Over at ASU news comes a report about a marketing study of various advertising campaigns using PLUS sized models. Seems these ads probably won’t move product.
“We found that overweight consumers demonstrated lower self-esteem – and therefore probably less enthusiasm about buying products – 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.”
Think about that. A picture of a fat woman will have more negative impacts on women’s self-esteem than skinny models. I guess when your self esteem is built upon pretty lies and fantasies it shouldn’t be a surprise when external pressures cause it to crumble into dust.
