Recent research by the Warwick Business School shows that very skinny models and famous artists are not attractive in product advertisements. The study was done only with women, points out that in the cases of campaigns made with women who represent an ideal of beauty, end up intimidating and alienating the public from the product. This is because women tend to create a defensive stance toward image to feel better about self-comparison that they even unconsciously do.
Participants watched campaigns in the midst of several others, and the focus was on one issue that was next to a vodka ad. Some received ads with models that were not super attractive, a second part of the women received the same campaign with women in bikini but subtly positioned, and the final part of the group was exposed to the campaign with women in evidence in the same proportion as vodka. . The way the model was presented clearly affected the behavior and assimilation, unlike the defensive created when the model is very evident, the subtler advertisements helped to assimilate the product and aided sales.
One of the research contributors, Tamara Ansons, points out that “to successfully use idealized marketing images, it must be presented subtly, we found that the way the perfectly shaped model image was used was very important in determining a positive or negative effect on women and their self-perception. It is important to understand when we can expect positive effects from the use of idealized body image in marketing and how it influences purchasing decisions.
And what do you think about the exaggerated campaigns and the idealized models?
The dangerous ways ads see women | Jean Kilbourne | TEDxLafayetteCollege (April 2024)
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