Reimagining beauty advertising : a qualitative study on consumer perceptions of inclusivity
Maailman muuttuessa yhä enemmän yhdistyneeksi ja monimuotoiseksi kysymys siitä, miten kauneusmainonta vaikuttaa ihmisten minäkuviin on noussut esiin. Tämän tutkimuksen tavoite on lisätä ymmärrystä siitä, miten suomalaiset kuluttajat kokevat inklusiivisuuden kauneusmainonnassa ja mitkä inklusiivisuuden osa-alueet ovat kuluttajille tärkeitä kauneusmainonnassa.
Tutkimukseen osallistujat rekrytoitiin lumipallo-otantamenetelmällä, alkaen postauksesta sosiaalisessa mediassa. Keväällä 2023 toteutettiin puolistrukturoituja haastatteluja 10 osallistujan kanssa, joiden ikä vaihteli 22-72 välillä ja jotka sijaitsivat eri puolella Suomea.
Haastattelut analysoitiin teema-analyysin menetelmällä. Analyysi korosti haitallisten kauneusihanteiden, tokenististen mainostamispyrkimysten, vanhanaikaisten mainoskampanjoiden ja parantuneen etnisen inklusiivisuuden rooli kuluttajien käsityksissä kauneusmainonnan inklusiivisuudesta. Lisäksi monimuotoisuuden näyttäminen, samaistuttavuus, aitous ja identiteetin vahvistaminen nousivat tärkeiksi osa-alueiksi kuluttajille.
Suomen väestön monimuotoistuessa yksilöiden ainutlaatuiset erot tulisi ottaa huomioon kauneusmainonnassa. Tämä tutkimus tarjoaa uusia näkemyksiä kuluttajien käsityksistä inklusiivisuudesta kauneusmainonnassa.
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As the world is becoming more interconnected and diverse, the question of how beauty advertising is affecting people’s self-perceptions has been raised. The aim of this thesis is to increase understanding about how Finnish consum-ers perceive inclusivity in cosmetics advertising and what aspects of inclusivity they find important in beauty advertising.
Participants for this study were recruited through snowball sampling, starting with a post on social media. In the Spring of 2023 semi-structured interviews were conducted with 10 participants, aged between 22-72 years and located in different parts of Finland. The interviews were analysed using the thematic analysis method.
The analysis highlights the impact of harmful beauty ideals, tokenistic advertising efforts, outdated advertising campaigns, and enhanced racial inclusivity on consumer perceptions of inclusivity in beauty advertising. Furthermore, the representation of diversity, relatability, authenticity, and identity affirmation emerged as important aspects of inclusivity for the consumers.
As the population in Finland is becoming more diverse, the unique differences of individuals should be taken into account in beauty advertising. This research offers new insights into consumer perceptions of inclusivity in beauty advertising.
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