Waif goodbye! Average-size female models promote positive body image and appeal to consumers

Abstract

Despite consensus that exposure to media images of thin fashion models is associated with poor body image and disordered eating behaviours, few attempts have been made to enact change in the media. This study sought to investigate an effective alternative to current media imagery, by exploring the advertising effectiveness of average-size female fashion models, and their impact on the body image of both women and men. A sample of 171 women and 120 men were assigned to one of three advertisement conditions: no models, thin models and average-size models. Women and men rated average-size models as equally effective in advertisements as thin and no models. For women with average and high levels of internalisation of cultural beauty ideals, exposure to average-size female models was associated with a significantly more positive body image state in comparison to exposure to thin models and no models. For men reporting high levels of internalisation, exposure to average-size models was also associated with a more positive body image state in comparison to viewing thin models. These findings suggest that average-size female models can promote positive body image and appeal to consumers.

Keywords:

• body image
• media
• advertising
• model size
• average-size models

Acknowledgements

This research was supported in part by The Butterfly Foundation, a charity that provides support for Australians who suffer from eating disorders and negative body image issues and their carers. We thank two anonymous reviewers for their thoughtful comments and suggestions.

Notes

Notes

1. An Australian dress size 8–10 is approximately equivalent to UK 10–12, US 6–8 and European 38–40.

2. An Australian dress size 14–16 is approximately equivalent to UK 16–18, US 12–14 and European 44–46.

3. Consistent with the method used by Halliwell and Dittmar (2004), measurements of the average Australian fashion model were calculated by averaging the bust, waist and hip measurements of the first 20 female models featured on the website of a leading Australian modelling agency, Chadwick Models. The average measurements were; dress size = 8–10, bust = 83.52 cm/32.88 inches, waist = 62.81 cm/24.73 inches and hips = 88.60 cm /34.88 inches.