PRNewser TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC GalleyCat

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

Applied Web Analytics

Applied Web AnalyticsStarting November 24, learn how to use metrics to drive your business goals! In this course, you'll learn how to set goals and produce results based on data, identify and track the KPIs for your website, and integrate your analytic efforts into your overall marketing strategy. Register now!