Though the fashion industry keeps saying curves are "in," it may be unwise for many brands to cast plus-size models in ads, according to a new Arizona State University study. Plus-size models are unlikely to sway targeted consumers to buy certain products, since they may just make them feel bad about themselves, researchers say.
“We believe it is unlikely that many brands will gain market share by using heavy models in their ads,” said Naomi Mandel, marketing associate professor in the W. P. Carey School of Business at ASU. “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.”
Researchers asked women with low, normal, and high body-mass indexes how they felt after viewing ads with skinny, normal, and plus-size models. Skinny women with low BMI felt good after looking at ads with all kinds of models, since they identified with the thin ones and felt different from the heavier ones. Heavy women with high BMI felt big in comparison to the idealized skinny models, and identified with the bigger ones. Average-size women felt skinny and good when faced with skinny models, but heavy and bad when faced with bigger models.
Plus-size models could help, the researchers note, in ads for certain things, such as weight-loss supplements and gyms — by making women feel bad enough about themselves that they decide to spend money on those things.
Most Viewed Stories
Mary-Kate Olsen Strains Every Muscle in Her Face in an Attempt to Smile
The Fashion Executive Who Doesn’t Wear Underwear on Dates
25 Famous Women on Being Alone
22 Intimate Lost Photos of Marilyn Monroe
Prince George Has No Time for Justin Trudeau’s High Fives
How Angelina Jolie Won the First Big Battle in Her Divorce
It’s Time to Get Over Your White Feelings and Start Taking Action for Black Lives
The Will & Grace Reunion Was Intensely Documented for Social Media
Madame Clairevoyant: Horoscopes for the Week of September 26
All It Took for Anti-Vaxxer to Admit She Was Wrong Was Her Entire Family Getting Sick
From Our Partners
powered by PubExchange
The Cut’s Latest Love and War FeaturesAva DuVernay on Hollywood Racism, Modern-Day Slavery, and Why She’s Still an Optimist
The director, whose new documentary The 13th chronicles America’s history of racial subjugation, talks to Rebecca Traister about Bill Clinton, Newt Gingrich, and the modern criminal-justice system.What No One Tells Couples Trying to Conceive
It helps to be rich.The Hidden Black Women Who Helped Win the Space Race
A segregated unit of mathematicians born of desperation during World War II became the secret to NASA’s success.Slut-Shaming Squids Are Everywhere
The “Bermuda Square” comic strip is back.Santigold’s New Video Is the Result of a Spontaneous Run-in With Kara Walker
The collaboration that dreams are made of.Emma Stone and Andrew Garfield Spotted Together Again, Love Might Be Real
They could be back together ahh!Teen, Forced to Go on Vacation With Her Family, Calls 911
The logical decision.Report: Hearst Fired Seventeen EIC Michelle Tan During Her Maternity Leave
Tan had been at the magazine for about two years.Good Morning America Host Amy Robach Apologizes for Saying ‘Colored People’ on Air
She quickly apologized.Unknown NFL Player Tries to Get Attention by Asking Aly Raisman Out in Video
That’s one way to do it.
Marissa Cooper is poised for a comeback ... maybe.California Votes to Remove Time Limit on Prosecuting Rape Cases
In light of the Bill Cosby case.Beyoncé’s Behind-the-Scenes Lemonade Photos Belong in a Museum
She had the "Boycott Beyoncé" sign already in formation on set.The Rise of the Male Celebrity Full-Frontal
An ex-publicist explains.Gabby Douglas Will Be a Miss America Judge
The gold-medal gymnast will help choose the 2017 pageant winner.Camille Becerra’s Photo Diary of Rockaway Beach
An ideal trip to add and cross off your summer bucket list.Sorry Nerds, Ian McKellen Won’t Officiate Your Expensive Lord of the Rings–Themed Wedding
Not even for $1.5 million.Miles Teller Is Still Upset About Being Called a Dick
He wants to set the record straight.Why Parents Shouldn’t Talk About Weight With Their Teens
New guidelines seek to banish weight talk.UVA Student Assaulted at Knifepoint During Orientation Weekend
But some students weren't notified until 24 hours later.