Search Research Paper Eating Disorder

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The onset of anorexia and bulimia, typically during adolescence or early childhood, results in prevalence rates in this age group being significantly higher than in the general population (Killian, 1994).The prevalence of bulimia is more difficult to determine because bulimics, unlike anoretics, typically do not exhibit weight loss and, like anorectics, are resistant to discuss their problem.

The onset of anorexia and bulimia, typically during adolescence or early childhood, results in prevalence rates in this age group being significantly higher than in the general population (Killian, 1994).The prevalence of bulimia is more difficult to determine because bulimics, unlike anoretics, typically do not exhibit weight loss and, like anorectics, are resistant to discuss their problem.Alternative executional approaches are offered, as well as making recommendations for future research in this area. Prendergast (1998) ,"Psychology, Marketing and Eating Disorders: Integrating the Evidence From the Literature", in AP - Asia Pacific Advances in Consumer Research Volume 3, eds. Monroe, Provo, UT : Association for Consumer Research, Pages: 120-125.

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A Bulimic individual is characterized as someone who consumes 3 to 27 times their recommended daily food allowance (Abraham and Beaumont, 1982).

Symptoms associated with bulimia include recurrent binge eating; regular engagement in self-induced vomiting, diet pills, laxatives or diuretics, or excessive exercise; persistent concern with body weight and shape (American Psychiatric Association, 1987).

Advertising often presents an attractive female body (usually thin) to the viewer in the process of selling a product.

Most of these advertisements extol beauty, vitality, sexuality, and, slimness.

Third, to make recommendations for further research. For the purpose of clarification, a distinction needs to be made between the two eating disorders anorexia nervosa and bulimia.

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An Anorectic refers to persons who have a constant obsession with food and weight.However, estimates range from 0.9% to 13% of females (Fairburn and Beglin, 1990; Halmi et al, 1981; Schotte and Stunkard, 1987).Sadly, the incidence of anorexia cases in the western world has shown signs of increasing over the past two or three decades (Killian, 1994; Crisp et al, 1976; Garner et al, 1980; Margo, 1985).Typically two or more of these elements are linked.For example, if a model is slim, she is also portrayed as being beautiful and sexually desirable.Although approximately 95% of anorectics and 90% of bulimics are women, estimates of the prevalence rates for the two disorders among females vary.Estimates for anorexia range from less than 1% to 3% of females (Muuss,1985).They restrict their diet and do not exhibit symptoms of bulimia (Killian, 1994).Symptoms associated with anorexia nervosa include a weight loss of at least 15% below what is deemed normal" for age and height, an intense fear of gaining weight/perception of being fat, and the absence of at least three consecutive menstrual cycles (American Psychiatric Association, 1987).First, to synthesize the evidence (from both the psychological and marketing literature) which shows whether or not there is a relationship between the portrayal of thin models in advertising and the presence of eating disorders amongst young women.Second, to suggest alternative ways in which advertisers might meet their objectives.

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