Perception of Advertising Messages Using Elements of Body Positivity (through the Example of Russian Youth)

The master's dissertation is devoted to studying the influence of bodypositivity on the perception of advertising messages that use this concept among Russian youth. The problem of the research lies in the fact that the concept of body positivism is poorly developed in Russia, and as a result, poorly researched. When writing my work, I relied on foreign studies, which in turn turned out to be not so much either. In the theoretical part of the master's thesis, such concepts as “feminism”, “bodipositivity” were analyzed, and advertising messages were selected, on the basis of which the analysis will be made. In this paper, we study the methods for analyzing people's perception of a phenomenon that may be affected by a factor: the in-depth interview method and the ZamET metamorphic method. It also compiled its own methodology for conducting an unstructured interview. In the course of writing this research work, it was found that the use of bodypositivity in advertising messages does not adversely affect the perception of these messages.