Skinny Women Better for Bottom Line

Sách Hay Jul 23, 2011 No Comments

A study by business professors at Villanova University and the College of New Jersey, inspired by Dove’s “Campaign for Real Beauty,” shows that ads featuring thin models made women feel worse about themselves but better about the brands featured. Seeing thin models also made college age women far more likely to turn down a snack pack of Oreo cookies offered as thanks for their participation in the study, or to opt for a reduced fat version. wholesale jerseys from china Women who had just seen thin models were nearly four times more likely to say no to Oreos than women who hadn’t, and 42% more likely to opt for reduced fat cookies if they did indulge. Women in a sample of 194 college students aged 18 24 expressed more negative feelings about their sexual attractiveness, weight and physical condition after seeing thin models than before. So called high self monitoring women, or those more concerned about what others think of their appearance, were the most negatively affected by seeing the thin models in the study. The professors are still preparing a written report on results from a second phase of the research, which found that despite the negative effect on their body image, women preferred ads showing thin models and said they were more likely to buy products featured in those ads than in ones showing “regular size models,” said Jeremy Kees, a business professor at Villanova. Karen Becker Olsen, a business professor at the College of New Jersey, also has been conducting the research. She couldn’t be reached

for comment by deadline. “The really interesting result we’re seeing across multiple studies is that these thin models make women feel bad, but they like it,” Mr. Kees said. “They have higher evaluation of the brands. With the more regular size models, they don’t feel bad. Their body image doesn’t change. But in terms of evaluations of the brands, those are actually lower.” Mr. Kees acknowledged the findings create something of a quandary for marketers, who might have a positive effect on young women’s self esteem by showing more typical women in ads, but suffer in the marketplace as a result. “I’d tend to be cautious about using models in advertising that wouldn’t maximize the attitudes and evaluations of the advertising and the brands,” he said. “Certainly [Dove is] getting a lot of publicity, and it’s a great, innovative campaign. But in terms of the bottom line of how that might be impacting . purchase behavior, I’m not sure.” The data shows a definite, if short term, link between thin models in ads and eating behavior, but Mr. Kees said he wasn’t comfortable making the leap that seeing thin models could cause eating disorders. Dove and its agency, Ogilvy Mather, Toronto, weren’t reluctant to connect those dots in their “Onslaught” viral video released last year, splicing scenes of yo yo dieting and bulimia into a montage of beauty advertising. “That’s a far stretch to infer an eating disorder from a one time choice,” Mr. Kees said, but added, “That’s certainly a scenario that would be rich for future research.” The new study in part concurs with and in part diverges from some prior research on the impact of thin models. concluded that ads featuring ultra thin models do make women feel worse about their looks, but aren’t any better at selling products than ads featuring more typically proportioned women. Unilever also vowed to not use size zero models in any of its advertising. In a statement, a spokesman for Unilever said the company believes its approach works. “Unilever is confident in the effectiveness of its advertising,” he said. “We believe women have the right to feel comfortable with their bodies and not suffer from lack of self esteem brought on by images of excessive slimness.” Dove’s campaign, he said, has “penetrated society and started a dialog about real beauty,” adding that “we are thrilled by the overwhelming positive responses we have received from women (and men) as a result of the campaign.” Despite those efforts, he said, “There is no question that women and young girls are being bombarded with unrealistic messages and images of beauty that impact their self esteem.” But, he said, “We are excited to see now (and have seen in the past couple of years) a growing trend towards more realistic and healthy looking women in advertising and in the media.”

thai huynh

Leave a Reply

Your email address will not be published. Required fields are marked *