A new study claims using plus-size models in ad campaigns may actually hurt companies, because the images make women feel bad about themselves.
This study from Arizona State University says research showed when the average woman is shown an ad featuring a plus size model it made her feel more self-conscious. They say the effects ads have on women has more to do with the size difference between the viewer and the model. When an average woman sees an ad featuring a heavier model, the women becomes concerned that she is overweight. This could deter the woman from buying products from that company.
Naomi Mandel, the marketing associate professor in the W. P. Carey School of Business at ASU, explained the findings saying, “We found that overweight consumers demonstrated lower self-esteem – and therefore probably less enthusiasm about buying products – after exposure to any size models in ads (versus ads with no models). Also, normal-weight consumers experienced lower self-esteem after exposure to moderately heavy models, such as those in Dove soap’s ‘Real Women’ campaign, than after exposure to moderately thin models.”
These new findings don’t back up the push for larger models in ads and runway shows. The study isn’t saying that extremely skinny models are better. They are simply stating that using plus-size models may not be the perfect solution. This may only fuel the debate of some, like Karl Lagerfeld, who feel that people don’t want to see larger models in photos. Meanwhile other designers such as Canadian Mark Fast insist on using models of all sizes in their runway shows.
The study says that these results may affect the way exercise and weight loss companies advertise, because showing a plus-size model may drive more women to buy the product.
Tags: advertising, Fashion News, karl lagerfeld, mark fast, plus size, plus size model, skinny models, study
It makes sense, but I bet no one ever thought about that before. No one wants to look bad and showing bad pictures won’t make anyone want to shop there. I think if the plus size photos are beautiful though it won’t matter about their size.
How about just normal sized? Not anorexic size O or size 12, just normal size 4 or 6.