TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Ads With ‘Real’ Women Don’t Work

z200801563.jpgA study from Arizona State University, University of Cologne in Germany and Erasmus University in the Netherlands found that campaigns utilizing real sized women, which includes ‘plus-sized’ models, “are unlikely to work on their intended customers”.

“We found that overweight consumers demonstrated lower self-esteem &#151 and therefore probably less enthusiasm about buying products &#151 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.”

An interesting finding that came from the study was that the size of the reader relative to the size of the model is a factor in self-esteem.

The takeaway here: women can’t be fat and they won’t ever make more money than men.

Check out all the findings, here.

More:UIC to Study Fat Kids and Food Ads

Mediabistro Course

Social Media 101

Social Media 101Get hands-on social media training in our online boot camp, Social Media 101! Starting September 4, social media and marketing experts will help you determine the social media sites that matter most to you, based on your personal and professional goals. Register before July 31 and get $50 OFF with early bird pricing. Register now!