Thu, 11/27/2008 - 11:25 — admin
Many in the fashion industry think that only skinny models sell, but their average-sized counterparts may just be as alluring and effective in fashion ads.
Queensland University doctoral candidate Phillippa Diedrichs is exploring the potential of using more realistic models in place of ultra thin or ultra muscular images in the mass media to sell products, and what impact this will have on promoting positive body image.
There is a well established link between exposure to ultra-thin models and poor body image in the media, disordered eating and exercising behaviours for both men and women.
Diedrichs created a series of mock ads for a range of beauty, clothing and accessory products.
Then, more than 300 men and women, aged 18 to 25, viewed the various fashion themes which featured either female models sized 8-10 or models sized 14.
“They rated how likely they would be to buy the products in the advertisements and how they felt about their own body image after seeing the ads,” she said.
“Both men and women rated the advertisements featuring the average-size models as equally effective as the advertisements featuring the thinner models.”
“Also, women who saw the size 14 models felt significantly better about their own bodies in comparison to those who saw the thinner models,” she said.
Diedrichs said her research offered exciting implications that could be made to promote positive body image.
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