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Skinny Models Can’t Sell Cookies, But Can Sell Just About Everything Else

July 31st, 2008     by Stacey May Fowles     Comments

Adage reports that “Researchers Find Thin Models Make Viewers Like Brands More, but Themselves Less:”

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… “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.”

(Also, the women studied wouldn’t eat the cookies after they saw the skinny models, so this tactic simply doesn’t work for baked goods.)

None of this is really news, but the study is worth gander:

…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.

Um, doesn’t seem like much of a “quandary” to me?

Tags: news flash

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