BODY PHYSICALITY AS A KEY FACTOR OF MEDIA SELF PRESENTATION – BODY IMAGE IN ADVERTISING

Abstract

The contribution is a consideration of the role of a human body in personal, physical reflections, in the field of art and in media space. The presented text is a thought starting point for a scientific study of the role and forms of the human body in contemporary advertising. In contemporary modern society, there is an increasing interest in the appearance and presentation of the body in its female or male modality. Body image is a complex, dynamic and multidimensional aspect of an individual’s personality, determined by a number of individual and socio-cultural factors. Body image creation takes place under the influence and experience of information and it can change throughout life. The perception of body image is linked to the general ideas that the culture connects with the ideal form of the body. It is not only a mental image, but also includes an assessment component, an attitude based on cognitive schemes and emotional processing of information with which the individual is confronted