences everybody’s daily lives but that of adolescents to a greater extent. Due to the characteristics of the
evolutionary stage they nd themselves in, as well as the need to reinforce their identity, they allow themselves to be enraptured
and dragged along by idealized physical beauty standards (Fanjul, López & González, 2019). Standards also imposed by a
media that demand a virtual beauty without originality for young people of both sexes (Juli, 2019).
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Since advertising provokes, especially in girls, a need to be like models, the type of referents shown in advertisements represents
a cause for concern (Dirié and Molfese, 2009). e inuence of new media, especially social networks, aect female preference
for thinness (Franchina and Lo Coco, 2018; Losada et al., 2022). Advertising, through the media, is transferring an unrealistic
ideal of beauty generating body dissatisfaction and exerting a prominent inuence on the development or maintenance of
poor eating habits (De Diego et al., 2022). Together with fashion and information on slimming and beauty conveyed by the
media, they are favoring the increasing growth of eating disorders (Rodriguez, 2008), such as anorexia or bulimia (Guimaraes
and Nery, 2021; Macedo, 2019).
However, advertising does not exclusively aect women. It is increasingly inuencing men’s conception of their own bodies,
becoming the predominant image in the media. e sociocultural pressure on the male body is educating in the benets
of image and perfect body, transforming advertising in a factor predisposing to the pathology called vigorexia. Advertising
agencies, with the consent of a permissive society lacking social groups rejecting the sexualized use of male body (contrary
to what happens with women and feminism), have chosen to show ideal male bodies almost or totally naked (Fanjul, 2008).
In this regard, the inuence of the vision of stereotypical male images with muscular and dened bodies on young people’s
perception of their own appearance has been found (Fanjul and González, 2011; Franchina and Lo Coco, 2018). In addition, it
has also been observed how adolescents link physical appearance and success (Fanjul and González, 2011).
In view of the lack of research articles developed in recent years in the Spanish context addressing the highlighted problem,
the main objectives of this study are to verify the existence of a body standard in audiovisual advertising aimed at adolescents
and to analyze if commercial communication inuences adolescents’ physical preferences. Whether sex and adolescence
discriminate in advertisements’ incidence aimed at adolescents is also complementary contemplated.
1.2. Reference Framework
1.2.1. Body Standard and Advertising
e body standard is a variable element, dened according to the context it is congured in each case (Acuña, 2001). us, the
ideal guidelines for women in ancient Greece for example (8th-1st century B.C.), correspond to rather robust bodies without
sensuality, large eyes and sharp noses, wavy hair and small and shapely breasts. us, the preferred male features are based on
athletes and gymnasts: bodies with vigorous and athletic appearance in the fullness of their youth and beauty (Garcia, 2005).
On the other hand, during the Middle Ages (5th-15th centuries) the greater weight of Christianity and the Catholic Church
meant that bodily beauty had a very dierent consideration: modesty was imposed on clothing, make-up (common in Rome)
disappeared and the representation of naked bodies was censored. In fact, the body is the main target of repression because it
symbolizes prison and sin (Le Go and Truong, 2005).
e body is worshipped nowadays (Quixabeira and Ferreira, 2021). A good appearance socially implies greater possibilities for
both work and aective relationships. Body image has so much value that modifying it is even necessary to make it aesthetically
what it should be socially (Muñoz, 2014). ese considerations correspond to the current women standard. According to a
study in current high-end Spanish women’s magazines, this standard responds to a pattern with very restrictive measurements
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(size under 36, 170 centimeters tall or more and slim body), with body and aesthetic features such as white ethnicity, medium
or long hair, light eye color, with relevance in youth and a high degree of perfection in both body and face (Vega et al., 2019).
Human body appearance in advertising could be traced back to Rome, but it is not really until the nineteenth century when
its use strongly emerges as an advertising claim (Checa, 2008). After the Second World War, the body image becomes an ideal
element of the advertising industry to disseminate messages, provoke sales and establish styles (Torres, 2014). It nowadays
constitutes a common element in the outstanding persuasive power of commercial communication (Gómez, 2017). A sector
with an estimated investment of 11,601.9 million euros in Spain during 2021 (InfoAdex, 2022).
Advertising, as well as the media are channels contributing to the ideal body representation, a referent to compare oneself,
turning the body into an object of consumption. Its omnipresence in advertising is so prominent that the body has become
ideology and morality, imposing itself on other person’s attributes that have been undervalued or annulled. For these reasons,
as Baudrillard (2009) points out, we can speak of a dictatorship or tyranny of beauty. e body is currently worshipped and this
is the reason why a great investment is made in health, fashion or hygiene (Farinango, 2017).
1.2.2. Adolescence, a Dicult Time
Our concern about physical appearance is very prominent in current times (Lübeck, et al. 2021). is growing concern about
how people look is particularly pronounced in young people (Maheux et al., 2022). Beauty standards can condition adolescents
in their habits, behaviors and even their relationships with others in a remarkable way (Juli, 2019).
e Royal Spanish Academy (
https://www.rae.es/
) denes adolescence as “the period of human life that follows childhood
and precedes youth”. For the World Health Organization (WHO) it is “the phase of life that goes from childhood to adulthood,
that is, from 10 to 19 years of age” (World Health Organization, n.d.). Within that age range, which some sources extend beyond
19 years (Sawyer et al., 2018), it is possible to observe three stages: an early adolescence, from 10 or 11 to 13 years of age,
where the appearance of sexual hormones is evident; a middle adolescence, from 14 to 16 or 17 years of age, with manifest
changes at a psychological level; and a late adolescence, from 17 to 19 years of age (and even 21 years), when there is greater
body acceptance (Salmela-Aro, 2011; Barrett, 1996; UNICEF, n.d.). Hall (1904, p.73), for his part, species this period as a stage
prior to adulthood that constitutes “a particularly tumultuous ontogenetic period of emotional imbalances resulting from the
balance between childish impulses and the demands of society”.
is last meaning of adolescence highlights the diculties of a period oriented towards the search for personal identity. is
is a stage when adolescents must form their identity, assuming commitments of all kinds. And if this identity is not achieved,
they will be condemned to remain, continuously, without ever being clear about who they are until this enigma is resolved
(Erikson, 1989; Freixa, 2020).
It is also a time when the complications experienced by adolescents are also associated with the changes they experience. In
this sense, there are particular psychosocial changes at various times during this period. During early adolescence, these young
people show less predilection for their parents, are concerned about their bodies and physical changes, show a preference and
desire to be friends with same sex peers, show interest in themselves, have a greater need for intimacy and experience the
emergence of sexual feelings. During middle adolescence, a stage when there is more likelihood of risky behaviors, they have
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the most conicts with parents, spend more time with friends, value others’ feelings, begin to accept their bodies and try to
make them more attractive. In late adolescence, when there is a new relationship with parents, they accept physical changes
and are only concerned about their body image. If there is any anomaly, friends become less important while they spend
more time sharing intimate relationships, delimit values (such as religious, moral and sexual), and present greater ability to
compromise and set limits (Hidalgo and Ceñal, 2014).
e physical transformations adolescents are subjected to, also have a signicant psychological impact on them. At this stage,
there is a clear relationship between physical attractiveness and social acceptance, especially in girls, who experience a higher
degree of body dissatisfaction (BD) (Siegel, 1982). In any case, BD is not only a gender matter but an age matter, although
discrepancies arise in this regard. ere are studies showing that BD increases with age, especially in females (Baile, et al., 2002;
Bearman et al., 2006), while other works have pointed out that this variable has little eect (Arrayás et al., 2018; Schreurs and
Vandenbosch, 2022). Regarding BD consequences, we note depression, anxiety, stress and, in adolescent girls in particular,
suicide risk among others (Bornioli et al., 2021; Murray et al., 2018; Solis-Espinoza et al., 2022).
1.2.3. What are the brands preferred by young people?
e fashion brands preferred by young Spaniards are Zara (23% of young people), Adidas and Nike (20%), Pull&Bear (16%),
H&M and Bershka (11%), Mango, Stradivarius and Primark (8%) and a luxury brand such as Gucci (7%) (La Despensa and
Quid, 2018). In the North American sphere, a reference for young Spaniards, teenagers also point out two of the previously
indicated brands among their three most desired clothing brands: Nike (25% of teenagers), American Eagle (10%) and Adidas
(5%); two of which also appear among their favorite footwear brands: Nike (47%), Vans (20%), Adidas (11%) and Converse (4%)
(Piper Sandler, 2020). In this regard, the most internationally valued brands by millennials are noteworthy. Nike (position 3),
Adidas (13), H&M (50), Vans (59) and Zara (60) appear again in this ranking, as well as Victoria’s Secret (31) and Levi’s (38);
along with luxury fashion brands such as the aforementioned Gucci (39) or Louise Vuitton (90) (Moosylvania, 2022). We also
include Tommy Hilger in this list (Martinez, June 6, 2022) or some of those already mentioned, such as Nike or Zara (Godoy,
January 22, 2022), for their strong presence in the metaverse.
In the personal care and beauty sector, young Spaniards’ coolest preferences are L’Oreal (25%), followed by Nivea (21%) and
Pantene (12%) (La Despensa and Quid, 2018). L’Oreal’s prominence extends to the general public and the rest of the countries
as it is the highest-valued cosmetics brand globally in 2022, ahead of Estée Lauder, Gillete and Nivea (Orús, May 10, 2022).
In North America, teens highlight Ulta (39%) and Sephora (24%) among their favorite beauty brands (Piper Sandler, 2020).
Expressly mentioning perfumes, a product in high demand by teenagers, the selective search of best-selling brands in the
Perfume’s Club chain database (
https://www.perfumesclub.com/
) whose advertising is aimed at young audiences reveals that
women’s preferences are: Yves Saint Laurent, Dolce&Gabbana, Calvin Klein, Valentino and Carolina Herrera; while their male
counterparts opt, as rst choices, for Yves Saint Laurent, Carolina Herrera, Hugo Boss, Giorgio Armani, Jean Paul Gaultier,
Calvin Klein and Paco Rabanne.
Regarding food, the most valued brands by millennials from an international perspective are McDonald’s (position 15 of all
brands), Starbucks (15), TacoBell (25), KFC (34) and Burger King (41); while the most desired soft drink brand in 2021 is Coca-
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Cola (position 10 of all brands), closely followed by Pespsi (12) and, well after, both Red Bull (87) and Monster Energy (100)
(Moosylvania, 2022). It is noteworthy that in the 2020 ranking provided by the same source, the two energy drink brands do
not appear, a hint of the boom of this product type among young people. e general public’s preference for cola drinks has
been outstanding with respect to other products in the soft drinks sector in recent years in Spain (Orús, 3 August 2022). Within
this block we have also considered that most young people consume alcoholic beverages. e most widespread brands in this
group are Absolut (25%), Barceló (21%) or Larios (12%), as spirits with a high ethyl content; and Mahou (11%) and Estrella
Galicia (7%), as lower ethyl content drinks (La Despensa and Quid, 2018).
In relation to leisure and new technologies, young Spaniards point to two video platforms, Youtube and Netix (24%), one chat
platform, WhatsApp (18%), and one music platform, Spotify (13%) (La Despensa and Quid, 2018), as their favorite apps (La
Despensa and Quid, 2018). Internationally, some of the teenagers’ preferences in new technology brands are Apple, Samsung,
Google, Sony and Microsoft. And those directly linked to entertainment include Nintendo, Disney, PlayStation, Xbox and
Marvel (Moosylvania, 2022).
2. Method
2.1. Research Approach, Design, Type and Techniques
e paradigmatic perspective from which the rst objective of the study (to verify the existence of a body standard in audiovisual
advertising aimed at adolescents) is approached is both qualitative and quantitative. A methodological triangulation is applied
in order to improve the validity of the obtained results (Cea, 1996).
is research presents a non-experimental design, because the variables studied are not manipulated, and cross-sectional,
since data are collected only once through two research techniques: content analysis and survey. It is also considered
descriptive, since it seeks to investigate the possible incidence of variables in a population (Hernández et al., 2010), and
correlational, since relationships are established between variables (Montero and León, 2002).
Research techniques application followed a specic order. First, the advertising pieces analysis was carried out, aimed at
exploring whether there is a body standard in advertising aimed at adolescents, so as to facilitate the appropriate design of
the subsequent questionnaire, in order to both detect this standard and evaluate the advertising inuence on this population
segment.
2.2. Population and Sample
Among the pieces that make up audiovisual advertising aimed at adolescents in Spain, 20 units of analysis were selected
(
Table 1) based on the documentary research on the brands preferred by adolescents described in section 2.3. In this selection,
the brands’ sectorial diversity was considered, assessing the relevance of four areas with great prominence in adolescent
consumption: textile and/or footwear, personal and body care, beverages and leisure.
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Table 1. Brands of products selected for content analysis
SectorBrand
Textile and/or Footwear
Adidas
Nike
Vans
Converse
Pull & Bear
H&M
Mango
Tommy Hilger
Victoria´s Secret
Personal and Body Care
L’Oreal
Nivea
Sephora
Paco Rabanne
Calvin Klein
Beverages
Absolut Vodka
Estrella Galicia
Coca
-
Cola
Monster Energy
Entertainment
Apple
Marvel
Source: own elaboration
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e quantitative study population consisted of adolescents between 10 and 19 years of age living in Spain. e sample consisted
of 132 adolescents, of whom 45 (34.1%) were male and 87 (65.9%) were female. e sample composition by age group is shown
below (Table 2):
Table 2. Sample according to age groups
Age (years)
AdolescentsPercentage
10-13 years
3425,7%
14-16 years
4534,1%
17-19 years
5340,2%
Total132100%
Source: own elaboration
2.3. Research Instruments Elaboration
2.3.1. Analysis Sheet Preparation
We followed the critical content analysis of advertisements proposed by Marqués (2009) as a guide, modifying some aspects of
his proposal to facilitate its adaptation to the objectives of this study.
e nal analysis sheet used in this work to analyze each advertisement (Table 4) is made up of three blocks. e rst, on
general data of each advertising piece, allows us to address the following aspects: advertised product, ad duration, platform
where it can be viewed, target audience sex and age (four alternatives considered: pre-adolescent, adolescent -considering the
limits established by the WHO-, post-adolescent and all the previous segments), narrative and values conveyed. To analyze
each unit in relation to this last aspect, the list proposed by Marqués (2009) on what advertising promises is applied (Table 3):
Table 3. Analysis values of audiovisual content
ValueConcept
Happiness
It generates a desire to imitate, to identify with the characters appearing in ads that arouse the target audience
admiration. e target audience wants to look like them, to be as attractive or important as them and may believe
that they will achieve it by consuming their product. Besides, the fact that a prestigious gure praises a product gives
the target audience a certain condence in its quality.
Competitiveness
It drives the instinct to excel. Advertisements that provoke in the target audience the need to stand out, to be more
than others. It evokes prestige, power, future.
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Success
Both social and sexual. It conveys strength, aggressive instinct. Advertising wants to convince the target group of the
need to be aggressive and dominant to succeed in their personal relationships. And it suggests it will be so with its
product.
Youth
Evokes dynamism and activity the young target group identies itself with. Freedom, risk, humor. e ad achieves
this by projecting images with a lot of rhythm.
Eroticism
Transmits beauty. e female gure is presented as another object of desire to be consumed. Its attractiveness is
used to sell anything. It acts as a claim of sexual attraction or as a self-sacricing mother and housewife who makes
her family happy.
Modernity
Evokes comfort, luxury, elegance. e ad gives a certain lifestyle image the target audience wants to achieve. It is
linked to the desire to possess.
Hygiene
Emphasizes this value above all else. e piece provokes an obsessive need for cleanliness in the target group.
Consumerism
Transmits feelings linked to consumption. Some ads postulate that in order to obtain someone’s aection, it is
necessary to consume a certain product. It plays with people’s feelings.
Source: taken from Marqués (2009)
e second block, associated with the body prominence in each piece, makes it easier to check whether celebrities appear
advertising the product (this option is considered to increase body prominence) as well as the appearance time of the
human body. e third block allows us to record characteristics of the body appearing in advertisements: biological age, sex,
somatotype and amount of clothing. In relation to somatotype, Martínez-Sanz et al. (2011) criteria are followed: ectomorph
(representing the body linearity or thinness), mesomorph (associated with robustness or musculoskeletal magnitude) and
endomorph (representing rounded body shapes and adiposity). Two options are considered regarding the amount of clothing:
clothed or semi-nude. e last one corresponds to both female and male bodies appearing in underwear or showing it; besides,
that is hinted and assumed to be nude or half-naked. More specically, a female body in or showing underwear, bikini or towel
is considered half-naked; as for men, showing their torso is catalogued half-naked as well.
Table 4. Analysis sheet of audiovisual advertising content
1. General Data
Which product is advertised?
Advertisement Duration
Platform(s) where ad can be found
RRSSYoutubeTV
Who is the ad aimed at? Age and Gender
<10 years10-19 years>19 yearsAll age groups
WomenMenAll
Ad narrative
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Which values does it convey?
Happiness
Competitiveness
Success
Youth
Erotism
Modernity
Hygiene
Consumerism
2. Body Protagonism
Do celebrities appear?
Human body appearance time in the ad
None
Little (< 10”)Quite a lot (10”-15”)A lot (>15”)
3. Body features
Age Range
<15
16-20 years
>20
SexWomanMan
Represented Somatotype
EndomorphMesomorphEctomorph
ClothingHalf-nakedDressed
Video link
Source: own elaboration based on Marqués (2009)
2.3.2. Questionnaire Elaboration
e questionnaire is made up of ve blocks. e rst block (questions 1 and 2) allows sociodemographic data collection (age
-the three ranges indicated in section 2.2 are considered, delimited according to information reviewed- and sex). e second
block (questions 3, 4 and 6) facilitates data collection on adolescents’ body image and associated behaviors (body image
representing them, desired image and body editing in pictures uploaded to networks). e third block (question 5) shows the
most used channel to watch advertisements by adolescents (television, social networks or video reproduction platforms). e
fourth block (questions 9, 10, 11 and 12) obtains data on possible common features in body physiology shown in advertising
(most seen body image in advertising, male and female models’ features and hair and skin color general consideration). And
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the fth block (questions 7, 8, 13 and 14) provides information on advertising inuence (when celebrities appear, when obese
people star in, as well as the desire to have the body shown in advertising and advertising inuence on body preferences).
e questionnaire is composed, in total, of fourteen closed-ended questions. All questions are single-choice except for
questions 10, 11 and 12, providing multiple answers (it is possible to give one answer in each row). e method proposed and
validated by Stunkard et al. (1983), modied by Collins (1991) and adapted for the Spanish study by Marrodán et al. (2008),
was followed for questions 3, 4 and 9 on desired or seen self-perception in advertising. us, each of these last three questions
is accompanied by a picture (Illustration 1) with nine male and female body images numbered from one to nine, with number
one corresponding to very thin body standards and number nine to obese bodies.
Illustration 1. Body image scale
Source: taken from Stunkard et al. (1983), Collins (1991) and Marrodán et al. (2008)
2.4. Data Collection
Each advertisement was viewed a minimum of three times for content analysis before extracting all relevant information for
the study. In case of doubts about any of the data collected, an inter-judge agreement among those responsible for the research
was followed.
Survey data were electronically collected during the rst half of December, 2021 through Google Docs platform. e procedure
followed for this eldwork was, on the one hand, to facilitate questionnaire access, via WhatsApp and email, to several teachers
from dierent areas who taught students aged 10 to 19 years. ese teachers oered their students to participate in the study.
Acquaintances and family members were also contacted through the previously mentioned channels so that they could oer
study collaboration to members of the population considered in the quantitative research. On the other hand, an Instagram post
was enabled to facilitate data collection, but this alternative proved to be very ineective. People directly contacted to collaborate
in data collection lived in dierent parts of the autonomous regions of Castile and Leon, Murcia, Andalusia, Galicia and Madrid.
160 |
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January-June of 2024
Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
2.5. Statistical Analysis
e data obtained from the questionnaire were grouped using Microsoft Excel and statistically analyzed using the RComander
program (version 4.1.2 for Windows).
3. Results
3.1. Content Analysis
e results of 20 audiovisual ads analysis, corresponding to 20 brands, grouped by origin sector are presented: nine belonging
to textile sector (Table 5), ve to personal and body care (Table 6), four to beverages -with and without alcohol- (Table 7) and,
nally, two related to leisure -cinema and mobile phone industry- (Table 8).
Table 5. Content analysis results – textile sector les
BrandDuration
Target audience
ValuesCelebrities
Human
body
emergence
time
Model/s
Age
Sex
(F/M)
Sex
(F/M)
Clothing
amount
SomatotypeAge
Adidas20”
10-19
>19
F
Happiness
Competitiveness
Success
Youth
Adara
and
Emma Mackey
>15”FDressed
Mesomorph
Ectomorph
>20
Nike3’Todos
F
M
Happiness
Competitiveness
Success
Youth
Piqué,
Neymar
and
Kerr
>15”FDressed
Mesomorph
Ectomorph
<15
>20
Pull & Bear
1’11”10-19
F
M
Happiness Youth
Modernity
Consumerism
>15”
F
M
DressedEctomorph16-20
H&M3’55”
10-19
>19
M
Happiness
Success
Youth
Modernity
Consumerism
Keren Bürsin
>15”M
Dressed
Half-naked
Mesomorph>20
Mango1’14”
10-19
>19
F
M
Happiness
Success
Youth
Modernity
Consumerism
>15”
F
M
DressedEctomorph>20
Vans57”
<10
10-19
F
M
Felicidad
Youth
Modernity
<10”FDressedEctomorph16-20
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 161
Converse1’
10-19
>19
F
M
Felicidad
Youth
Modernity
<10”
F
M
DressedEctomorph16-20
Tommy
Hilger
29”>19M
Happiness
Success
Youth
Erotism
Modernity
Candice
Swanepoel
and
Winnie Harlow
>15”MDressedEctomorph>20
Victoria´s
Secret
1’26”
10-19
>19
M
Happiness
Success
Erotism
Modernity
>15”MHalf-naked
Ectomorph
Endomorph
>20
Source: own elaboration
Table 6. Content analysis results - personal and body care sector les
BrandDuration
Target audience
ValuesCelebrities
Human body
emergence
time
Model/s
Age
Sex
(F/M)
Sex
(F/M)
Clothing
amount
SomatotypeAge
L’Oreal30”>20
F
M
Happiness
Success
Modernity
Hygiene
Helen Mirren,
Judi Dench,
Jennifer López,
Nikolaj
Coster-Waldau
>15”MDressed
Mesomorph
Ectomorph
>20
Nivea20”TodosM
Happiness
Youth
Eroticism
Modernity
Hygiene
>15”M
Dressed
Half-naked
Ectomorph>20
Sephora47”
10-19
>19
M
Happiness
Success
Youth
Eroticism
Modernity
Consumerism
Dulceida>15”MDressedEctomorph>20
Paco
Rabanne
1’12”
10-19
>19
M
Happiness
Success
Youth
Modernity
Consumerism
>15”
F
M
Dressed
Half-naked
Mesomorph
(M)
Ectomorph
(F)
>20
Calvin
Klein
20”
10-19
>19
F
M
Happiness
Success
Youth
Eroticism
Modernity
Consumerism
>15”
F
M
Dressed
Half-naked
Mesomorph
(M)
Ectomorph
(F)
>20
Source: own elaboration
162 |
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Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Table 7. Content analysis results - beverage sector les
BrandDuration
Target audience
ValuesCelebrities
Human body
emergence
time
Model/s
Age
Sex
(F/M)
Sex
(F/M)
Clothing
amount
SomatotypeAge
Absolut
Vodka
1’32”>20
F
M
Happiness
Success
Youth
Modernity
Consumerism
>15”
F
M
Dressed
Mesomorph
(M)
Ectomorph
(F)
>20
Estrella
Galicia
5’44”>20
F
M
Happiness
Success
Youth
Eroticism
Modernity
Consumerism
Mario Casas
and
Mireia Oriol
>15”
F
M
Half-naked
Mesomorph
(M)
Ectomorph
(F)
>20
Coca-Cola2’12”Todos
F
M
Happiness
Youth
Modernity
Consumerism
>15”
F
M
DressedEctomorph
16-20
>20
Monster
Energy
1’31”Todos
F
M
Competitiveness
Success
Youth
Eroticism
Consumerism
>15”
F
M
DressedEctomorph>20
Source: own elaboration
Table 8. Content analysis results - leisure sector les
BrandDuration
Target audience
ValuesCelebrities
Human body
emergence
time
Model/s
Age
Sex
(F/M)
Sex
(F/M)
Clothing
amount
SomatotypeAge
Apple1’44”All
F
M
Happiness
Success
Modernity
Consumerism
>15”
F
M
Dressed
Mesomorph
(M)
Ectomorph
(F)
<15
16-20
>20
Marvel3’9”All
F
M
Happiness
Competitiveness
Success
Youth
Modernity
Chris Evans,
Chris Hemsworth,
Robert Downey Jr,
Tom Holland
and
Scarlett Johansson
>15”
F
M
Dressed
Mesomorph
(M)
Ectomorph
(F)
16-20
>20
Source: own elaboration
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 163
Almost all ads convey happiness, youth, modernity and, to a not much lesser extent, success values. Most of them promote
consumerism (11 pieces) and show, to a lesser extent, a clear degree of eroticism (7) and, in some cases, competitiveness (4).
Finally, very few pieces convey the body hygiene value (only two ads related to personal and body care).
In most advertising pieces, the body plays a leading role (18 ads). Almost all ads analyzed present ectomorphic models
(19 pieces) and mesomorphic models appear in half of them (10). On the contrary, the endomorph somatotype is hardly
represented (1 piece). On the other hand, models are clothed in most ads (they also appear half-naked in a little less than a
quarter of the cases and half-naked models only appear in two commercials) and there are hardly any models under 15 years
of age (only two cases). We also note (8) celebrities appear as advertising claims in a signicant number of pieces.
3.2. Survey
e main results obtained are shown grouped into four blocks: adolescents’ body image and associated behavior on the
Internet, the channel they see ads through, the physical appearance of people appearing in ads and advertising inuence. In
some blocks’ data, those considered relevant to oer this information, results are ltered by sex and/or age.
a) Body Image of Adolescents’ Body Image and Associated Behaviors
According to Illustration 1 (located in section 3.3.2), the standard best representing adolescents’ body image (Figure 1) is 4
(27.3%), followed quite closely by 3 (25.7%):
Graph 1. Which body standard best represents your body image?
Graph 1.
Which body standard best represents your body image?
Source: own
elaboration
Regarding body standard (in Illustration 1
)
adolescents would like to have (Graph 2), their
greatest preference lies in body image 3 (4 out of
10
cases) and, to a slightly lesser extent, in
body image 4 (37.
1%):
Graph 2. Which body standard would you like to have?
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Regarding body standard (in Illustration 1) adolescents would like to have (Graph 2), their greatest preference lies in body
image 3 (4 out of 10 cases) and, to a slightly lesser extent, in body image 4 (37.1%):
164 |
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|
January-June of 2024
Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Graph 2. Which body standard would you like to have?
Graph 1.
Which body standard best represents your body image?
Source: own
elaboration
Regarding body standard (in Illustration 1
)
adolescents would like to have (Graph 2), their
greatest preference lies in body image 3 (4 out of
10
cases) and, to a slightly lesser extent, in
body image 4 (37.
1%):
Graph 2. Which body standard would you like to have?
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Cross-referencing these data with the sex of the young people surveyed (Figure 3), the rst preference for adolescent girls is
body image 3 (41%), with body image 4 close behind (38.5%), while for boys, body images 3 and 4 have the same weight in
their choice (37%):
Graph 3. Which body standard would you like to have? According to sex
Source: own elaboration
Cross-
referencing these data with the sex of the young people surveyed (Figure 3), the first
preference for adolescent girls is body image 3 (41%), with body image
4
close behind (38.5%),
while for boys
,
body images 3 and 4 have the same weight in their choice (37%):
Graph 3. Which body standard would you like to have
?
A
ccording to sex
Source: own elaboration
And when we consider the body
standard
adolescents would like to have according to their age
group (
Graph
4), the youngest (10
-
13 years) and oldest (17
-
19 years) have a greater preference
for body image 3 (54.6% and 41.5% respectively), while the 17 to 19 years segment shows a
predilection for body image 4 (37.7%).
A
dolescents aged 14 to 16 years prefer body image 4
(50%):
Graph 4. Which body standard would you like to have
?
A
ccording to
age
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Source: own elaboration
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 165
And when we consider the body standard adolescents would like to have according to their age group (Graph 4), the youngest
(10-13 years) and oldest (17-19 years) have a greater preference for body image 3 (54.6% and 41.5% respectively), while the 17
to 19 years segment shows a predilection for body image 4 (37.7%). Adolescents aged 14 to 16 years prefer body image 4 (50%):
Graph 4. Which body standard would you like to have? According to age
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Regarding whether adolescents edit their body before uploading their pictures to social networks (Figure 5), almost 3 out of
4 (74.2%) do not do so and about 2 out of 10 (18.2%) do so sometimes. When we consider gender, this behavior hardly shows
any variation.
Graph 5. Do you edit pictures or your body in your social networks’ publications to look better?
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166 |
nº 38, pp. 149-182
|
January-June of 2024
Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
b) Means used by Teenagers to view Ads
e channels through which the young people surveyed view advertising (Graph 6) are mostly social networks such as
Instagram or TikTok (65.2%), and, to a lesser extent, video platforms, such as YouTube or Twitch (21.2%) or television (13.6%):
Graph 6. On which platform do you watch most ads?
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/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ ƚŚĞ
ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ
ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ ƚŚĞ
ƉƌŽĚƵĐƚ
Source: own elaboration
Crossing this variable with gender, the preferred platform for both females (66.7%) and males (63%) is the same: social
networks. As a second option, the coincidence is not maintained: adolescent girls prefer television (17.9%) and their male
counterparts show a strong preference for video platforms such as YouTube or Twitch (27.8%).
c) Physiology of the Bodies shown in Advertising aimed at Adolescents
Of the body standards in Illustration 1 (section 3.3.2) which, according to adolescents’ opinion, are most often seen in
advertising (Figure 7), adolescents are particularly in favor of body image 2 (44%), followed by body image 3 (28%):
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 167
Graph 7. Which body standard do you see most in advertising?
Crossing this variable with gender, the preferred platform for both females (66.7%) and males
(63%) is the same: social networks. As a second option, the coincidence is not maintained:
adolescent girls prefer television (17.9%) and their male counterparts show a strong preference
for video platforms such as YouTube or Twitch (27.8%).
c) Physiology of the
B
odies shown in
A
dvertising aimed at
Adolescents
Of the body
standards
in Illustration 1 (section 3.3.2) which, according to adolescents’ opinion,
are most often seen in advertising (Figure 7), adolescents are particularly in favor of body image
2 (44%), followed by body image 3 (28%):
Graph 7. Which
b
ody
standard
do you see most in
advertising?
Source: own elaboration
The young people surveyed consider male models appearing in ads are mainly muscular and
tall
-
this is the case in almost 3 out of 4 cases out of the total of 157 responses recorded
-
(Table
9). While in the 153 responses collected about female models shown in ads, teenagers
categorize them as thin and tall in 4 out of 10 responses, and thin and short in slightly more
than 2 out of 10 cases (Table 10).
Table 9. Would you say that most
m
ale
m
odels you see in
a
ds are mostly...
?
Slim
Muscled
Plump
No
t sure
Total resp
onses
Tall (1.75 cm or more)
8,28%
72,61%
1,91%
82,80%
Short (less than 1.75 cm)
5,10%
3,82%
0,64%
2,55%
12,11%
I am not sure
0,64%
1,27%
3,18%
5,09%
Total answers
13,38%
77,07%
1,91%
7,64%
100%
Source: own elaboration
ϭϰ͕ϰй
ϰϰй
Ϯϴй
ϵ͕ϭй
ϰ͕ϱй
ϬϭϬϮϬϯϬϰϬϱϬ
!ŽĚLJ ƐƚĂŶĚĂƌĚ ϭ
!ŽĚLJ ƐƚĂŶĚĂƌĚ Ϯ
!ŽĚLJ ƐƚĂŶĚĂƌĚ ϯ
!ŽĚLJ ƐƚĂŶĚĂƌĚ ϰ
!ŽĚLJ ƐƚĂŶĚĂƌĚ ϱ
WĞƌĐĞŶƚĂŐĞ
Source: own elaboration
e young people surveyed consider male models appearing in ads are mainly muscular and tall -this is the case in almost 3
out of 4 cases out of the total of 157 responses recorded- (Table 9). While in the 153 responses collected about female models
shown in ads, teenagers categorize them as thin and tall in 4 out of 10 responses, and thin and short in slightly more than 2 out
of 10 cases (Table 10).
Table 9. Would you say that most male models you see in ads are mostly...?
SlimMuscledPlump
Not sureTotal responses
Tall (1.75 cm or more)
8,28%72,61% 1,91%82,80%
Short (less than 1.75 cm)
5,10%3,82%0,64%2,55%12,11%
I am not sure
0,64%1,27%3,18%5,09%
Total answers
13,38%77,07%1,91%7,64%100%
Source: own elaboration
168 |
nº 38, pp. 149-182
|
January-June of 2024
Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Table 10. Would you say that most ad female models you see are mostly...?
SlimMuscledPlump
Not sureTotal responses
Tall (1.75 cm or more)
60,1%3,3% 63,4%
Short (less than 1.75 cm)
22,9%3,9%1,3%1,3%29,4%
I am not sure
3,9% 3,3%7,2%
Total answers
86,90%7,20%1,30%4,60%100%
Source: own elaboration
On the other hand, the young people participating in the study gave 196 evaluations of ad-appearing models’ hair and skin
(Table 11). In their opinion, almost 3 out of 10 models have blond hair and white skin. And slightly more than half of the models
have white skin (56.7%).
Table 11. What do you think most ad models look like?
Dark-skinned
white skinned
Black
I am not sureTotal responses
Blond hair
4%29,1% 1%
34,1%
Brown hair
14,3%17,3%1,5%1%
34,1%
Black hair
7,7%7,7%4,6%1,5%
21,5%
I am not sure
1%2,6% 6,7%
10,3%
Total responses
27%56,7%6,1%10,2%100%
Source: own elaboration
d) Advertising Inuence on Adolescents
e last block of results integrates the responses on advertising inuence when celebrities and endomorphs appear, as well
as the desire to have the body standard appearing in advertising and the incidence of ads on body preferences. Regarding the
inuence of advertising when celebrities such as models, actors or inuencers appear in advertising... (Figure 8), nearly 9 out
of 10 adolescents –grouping the questionnaire second, third and fourth response alternatives– state that their presence does
not inuence the purchase of the advertised product, although they pay more attention to the ad:
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 169
Graph 8. If Celebrities such as models, actors or inuencers appear in the ad...
'ƌĂƉŚ ϲ
'ƌĂƉŚ ϴ
ϭϯ͕ϲй
ϲϱ͕Ϯй
Ϯϭ͕Ϯй
dĞůĞǀŝƐŝŽŶ
^ŽĐŝĂů ŶĞƚǁŽƌŬƐ ;ƐƵĐŚ ĂƐ
/ŶƐƚĂŐƌĂŵ͕ dŝŬdŽŬ͕ ĞƚĐ͘Ϳ
sŝĚĞŽ ƉůĂƚĨŽƌŵƐ ;ƐƵĐŚ ĂƐ zŽƵƚƵďĞ͕
dǁŝƚĐŚ͕ sŝŵĞŽ͕ ĞƚĐ͘Ϳ
ϭϱ͕Ϯй
ϯϬ͕ϯй
ϯϱ͕ϲй
ϭϴ͕ϵй
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ ƚŚĞ
ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ
ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ
ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ ƚŚĞ
ƉƌŽĚƵĐƚ
Source: own elaboration
When these data are cross-referenced according to sex (Figure 9), females report paying more attention to advertising, although
this does not increase their desire to buy products (37.2%), whereas male adolescents pay more attention to ads but would not
buy the advertised products if they do not need them (40.7%):
Graph 9. If Celebrities such as models, actors or inuencers appear in the ad... according to sex
'ƌĂƉŚ ϵ
'ƌĂƉŚ ϭϬ
ϭϲ͕ϳй
ϮϮ͕Ϯй
ϰϬ͕ϳй
ϮϬ͕ϰй
ϭϰ͕ϭй
ϯϳ͕Ϯй
ϯϮй
ϭϲ͕ϳй
ϬϭϬϮϬϯϬϰϬϱϬ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ
ƚŚĞ ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ
ƚŚĞ ƉƌŽĚƵĐƚ
WĞƌĐĞŶƚĂŐĞ ;&Ϳ
WĞƌĐĞŶƚĂŐĞ ;DͿ
Ϯϳ͕ϯй
ϯϯ͕ϯй
Ϯϳ͕ϯй
ϭϮ͕ϭй
ϭϯй
ϯϰ͕ϴй
ϯϳй
ϭϱ͕Ϯй
ϵ͕ϱй
Ϯϲ͕ϰй
ϯϵ͕ϲй
Ϯϰ͕ϱй
ϬϭϬϮϬϯϬϰϬϱϬ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ
ƚŚĞ ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ
ƚŚĞ ƉƌŽĚƵĐƚ
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵWĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲWĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
Source: own elaboration
170 |
nº 38, pp. 149-182
|
January-June of 2024
Body standard in audio-visual advertising aimed at teenagers: detection and inuence
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Looking at age groups (Figure 10), adolescents aged 14 to 19 years old state to a greater extent that they pay attention to ads
although they would not buy what is advertised if they do not need it, while the youngest (10-13 years old) show a greater
predilection for the
I pay more attention to the advertisement but it does not increase my desire to buy it
response:
Graph 10. If Celebrities such as models, actors or inuencers appear in the ad... according to age
'ƌĂƉŚ ϵ
'ƌĂƉŚ ϭϬ
ϭϲ͕ϳй
ϮϮ͕Ϯй
ϰϬ͕ϳй
ϮϬ͕ϰй
ϭϰ͕ϭй
ϯϳ͕Ϯй
ϯϮй
ϭϲ͕ϳй
ϬϭϬϮϬϯϬϰϬϱϬ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ
ƚŚĞ ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ
ƚŚĞ ƉƌŽĚƵĐƚ
WĞƌĐĞŶƚĂŐĞ ;&ͿWĞƌĐĞŶƚĂŐĞ ;DͿ
Ϯϳ͕ϯй
ϯϯ͕ϯй
Ϯϳ͕ϯй
ϭϮ͕ϭй
ϭϯй
ϯϰ͕ϴй
ϯϳй
ϭϱ͕Ϯй
ϵ͕ϱй
Ϯϲ͕ϰй
ϯϵ͕ϲй
Ϯϰ͕ϱй
ϬϭϬϮϬϯϬϰϬϱϬ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĨĞĞů ŵŽƌĞ ůŝŬĞ ďƵLJŝŶŐ
ƚŚĞ ĂĚǀĞƌƚŝƐĞĚ ƉƌŽĚƵĐƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚǀĞƌƚŝƐĞŵĞŶƚ ďƵƚ ŝƚ ĚŽĞƐ ŶŽƚ
ŝŶĐƌĞĂƐĞ ŵLJ ĚĞƐŝƌĞ ƚŽ ďƵLJ ŝƚ
/ ƉĂLJ ŵŽƌĞ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ďƵƚ / ǁŽƵůĚ ŶĞǀĞƌ ďƵLJ ƚŚĞ
ƉƌŽĚƵĐƚ ŝĨ / ĚŽŶΖƚ ŶĞĞĚ ŝƚ
/ ĚŽŶΖƚ ƉĂLJ ĂƚƚĞŶƚŝŽŶ ƚŽ ƚŚĞ ĂĚ ĂŶĚ / ĚŽŶΖƚ ĐŽŶƐŝĚĞƌ ďƵLJŝŶŐ
ƚŚĞ ƉƌŽĚƵĐƚ
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵ
WĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲ
WĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
Source: own elaboration
When advertising does not show celebrities but people with rounded body shape and adiposity (Figure 11), 65.9% of adolescents
state that advertising does not inuence them and they buy the product if the information about it satises them, while slightly
more than 1 in 4 (26.5%) are not clear whether advertising inuences them or not:
doxa.comunicación |
nº 38, pp. 149-182
January-June of 2024
Óscar Díaz-Chica, Mercedes Rodríguez Bermejo and Matías López-Iglesias
ISSN: 1696-019X / e-ISSN: 2386-3978
| 171
Graph 11. How does advertising inuence you to buy a product if its ad features plumper people?
'ƌĂƉŚ ϭϭ
'ƌĂƉŚ ϭϮ
ϳ͕ϲй
Ϯϲ͕ϱй
ϲϱ͕ϵй
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ
ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ
Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ /
ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ ŝŶĨŽƌŵĂƚŝŽŶ
ƐĂƚŝƐĨŝĞƐ ŵĞ
ϱ͕ϲй
ϯϯ͕ϯй
ϲϭ͕ϭй
ϵй
Ϯϭ͕ϴй
ϲϵ͕Ϯй
ϬϮϬϰϬϲϬϴϬ
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ / ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ
ŝŶĨŽƌŵĂƚŝŽŶ ƐĂƚŝƐĨŝĞƐ ŵĞ
WĞƌĐĞŶƚĂŐĞ ;&Ϳ
WĞƌĐĞŶƚĂŐĞ ;DͿ
Source: own elaboration
Crossing data according to sex (Graph 12), both groups are clear that advertising does not inuence them, although females
(69.2%) to a greater degree than males (61.1%) would buy the product if its information satised them. On the other hand, male
adolescents have more doubts about whether advertising inuences them or not (33.3%):
Graph 12. How advertising inuences your decision to buy a product if its ad shows plumper people. According to gender
'ƌĂƉŚ ϭϭ
'ƌĂƉŚ ϭϮ
ϳ͕ϲй
Ϯϲ͕ϱй
ϲϱ͕ϵй
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ
ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ
Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ /
ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ ŝŶĨŽƌŵĂƚŝŽŶ
ƐĂƚŝƐĨŝĞƐ ŵĞ
ϱ͕ϲй
ϯϯ͕ϯй
ϲϭ͕ϭй
ϵй
Ϯϭ͕ϴй
ϲϵ͕Ϯй
ϬϮϬϰϬϲϬϴϬ
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ / ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ
ŝŶĨŽƌŵĂƚŝŽŶ ƐĂƚŝƐĨŝĞƐ ŵĞ
WĞƌĐĞŶƚĂŐĞ ;&Ϳ
WĞƌĐĞŶƚĂŐĞ ;DͿ
Source: own elaboration
When considering age (Graph 13), the group stating to the highest degree that advertising does not inuence them is the 14-16
year-olds (88.9%) followed by the 10-13 year-olds (72.7%):
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Body standard in audio-visual advertising aimed at teenagers: detection and inuence
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doxa.comunicación
Graph 13. How advertising inuences your decision to buy a product if its ad shows plumper people. According to age
'ƌĂƉŚ ϭϯ
'ƌĂƉŚ ϭϰ
ϲ͕ϭй
Ϯϭ͕Ϯй
ϳϮ͕ϳй
ϴ͕ϯй
Ϯ͕ϴй
ϴϴ͕ϵй
ϵ͕ϰй
ϯϮ͕ϭй
ϱϴ͕ϱй
ϬϮϬϰϬϲϬϴϬϭϬϬ
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ / ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ
ŝŶĨŽƌŵĂƚŝŽŶ ƐĂƚŝƐĨŝĞƐ ŵĞ
WŽƌĐĞŶƚĂũĞ ϭϳͲϭϵ
WŽƌĐĞŶƚĂũĞ ϭϰͲϭϲ
WŽƌĐĞŶƚĂũĞ ϭϬͲϭϯ
ϭϮ͕ϭй
Ϯϴ͕ϴй
ϯϴ͕ϲй
ϮϬ͕ϱй
zĞƐ͕ Ă ůŽƚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
Source: own elaboration
Regarding whether adolescents would like to have the body of people in ads (Figure 14), they say
a little
in almost 4 out of 10
cases (38.6%),
quite a lot
in almost 3 out of 10 cases (28.8%) and
a lot
in slightly more than 1 out of 10 (12.1%):
Graph 14. Would you like to have the body of people in ads?
'ƌĂƉŚ ϭϯ
'ƌĂƉŚ ϭϰ
ϲ͕ϭй
Ϯϭ͕Ϯй
ϳϮ͕ϳй
ϴ͕ϯй
Ϯ͕ϴй
ϴϴ͕ϵй
ϵ͕ϰй
ϯϮ͕ϭй
ϱϴ͕ϱй
ϬϮϬϰϬϲϬϴϬϭϬϬ
/ƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Ă ůŽƚ ĂŶĚ ĚĞƚĞƌŵŝŶĞƐ ǁŚĞƚŚĞƌ Žƌ ŶŽƚ /
ǀĂůƵĞ ƚŚĞ ƉƌŽĚƵĐƚ ƉƵƌĐŚĂƐĞ
/ Ăŵ ŶŽƚ ƐƵƌĞ ŝĨ ŝƚ ŝŶĨůƵĞŶĐĞƐ ŵĞ Žƌ ŶŽƚ
/ƚ ĚŽĞƐ ŶŽƚ ŝŶĨůƵĞŶĐĞ ŵĞ ĂŶĚ / ďƵLJ ƚŚĞ ƉƌŽĚƵĐƚ ŝĨ ŝƚƐ
ŝŶĨŽƌŵĂƚŝŽŶ ƐĂƚŝƐĨŝĞƐ ŵĞ
WŽƌĐĞŶƚĂũĞ ϭϳͲϭϵWŽƌĐĞŶƚĂũĞ ϭϰͲϭϲWŽƌĐĞŶƚĂũĞ ϭϬͲϭϯ
ϭϮ͕ϭй
Ϯϴ͕ϴй
ϯϴ͕ϲй
ϮϬ͕ϱй
zĞƐ͕ Ă ůŽƚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
Source: own elaboration
When considering gender in their responses (Graph 15), the highest preference in both cases (37.2% in the case of females and
34.8% for males) remains
a little
:
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Graph 15. Would you like to have the body of people appearing in ads? According to sex
'ƌĂƉŚ ϭϱ
'ƌĂƉŚ ϭϲ
ϭϴ͕ϳй
Ϯϱ͕Ϭй
ϯϰ͕ϴй
Ϯϭ͕ϵй
ϭϱ͕ϰй
Ϯϵ͕ϱй
ϯϳ͕Ϯй
ϭϳ͕ϵй
ϬϱϭϬϭϱϮϬϮϱϯϬϯϱϰϬ
zĞƐ͕ ǀĞƌLJ ŵƵĐŚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
WĞƌĐĞŶƚĂŐĞ ;&ͿWĞƌĐĞŶƚĂŐĞ ;DͿ
ϭϱ͕Ϯй
ϯϬ͕ϯй
ϯϯ͕ϯй
Ϯϭ͕Ϯй
ϴ͕ϳй
ϯϰ͕ϴй
ϯϰ͕ϴй
Ϯϭ͕ϳй
ϭϯ͕Ϯй
Ϯϰ͕ϱй
ϰϱ͕ϯй
ϭϳй
ϬϭϬϮϬϯϬϰϬϱϬ
zĞƐ͕ Ă ůŽƚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵWĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲWĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
Source: own elaboration
While according to age (Figure 16), the preference for
a
little
and
quite a lot
is equal in the case of 14 to 16 year-olds (34.8% in
both options), the most indicated alternative is
a
little
, both for the 17 to 19 year-old group (45.3%) and for the 10 to 13 year-old
group (34.8%) in the other two segments considered:
Graph 16. Would you like to have the body of people appearing in ads? According to age
'ƌĂƉŚ ϭϱ
'ƌĂƉŚ ϭϲ
ϭϴ͕ϳй
Ϯϱ͕Ϭй
ϯϰ͕ϴй
Ϯϭ͕ϵй
ϭϱ͕ϰй
Ϯϵ͕ϱй
ϯϳ͕Ϯй
ϭϳ͕ϵй
ϬϱϭϬϭϱϮϬϮϱϯϬϯϱϰϬ
zĞƐ͕ ǀĞƌLJ ŵƵĐŚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
WĞƌĐĞŶƚĂŐĞ ;&ͿWĞƌĐĞŶƚĂŐĞ ;DͿ
ϭϱ͕Ϯй
ϯϬ͕ϯй
ϯϯ͕ϯй
Ϯϭ͕Ϯй
ϴ͕ϳй
ϯϰ͕ϴй
ϯϰ͕ϴй
Ϯϭ͕ϳй
ϭϯ͕Ϯй
Ϯϰ͕ϱй
ϰϱ͕ϯй
ϭϳй
ϬϭϬϮϬϯϬϰϬϱϬ
zĞƐ͕ Ă ůŽƚ
YƵŝƚĞ Ă ůŽƚ
" ůŝƚƚůĞ
EŽ͕ ŶŽƚ Ăƚ Ăůů
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵ
WĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲ
WĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
Source: own elaboration
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Teenagers were also asked if they believe that the advertising they see and the models in it inuence their tastes about body
appearance. Seventy-two percent believe they do. When looking at gender (Figure 17), it is females (76.9%) who hold this
opinion to a greater extent than their male counterparts (64.6%):
Graph 17. Do you think that the advertising you see and the models appearing, inuence your tastes about body appearance?
According to sex
'ƌĂƉŚ ϭϳ
'ƌĂƉŚ ϭϴ
ϲϰ͕ϴй
ϳϲ͕ϵй
ϯϱ͕Ϯй
Ϯϯ͕ϭй
ϬϭϬϮϬϯϬϰϬϱϬϲϬϳϬϴϬϵϬ
WĞƌĐĞŶƚĂŐĞ D
WĞƌĐĞŶƚĂŐĞ &
EŽ
zĞƐ
ϳϮ͕ϳй
ϲϱ͕Ϯй
ϳϳ͕ϰй
Ϯϳ͕ϯй
ϯϰ͕ϴй
ϮϮ͕ϲй
ϬϭϬϮϬϯϬϰϬϱϬϲϬϳϬϴϬϵϬ
WĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
WĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲ
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵ
EŽzĞƐ
Source: own elaboration
And when age is taken into account (Graph 18), the greatest dierence in inuence is found among adolescents between 14
and 16 years of age (65.2%) and 17 to 19 years of age (77.4%):
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Graph 18. Do you think that the advertising you see and the models appearing, inuence your tastes about body appearance?
According to Age
'ƌĂƉŚ ϭϳ
'ƌĂƉŚ ϭϴ
ϲϰ͕ϴй
ϳϲ͕ϵй
ϯϱ͕Ϯй
Ϯϯ͕ϭй
ϬϭϬϮϬϯϬϰϬϱϬϲϬϳϬϴϬϵϬ
WĞƌĐĞŶƚĂŐĞ D
WĞƌĐĞŶƚĂŐĞ &
EŽzĞƐ
ϳϮ͕ϳй
ϲϱ͕Ϯй
ϳϳ͕ϰй
Ϯϳ͕ϯй
ϯϰ͕ϴй
ϮϮ͕ϲй
ϬϭϬϮϬϯϬϰϬϱϬϲϬϳϬϴϬϵϬ
WĞƌĐĞŶƚĂŐĞ ϭϬͲϭϯ
WĞƌĐĞŶƚĂŐĞ ϭϰͲϭϲ
WĞƌĐĞŶƚĂŐĞ ϭϳͲϭϵ
EŽ
zĞƐ
Source: own elaboration
Finally, two questions were related, (
What body image would you like to have?
and
What body standard is most seen in
advertising?
), in order to determine the degree of coincidence between body standards most seen in advertising and desired
body images (Table 12):
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Table 12. Relationship between What body image would you like to have? and what body standard is most seen in advertising?
Body Standard I see most in advertising
Body
standard 1
Body
standard 2
Body
standard 3
Body
standard 4
Body
standard 5
Total
Body image I
would love to
have
Body image 1
0%0%0%0%0,8%0,8%
Body image 2
6,1%5,3%2,3%0%0,8%14,4%
Body image 3
6,1%19,7%11,4%1,5%0,8%39,4%
Body image 4
2,2%17,4%12,1%3,8%2,3%37,8%
Body image 5
0,0%1,5%3%2,3%0,8%7,6%
Total
14,4%43,9%28,8%7,6%5,3%100%
Source: own elaboration
e data indicate that the highest correspondence between the most viewed body standard and the body image adolescents
would like to have is in body standard 3 (11.4%). Considering the overall data in each case, the most viewed body standards in
ads are body image 2 (43.9%) and body image 3 (28.8%), while the most desired body standards are body image 3 (39.4%) and
body image 4 (37.8%).
4. Discussion and Conclusions
e study results reveal the existence of a body standard in audiovisual advertising aimed at teenagers, characterized by
slightly thin models or with a moderate degree of athletic build. is is supported by the survey results, where almost 3 out of
4 teenagers detect this standard. More specically, these young people point out that ads are starring not too thin ectomorphs
(44%), models located at a midpoint between ectomorph and mesomorph somatotypes (28%). Content analysis results of
advertising pieces aimed at teenagers largely support the above. According to this study, advertisements promote body
standards mostly related to ectomorph somatotypes (this is the case in 19 of the 20 pieces analyzed) and, to a lesser extent,
mesomorphs (in half of the pieces reviewed, body type models appear). e survey also indicates that most of men appearing
in advertising pieces are tall and muscular (72.6%); and women are mainly tall (for 6 out of 10 adolescents) or short (according
to 2 out of 10 respondents) but, for the most part, slim (a common trait for 83% of the participants in the study). e exposed
results present correspondence with the media models idealized by adolescents in other geographical contexts (Franchina
and Lo Coco, 2018; Losada et al., 2022). Regarding other physical features, the survey also shows that white skin is common
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in models (56.7%), especially with blond (29%) or brown (14.3%) hair and, to a lesser extent, brown skin (27%), with a greater
prominence of brown hair (14.3%).
On the other hand, the study also found that audiovisual advertising inuences adolescents’ body preferences. e majority
(72%) of this population segment consider that advertising inuences their tastes regarding their bodies’ appearance. Moreover,
almost 8 out of 10 young people (79.5%) say that to a greater or lesser degree (
a little, a lot and a lot
) they wish to have the body
of the people in advertisements. Another result, showing to a large extent this incidence is the close correspondence between
somatotypes most seen in advertising (2 and 3 in 72.9% of the cases on the scale of 9 options used in the study, whose extremes
are
very thin body image
and
very obese body image
) and most desired (3 and 4 in 78% of the cases). is is also supported by
the fact that the value
happiness
is present in almost the totality of the sample of ads selected in the content analysis (19 out
of 20); a quality generating the desire to look like the characters appearing in ads (Marqués, 2009). On the other hand, the
use of celebrities, frequent in advertising, means that most teenagers pay more attention to ads (84.5%), whose inuence is
conrmed because the possibility of teenagers buying the advertised product is twice as high when celebrities appear in the
pieces (15.2%) than when it comes to people with rounded body shapes and adiposity (7.6%). In short, as Coleman and Hendry
(2003) argue, advertising inuences the body type adolescents desire.
Although advertising incidence on adolescents’ physical preferences is clear, this is more prominent, as Ortega and colleagues
(2013) also point out, in females. ey state to a greater extent than their male counterparts (76.9% vs. 64.8%) that advertising
inuences their body preferences. ey want to have the body shown in advertisements slightly more than men (82.1% vs.
78.1%). ey pay slightly more attention to advertising (82.3% vs. 79.6%) when celebrities appear. And they feel slightly more
inuenced (9% vs. 5.6%) about the possible purchase of advertised products when advertising models are endomorphs or
obese.
When considering adolescence stages, we also noted dierences in advertising inuence on the body preferences of the
population group studied. Young people between 17 and 19 years of age are those who state to a greater degree than those
between 14 and 16 years of age and those between 13 and 10 years of age (77.4% compared to 65.2% and 72.7%, respectively)
that advertising inuences their body preferences. We interpret this result as a greater awareness of the advertising eect,
given that the rest of results seem to corroborate that the advertising eect on body preferences is less as age increases in the
segments considered (10 to 13 years, 14 to 16 years and 17 to 19 years). is is the case with the intense desire to have the body
shown in advertisements (considering together the
quite a lot
and
very much
responses), which decreases with age (from
45.5% to 43.5% and nally to 37.7% respectively), as well as with the attention paid to advertisements when celebrities appear
(from 87.9% to 84.8% and 75.5% respectively). is is also the case for the expressed willingness to buy the product when
celebrities appear, which also decreases with increasing age (from 27.3% to 13% and nally to 9.5% respectively).
e results obtained explain why advertising companies promote the appearance of celebrities, easily recognizable by
adolescents to tune in to their target audience. However, it is necessary for advertising aimed at these young people to also show
other body types in ads, such as more endomorphs, to break with current standards. According to this study, advertising aimed
at adolescents does not present models corresponding to gures 6, 7, 8 and 9, of the 9-option scale used in this study (where 9
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corresponds to an obese person). is struggle to break the imposed pattern also represents a challenge for inuencers, who
could contribute to this task due to their high network visibility by conveying awareness messages.
It should be noted that this research has some limitations. On the one hand, the number of advertisements examined does
not constitute a sucient amount to state categorically that audiovisual advertisements show a specic body standard. On the
other hand, the sample of adolescents surveyed is only adequate for an exploratory analysis. Moreover, the number of girls and
boys is not exactly the same, nor the dierent adolescence stages are equally represented.
ese conclusions emphasize, especially in an environment where social networks have drastically changed adolescents’
media consumption landscape, the importance of delving deeper into how advertising inuences their physical concerns in
order to facilitate prevention and cope with associated eating disorders, unhealthy practices or negative self-concepts about
their own body.
5. Acknowledgements
Article translated into English by María Isabel Mansilla Blanco to whom we are grateful for her work.
6. Specic contributions of each author
Name and Surname
Conception and design of the workÓscar Díaz-Chica
Methodology
Óscar Díaz-Chica
Data collection and analysisMercedes Rodríguez Bermejo, Matías López Iglesias, Óscar Díaz-Chica
Discussion and conclusionsMercedes Rodríguez Bermejo, Óscar Díaz-Chica
Drafting, formatting, version review and approvalMatías López Iglesias, Mercedes Rodríguez Bermejo, Óscar Díaz-Chica
7. Conict of interest
e authors declare that there is no conict of interest contained in this article.
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