Selling American Beauty to Teen Girls: A Content Analysis of Female Celebrity Advertisements in Seventeen
Abstract

Abstract:

This study explores how celebrity women's beauty images are constructed in regard to beauty ideal, body shape, and dress style, and how these beauty depictions are associated with product type in ads targeted towards female teens. This research is based on a content analysis of female celebrity ads in 31 issues of Seventeen published between 2007 and 2009 in the United States. Our results show that advertisers tend to select certain types of beauty portrayals in female celebrity ads. Also, a majority of these ads employ celebrity women to promote attractiveness-related consumption. Moreover, differential use of beauty portrayals emerges between attractiveness-related and non-attractiveness-related products. Additional analysis reveals that many beauty aspects of the female celebrities are not distributed uniformly across product types. Implications, limitations, and future directions of research are discussed.