Attitude toward Older Models in Fashion Advertising: Intersectional Approach

Student: Niiazalieva Dilbara

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2019

The purpose of this thesis was to identify differences in the perception of the older models in fashion advertising, depending on ethnicity and age of the respondent. The theoretical framework of the study was based on various theories and approaches from psychology, sociology, social psychology and cultural studies. In particular, the researcher relied on Wolfgang Iserg’s theory of reception, the stereotyping model by Fiske and Cuddy , Tajfel and Turner's theory of social identity, and theory of intersectionality. In a comparative analysis, it was found that age as a factor influences the respondent's perception, while the results of the study of the influence of ethnicity turned out to be ambiguous and require further study.

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