The Effect of Idealistic Advertisements Contrasted with Authentic Advertisements on the Self Concept of Women: A Study to Grasp the Target Audience’s Attentiveness

In an age where the existence of advertisements adorning several evolutionary forms has become an indispensable component, is where print media still continues to consume a sizeable proportion of the consumer‟s attention. The study attempted to investigate the underlying insecurities that ultimately leads to a lower self-concept on part of the consumer, a medication to which, can prove to be an opportunity for the advertising industry to produce a better advertising ethos benefitting the brand and the consumer in terms of higher profitability and brand loyalty. An experimental design is embodied in the study exploring the influence of existing advertisements on the self-concept of women forming a colossal consumer base for the apparel and cosmetic industry which uses advertising in fashion magazines as a primary method of communication. An evident use of idealistic imagery and unrealistic expectations has been shelled on the consumer. This is paired in difference with an „experiment advertisement‟ which has been solely created for the study with a realistic demeanour in terms of the zilch editing. To avoid an unrealistic enhancement of the product, involving a realistic female model and focusing on portraying an image the target audience feels a kinship with to assess the influence it has on the users of the product. Previous studies have only explored the issue of poor self-concept but have had limited exploration of the satisfaction that a realistic advertisement can bring about. A higher consumer‟s self-concept and brand loyalty can be exceedingly encouraging for the brand in the market as well as the advertising industry to evolve in terms of its thresholds of standards.