Honors Program
Honors in Business
Date of Award
5-2022
Thesis Professor(s)
Dr. Kelly G. Atkins, Dr. Dana L. Harrison
Thesis Professor Department
Management and Marketing
Thesis Reader(s)
Dr. Reza Maihami
Abstract
Marketing strategies are changing how businesses sell their products. The body positivity movement is causing consumers to examine companies to determine if their intentions are authentic. Some of the ways consumers evaluate company authenticity include examining corporate social responsibility reports, types of advertising, or the brand-cause fit between the company and the body positivity movement. The author of this study followed two companies (Dove and Aerie) that are known for body positive advertising messages and two companies (Mattel/Barbie and Victoria Secret) that are known for promoting unrealistic body expectations. The author examined each companies’ mission statement, annual report, and types of media being used to determine whether the companies were doing what they say they are doing. The researchers found that Dove and Aerie demonstrated company values consistent with their body positivity campaigns; however, both had opportunities to increase their emphasis on inclusion and diversity in their advertising campaigns and media presence. Mattel and Victoria’s Secret had inclusive and diverse campaigns and media presence but focused on empowerment of women rather than body positivity. In the final analysis, Aerie had the most consistency between its brand and its body positivity campaigns. Further, the author found that Aerie’s campaigns promoted true body positivity with models of various ethnicities, sizes, disabilities, and illnesses. Aerie has raised the bar for companies joining the body positivity movement by encouraging women to accept the “imperfect” bodies they were born with. This study has academic and industry contributions due to the comparative analyses of the body positivity marketing campaigns of American-owned brands. The results could inform companies of their strengths and areas of opportunity in consumer perceptions of brand authenticity and could provide direction for future studies focused on body positivity marketing.
Publisher
East Tennessee State University
Document Type
Honors Thesis - Open Access
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Recommended Citation
Mink, Emma, "The Authenticity of Body Positivity in the Media: A Comparative Analysis of Four American-Owned Companies" (2022). Undergraduate Honors Theses. Paper 723. https://dc.etsu.edu/honors/723
Copyright
Copyright by the authors.