GI Joe or Average Joe? The impact of average-size and muscular male fashion models on men's and women's body image and advertisement effectiveness

Increasing body size and shape diversity in media imagery may promote positive body image. While research has largely focused on female models and women's body image, men may also be affected by unrealistic images. We examined the impact of average-size and muscular male fashion models on men's and women's body image and perceived advertisement effectiveness. A sample of 330 men and 289 women viewed one of four advertisement conditions: no models, muscular, average-slim or average-large models. Men and women rated average-size models as equally effective in advertisements as muscular models. For men, exposure to average-size models was associated with more positive body image in comparison to viewing no models, but no difference was found in comparison to muscular models. Similar results were found for women. Internalisation of beauty ideals did not moderate these effects. These findings suggest that average-size male models can promote positive body image and appeal to consumers.     

Waif goodbye! Average-size female models promote positive body image and appeal to consumers

Despite consensus that exposure to media images of thin fashion models is associated with poor body image and disordered eating behaviours, few attempts have been made to enact change in the media. This study sought to investigate an effective alternative to current media imagery, by exploring the advertising effectiveness of average-size female fashion models, and their impact on the body image of both women and men. A sample of 171 women and 120 men were assigned to one of three advertisement conditions: no models, thin models and average-size models. Women and men rated average-size models as equally effective in advertisements as thin and no models. For women with average and high levels of internalisation of cultural beauty ideals, exposure to average-size female models was associated with a significantly more positive body image state in comparison to exposure to thin models and no models. For men reporting high levels of internalisation, exposure to average-size models was also associated with a more positive body image state in comparison to viewing thin models. These findings suggest that average-size female models can promote positive body image and appeal to consumers.     

Waif goodbye! Average-size female models promote positive body image and appeal to consumers

Despite consensus that exposure to media images of thin fashion models is associated with poor body image and disordered eating behaviours, few attempts have been made to enact change in the media. This study sought to investigate an effective alternative to current media imagery, by exploring the advertising effectiveness of average-size female fashion models, and their impact on the body image of both women and men. A sample of 171 women and 120 men were assigned to one of three advertisement conditions: no models, thin models and average-size models. Women and men rated average-size models as equally effective in advertisements as thin and no models. For women with average and high levels of internalisation of cultural beauty ideals, exposure to average-size female models was associated with a significantly more positive body image state in comparison to exposure to thin models and no models. For men reporting high levels of internalisation, exposure to average-size models was also associated with a more positive body image state in comparison to viewing thin models. These findings suggest that average-size female models can promote positive body image and appeal to consumers.     

The impact of advertisements featuring ultra‐thin or average‐size models on women with a history of eating disorders

Previous research demonstrates that exposure to ultra‐thin media models leads to increased body image concerns amongst women (Groesz, Levine, & Murnen, 2002 ). There is emerging evidence that attractive, average‐size models do not have this negative effect and can be effective in advertising (e.g. Halliwell & Dittmar, 2004 ). The present study investigates these factors amongst women with a history of eating disorders. Participants either viewed advertisements featuring ultra‐thin, average‐size or control images. Immediately after exposure, they reported their body‐focused anxiety and rated the effectiveness of the advertisements. Whereas exposure to ultra‐thin models did not lead to increased body‐focused anxiety, exposure to average‐size models produced a relief effect, whereby women reported lower levels of body‐focused anxiety. Advertisements featuring ultra‐thin and average‐size models were equally effective. The results suggest that average‐size, attractive models could be used effectively in advertising, which may help to relieve body image concerns amongst these women. Copyright © 2005 John Wiley & Sons, Ltd.     

The impact of thin idealized media images on body satisfaction: Does body appreciation protect women from negative effects?

This article examines whether positive body image can protect women from negative media exposure effects. University women (N = 112) were randomly allocated to view advertisements featuring ultra-thin models or control images. Women who reported high levels of body appreciation did not report negative media exposure effects. Furthermore, the protective role of body appreciation was also evident among women known to be vulnerable to media exposure. Women high on thin-ideal internalization and low on body appreciation reported appearance-discrepancies that were more salient and larger when they viewed models compared to the control group. However, women high on thin-ideal internalization and also high on body appreciation rated appearance-discrepancies as less important and no difference in size than the control group. The results support the notion that positive body image protects women from negative environmental appearance messages and suggests that promoting positive body image may be an effective intervention strategy.     

Size overestimation among anorexics: much ado about very little?

Research on size overestimation among anorexics has failed to control for the effects of actual body size on estimated size. We obtained estimates of the size of 3 body sites from 3 groups: 13 anorexic women; 13 non-eating disordered women matched with the anorexics on actual body size; and 13 non-eating disordered women of average size. The anorexic and size-matched normal subjects did not differ in the extent to which they overestimated their body size, but both displayed significantly greater overestimation than did the subjects of average size. Both groups also estimated the actual size of their body sites to be larger than did average-size normal subjects. These findings illustrate the need for appropriate control procedures when considering body image disturbances among persons with eating disorders, and they raise questions about the psychological significance of disturbances in the perceptual component of body image.     

“But I Like My Body”: Positive body image characteristics and a holistic model for young-adult women

Extant body image research has provided a rich understanding of negative body image but a rather underdeveloped depiction of positive body image. Thus, this study used Grounded Theory to analyze interviews from 15 college women classified as having positive body image and five body image experts. Many characteristics of positive body image emerged, including appreciating the unique beauty and functionality of their body, filtering information (e.g., appearance commentary, media ideals) in a body-protective manner, defining beauty broadly, and highlighting their body's assets while minimizing perceived imperfections. A holistic model emerged: when women processed mostly positive and rejected negative source information, their body investment decreased and body evaluation became more positive, illustrating the fluidity of body image. Women reciprocally influenced these sources (e.g., mentoring others to love their bodies, surrounding themselves with others who promote body acceptance, taking care of their health), which, in turn, promoted increased positive source information.     

Femvertising or femwashing? Women's perceptions of authenticity

Stereotypes in advertising are recognized as contributing to the perpetuation of inequalities. In response to this, femvertising—“advertising that employs pro-female talents, messages, and imagery to empower women and girls” (SheKnows, 2014)—is increasingly observed in the marketplace. Despite femvertising's prevalence, current research has failed to identify women's core understanding of it. The objectives of this research are to conceptualize femvertising from a consumer perspective, explore the nature of authentic femvertising, and differentiate it from femwashing. In-depth interviews were conducted with 17 women. The findings help uncover femvertising's complex meaning as perceived by consumers and distinguish it from femwashing. The results suggest that the concepts of femvertising and femwashing coexist in consumers' minds. Six dimensions of authentic femvertising are identified: transparency, consistency, identification, diversity, respect, and challenging stereotypes. This research contributes to the consumer research, advertising, and branding literature; encourages a broader societal reflection about gender stereotypes; and offers several managerial implications.     

Considering an affect regulation framework for examining the association between body dissatisfaction and positive body image in Black older adolescent females: Does body mass index matter?

The present study provided an initial evaluation of an affect regulation model describing the association between body dissatisfaction and two contemporary measures of positive body image among 247 Black college-bound older adolescent females. We further tested whether possessing a higher body mass index (BMI) would strengthen these associations. Self-reported height and weight were used to calculate BMI. Respondents also completed a culturally-sensitive figure rating scale along with assessments of body appreciation and body image flexibility. Results indicated a robust positive association between the two measures of positive body image; BMI was the strongest predictor of both body appreciation and body image flexibility with body size discrepancy (current minus ideal) contributing incremental variance to both models tested. Implications for improving our understanding of the association between positive and negative body image and bolstering positive body image to promote health-protective behaviors among Black young women at this developmental juncture are discussed.     

Effects of Scarcely Dressed Models in Advertising on Body Esteem for Belgian Men and Women

We explore how more revealing displays of models’ bodies in advertising impact individuals’ body esteem. The first study exposed a snowball sample of 215 Belgian men and women starting from a research department’s database to an advertisement containing a male or female model in pajamas or underwear. Scarcely dressed models had a negative effect on individuals’ body esteem compared to dressed models, especially for opposite-sex models. The second study replicated the results of the first with a representative sample of 123 women from a consumer panel, using different models. Both scarce dress of the opposite-sex model and reported sexual arousal affected body esteem. Model attractiveness served as a moderator for same-sex models.     

Women, Weight, and Age: Social Comparison to Magazine Images Across the Lifespan

The finding that rates of body dissatisfaction in women remain relatively stable across the adult lifespan may be due to older women having fewer but heavier age-relevant comparisons in the media. To examine this, magazine images that depict women’s full bodies were coded for age, body size, and clothedness. Analyses suggest that overall, older women are not well represented in this medium. In addition, magazines aimed at younger women depict younger and thinner models than do those magazines with a larger percentage of older readers. Moreover, across magazines, younger models are thinner and less clothed than older models. Thus, larger body ideals portrayed in the media, in combination with increased weight with age, may contribute to similarities in body satisfaction over the lifespan. An earlier version of this paper was presented at the annual meeting of the Association for Psychological Science, New York, NY, May 2006.     

The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising

Scholars have long argued that popular consumer culture is both producer and product of social inequality, but few detailed empirical studies have explored the ways that advertising imagery simultaneously constructs stereotypes of race and gender. This article reports on a content analysis of television commercials (n = 1699) aired on programs with high ratings for specific target audiences from 1992 to 1994. Characters in the television commercials enjoy more prominence and exercise more authority if they are White or men. Logistic regression analyses indicate that images of romantic and domestic fulfillment also differ by race and gender, with women and Whites disproportionately shown in family settings and in cross-sex interactions. In general, 1990s television commercials tend to portray White men as powerful, white women as sex objects, African American men as aggressive, and African American women as inconsequential. The authors suggest that these commercial images contribute to the perpetuation of subtle prejudice against African Americans by exaggerating cultural differences and denying positive emotions. Results are discussed in relation to the segmentation of media markets and possibilities for social change.     

Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective

The present study draws on theories and prior research on corporate social responsibility (CSR) and gender attitudes (i.e., sexism) to understand young Chinese peoples’ responses toward women-empowering advertising (i.e., femvertising). We conducted two experiments in which male and female Chinese college students (232 in Study 1 and 231 in Study 2) were exposed to either women-empowering or control advertisements (traditional ad in Study 1 and gender-irrelevant ad in Study 2) and reported their attitudes about the ads as well as their purchase intentions toward the advertised products (shampoo and smartphone, respectively). In line with our predictions, both experiments showed that messaging about women’s empowerment in advertising can induce perceptions of CSR, thereby increasing favorable responses such as enhanced positive ad attitudes and increased purchase intentions toward the advertised products. Moreover, hostile sexism was negatively associated with consumer responses toward femvertising such that the lower participants’ hostile sexism, the more positive ad attitudes and stronger purchase intent participants they reported. However, benevolent sexism was not predictive of consumer responses toward femvertising. These results offer insights into people’s responses toward women-empowering advertisements and also have practical implications for advertisers and marketers who are interested in using such an advertising tactic to promote products and services.

     

Influencing light versus heavy engagers of harmful behavior to curb their habits through positive and negative ad imagery

Mass media advertising has increasingly been seen as an important vehicle to influence attitudes and behaviors on issues designed to enhance the well‐being of society overall. However, prior research shows mixed results on the ability of advertising to encourage substantial or long‐term changes in self‐destructive behavior. The current research provides a framework to reconcile previous findings and demonstrates that different psychological processes are occurring when trying to convince light versus heavy engagers to curb their potentially harmful behaviors. Validated across two contexts (texting while driving and excessive gambling), the present study demonstrates that ads containing positive imagery (as opposed to negative imagery) are more effective at influencing heavy engagers to limit their harmful behaviors. Heavy engagers in the harmful behavior seem to resist ads containing negative imagery and do not find them to be more credible or involving. Instead, they are more influenced to curb their harmful behaviors after seeing positive imagery containing characters and situations to which they can relate. On the other hand, light engagers of harmful behavior are more likely to be persuaded to limit their behaviors after exposure to advertising containing negative imagery. The negative imagery evokes perceptions of ad credibility and encourages individuals to think about the advertised problem and consequences. Both credibility and ad involvement are shown to be important mediators of ad effectiveness for light engagers, whereas relatability was not a significant mediator for this group. Implications for the design of effective public service announcements targeted toward these separate groups are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

A comparison of body size ideals, body dissatisfaction, and media influence between female track athletes, martial artists, and non-athletes

ObjectivesIn assessments of body image among athletes, there remains an important discrepancy between studies reporting, on one hand, increased body dissatisfaction among athletes and, on the other, lower body image concerns. In order to help resolve this contradiction, the present study examined body size ideals, body dissatisfaction, and media influence among female recreational athletes and non-athletes.MethodForty-one track athletes (a judged sport in which leanness is actively promoted), 47 women involved in Taek Won Do (a martial art with little or no emphasis on leanness), and 44 non-athletes completed self-report measures of ideal body size, body dissatisfaction, and media influence, and provided their demographic details.ResultsResults showed that, after controlling for participants' body mass index (BMI), there were no significant between-group differences in ideal body size. By contrast, track athletes reported the highest body dissatisfaction scores and the highest internalisation of athletic media messages. Results of a regression analysis showed that, for the total sample, participants' BMI and internalisation of athletic media messages predicted body dissatisfaction over-and-above involvement in the different sports.ConclusionThese results support the suggestion that women participating in leanness-promoting sports experience greater body dissatisfaction than women in other sports or non-athletes.     

The effect of exposure to thin models and digital modification disclaimers on women's body satisfaction

This study tests the effectiveness of public health initiatives aimed at reducing the adverse effects of exposure to thin images in advertising on women's body satisfaction. Using an online experiment with 195 Israeli adult women, we test the effects of message factors that are expected to influence body satisfaction—the model's body size, and the presence and size of disclaimers. Compared with advertisements featuring a thin model, exposure to an average sized model was indirectly and positively associated with body size satisfaction, through the perception of the model's body size. However, exposure to disclaimers regarding digital modification of the model did not influence body satisfaction. Moreover, irrespective of whether they were exposed to a disclaimer or not, most participants who viewed ads featuring thin models thought that the image had been digitally modified. The results call for further research on the effectiveness of disclaimer labels for promoting body satisfaction.     

What are television advertisements really trying to tell us? A postmodern perspective

This paper differentiates between the modern and the postmodern approach to advertising. It provides indicators of the nature of postmodern advertisements and proposes a methodology based on critical discourse analysis for interpreting the meaning and understanding the structure of such advertisements. The paper discusses the purpose of the postmodern approach to advertising and argues that its very imagery may further confuse an already confused postmodern consumer. The credibility of the imagery may also be questioned where it is perceived to be an illusion that is incapable of being substantiated. Copyright © 2002 Henry Stewart Publications.     

Use of Objectification Theory to Examine the Effects of a Media Literacy Intervention on Women

Although the impact of the media’s thin ideal on body image may be lessened by media literacy, empirical support for this is inconsistent. Objectification theory, which suggests that certain social situations serve to increase women’s self-objectification (i.e., viewing self from a third person perspective), was used as a framework to understand this inconsistency. In particular, it was hypothesized that media literacy may involve both negative (heightened self-objectification) and positive (well-being) effects. We used both qualitative and quantitative measures, and two studies showed that viewing the video Slim Hopes increased state self-objectification, as well as self-esteem and positive affect. Implications for effective media literacy and self-objectification are discussed.     

Accuracy of body size estimation: Role of biopsychosocial variables

This study evaluated factors related to the perceptual disturbances of body image. Using a digital body image computer program, 191 participants (107 women, 82 men) adjusted an image of their body to the perceived actual size at five body regions; chest, waist, hips, thighs and calves. A neutral object (a vase) was also adjusted to partial out the level of perceptual distortion present with a neutral object. Men and women overestimated the size of the neutral object and their body image. Among women, overestimation was primarily predicted by high levels of depression, and media and peer influences to be thinner and increase muscles. Among men, overestimation was predicted by high BMI, media influences to lose weight and increase muscles, and peer influences to increase muscles. These findings suggest that perceptual accuracy of body image is primarily predicted by biopsychosocial influences.