When will larger‐sized female models in advertisements be viewed positively? The moderating effects of instructional frame, gender, and need for cognition

Abstract

A variety of negative consequences for girls and women have been associated with women's and men's viewing unrealistic portrayals of women in advertising. However, research on the positive consequences of presenting larger-sized women in advertisements, and the conditions under which they are effective, has been lacking. The present research examined such positive effects and found that larger-sized female models in ads were rated as more attractive when an instructional frame activated nontraditional beliefs (a new women's magazine that features larger-sized models) than when it activated traditional beliefs (a traditional women's magazine). These effects were more pronounced for women than for men, and particularly for women who scored higher in their need for cognition. The degree to which women generated positive thoughts about themselves in response to the ads tended to correspond with their ratings of increased attractiveness of the models in the ads. Implications of findings for using positive larger-sized female models in ads are discussed.

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

“…Guidelines in the pretest followed the procedure as suggested by Martin, Veer, and Pervan (2007), Peck and Loken (2004) and Smeesters and Mandel (2006). In particular, one-half of the students examined the moderately fat models of both Western and Chinese backgrounds while the other group examined the moderately thin models.…”

“…Peck and Loken (2004) showed that in the right context, for example, a new women's magazine with larger models, with a body shape that is congruent with an obtainable body shape, will be viewed as being more attractive and should not have a negative impact on body image. On the other hand, women with larger body shapes may make more of a comparison with an obtainable body shape, and feel they ought to be able to meet this ideal, as opposed to a much thinner body shape.…”

“…(This is explained in greater detail in the following section on body image. )Recent research suggests (Martin, Veer, & Pervan, 2007;Peck & Loken, 2004) that women identify more with media representations of an obtainable body shape. Peck and Loken (2004) showed that in the right context, for example, a new women's magazine with larger models, with a body shape that is congruent with an obtainable body shape, will be viewed as being more attractive and should not have a negative impact on body image.…”

“…All of these countries have recently experienced significant Western economic development in recent times. Research (Martin, Veer, & Pervan, 2007;Peck & Loken, 2004;Smeesters & Mandel, 2006) and marketing practice (Dove "Real Beauty" campaign) suggest that the marketers can use more obtainable, realistic, and possibly socially responsible depictions of a feminine body shape that matches their target audience, especially those of older women. What is not certain is how well this research and practice translates into effective and responsible promotions in countries other than the United States.…”

Industrial Marketing: Can Strategic Marketing be Applied to Subcontracting?

“…First, most research (e.g., Groesz et al, 2002;Henderson-King & Henderson-King, 1997;Myers & Biocca, 1992;Peck & Loken, 2004;Richins, 1991;Smeesters & Mandel, 2006;Wilcox & Laird, 2000) has focused on the effect of exposing women to slim or regular-size models on their self-image. No research to date has investigated if women actually prefer regular-size models to slim ones, and if so, which women.…”