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The Impact of the New Representation of Women in Advertising on Contact with the Fashion Mass-Market Clothing Brands’ Advertisement

Student: Elizaveta Panarina

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

Some researchers believe that women consumers more prefer conventionally attractive models, others argue that advertising with more realistic models is more effective, as women consumers can identify themselves in this case with the model. Therefore, we need to investigate the change in contact with advertising material in the case of using more realistic models. This study has an experimental design and extends to the fashion mass market segment. It turned out that when choosing a non-standard model, involvement and the ability to identify oneself most of all affect the efficiency.

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