Dai Yao, Zhu Zhixuan, Yuan Guo Wu
Faculty of Social Sciences, University of Macau, Taipa, Macao SAR, China.
Faculty of Arts and Humanities, King's College London, London, United Kingdom.
Front Psychol. 2025 Jan 7;15:1430079. doi: 10.3389/fpsyg.2024.1430079. eCollection 2024.
This systematic review explores the multifaceted psychological impact of advertising on women's self-perception, examining traditional advertising, femvertising, and the emerging effects of digital transformation. By synthesizing evidence from 95 peer-reviewed studies, this review examines the relationship between media portrayals of women and key psychological outcomes, including body image, self-esteem, self-objectification, and gender role attitudes. Our analysis reveals that traditional advertising, which often features idealized and stereotypical portrayals of femininity, continues to be associated with negative psychological outcomes such as increased body dissatisfaction and self-objectification. These effects appear to be intensifying in digital contexts, where exposure is more frequent and pervasive. Femvertising-advertising that aims to challenge gender stereotypes and empower women-shows promise in promoting positive psychological outcomes, but its effectiveness is contingent on perceived authenticity and individual viewer characteristics. The digital transformation of advertising has created new dynamics in how women encounter and process advertising messages, with social media platforms enabling both new forms of feminist messaging and new risks of superficial appropriation. Our findings suggest that understanding advertising's impact requires consideration of platform-specific features, user characteristics, and content types. The review highlights the need for advertising practices that prioritize genuine representation and empowerment of women, while also addressing the unique challenges and opportunities presented by digital platforms. This work contributes to a deeper psychological understanding of advertising's impact on women's self-perception and calls for updated theoretical frameworks and practical approaches that can address both traditional and emerging forms of advertising exposure.
本系统综述探讨了广告对女性自我认知的多方面心理影响，研究了传统广告、女性主义广告以及数字转型带来的新影响。通过综合95项同行评审研究的证据，本综述考察了媒体对女性的呈现与关键心理结果之间的关系，这些结果包括身体意象、自尊、自我物化以及性别角色态度。我们的分析表明，传统广告常常呈现理想化和刻板的女性形象，它仍然与负面心理结果相关，比如身体不满和自我物化的加剧。在数字环境中，这些影响似乎正在强化，因为在数字环境中接触广告更为频繁和普遍。女性主义广告——旨在挑战性别刻板印象并赋予女性力量的广告——在促进积极心理结果方面显示出前景，但其效果取决于感知到的真实性和个体观众特征。广告的数字转型在女性接触和处理广告信息的方式上创造了新的动态，社交媒体平台既催生了新形式的女性主义信息传播，也带来了表面化挪用的新风险。我们的研究结果表明，理解广告的影响需要考虑特定平台的特征、用户特征和内容类型。该综述强调了广告实践的必要性，即优先考虑对女性的真实呈现和赋权，同时应对数字平台带来的独特挑战和机遇。这项工作有助于从更深层次的心理学角度理解广告对女性自我认知的影响，并呼吁更新理论框架和实用方法，以应对传统和新兴形式的广告接触。
