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Effects of Ideal Body Images--Translatable Across Gender and Culture?
Unformatted Document Text:  11 data were excluded in the analysis. These subjects were randomly divided into three groups and exposed to different print advertisements we selected: advertisements featuring ordinary-looking models, advertisements featuring ideal female models and advertisements featuring ideal male models. Participants were asked to view 12 advertisements in each group and answer 8 questions unrelated to our experiment after viewing each advertisement to make sure they paid attention. All data was collected using pen-and-paper measures, and was analyzed at the group level. After viewing the advertisements in the given condition, participants were required to answer a set of test scale questions about their self-esteem, body image, and perception of a perfect woman. Rosenberg’s (1971) ten-item scale was used to measure participants’ self-esteem, whether they think positive of negative of him or herself, with the coefficient alpha tested at .65. A Ten-item scale was used to measure perception of body image with the coefficient alpha of .87. The scale tested whether they think body image is important to them and how they think about their own body appearance. Participants were also asked to rate the importance on a ten-item scale for a perfect woman, including whether she likes kids, is fun, has average height and weight, is popular, is intelligent, has good looks, has a lot of money, is sexy, is kind and honest, and whether she has a good job. The last section asked participants to provide information on age, gender, year in school, and whether they came from urban or rural areas.

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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11
data were excluded in the analysis. These subjects were randomly divided into three
groups and exposed to different print advertisements we selected: advertisements
featuring ordinary-looking models, advertisements featuring ideal female models and
advertisements featuring ideal male models. Participants were asked to view 12
advertisements in each group and answer 8 questions unrelated to our experiment after
viewing each advertisement to make sure they paid attention. All data was collected using
pen-and-paper measures, and was analyzed at the group level.
After viewing the advertisements in the given condition, participants were
required to answer a set of test scale questions about their self-esteem, body image, and
perception of a perfect woman.
Rosenberg’s (1971) ten-item scale was used to measure participants’ self-esteem,
whether they think positive of negative of him or herself, with the coefficient alpha tested
at .65.
A Ten-item scale was used to measure perception of body image with the
coefficient alpha of .87. The scale tested whether they think body image is important to
them and how they think about their own body appearance.
Participants were also asked to rate the importance on a ten-item scale for a
perfect woman, including whether she likes kids, is fun, has average height and weight, is
popular, is intelligent, has good looks, has a lot of money, is sexy, is kind and honest, and
whether she has a good job.
The last section asked participants to provide information on age, gender, year in
school, and whether they came from urban or rural areas.


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