The Female Body Image in Online Marketplace Advertising as a Factor in Body Dissatisfaction

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.