Антонова Н.Л. Женский телесный образ в рекламе на маркетплейсах как фактор неудовлетворенности телом

УДК 316.4+316.6
https://doi.org/10.24158/tipor.2025.9.1
 

Женский телесный образ в рекламе на маркетплейсах

как фактор неудовлетворенности телом

 
Наталья Леонидовна Антонова
Уральский федеральный университет имени первого Президента России Б.Н. Ельцина,
Екатеринбург, Россия, n.l.antonova@urfu.ru, http://orcid.org/0000-0002-2063-4970
 
Аннотация. В статье анализируется влияние женских телесных образов, представленных в рекламе одежды на маркетплейсах, на удовлетворенность телом молодыми женщинами. Исследование проводилось с опорой на авторский гайд полуструктурированного интервью и неслучайный целевой отбор. В опросе приняли участие женщины от 18 до 30 лет (n = 26). Материалы опроса показывают, что несоответствие собственного тела рекламным стандартам при выборе одежды снижает удовлетворенность собственным телом и формирует такие чувства, как отчаяние, тревога, подавленность, отвращение, стыд, преодоление которых становится возможным при включении в образ жизни практик заботы о теле ‒ физической активности, сбалансированного питания, соблюдения режима дня. Проведенное исследование свидетельствует о наличии противоречия между «глобальной» оценкой женского тела как здорового, подтянутого, выносливого и неудовлетворенностью конкретными параметрами собственного тела, которая в условиях его несоответствия рекламным образцам, представленным на маркетплейсах, формирует негативное восприятие телесного облика молодыми женщинами.
Ключевые слова: тело, женское тело, телесный образ, неудовлетворенность телом, маркетплейсы и реклама на них
Финансирование: инициативная работа.
Для цитирования: Антонова Н.Л. Женский телесный образ в рекламе на маркетплейсах как фактор неудовлетворенности телом // Теория и практика общественного развития. 2025. № 9. С. 17–24. https://doi.org/10.24158/tipor.2025.9.1.
 

The Female Body Image in Online Marketplace Advertising

as a Factor in Body Dissatisfaction

 
Natalya L. Antonova
Ural Federal University named after the first President of Russia B.N. Yeltsin,
Yekaterinburg, Russia, n.l.antonova@urfu.ru, http://orcid.org/0000-0002-2063-4970
 
Abstract. The study examines the influence of female body images presented in clothing advertisements on marketplaces on young women’s body satisfaction. The research was conducted using an author-developed semi-structured interview guide and a purposive non-random sampling method. Participants included women aged 18 to 30 years 30 (n = 26). Particular attention is paid to the survey data, which demonstrate that the discrepancy between one’s own body and advertising standards when selecting clothing reduces body satisfaction and evokes emotions such as despair, anxiety, depression, disgust, and shame. It is emphasized that overcoming these feelings becomes possible through the incorporation of body care practices into one’s lifestyle – namely, physical activity, balanced nutrition, and adherence to daily routines. The study argues for the idea that there is a contradiction between the “global” assessment of the female body as healthy, fit, and resilient and dissatisfaction with specific parameters of her own body, which, in conditions of its inconsistency with advertising samples presented on marketplaces, forms a negative perception of the physical appearance of young women.
Keywords: body, female body, body image, body dissatisfaction, online marketplaces and advertising on them
Funding: Independent work.
For citation: Antonova, N.L. (2025) The Female Body Image in Online Marketplace Advertising as a Factor in Body Dissatisfaction. Theory and Practice of Social Development. (9), 17–24. Available from: doi:10.24158/tipor.2025.9.1 (In Russian).

© Антонова Н.Л., 2025

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