Advertising impact on body image and self-esteem in Chilean women (Impacto de la publicidad en la imagen corporal y autoestima de mujeres chilenas)

Raquel Corales; Millaray Correa; José Luis Ulloa

doi:10.56754/2810-6598.2025.0041

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Publicado: jul. 25, 2025

DOI: https://doi.org/10.56754/2810-6598.2025.0041

Palabras clave:

publicidad estereotipada, publicidad inclusiva, Latinoamérica, bienestar, apariencia física

Raquel Corales

Faculty of Psychology, Universidad de Talca, Chile

Millaray Correa

Faculty of Psychology, Universidad de Talca, Chile

José Luis Ulloa

Centro de Investigación en Ciencias Cognitivas (CICC), Faculty of Psychology, Universidad de Talca, Chile

https://orcid.org/0000-0001-7220-4350

Resumen

Abstract: Advertising plays a crucial role in people's lives by influencing their perceptions and choices. This influence can extend to how body image is perceived and, eventually, affect self-esteem. This research focused on the impact of two types of advertising (stereotypical and inclusive) on the perception of body image and self-esteem of Chilean women. An experimental study was conducted with 39 participants divided into two groups exposed to different types of advertisements. The results revealed that stereotypical advertising had a significant negative effect on body image perception but not on self-esteem, whereas inclusive advertising had no impact. These findings support the need to promote responsible advertising practices in the media.

Keywords: Stereotyped advertising; inclusive advertising; Latin America; wellbeing; physical appearance.

Resumen: La publicidad desempeña un papel crucial en la vida de las personas al tener influencia en sus percepciones y elecciones. Esta influencia puede extenderse a la manera en que se percibe la imagen corporal y, eventualmente, afectar la autoestima. Esta investigación se enfocó en el impacto de dos tipos de publicidad (estereotipada e inclusiva) en la percepción de la imagen corporal y la autoestima de mujeres chilenas. Se llevó a cabo un estudio experimental con 39 participantes divididos en dos grupos, expuestos a diferentes tipos de videos publicitarios. Los resultados revelaron que la publicidad estereotipada tenía un efecto negativo significativo en la percepción de la imagen corporal pero no en la autoestima, mientras que la publicidad inclusiva no tenía un impacto. Estos hallazgos respaldan la necesidad de promover prácticas publicitarias responsables en los medios de comunicación.

Palabras clave: Publicidad estereotipada; publicidad inclusiva; Latinoamérica; bienestar; apariencia física.

Resumo: A publicidade desempenha um papel crucial na vida das pessoas ao influenciar suas percepções e escolhas. Essa influência pode se estender à forma como a imagem corporal é percebida e, eventualmente, afetar a autoestima. Esta pesquisa focou no impacto de dois tipos de publicidade (estereotipada e inclusiva) na percepção da imagem corporal e na autoestima de mulheres chilenas. Foi realizado um estudo experimental com 39 participantes divididas em dois grupos, expostas a diferentes tipos de vídeos publicitários. Os resultados revelaram que a publicidade estereotipada teve um efeito negativo significativo na percepção da imagem corporal, mas não na autoestima, enquanto a publicidade inclusiva não teve impacto. Esses achados reforçam a necessidade de promover práticas publicitárias responsáveis e uma imagem corporal positiva nos meios de comunicação.

Palavras-chave: Publicidade estereotipada; publicidade inclusiva; América Latina; bem-estar; aparência física.

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Corales, R., Correa, M., & Ulloa, J. L. (2025). Advertising impact on body image and self-esteem in Chilean women (Impacto de la publicidad en la imagen corporal y autoestima de mujeres chilenas). Ibero-American Journal of Psychology and Public Policy, 2(2), 287–306. https://doi.org/10.56754/2810-6598.2025.0041

Número

Vol. 2 Núm. 2 (2025)

Sección

Artículos

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