As I mentioned in my previous post, I shop for my clothes by catalog and online a lot. I have noticed that very few companies actually use large models for their clothes. Mostly I see them in the smaller, boutique companies. Lane Bryant may use an extra curvy woman or two for their ads, but in their catalog, the clothes are on skinny women.
While there is big applause for the use of "real women" in some magazine lay outs and ad campaigns, in reality:
“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.” According to a new study by researchers at ASU, the University of Cologne in Germany and Erasmus University in the Netherlands, which demonstrates a link between model sizes in advertisements and the self-esteem of consumers looking at the ads.
While there is big applause for the use of "real women" in some magazine lay outs and ad campaigns, in reality:
“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.” According to a new study by researchers at ASU, the University of Cologne in Germany and Erasmus University in the Netherlands, which demonstrates a link between model sizes in advertisements and the self-esteem of consumers looking at the ads.
Apparently, seeing what we would really look like in the clothes makes us feel bad, so we would not buy them, we would rather have the fantasy that we look like the thinner models in the clothes. (Rather than actually getting fit and wearing the smaller size.)
The area where we don't mid seeing the large models? When we are viewing ads for weight loos programs and gyms - in other words, when they are the "Before" version.
It appears we need to work on more than our love for fast food in this country! Living in denial is a big problem - or is it living in a fantasy world?
No comments:
Post a Comment