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

Diedrichs, Phillippa C; Lee, Christina

Authors

Christina Lee



Abstract

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. © 2011 Taylor and Francis Group, LLC.

Citation

Diedrichs, P. C., Diedrichs, P. C., & Lee, C. (2011). Waif goodbye! Average-size female models promote positive body image and appeal to consumers. Psychology and Health, 26(10), 1273-1291. https://doi.org/10.1080/08870446.2010.515308

Journal Article Type Article
Publication Date Oct 1, 2011
Journal Psychology and Health
Print ISSN 0887-0446
Electronic ISSN 1476-8321
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 26
Issue 10
Pages 1273-1291
DOI https://doi.org/10.1080/08870446.2010.515308
Keywords body image, media, advertising, model size
Public URL https://uwe-repository.worktribe.com/output/958730
Publisher URL http://dx.doi.org/10.1080/08870446.2010.515308
Additional Information Additional Information : Available online before print: 15th April 2011