The main finding in this research is, we found that third person effect research is also suitable to be used in slimming advertising. Again, the data collected also supports Davidson ’s third person effect hypothesis in our research. However, social distance hypothesis of women in this research has gained no support. Result shows that not only men are more likely to think that slimming advertisement has greater effect on their female counterparts, women have such thought too, or even more so. Nevertheless, our research has made some interesting findings too. We noticed that social involvement and stress may cause the so called inverted third person effect.
中文關鍵詞
身體意象，社會距離，社會壓力，涉入感，第三人效果，瘦身廣告
英文關鍵詞
body image, involvement, the third person effect, slimming advertisement, social distance, social pressure