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Item Cutting edge : consumers' attitudes towards advertisements portraying female models who have undergone cosmetic surgery : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Albany, New Zealand(Massey University, 2018) Tipgomut, PornchanokeAdvertisers portray idealized female models who have gained attractiveness from cosmetic surgery in their advertisements without knowing the effects of this decision. This thesis aims to address this unknown point about the portrayal of idealized female images in advertisements. It is a controversial topic, but an important topic, given the prominent use of cosmetic surgery in contemporary society. Two exploratory studies and five quantitative studies were conducted in Thailand to investigate: female consumer’ reactions to models that underwent cosmetic surgery, male consumers’ reaction to such models and the influence of cosmetic surgery on Asian beauty types. The results show that cosmetic surgery only enhances perceived attractiveness when the model underwent many cosmetic surgery changes and if female consumers do not perceive these surgery changes. However, both male and female consumers can detect surgery changes when the model has undergone many changes. In sum, cosmetic surgery only affects attractiveness if many procedures have been conducted. But then the probability of detection is high, and detection overrides the positive effect of cosmetic surgery on perceived model attractiveness. This dark side does not occur amongst male participants in the reported experiments. We found that males believe in the negative news of claiming that the model has undergone cosmetic surgery, but such claims do not affect perceived model attractiveness. However, a claim of no surgery on model’s face provides benefit, as it increases perceived model attractiveness amongst male experiment participants, and consequently increases advertising effectiveness. Concerning the third topic, previous classifications of female models’ beauty types are based on a Western perspective. However, we have shown that Asian model beauty types are classified differently from Western perspectives. From an Asian perspective female model beauty types are classified into three main groups: Natural Cuteness (cute, natural, sweet, and local beauty), Non-Local/Surgery (Western look, Korean style, and surgery beauty), and Sexy Beauty (sexy, cool, and sharp beauty). Our results indicate that cosmetic surgery enhances Non-Local/Surgery beauty and Sexy beauty. However, the most effective beauty type in terms of advertising effectiveness is Natural Cuteness, which cosmetic surgery cannot enhance.Item The psychological changes in patients undergoing elective aesthetic surgery : a longitudinal study : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Clinical Psychology at Massey University, Albany, New Zealand(Massey University, 2017) Hung, Mindy Min-YuThe popularity of elective cosmetic surgery has risen rapidly over the last two decades, drawing attention to its pursuit and psychological effects. However, the literature shows mixed results regarding the psychological outcomes of cosmetic surgery, suggesting methodological weaknesses across a majority of the studies, and lending weight to the belief that there is insufficient evidence to demonstrate the psychological benefits of cosmetic surgery. The current study explores the psychological change in cosmetic surgery patients before and six months after the surgery, using mixed methods of applied longitudinal analysis and thematic analysis. It explores the psychological differences between 17 prospective cosmetic surgery patients and a comparison group of 20 not planning cosmetic surgery, examines why patients undergo surgery, and looks at factors that could influence surgery outcomes. Psychological measures were taken before the surgery and two weeks, three months and six months after the surgery. The psychological outcome variables include global self-esteem, appearance evaluation and orientation, psychological wellbeing and body image-related quality of life. No psychological difference was found between prospective cosmetic surgery participants and the comparison group, except that the surgery participants were more dissatisfied with their overall appearance and their body image experiences were more likely to have negatively affected their lives preoperatively compared with the comparison group. Cosmetic surgery was sought to address concerns and dissatisfaction over physical appearance, and under the expectation of postoperative psychological enhancement. Cosmetic surgery participation was significantly associated with increased appearance satisfaction over time, whereas no significant changes was found in other psychological variables. The majority of the postoperative cosmetic participants reported that their appearance dissatisfaction in other parts of their bodies have a somewhat negative impact on their lives, whereas the comparison group described that such appearance dissatisfaction has no effect on their lives or minor preoccupation at the most. Implications for future research and clinical practice are discussed.Item Fluid identities : contextualising genital reconstructive surgery after female circumcision in Burkina Faso : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Social Anthropology at Massey University, Auckland, New Zealand.(Massey University, 2016) Nyarango, MargaretFemale circumcision procedures were traditionally performed on many girls and women in Burkina Faso. These practices were outlawed in 1996, and are now termed ‘female genital mutilation’ by the government and activists trying to stop them. About thirtyfive years ago, Pierre Foldès, a French urologist who was on a humanitarian mission to West Africa, developed a surgical procedure to alleviate health problems associated with these practices. He later refined his procedure and started using it to also restore clitoral anatomy and function. This surgery, which is presented as two distinct procedures in Burkina Faso, is now performed by some indigenous doctors in Ouagadougou and Bobo-Dioulasso. In this ethnographic study, I explore the reasons motivating some Burkinabe women to seek genital reconstructive surgery, the impact this surgery has on them and societal attitudes towards this surgery and these women. I discuss concepts of gender and embodiment in relation to Burkinabe girls’ and women’s health and sexuality by considering their understanding of what is normal, healthy, natural, complete, sexually attractive and feminine. I also consider the manner in which the meanings of these notions are changing depending on the prevailing discourse. I argue that the salience of the discourse promoted by the Burkinabe government and activists working to end female circumcision in the urban areas of Burkina Faso is compounding the harm associated with this practice. It has led some circumcised women to view themselves, and to be viewed by others, as unhealthy and sexually defective, and to believe that they need genital reconstructive surgery. Yet, limited information about this surgery, its cost and taboos associated with sex and sexuality limit women’s access to the surgery. I further argue that that some Burkinabe women in the Raëlian Movement are co-opting the discourse that paints circumcised women as victims to create spaces where they can remodel typical Burkinabe values, but also exercise those which are particular to their religion. They have thus embraced genital reconstructive surgery to reconstruct not just their bodies, but also their identity as healthy and sensual women.